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reputation | employee engagement | citizenship

People’s Insights: Volume 2, Issue 27

Heineken The Candidate

What is The Candidate? The Candidate is video compilation of secretly filmed job interviews at Heineken. The interviews were designed to get applicants out of their comfort zone and to help the brand identify the right talent.

How it works Interviews were filmed and the best three videos were uploaded to the company intranet, where employees could vote for the candidate best suited for the role.

Viral Journey The Candidate film was published on Heineken’s Facebook page in February, 2013. Web media shared it on their social media channels, creating a knock-on effect that made the film go viral. YouTube Statistics

The right approach for millennials? By changing the interview structure, Heiniken demonstrated that its not just another job but It’s a meaningful one – which is what Gen Y and soon Gen Z want from work.

True to the brand value Thinkers point out that the campaign gives people the opportunity to explore their own calibre and real worth, and strengthens the reputation of “beer = fun.”

“Heineken’s The Candidate connects two passions of the world, football and beer, and nothing can excite more than a sports internship. “The campaign fit right in with the brands attitude of ‘Open your World’. Through the various stages of the campaign it not only managed to make candidates look beyond the ordinary but also gave the outside world a glimpse into its culture, thereby strengthening the reputation of beer = fun.” - Daylon D’Cruz, Associate Account Director MSLGROUP.

Getty Images

Engaging future employees The campaign successfully grabbed the interest of future employees – Heineken reported a +279% traffic increase to its HR sites and +317% increase in CV’s submitted after campaign launch.

Cannes Huffington post

And current employees The Candidate also helped establish the “Open Your World� brand strategy internally. 91% of Heineken employees watched the video and found it stimulating for their job.

Recognition in the industry Marketers too supported the unconventional approach, and Heineken was awarded a Gold Lion in the PR category at Cannes Lions Festival of Creativity 2013.

Read People’s Lab insights and foresights The People’s Lab team shares the insights and foresights from the MSLGROUP Insights Network on the People’s Insights weekly blog and the People’s Insights Quarterly magazine.

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Heineken The Candidate: People’s Insights: Volume 2, Issue 27  
Heineken The Candidate: People’s Insights: Volume 2, Issue 27  

This week, we distill insights around The Candidate - a video compilation of secretly filmed job interviews at Heineken. For more about Th...