#TGIM: A recruitment ad with a twist

Heiniken adCampaign

(marketingmagazine.com.my) – By: Malati Siniah

“Choosing a job is about much more than salary or title. Millennials want to work for a company that’s dynamic, purposeful, friendly and where they can make a real difference.”

This was why Heineken decided that they would give a personal twist in launching their latest global Employer Brand campaign. The ‘Go Places’ campaign, enables potential candidates to have a fun in an interactive Interview experience online which not only makes the process enjoyable but also showcases the company’s different brands in a unique way.

Heiniken ad campaign

Before entering the microsite candidates would have to share their date of birth and country of origin before proceeding with the interview.

Lennart Verstegen from Wefilm who directed the ad shared with Adweek that details in the video would be localised according to the country keyed in by the candidate.

“You see empanadas when watching in Mexico, and a noodle soup when viewing in Vietnam. The same thing occurs when presented a local beer—you see one that is actually local in your market: Amstel beer in the Netherlands (a Heineken company beer!) and Star Beer in Nigeria (also a Heineken beer),” Lennart shared in the interview.

This he shared was to make the global campaign relevant to different cultures. The video according to the company was a result of working with over 600 of its staff worldwide to capture the essence of that makes Heineken special place to work.

Once the candidate has completed the interview they will then be redirected to Heineken’s LinkedIn page and will be presented with the suitable job openings.

Want to see if you are the right fit at Heineken? Check out the campaign website here


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

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