The Candidate
Heineken is a pale lager beer with 5% alcohol by volume produced by the Dutch brewing company Heineken International. Heineken is well known for its signature green bottle and red star.
WHAT IS THIS HR INNOVATION ABOUT?
They created a recruitment campaign named “The Candidate” which was video compilation of secretly filmed job interviews. In which, rather than asking questions about business knowledge, experiences, Heineken decided to assess their personalities such as confidence, resourcefulness, ability to go out of the box and respond to unusual circumstances…
WHY WAS THIS INNOVATION IMPLEMENTED?
On May 25th, 2013, Heineken needed to hire an intern for its Event & Sponsorship Marketing team.
WHAT ARE THE MAIN BENEFITS?
The campaign successfully grabbed the interest of future employees. Heineken reported a >279% traffic increase to their HR sites and >317% increase in CV’s submitted after campaign launch. Furthermore, this campaign also influenced positively on current employees: 91% of Heineken employees watched the video and found it stimulating for their job.
Germany, 2013
Check sources at the bottom of the page
http://blog.profiles-sea.com/en/blog/bid/330420/A-case-study-of-Heineken-on-hiring-the-right-person-for-the-right-job