Adweek’s Angela Natividad applauds Heineken’s new, offbeat recruiting campaign, which begins with the video above and leads into a personality test, in which prospective candidates answer a series of questions in three to five seconds each:
Based on the Enneagram model, the results give you a personal profile, which must be sent along with your résumé when applying for your Heineken dream gig on LinkedIn. … The “Go Places” site, created over one-and-a-half years by Wefilm, Cloudfactory and Superhero Cheesecake (which managed the tech and interactivity), makes the interview process feel thorough, quick and surprisingly fun—if sometimes reductive. (We’re told one guy used two mouses to give multiple answers at once … and scored really well.)
“Heineken revolves around the personality of their employees, and they want these personalities to thrive. That’s the main message that had to come across in a way that stands out from all other HR campaigns,” explains Wefilm director Lennart Verstegen. “This has to be the first time HR has released a really cool campaign, reflecting values in a way only Heineken can: Ever witty and smart.”
The “interview” is also packed with nifty localizations—a tribute to Heineken’s attention to detail. This affects everything from the Interviewer’s clock, which shows your local time, to the beers and food he flashes before you at rapier speed.
“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),” says Verstegen. “This way we can make the process highly relevant to different cultures, without it really sticking out like some crazy trick. It’s something I think is highly classy and intelligent.”