Would You Pass This Heineken Job Interview?

What does a brand like Heineken do when over 1700 people apply for a job position at the company? Skipping the standard questions and already prepared answers, Heineken wanted to test their applicants in a slightly different way in order to find the right person for the job.

It would be a shame for me to ruin the experience, so I advise that you check out the video below. The only thing I would ad is that I give kudos for this stunt – not only is it an interesting idea for somewhat of a guerrilla marketing campaign, it also cleverly points out to the consumer that they’re in good hands. Enjoy!

If you were hiring, would you test your candidates in a similar way to find out what they were really made of?

“The Candidate” was developed by the Global Heineken Brand Digital and PR team in collaboration with Publicis Group, Milan, with creative directors Cristiana Boccassini, Bruno Bartelli and Dario Gargiulo. You can also check out the brand’s Facebook or Twitter pages for more additional information.

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  • Vuk

    Great! Love it!

  • http://rayvellest.com/ Ray Vellest

    While I’m all up for a good branding strategy, I cannot avoid finding this one particularly disgusting. For what it worth, only make me think of Heineken as an abusive brand with a management team that must be living in a parallel universe. How can one feel at ease by exploring potential candidates to a job in a marketing campaign? Even worse, what about portraying the person who was selected as some sort of winner? Winner of what? A job? Shouldn’t we all be utterly disturbed when 1700 people apply for one single job and the company behind this selection process takes advantage of it to build brand awareness? There was a time when a job was something that would allow a person to build a life while producing something of value, not some sort of excuse for a distasteful marketing campaign. What about the other 1699? What happened to them?

    • katrinaradic

      This is a very interesting perspective; I understand what you are trying to say, and I think it’s a very valid point, but don’t you think “disgusting” or “taking advantage” are words that are bit too harsh for this?

      • http://rayvellest.com/ Ray Vellest

        Yes, they are harsh Katrina, and perhaps I should have been a bit more diplomatic in my choice of words, but they wouldn’t represent how I actually feel about it. Furthermore, I’m flabbergasted by how society is descending to a level where this sort of marketing is becoming the norm! We should never accept it.

        Think about it, Heineken, a global corporation, whom according to Bloomberg, made a profit of 2 billion dollars back in 2011, surely can, if they only dare, to make a branding campaign that actually showcase them creating thousands of jobs instead of one. That, be sure, would be a branding effort that I would love to praise.

        Meanwhile, they can dress up these pseudo-jobs marketing campaigns as much as they can, I’ll see right trough it, and I’ll not refrain to use the wording which best represent my opinion. I’m sure that some Heineken executive will eventually stumble on this post, and read my comments, and I sincerely hope they do.

        I wouldn’t be so arrogant to think that I’m the only person in the world to see this branding campaign from a negative perspective, and if Heineken truly cares about their brand, they should open their eyes to that. Many other people out there are not going to limit themselves to “disgusting” or “taking advantage”.

  • Deborah

    What was the job?

  • Romain

    It’s a really questionnable hiring process, and although we are given a happy ending, I can’t help thinking the other applicants don’t see things that way, and I kinda sympathize with them rather than the “lucky” guy. Come on Heineken, you want everybody to be happy, not just one out of 1700.