Escolar Documentos
Profissional Documentos
Cultura Documentos
On May 25th, 2013, Heineken needed to hire an intern for its Event &
Sponsorship Marketing team to prepare for the Champions League final. Heineken
received a staggering 1,734 applications for this position. They faced the question how
to choose a right talent amongst 1,734 candidates, who not only have good knowledge
but also suitable behaviour, thinking style and interests to do the job. Finally Heineken
decided not to follow a very strict hiring policy and selected the man who could handle
such a responsibility and to take an unconventional route.
As you can watch in the video clip, the interviews were designed to help the brand
identified the right talent by getting applicants out of their comfort zone and then
putting them into unusual circumstances. This recruitment campaign of Heineken
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 applicants’ personalities such as confidence and
resourcefulness, wit, attitude…and ability to respond to three given unusual
circumstances. First up, the boss got up-close and personal with them and held their
hands and soon after the boss "collapsed" and the interviewees had no option but to try
and revive their boss. Finally, a fire-alarm sounded and on their way out, they were
forced to help and rescue a stranded Heineken employee from the roof. How the
candidates responded to these incidents determind who had the right behaviors, thinking
style and interests needed to work in the Heineken marketing department. The winner of
the "The Candidate" is Guy Luchting. He is from Germany and he is studying
Hospitality Management in the Netherlands. Luchting, whose internship with Heineken
is started on 12th February, 2013, said about his interview:
“First they take my hand and I think ‘Hey, that’s friendly’ and then the guy falls on
the floor and next thing I am outside during a fire alarm helping somebody jump off
the roof.