Go Places, HEINEKEN’s Employer Brand campaign, is a website with a manifesto film of HEINEKEN company and an interactive ‘job interview’ that creates an engaging experience between the participants and the company. It consists of 12 questions that have been designed to tease out whether they are the kind of person who would thrive at HEINEKEN. In the end, the website presents a shareable personal profile to the viewer, based on a mix of Enneagram typologies and HEINEKEN values.

An appealing and entertaining way to interview candidates, giving them a sense of the uniqueness of HEINEKEN as an employer, and find out if their personality matches the company’s culture.

Inspired by Dr. Seuss’s children’s story ‘Oh! The Places You’ll Go!’, it revolves around one thought: join HEINEKEN and Go Places. Literally and figuratively.

When entering The Interview, the participant will meet an Interviewer who explains that personality is crucial at HEINEKEN. Real HEINEKEN employees were featured along the video. The Interviewer pokes and prods, asking a series of 12 timed questions - such as ‘would you rather be world famous or have strong roots?’- designed to tease out whether you’re the kind of person who would thrive at HEINEKEN. 

Then the website presents a personal profile to the participant, based on a mix of Heineken values and Enneagram typologies - profiles like Achiever, Loyalist or Pioneer - accompanied by a description of their character. The profiles can then be shared on social media.

Prospective employees who take The Interview can further proceed with their applications by visiting HEINEKEN’s global or local career sites to explore available roles.

• Only in the first month the website reached over 170K interviews, of which 61% were fully completed.

• The average time spent on site was 5.30 minutes.

• The company’s LinkedIn page witnessed a 300% increase in visits and job applications, besides acquiring 65k new followers (54% increase).

• The visits to HEINEKEN global Career Pages went up 350%, with an average bounce rate of 3,6%. (industry standard is 40-60% for content sites)

• The campaign generated 3.1 million social media interactions, reinforcing the engagement with the brand, and more the 300 media news across the world.

• Overall, it helped change the image of HEINEKEN as just a beer brand and show it hasn’t a typical corporate behaviour like people would image, it is actually a very exciting place to become part of.