Heineken is world famous for its beer, but not much is known about the company behind the beer. To start building a positive corporate image, Heineken wanted to demonstrate that the Heineken brand attitude "Open your World" is also lived and breathed inside the company.

As a proof point, Heineken has changed the standard recruitment process by pushing job seekers through the unexpected. Potential candidates were facing a job interview they couldn’t prepare for and had to compile a CV that doesn’t focus on their job skills but on their real personality. The intention was to get them out of their comfort zone, so that they could demonstrate their fit with the Heineken spirit for which they would deserve to be considered for a job position in Heineken.

91% of Heineken employees have watched the video and found it stimulating for their job

41.000 potential Heineken consumers have witnessed live in the Juventus Stadium in Turin, how the winning candidate has officially been awarded the job

422million earned media impressions

The Candidate was the 2nd most buzzed ad

1.13million google search results

3.473.000 views on YouTube (bulls eye on male target audience 24-54)

Share to view ratio of over 10%

20.121 likes on YouTube

15.276 times has the campaign been mentioned in social and digital media, of which 87% were favorable

+279% traffic increase on Heineken’s HR sites

+317% of CV’s have been sent to Heineken after the launch of the campaign

It all began with a job posting on Heineken’s LinkedIn profile and monster board. From 1.734 CV’s submitted; a selection of job seekers was invited to a 3-stage interview that was filmed secretly. An over-familiar interviewer, a surprise heart attack and a fire drill were all tests to get the potential candidate out of their comfort zone to identify who fits best with the Heineken brand and company. A viral video from these interviews was embedded in Heineken’s Facebook page, where it was watched by over 3million people. All the people that, after campaign exposure, wanted to become the next candidate were prompted to submit THE SOCIAL CV. The first Facebook app that uncovers people’s real skills, by connecting all their social profiles to generate THE SOCIAL CV.