Embark on HEINEKEN’s journey to inspire candidates, consumers and society in general with its unique culture. This story will take you places. You will see how HEINEKEN unlocked its DNA, rallied the whole organisation behind or created an engaging, interactive and award-winning campaign. Get your backstage pass and enjoy your employer branding ride with HEINEKEN.

1. Talent Connect – 4th October
Alfonso Auñón García
Global Employer Brand Lead
HEINEKEN

2. #WeAreOnaMission
#WeGoPlaces

3. Growing our people, growing our business
Heineken is the best premium
beer brand in the world
HEINEKEN will be the best
employer brand in the world

4. Go Places is an Ambition
#WeAreOnaMission
#WeGoPlaces

5. Who are we?
FAME
Wow the World.
Do things, be ambitious, create the
future,
leave a winning legacy. Whatever it is,
do it remarkably yet always responsibly.
ADVENTURE
Cross your borders.
Dare to be different, try new things, explore new
territories.
Keep being curious and progressive.
FRIENDS
Grow friendships, embrace meeting strangers.
Share a beer or a cider, and a conversation,
wherever
you are around the globe.
#WeAreOnaMission
#WeGoPlaces

6. Don’t mould
me, stretch
me!
Who are they?

7. Creative Direction
#WeAreOnaMission
#WeGoPlaces

8. #WeAreOnaMission
#WeGoPlaces

10. #WeAreOnaMission
#WeGoPlaces

11. #WeAreOnaMission
#WeGoPlaces

12. 1 2 3
The Go Places Candidate Journey in 4 steps
4
#WeAreOnaMission
#WeGoPlaces

13. The Interview Profiles
The Pioneer
The Achiever
The Enthusiast
The Initiator
The Mediator
The Investigator
The High-Flyer
The Traditionalist
#WeAreOnaMission
#WeGoPlaces

14. #WeAreOnaMission
#WeGoPlaces

15. #WeAreOnaMission
#WeGoPlaces

16. Go Places Around the Globe (And many more…)
HUSA
Mexico
Brazil
Nigeria
Egypt
Ethiopia
Spain
Portugal-
UK
France
Poland
Romania
Italy
Singapore
New Zealand
Taiwan
Vietnam
Ireland
Papua New Guinea
#WeAreOnaMission
#WeGoPlaces

17. #WeAreOnaMission
#WeGoPlaces

18. Results - Summary
Engagement across 70
markets in 23 languages
English, Spanish, Italian and
Portuguese most prevalent
languages
+300 individual media
stories
Including: Dazed, Complex,
Merca2.o, AdWeek, LinkedIn,
Campaign
MANIFESTO VIEWS
+3 million total views of
manifesto & teaser video
330K total interviews
started
60% (198K) of interviews
completed
10% share rate on social
4 million total
engagements(**) on social
& news
+300% increase in visits
and job applications
+18 million impressions
130k new followers
acquired
Talent Brand 25% (+5%)
GLOBAL REACH
INTERVIEWS
MEDIA COVERAGE
ENGAGEMENT
LINKEDIN
OTHER
AWARDS
2 prizes at Eurobest
2016
3 prizes at Spin Awards
1 prize at Awwwards
1 prize at FWA
(*) Not including individuals’ Facebook profile posts due to API / legal restrictions
(**) Engagements: Total number of interactions (i.e. Twitter re-tweets and likes, Facebook
or Instagram shares and likes, post comments, article shares, etc.) with online content on
5:30 average session time
75% new sessions
50% total sessions on
mobile
#WeAreOnaMission
#WeGoPlaces

19. Results – Media Stories
#WeAreOnaMission
#WeGoPlaces

20. Career Page viewers even more than tripled after the
launch of the campaign
3.7x
more Career
Page
Viewers
#WeAreOnaMission
#WeGoPlaces

21. © 2017 LinkedIn Corporation. All Rights Reserved. |
101 of
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Career Page Traffic
Career Page Traffic Vs. Peers

22. K
2K
4K
6K
8K
10K
12K
14K
16K
18K
20K
Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17
New Monthly Followers
New monthly Followers more than doubled at the
launch of the campaign
2.1x
more Career
Page
Viewers
#WeAreOnaMission
#WeGoPlaces

23. Job Applications doubled during the campaign
Data includes all job applications initiated on LinkedIn.com (includes applies and apply clicks)
2x
more job
applications
#WeAreOnaMission
#WeGoPlaces

24. Results – Quality of Hire
#WeAreOnaMission
#WeGoPlaces

25. #WeAreOnaMission
#WeGoPlaces
Thank You!