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Talent	Connect	– 4th October
Alfonso Auñón García
Global Employer Brand Lead
HEINEKEN
#WeAreOnaMission
#WeGoPlaces
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
Go Places is an Ambition
#WeAreOnaMission
#WeGoPlaces
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
Don’t mould
me, stretch
me!
Who are they?
Creative Direction
#WeAreOnaMission
#WeGoPlaces
#WeAreOnaMission
#WeGoPlaces
Go places: Unlocking culture to brew a unique employer brand |  Talent Connect 2017
#WeAreOnaMission
#WeGoPlaces
#WeAreOnaMission
#WeGoPlaces
1 2 3
The Go Places Candidate Journey in 4 steps
4
#WeAreOnaMission
#WeGoPlaces
The Interview Profiles
The Pioneer
The Achiever
The Enthusiast
The Initiator
The Mediator
The Investigator
The High-Flyer
The Traditionalist
#WeAreOnaMission
#WeGoPlaces
#WeAreOnaMission
#WeGoPlaces
#WeAreOnaMission
#WeGoPlaces
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
#WeAreOnaMission
#WeGoPlaces
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
Results – Media Stories
#WeAreOnaMission
#WeGoPlaces
Career Page viewers even more than tripled after the
launch of the campaign
3.7x
more Career
Page
Viewers
#WeAreOnaMission
#WeGoPlaces
© 2017 LinkedIn Corporation. All Rights Reserved. |
101 of
21
Career Page Traffic
Career Page Traffic Vs. Peers
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
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
Results – Quality of Hire
#WeAreOnaMission
#WeGoPlaces
#WeAreOnaMission
#WeGoPlaces
Thank You!

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Go places: Unlocking culture to brew a unique employer brand | Talent Connect 2017

  • 1. Talent Connect – 4th October Alfonso Auñón García Global Employer Brand Lead HEINEKEN
  • 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
  • 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
  • 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
  • 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 21 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