Heineken blends recruiting and marketing in new campaign

Reaching out to millennials, the Dutch brewer’s cool new interactive tool also pushes creativity and unity in a worldwide company with 250 brands.

If you’ve ever rushed in late to a party and had an intense, nosy stranger ply you with questions, you have an idea what you’re in for with Heineken’s new online interview.

The beer brewer’s fun, fast-paced interactive questionnaire is the latest in a campaign to recruit new employees—especially millennials—in an imaginative way that blends human resources with the savvy of external marketing and PR.

Online interviewees are asked 12 questions to test their creativity and quick thinking. Guided by a “curator,” you are given five seconds to answer at first, then three seconds later on, in a high-production quiz that ends with a request for your LinkedIn profile.

The highly shareable campaign, backed by a video, has scored brand attention and mentions in the press for the Amsterdam-based brewer.

“Heineken Just Made an HR Campaign That’s as Cool as Any Consumer Ads It’s Done,” AdWeek reports.

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