When I wrote in this recent post that successful brands wrap themselves in the brand promise from in the inside out, I could very well have been writing about Heineken.
They know who they are as a company and see absolute value in hiring people who share their vision. To that end, they’ve created the brilliant video below, which demonstrates the extent to which they will go to ensure their new hires can authentically carry the brand promise forward.
Using a hidden camera, the Dutch beer-maker subjects their interview candidates to a series of tests to separate the wheat from the barley.
There’s nothing quite like the interviewer passing out in front of nervous job seekers to see what they’re made of!
Of course, this is also a clever viral marketing campaign for Heineken, one that avoids hard-selling the product in favour of soft-selling the brand.
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Whatever your brand promise, it needs to be lived internally if it’s to be consistently communicated externally.
Think about how your business could align your hiring procedures more closely with what you stand for as a company and what your brand personality projects.
Thanks to Carol Vincent for bringing this vid to my attention!