It's not always about something brand new to capture the audiences imagination. It can be about building on the story and giving it a new lease of life.
What is pleasing to see with this employer brand refresh is how the whole employer brand candidate experience is being considered and developed, as well as particular attention being paid to how it performs.
How can every touch point be enhanced to deliver ultimately better business performance. Looking forward to the results.
The first campaign, Heineken looked at both qualitative results, such as the impact it had on the industry, and quantitative measures, which included a 56% increase in applications during the campaign period. “You can really see it drove a lot of traffic, a lot of interest. Particularly, and this is important for recruiting and talent acquisition, it wasn’t just about awareness it was about converting awareness into applications,” he says. Increasing awareness and applications is “just the beginning”, with Heineken also looking at how it can improve the interview process, the hiring process, managing performance and setting up new employees for success. “Ultimately it is about getting better applications and then better hires that go on to perform highly and ideally be retained by the business. That’s the sort of metrics we are putting in place for Go Places 2.0.”