Canadian HR Reporter is the national journal of human resource management. It features the latest workplace news, HR best practices, employment law commentary and tools and tips for employers to get the most out of their workforce.
Issue link: http://digital.hrreporter.com/i/752790
PM40065782 RO9496 October 31, 2016 INSIDE MARIJUANA ROAD MAP Employers need to prepare themselves now because workers are going to be more open about using the drug once it's legal Good intentions Discrimination in attendance management system: Board page 5 HR leaders talk We hear about the top issues facing HR today page 11 Facebook at work Building an internal social network has its challenges page 15 page 16 In an effort to attract job candidates, Heineken recently unveiled a recruitment campaign that saw 600 members of its current staff participate in an interactive video. Visit hrreporter.com/hr-vendors-guide GET LISTED IN THE HR VENDORS GUIDE Credit: goplaces.theheinekencompany.com Heineken uses interactive video to attract jobseekers Campaign incorporates behavioural testing BY MARCEL VANDER WIER BREAKING AWAY from the traditional, Heineken uncorked a different kind of recruitment cam- paign last month. e Dutch brewing company launched a website titled "Go Plac- es" that saw 600 global staffers par- ticipate in the online recruitment campaign. e website tasks visitors with "e Interview" — an interactive experience that takes users on a whistle-stop tour of potential ca- reer highlights with Heineken. e big-budget project includes a moderator, known as the "Cu- rator of Choices," guiding users through an Enneagram test — us- ing forced-choice questions to de- termine personality type. It features 12 timed questions designed to determine if the web- site user is the kind of employee who would thrive in Heineken's corporate environment. e campaign is available in 12 languages and features interview content that coincides to each user's location. Following the rapid-fire ques- tions, the website generates a user profile based on the responses giv- en. Eight Heineken profiles are pos- sible post-interview, ranging from the creative, curious "Pioneer" to the devoted, ingenious "Achiever." It then prompts the interviewee to click through to the company's career sites to explore available roles. Heineken's goal? Show off its global dominance — 250 brands in 70 countries — while attracting future star employees to continue to break fresh ground, said the company. A new kind of approach Heineken really wanted to ap- proach a human resources film in a completely different way than what's usually done, according to video director Lennart Verstegen of Wefilm in Amsterdam. "In most cases, human resourc- es films are more or less explaining company values in a much more classic documentary sense. "We thought: If we're going to do this in a Heineken way, it has to be Heineken all over." And while the campaign is aimed at new recruits, even non- jobseekers will come away from the interactive interview with a sense of what Heineken values, said Verstegen. "It's a commercial for Heineken, besides being a recruitment film." 'Cool, hip, fun' Heineken's recruitment effort earned high praise from Univer- sity of Toronto human resources management professor Alan Saks. "ey're really packing a lot in there, and all the while totally en- gaging potential applicants," he said. "I think it's a great way of add- Oil and gas express concern over marijuana But lawyers say old rules will still apply with legalized pot BY JOHN DUJAY IT WAS an announcement that reverberated beyond Canada's borders when the federal Liberals announced plans to legalize mari- juana last spring. But Enform, a safety group rep- resenting western Canada's oil and gas industries, has concerns about the move. It recently sent a letter to the federal government's task force on marijuana legalization, warning that its members work in a highly safety-sensitive industry and allowing them full access to weed is not a wise idea. "Marijuana use is incompatible with working in a safety-sensitive environment. erefore, at a mini- mum, there must be an express prohibition on the use of marijuana in safety-sensitive workplaces," said Cameron MacGillivray, president and CEO of Enform in Calgary. "An express prohibition on the possession, storage, use or sale of marijuana on safety-sensitive workplaces or facilities associated with those workplaces must also be included." Workers high on marijuana could have a devastating effect on the industry, which deals with highly flammable materials on the job site, said Enform. Many heavy equipment operators transport oil and gas around the country, and many workers drive raw materials through residential areas. LEGALIZATION > pg. 6 Mass layoffs could get harder Rules may be tightened for federally regulated employers BY MARCEL VANDER WIER IMPLEMENTING massive staff layoffs is expected to get a lot more difficult for federally regulated employers. Sectors such as telecommuni- cations and banking are required to give the federal government 16 weeks' notice before laying off 50 or more workers over a month's span. Employers are also required to ensure employee-employer committees are formed to help workers find new jobs. But the Canadian government recently reviewed the criteria be- hind layoffs of 50 employees or more in an effort to ensure group terminations could no longer be conducted without warning. If the stricter ruling is implemented, employers requesting waivers would now be required to provide specific economic and financial reasons behind the mass layoffs, according to documents obtained by the Canadian Press. The move clarifies worker rights, said Canada's Labour Min- ister MaryAnn Mihychuk. "I work every day to ensure the rights of employees are upheld," she said. "at's why I recently called for a review of the crite- ria for group termination waiver CHANGE > pg. 17 GO PLACES > pg. 10