Canadian HR Reporter

CANADIAN HR REPORTER October 31, 2016 10 NEWS EmploymentSource™ Works as hard for you as you do for your clients Our premier employment content on WestlawNext® Canada is integrated with relevant case law, legislation, expert commentary and legal memos, allowing you to manage your practice in the most efficient way possible. It's the complete mix of resources you need to confidently advise on compliance, defend occupational and health and safety charges, or prepare successful dismissal or termination strategies. Search across multiple content types simultaneously Instantly evaluate what a claim is worth with the Wrongful Dismissal Quantum Service, an interactive service with report- building functionality Review exclusive commentary by Canada's foremost employment and occupational health and safety law experts Start ahead − and stay ahead − with our exclusive collection of legal memoranda Keep current with two leading employment and dismissal law newsletters and digests For a free demonstration, call 1-866-609-5811 or visit westlawnextcanada.com/employmentsource 00233WZ-52632 ing to your recruitment package and process. It adds a really nice dimension." Saks said he hadn't seen any- thing like it. "Instead of being pas- sive… they're engaging (people) in the recruitment process. And because you're engaged in it, it becomes enjoyable and fun, and all the while you're learning about the company. I have no doubt that something like this is going to help them attract applicants from all over the world." Heineken effectively uses the participatory opportunity to re- veal some of the secret ingredients in its corporate culture, he said. "It's appealing to young people who are looking for careers any- where in the world and opportuni- ties for growth and advancement, and doing it in a place that looks like it's a lot of fun," said Saks. "You get the impression that this is a cul- ture that is really cool, hip and fun." Younger participants e campaign's target audience is clearly stated — millennials. e company noted its desire to at- tract young professionals ages 19 to 35 into the fold. Referring to millennials as "venture consumers," the compa- ny said today's young profession- als are looking at more than salary and title, but also opportunities to invest in dynamic, purpose- ful companies where they can be difference-makers. e intent of the campaign was to not only portray Heineken as hip, but also try to stretch poten- tial employees' imaginations, re- vealing that their creativity could potentially define the Heineken of the future, said Chris Van Steen- bergen, Heineken's human re- sources lead in Amsterdam. "A lot of companies mould peo- ple into the company's identity, whereas Heineken believes (em- ployees) stretch the qualities of their employers and that defines what Heineken actually is." Using the company's employ- ees made for a unique experience, said Verstegen. "We combined so many dif- ferent ingredients, but what was pretty special for me was all the faces that you see, other than the interviewer, are actual Heineken employees," he said. "And the people there were ab- solutely genuine, very pleasant, much better than any extras that I would have ever imagined. at was a nice insight for myself." Incorporating actual employees made the most sense, according to Van Steenbergen. "Finding the right people is vi- tal for any business and we believe that our own people are the best to help us attract the stars of the future," he said. "at's why we asked them to help us come up with an innova- tive and playful way to offer real insight into what it's like to work here. We wanted to inspire unique talents to join our team by show- ing them how our exceptional cul- ture would help them to achieve their full potential." Two-way street e Go Places video interview continues a growing trend that has companies using behavioural testing to determine potential fit for prospective employees, and vice-versa, said Toronto-based recruiter Tony Scala. is type of testing is "well- founded" and is used by many companies and staffing agencies to help determine a "proper match" between employer and employee, said Scala, vice-president of mar- keting and client services at Drake International – North America and Australia. However, job candidates are also more likely to evaluate a com- pany in the same fashion. "It is truly a two-way street," he said. "Today's candidates want to determine if organizations they are considering joining would be a good fit with them." Qualified jobseekers want to know a prospective employer's code of standards fits their per- sonal needs, ethics, desires, be- liefs and culture, said Scala, noting many job failures are due to per- sonality issues rather than skills and knowledge. "Behavioural-based tests of this nature allow an individual to get a better sense of who they are and what attributes they pos- sess," he said. "Using that knowl- edge, they rule organizations out that wouldn't be a good match for them." Results unclear e video took a year and a half to develop but it's still too early to judge the success of the cam- paign as the rollout was going to continue across the globe into early October, said Cloudfacto- ry's managing director Sand- eep Chawla in Amsterdam. e creative agency was tapped by Heineken to lead the Go Places project. "It's entirely qualitative, but the response internally has been splendid," he said. And while not providing budget details on the Heineken recruit- ment project, Chawla referred to the production as a "labour of love." Go Places video showcases corporate values HEINEKEN < pg. 1 Credit: Ozgur Guvenc (Shutterstock) An interactive recruitment video published by Heineken, a brewery based in Amsterdam, reveals secret ingredients about its corporate culture.

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