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cruitment 2.0: Best practices at Starbucks, Adidas, and Heineken

How do leading companies leverage social media networks to attract talent and boost recruitment campaigns?


Starbucks: Promoting the work environment on Instagram

Former head of employer branding Jeremy Langhans (now with Expedia) started using Instagram to attract job candidates in 2011. A firm believer in Instagram’s engagement potential, Langhans had in-house recruiters post pictures of Starbucks products and shops to generate discussion about what it was like to work there. The endeavor was tremendously successful (a million registered users) and led to the 2012 creation of Starbucks Jobs, an Instagram account devoted solely to recruitment.

Adidas: Centralizing employer communication on Pinterest

Since “a picture is worth a thousand words”, in 2012 the famed sporting goods company created a Pinterest account for the specific purpose of recruitment. Now it only takes job candidates a few clicks to find out about job opportunities, company brands, history, key figures, and values. With over 160 “pins” divided across ten different pinboards, the “Adidas Group Jobs” account on Pinterest has become a key reference point for recruitment within the company.

Heineken: Creating “buzz” with a viral video
Who says a recruitment campaign can’t be fun? Just look at the video posted by Heineken in February 2013 that went viral. Heineken conducted a series of bizarre interviews with actual job candidates to see how they would react, filming them with a hidden camera. Internet users voted on the most remarkable candidates, and the winner was offered a job. The video is very funny, and it received nearly 3 million views on YouTube in less than a month.

Read our dossier

¥BD160Social Media: From a Fad to Your Own 2.0 Strategy

A synthesis of several publications, accompanied by interviews with Jérôme Colombe, head of Web Governance — Corporate Marketing & Communication at Alcatel Lucent, and Joakim Nilsson, head of social media, Betclic Everest Group, September 2011.
Business Digest nº 220, september 2011

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Mehdi Ramdani
Published by Mehdi Ramdani