Heineken launches Go Places 2.0 campaign to engage future talent

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Heineken has launched a new campaign informed by the real-life experiences of employees, to engage and inspire future talent. Named Go Places 2.0, the campaign features the stories of 33 Heineken employees from around the world to showcase the brand's entrepreneurial culture.

According to a press release, Go Places 2.0 showcases 22 Heineken markets including Singapore and a variety of roles, levels and departments within the organisation: HR, marketing, sales, finance, supply chain, procurement, IT and corporate affairs. The videos illustrate the type of talent Heineken aims to recruit, encouraging bold and brave ideas, giving the power to the employee to take their career into their own hands.

The campaign is a continuation of Heineken's 2016 Go Places campaign which "focused on making the online application process personalised, compelling and interactive with the aim of attracting digitally-dynamic talent."

View the stories of two Singapore employees below

Go Places 2.0 will roll out globally from February 2019, with markets promoting it through a multi-channel approach, including earned amplification, paid media partnerships, online and social media engagement, geo-targeting of job sites such as LinkedIn, and promotions at career fairs and events.

The first version of this campaign, Go Places, was launched in 2016. As informed by Heineken Malaysia in an interview with Human Resources last year, it was described as a company-wide initiative, featuring several initiatives that cater to both employees as well as potential recruits.

"On the ground, we visited several universities and hosted career talks, where we shared with students what it means to Go Places with Heineken Malaysia. On social media, via our corporate Facebook page, our digital campaigns reached a wider audience and inspired many to check out how they can Go Places with us by visiting our new careers microsite," as shared with Human Resources previously.

Lead photo and videos /  provided