Heineken is hiring people with bar experience to help the hospitality sector

Initiative via Le Pub addresses recruitment gap in the Netherlands

Published On
Oct 04, 2022

Editor's Pick

If you're wondering why your local bar is always so short staffed these days, it's because younger generations don’t find working in a bar appealing. According to research by GWI, they don’t see bar work as a valuable experience for their career.

That's why Heineken, in its latest campaign geared to helping out the hospitality sector, is weighing in and saying that it will actively recruit employees who have bar work experience at its HQ in the Netherlands. Created via Publicis Italy and Le Pub, its “Bar Experience" initiative aims to help bars find staff, by showing young adults that bar work should not be overlooked because it’s a great opportunity to master lots of important skills such as team management, verbal communication, logistics, customer service, sales, constructive criticism, active listening and more. 

Heineken has created a dedicated  job platform on which potential candidates can apply for bar job opportunities. Once hired, the applicant will be provided with an official Heineken “Bar Experience” certificate by their employer. The brand also created an official LinkedIn version of the certificate that can be uploaded on their profile by those who took a bar job. In the future, this certificate will support a candidate’s job application for positions within Heineken.

The brand is also promoting the intiative via outdoor ads on the back doors of bars all across the Netherlands, with the message: “This backdoor can lead you to our front door.” 

According to Heineken, it is the first company in the world to both officially certify and consider bar experience as valuable to get hired. 

“My own time working at a bar gave me precious experience that still helps me with my job as Heineken’s marketing director: understanding customers, communications, promotion. That’s why we also want to invite other companies to hire people with bar experience," said Els Dijkhuizen, marketing director at Heineken in the Netherlands, in a statement. "Because an employee that can handle a Friday night happy hour, can handle everything. No comparison.” 

"Heineken is not only recognizing bar work as a key requirement to get hired at any big company, but is elevating its value as a profession, while supporting bars in their recruitment drive," added Bruno Bertelli, Global CEO of Le Pub and global chief creative officer at Publicis Worldwide. "After all, what better experience is there to work at Heineken than having served the brand’s customers directly?"

Heineken has a history of projects aiding the hospitality sector, especially since the pandemic: previous initiatives have included Shutter Ads, where the beer brand diverted its outdoor media budget from advertising on poster sites to advertising directly on the shutters of closed bars in Argentina to help them find the money to reopen. It won a Cannes Outdoor Grand Prix. Another campaign from Brazil helped bars stay afloat during the pandemic by encouraging people to buy a beer online to drink later in a bar, and matching their payments with donations.

Credits

Date
Oct 04, 2022
Client :
Heineken
Agency :
Publicis Italy/Le Pub
Marketing Director :
Els Dijkhuizen
Marketing Manager :
Otto Esser
Senior Brand Manager :
Lisa Van Der Heijden
Brand Manager :
Robert Polet
Senior Advisor Brand PR & Media :
Roos Zegers
Director :
Marc Josephus Jitta
Director :
Pieter Vissers
Trade Marketeer :
Zico Lecluse
B2B Marketeer :
Pien Frommink
Digital Specialist :
Evie Janssen
Global Communications Manager :
Brogan Simpson
Global PR Lead :
Jonathan O’Lone
Global CEO :
Bruno Bertelli
Global CCO Publicis Worldwide :
Bruno Bertelli
Chief Creative Officer :
Cristiana Boccassini
Chief Creative Officer :
Mihnea Gheorghiu
Executive Creative Director :
Andrey Tyukavkin
Global Creative Director :
Eoin Sherry
Global Creative Director :
Guy Lewis
Art Director :
Giulia Trimarchi
Copywriter :
Gian Marco Panichelli
Associate Creative Director :
Fernando Dominguez
Associate Creative Director :
Giulio Frittaion
Strategy Director :
Monica Radulescu
Senior Strategic Planner :
Alex Moore
Senior Experience Strategist :
Antonio Jorgaqi
Chief Creation Officer :
Francesca Zazzera
Head TV Production :
Mariella Maiorano
TV Producer :
Sabrina Sanfratello
Head of Digital Production :
Vittorio Cafiero
Head of Creative Technology :
Mauro Mazzei
General Manager :
Eleni Charakleia
Business Director :
Elianne Vermeulen
Senior Global Account Manager :
Alice Galline
Head of PR & Communication :
Lizzie Dewhurst
Global Senior PR & Communications Manager :
Julie Foulet
Project Manager :
Mike Van Brummen
Head of Copy :
Geert Oosterwijk
Senior Creative :
Sjoerd Wingens
Director :
Van Khokhlov
Production House :
C41
Executive Producer :
Barbara Guieu
Producer :
Luca Casieri
Creative Producer :
Inga Lavarini
Service Provider :
Felice Bakker
Director of Photography :
Aziz Al Dalaimi
Editor :
Enrico Munarini
Editor :
Claudio Roveda
Strategy Director :
Anita Hoebe
Communications Director :
Lisette Plug
Creative Director :
Sander Dijkstra
Creative Director :
Patrick Zwanenburg
Marketing Activation Manager :
Susanne Van Angeren
Director :
Andreas Bonte
Senior Campaign Manager :
Anouk Hogendorp
Account Director :
Arnaud Maltoff
Senior Account Executive :
Sebastien-Nicolas Chiffrin
Account Executive :
Patrick Quirk

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