[Case Study] How HEINEKEN & Jobful Gamified Recruitment to Attract Gen Z Talent in the Beer Industry
Summary
In a competitive talent market, HEINEKEN Romania faced the challenge of attracting and engaging young talent, particularly from Generation Z, through its trainee program. Traditional recruitment processes no longer resonated with digital-native candidates who seek dynamic and interactive experiences.
By collaborating with Jobful, HEINEKEN introduced a gamified and customizable recruitment experience, featuring interactive challenges, videos, and a unique Beer Academy. The results were outstanding—successful hires, award recognition, and highly positive candidate feedback. This case study explores how Jobful helped HEINEKEN create an engaging recruitment process that not only identified top Gen Z talent but also strengthened its employer brand.
The Challenge: Engaging Gen Z Through an Innovative Recruitment Process
“In a constantly changing labor market, with a growing shortage of skilled personnel, and an educational system that did not seem aligned with current needs and market trends, we realized we weren’t so special either in the way we structure our programs.
Through our trainee program, we wanted to offer unique experiences and support young people from Generation Z, to give them confidence in their capabilities and to offer them opportunities to show their potential. Plus, the interaction with Generation Z challenged us as well to approach things differently and look for innovative solutions. So, very importantly, we wanted to think and act differently also in the way we find those talented Gen Z’s.”
The Solution: Gamification & Customization with Jobful
“Together with our partners from Jobful we built a recruitment process as attractive and engaging as we wanted our Trainees to be. Our collaboration with Jobful began in 2021, when together with Mihai Cepoi (CEO @ Jobful), we established the foundations of the gamified recruitment process, which we adapted in each edition of the Trainee program.”
“We chose Jobful product because it was a unique product on the market, that could be easily adapted to our need to attract the right candidate profile from Gen Z.” Bogdan Florișteanu, People Director HEINEKEN
The Experience: Seamless Implementation & Ongoing Support
“Integrating and implementing the recruitment platform was a seamless experience. The platform’s user-friendly interface and the team’s support and explanations made the setup process straightforward. One of the standout features of the platform is its extensive customization options, from pictures to videos, quizzes, and even a Beer Academy.
We were able to configure the system to match our unique recruitment processes and HEINEKEN vibe. The customer service and support have been exceptional. The Jobful team provided timely assistance through email and phone.”
The Outcome: Successful Hires & Industry Recognition
“After the program, three of the trainees became our full-time colleagues and they are successfully developing their careers at HEINEKEN Romania, contributing to different areas of the business.
Another benefit was the recognition (3rd place) at the Employer Branding Awards in the category “Best EB Campaign Targeting Gen Z,” which reinforced the idea that our choice was the right one.
In addition, the feedback we received from the candidates involved in the recruitment process was positive. They were impressed by the gamification component, the fact that they could find all the relevant information about the company and the recruitment process in one place & the journey through the Beer Academy.”
About HEINEKEN
“HEINEKEN is the world’s most international brewer. It is the leading developer and marketer of premium and non-alcoholic beer and cider brands. Led by the HEINEKEN® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. With HEINEKEN’s over 90,000 employees, we brew the joy of true togetherness to inspire a better world. Our dream is to shape the future of beer and beyond to win the hearts of consumers. We are committed to innovation, long-term brand investment, disciplined sales execution and focused cost management. Through “Brew a Better World“, sustainability is embedded in the business. HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We operate breweries, malteries, cider plants and other production facilities in more than 70 countries. Most recent information is available on our Company’s website. Follow us on LinkedIn, Twitter (X) and Instagram.
In Romania, HEINEKEN has been present since 2003. We offer a diverse portfolio of local and international brands of beer and cider, most of which are produced in the three local breweries in Craiova, Ungheni and Miercurea Ciuc. Our contribution to the local market is reflected not only by the diversity of brands, but also by our actions: we have 1,100 employees in Romania, sourcing approximately 70% of our ingredients from local suppliers and we are dedicated to our sustainability agenda, ‘Brew a Better World – Raise The Bar 2030’.”
About Jobful
Jobful is a customizable and gamified SaaS solution designed to help companies attract, engage, and hire top professionals. By integrating sourcing channels, applicant tracking systems, and talent community features, Jobful enhances existing ATS systems, recruitment processes and builds stronger employer brands.
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