Gen Z doesn't respond to a corporate careers page. HEINEKEN Romania turned its trainee programme into an interactive, gamified experience on Jobful — and turned a recruitment campaign into an award-winning employer-brand moment.
HEINEKEN's trainee programme targets ambitious graduates — exactly the audience least moved by a traditional job posting. Gen Z candidates expect interactivity, feedback, and a reason to care before they'll invest in an application. A static "apply now" form was leaving strong people unengaged.
The brief was to make applying to HEINEKEN feel like something worth doing — and to stand out in a crowded graduate market — without diluting the quality of the pipeline.
Interactive, mobile-first, feedback-rich — a form doesn't cut it.
Every big brand chases the same graduates each intake season.
HEINEKEN built its trainee campaign on Jobful's gamification and course modules — turning the application into a series of challenges, learning steps, and rewards. Candidates didn't just apply; they played, learned about the business, and demonstrated skills along the way.
The gamified programme drew 43% more applications than the previous cycle, and engaged candidates completed courses at a 91% rate — a level of investment a form never produces. The campaign was recognized as an award-winning employer-branding programme.
| Metric | Traditional programme | Gamified on Jobful |
|---|---|---|
| Applications | Baseline | +43% |
| Course completion | — | 91% |
| Candidate engagement | One-shot form | Multi-step, interactive |
| Recognition | — | Award-winning programme |
For early-career talent, the application experience isthe employer brand. By making it interactive and rewarding, HEINEKEN didn't just collect more applications — it gave candidates a real taste of the company, and pre-qualified them through participation rather than paperwork.
A formation-to-internship academy drawing 600+ registrations per edition.
A gamified community that turned candidates into learners — and hires.
Micro-sites, courses, challenges, and events that build your brand.
Book a personalized walkthrough — your use cases, your goals, your timeline.
