Last week, I was shown the new Heineken recruitment campaign site for Go Places.
It was, and I’m sorry for using this word, amazeballs. (I am really sorry for using that word, actually, but… it was). I believe I called it “genius” on Facebook. Showed it around. Loved it. Choose your own adventure, on steroids. Stylish, cool, fun steroids.
It’s almost perfect.
And then… god, and then it is terrible. Awful. Like meeting the person of your dreams, greatest first date ever, only to get invited in for a coffee at the end, to discover they live with their parents, 35 cats, a flock of pigeons, two of their exes, and their spouse. And then being told that they’d like to talk to you about “Our lord and savior, Cthulhu” (okay, that last bit might be hysterical).
Here’s the thing: Heineken invested a year-and-a-half, and a ton of money on this. It’s clearly a work of love. Their employment branding and recruitment marketing teams deserve huge praise.
But. No, they don’t. Not yet. See… they take that experience, one where at the end you are delighted to apply for a job (seriously: I wanted to apply, just for the sheer fun of it all), and tank it. Kill it. Stick a knife in it’s back, whilst forcing strychnine down its throat, all while laughing and shouting “Tricked ya! There is not true joy in life! Taste the pain!”
It’s the ultimate example of the front of the house not checking in with the back of the house. This is the mullet of recruitment marketing.
The pain? The pain in question is called HRSmart – its from Monster, and it’s part of their tacked together recruiting “technology”. They take you, the consumer of jobs, freshly pumped full of love and joy, from this:
Yup. It says there are two accounting jobs in California. Until you hit search – hey, where’d the jobs go? And why aren’t you matching me to the info I just gave you? And why is this getting so hard, so fast??
Right. I get it. They need to get your info, collect it, and all the rest. It’s an application process. We expect to have a bit of this. But… this? Wait – I have to create a profile before I can apply?? This is terrible!!
Because: HRSmart. Potentially the _worst_ possible option. A career site notorious for going down and dark. That forces candidates through so many hoops, and lags, and lost data, that the apply drop-off is one of the highest in the industry.
But… it’s even worse: the entire premise of “The Interview” is that they’re assessing you, in a very, very fun way. Heck, at the end, they say “We think you’re true character is [Investigator/ Innovator/ etc]”. They say they think they know some potential types of roles for people like you. That’s great! Fun! ‘Click here, and we’ll show you a bunch of potential fits,’ it implies.
But… no. Nope. Everything you just did, that fun work, the choosing and laughing and feeling hip stuff? A complete and utter waste of your time. None of it transferred. The campaign site, with all its data, can’t work to the freaking ATS. Here’s the conversation the marketing site and the ATS have at this point:
“Hey, this is Martin, he’s so super excited to apply, and we told him he could do it with his LinkedIn profile – wait, he can’t use his LinkedIn profile to apply? Oh, he kind of can, but it’s really not clear, and he really can’t, in the end, because that option fails all the time? Huh. Well, we lied to him, but.. well, never mind. We think he’s an Instigator! You know, that career category, and if he just tells you some basic stuff about his background, you’ll match him to – wait, what? No matching? What do you mean, you have no idea what I’m talking about?? Wait – who am I? You don’t know?? Didn’t employment brand talk to Operations about this, and get – he, where’d you go?? Shit – your entire site just went down again!! Goddamit, I’m gonna start pointing them to Sam Adams. Maybe they’ll listen….”
Heinken: why……?????? This was so full of win. And then full of fail. So sweet. And then so, so bitter….