ABInBev boost employer brand and surpass recruitment target – The Discovery Way

Lacking an established employer brand, ABInBev needed to implement considerable changes to boost their employer brand and attract high-potential talent to drive their sales function forwards. In partnership with Discovery, a robust, values-led recruitment process was implemented to reposition ABInBev’s employer brand. It was so successful that ABInBev were able to exceed their recruitment target.

The challenge

After a merge between Interbrew and AmBev, ABInBev lacked a well-established, united employer brand, which made talent attraction targets increasingly difficult to achieve. ABInBev recognised that outsourcing their recruitment process to experts would initiate the change required for optimal recruitment results.

By utilising Discovery’s expertise, ABInBev successfully implemented a values-led recruitment process by establishing a clear employer brand and placing it at the centre of their approach. Once devised, favourable outcomes emerged including a strong talent pipeline, surpassed recruitment targets and recognition as an industry leader for graduate employment.

ABInBev is the world’s leading brewer, with a brand portfolio including Stella Artois, Becks, Leffe and Hoegaarden. The Belgium based multinational drink and brewing holdings found its humble beginnings over 800 years ago in the experienced brewing hands of Belgian monks.

Today, ABInBev has a team of nearly 180,000 employees spanning the globe, with operations in over 50 markets, and 500+ brands being sold in more than 150 countries. ABInBev aspire to bring people together for a better world and are committed to making beer part of life’s greatest moments for the next 100+ years.

The Process

Discovery recognised that a key factor in attracting the right, high-calibre applicants who were capable of rapid development within the business, was to create a robust process that showcased a well-formed employer brand.

To successfully execute this, Discovery worked closely with the People Team at ABInBev to gain complete understanding of the business unit and specific objectives. Based on this, the core company culture and values were embedded into a five-stage on and offline attraction strategy. The improved process boosted the employer brand so greatly, and the quality of candidates was so high, ABInBev decided to recruit additional candidates.

“I would describe Discovery’s approach as very, very flexible, especially as we are constantly changing our needs! They are very professional and this is reflected in feedback from candidates as well as our internal managers. The team at Discovery are always very helpful, friendly and efficient and of course flexible! Lastly, I would just like to say that Discovery continually meet and exceed our expectations in providing a high quality, professional recruitment service and are an excellent representation of our culture and values.”

- Sarah Hough, People Team Business Partner, AB InBev UK

The Solution

By recruiting graduates ‘The Discovery Way’, ABInBev executed a successful attraction strategy which engaged candidates with the business throughout a tailored graduate recruitment process reflective of ABInBev culture and values. To avoid losing out on the best talent to competitors, offers were made to successful candidates within 24 hours – assisting ABInBev in surpassing their recruitment target, recruiting over 140 sales people during this programme.

Alongside enhanced recruitment results ABInBev minimised the use of their own in-house resources, as Discovery maintained the momentum of the recruitment and selection process. ABInBev were continually provided with a high-quality, enthusiastic and driven talent pool to aid succession planning in the sales function; and certified them as a leading graduate employer within their industry.