130 TIER 1 media hits
31 mln di OTS
HEINEKEN Italia
Heineken@work
We have portrayed HEINEKEN Italy as a leader in the beer market, but also in the realm of employment. Starting from a survey on work and happiness, we have discussed HITA's commitment to its employees.
2023Corporate Comunication
130 TIER 1 media hits
31 mln di OTS
HEINEKEN Italia
Heineken@work
We have portrayed HEINEKEN Italy as a leader in the beer market, but also in the realm of employment. Starting from a survey on work and happiness, we have discussed HITA's commitment to its employees.
2023Corporate Comunication
Can one find happiness through work? A HEINEKEN study tells the story.
HEINEKEN Italy is a leader in the beer industry and a strategic company for the Italian economy. HITA has always prioritized people, offering its employees working conditions tailored to their needs. How to make this commitment newsworthy? Through a survey, we have studied the relationship between work and happiness, creating a media hook useful to discuss HITA's vision of work.
Challenge
All major companies want to showcase what they do for their employees, but often they choose a strategic approach and self-referential storytelling. How then to talk about work in a way that becomes appealing to the media? Leveraging the over 2,000 jobs generated in Italy by HITA, we wanted to reverse the paradigm, making HEINEKEN Italy an authoritative source even when it comes to the job market (not just beer). Through an original research, we analyzed what workers seek from their company (and what HITA offers its employees).
Actions
In partnership with the qualified firm ASTRARICERCHE, we conducted an original research on the job market in Italy. The research delved into the connection between happiness and work, outlining the 5 characteristics that an ideal company should have according to its employees. Leveraging the collected data, we narrated, also through a compelling infographic, how HEINEKEN Italy attracts, retains, and values its employees, following a path aligned with the 5 characteristics of the ideal company.
