When Molson Coors Brewing Company tookover Bass Brewers in
2002, it acquired a British brewing legend. The newly created
Molson Coors Brewers Ltd became the UK’s second largest brewery
employing 2,500 people across the UK. Molson Coors Brewers is
determined to become the top UK brewer - and this extended to
talent.
With the Molson Coors brand having a low profile in the UK and
uncertainty within Bass Brewers on the new corporate identity, the
organisation would need to not only attract fresh talent with a new
and unexplored brand, they would need to connect with the existing
workforce. A streamlined and high impact recruitment strategy was
needed to address these challenges.
Molson Coors Brewers decided to outsource all recruitment
process to Alexander Mann Solutions (AMS). The recruitment
team would sit onsite at the Molson Coors headquarters in
Burton-on-Trent, and manage regular recruitment activity while
driving the new Molson Coors employment brand internally. Feedback
from the internal employer brand campaign has been overwhelmingly
successful, with the company recognised internally and externally
as an exciting, dynamic organisation and a leader in their
field.
The team have leveraged new technology, using web networking
tools such as LinkedIn in conjunction with traditional
advertising. Applications have flooded through the door, time
to hire has dropped, and the talent recruited into the
organisation are all culture carriers of the Molson Coors employer
brand.
Results
- Agency usage has dropped from 94% to 15%
- Internal referrals now account for 24% of hiring
- Cost-per-hire has dropped by approximately £3,000
The recruitment team have also supported other strategic
initiatives, working with Molson Coors to diversify the workforce,
addressing work-life balance issues, and attracting more women to
the business.