Heineken partners with LVA, VFI in new recruitment campaign

Campaign highlights the skills that can be attained from working in the on-trade

Donall O’Keeffe, CEO of the Licensed Vintners Association, with Aisling O’Brien, , Heineken Ireland and Padraig Cribben, of the Vintners Federation of Ireland

Heineken is joining forces with the Vintners’ Federation of Ireland (VFI) and the Licensed Vintners Association (LVA) to roll out a new cross-industry campaign for the pub sector to attract new talent into Ireland’s on trade and showcase the dynamic career options on offer.

Staffing remains a challenge for publicans post-Covid and this campaign intends to highlight the many invaluable, transferrable, and internationally recognised skills that can be attained from working in the on-trade.

The digitally led campaign is called ‘There’s no Experience like Bar Experience’ and will feature video content that will run across all major social media platforms; You Tube, Instagram, Facebook, Snapchat and LinkedIn and on out of home media.  Pubs will also have the opportunity to run the campaign on their social channels and within the pub on their digital screens.

There is a significant number of open job posts across the sector and publicans are keen to show potential candidates at all life stages, how they can enjoy a varied and exciting career in Ireland’s vibrant hospitality sector.

For students looking at options for a summer job or parttime role, the sector can offer a sociable job with great perks, or for candidates looking to return to the workforce, the flexible hours can be very appealing.

Aisling O’Brien, channel marketing manager, Heineken Ireland, said: “We are delighted to launch our ‘There’s no Experience like Bar Experience’ campaign with the VFI and LVA.  It firmly shows Heineken’s commitment to our customers and helping to solve industry pain points so that we have a thriving on trade sector for our customers and our consumers.  This campaign is spearheaded by our iconic Heineken brand and shows in a compelling way how valuable and transferable on-trade work experience is.  From the skills people gain dealing with the public, to the responsibilities gained working with money, to the multi-tasking required working front or behind the bar. These life skills are all on offer in our bars, in a career that can take you anywhere!”

Padraig Cribben, CEO of the VFI, said: “From the charm of working in a local pub in Ireland and being at the heart of the community, or working in a bustling city centre pub in one of our many vibrant towns and cities, a career working in the on trade can be fun, fulfilling and flexible with working hours to suit people at any life stage.

“As a key supplier and supporter of our on-trade in Ireland, we are delighted to collaborate with Heineken on this initiative to shine a spotlight on the incredible people that stand behind our bars proudly delivering a world-class consumer experience and enjoying every minute of it.  We are still feeling the effects of Covid on our staffing levels and this campaign puts our sector back out there as a great career option.”

Commenting on the campaign, Donall O’Keeffe, CEO of the LVA, said: “Dublin pubs deliver some of the best bar experiences in the world and many people have taken their first steps into successful careers in our bustling bars.  This campaign is coming at a really important time as staff shortages continue.  As students break for summer and as other potential candidates consider returning to the workforce, we want to make sure this campaign connects with them to show the transferable skills our sector offer.  This campaign with Heineken is a calling card for one of the best jobs in town; a role in one of the Dublin’s great pubs.”

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