How can a global brewer compete with top brands to attract bright minds?


For international brewers AB InBev, we launched an employer brand campaign to showcase their unique culture and values, championed by their people.

We created the 'Make It Yours' campaign starring AB InBev’s rising stars, using social media to spread the word. We created competitions like #ABIUnbottled, where employees shared inspiring work moments. We explored new approaches, trialling LinkedIn’s hashtag functionality and new advert formats like Facebook Carousel and Canvas. We formed an editorial council to commission a diverse range of content which demonstrated company culture.


We provided training sessions to transform employees into brand ambassadors. AB InBev was one of the first to trial the new LinkedIn Career Pages, designed to help communicate the company culture in a clearer and more visual way. This brought AB InBev’s employer brand to life with authenticity.

46% Increase in LinkedIn followers (152,000+)
127% Increase in job applications
569% Increase in visits to the graduate careers website from social media channels
1,200 Pieces of content shared by employees in one week with the #lifeatabi initiative
63% Increase in traffic from online adverts