case study

The Company
Anheuser-Busch is a $13 billion USA company. The current portfolio includes Budweiser, Michelob, Michelob Golden, and Bud Ice. The UK has been a success story for Budweiser, with annual double-digit volume growth over the last 5 consecutive years.

The brief
1. Create a national sales force of 6, focussing on Budweiser draught. 

2. Establish a 3 month short-term contract promotional sales force of 9 to act as high profile promotional teams for bottled Budweiser. 

The Process
Anheuser-Busch wanted candidates in place within 8 weeks of the initial briefing.

Advertising
2 full page branded adverts in The Grocer, Prospects Today and Local press

Three 10-second adverts with Capital Radio

University Internet job sites adverts/ Top Jobs on the Net

A3 flyer distributed to bars in London by Budweiser Sales team.

Selection Centres
Candidates who filled the criteria from the CV's received were invited to 'pre-screen selection centres' where they undertook several exercises, including verbal and numerical testing, a group exercise, a criteria based interview and a presentation. Successful candidates were then selected for assessment, which involved a prepared and unprepared presentation, a group exercise and an interview.

Results
Within 3 weeks from initial brief, giving candidates 4 weeks notice of start dates, Budweiser had their draught team of six and nine Impact Promotional Representatives in place to undertake their Christmas Sales Campaign.

Client Comment
"The ResourceBank team provides high quality candidates with effective and efficient solutions to our recruitment needs.  Key good points: very proactive on our behalf, ensure constant contact and have a good understanding of our business."

Cathy Hessner, HR Director, Anheuser-Busch

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