BrewDog boss James Watt dubs BBC Who’s the Boss appearance ‘a bit of a disaster’
Scottish craft beer brand BrewDog has suffered a PR backfire after an appearance on a BBC staff recruitment show turned out to be “a bit of a disaster” with the group failing to recruit any staff.
Brewdog appeared on Who’s the Boss on BBC 2 on Tuesday evening looking to fill a regional area manager role via the process of collaborative hiring – i.e. when the staff choose the candidate.
Brewdog, which plies “hardcore, artisanal craft beers for punks”, had a very specific candidate in mind, according to co-founder James Watt and staff: “We don’t want someone in a suit, we don’t want someone who doesn’t like beer and we want someone that looks good”.
The brand’s primetime appearance concluded with co-founder Watt getting on one knee and offering the role to Russ Malone, who has 20 years’ experience as an area manager.
However, it emerged that Malone remained in his current role, creating some embarrassment for Brewdog. Watt acknowledged sentiments that Brewdog’s appearance on the show didn’t quite work out.
Well. That was a bit of a disaster.
— James Watt (@BrewDogJames) March 8, 2016
Being completely uncompromising when it comes to recruiting is great for a business. But bad for TV.
— James Watt (@BrewDogJames) March 8, 2016
Some Twitter users were critical of the botched appearance on the show.
on #whostheboss @brewdog did not come out in the best light #ageism #topdown
— Zara Nanu (@CezaraNanu) March 9, 2016
Reading the hilarious reaction to @brewdog and @BrewDogJames on #whostheboss pic.twitter.com/JvDDYkjGAW
— Tom Ruzyllo (@truzyllo) March 8, 2016
Bet the bods at the @portmangroup are high-fiving each other after seeing reaction to @brewdog bad PR move on BBCs #whostheboss
— Tom Ruzyllo (@truzyllo) March 8, 2016
PR disaster for @brewdog tonight on BBC. Staff seemed great James on the other hand came across a professional arsehole #whostheboss
— Paul Hagan-Rea (@paulhaganrea) March 8, 2016
We're wild, wacky, all about taking risks. Says the boss of Brewdog right up to the point where he wouldnt take a risk... #whostheboss
— Danny Nicholson (@dannynic) March 8, 2016
Not the best example of empowerment and leadership..terrible pr for #brewdog #whostheboss
— Sara Ebbett (@SaraEbbett) March 8, 2016
#brewdog coming across horrifically in #whostheboss - brand car crash! Not controversial or edgey, embarrassing and lame
— Laura Mingins (@LauraMingins) March 8, 2016
However, BrewDog staff took to Twitter to defend the company culture.
Only been with @BrewDog 6 weeks & I can honestly say they have exceeded all my expectations & more! And I'm hard to please #whostheboss
— Fiona Dickie (@BrewDogDickie) March 9, 2016
BBC editing didn't reflect the company that I joined and am proud to work for! #whostheboss #brewdog
— Ben Stewart (@BrewDogBenjamin) March 9, 2016
Having joined #BrewDog in Nov 2015, I can 100% confirm it's a great place to work! @BBC editing cut content to suit. #whostheboss
— Richard Street (@BrewDogRichard) March 8, 2016
Other's criticised the recruitment agency's failure to shortlist the correct candidates.
Don’t see what @BrewDogJames did wrong on #whostheboss knows what we wants for his business and made the decision @brewdog #craftbeer
— Grant.Meldrum (@gmeldrum88) March 9, 2016
It was obvious when the three people walked in that none of them were suitable. What a bizarre shortlist. @brewdog #whostheboss
— Michael (@xGogsx) March 8, 2016
The Drum has reached out to BrewDog for comment on the show.
You can make your own mind up - watch the show on the BBC iPlayer via this link.