Brew Dog Charter

Brew Dog Charter

We think that great corporate charter is the cornerstone of any successful business. Earlier this year the BBC showed a series named Who’s the Boss was aired, where three potential candidates were not just interviewed by the owner of the company, but also all of their employees called “collaborative hiring” to find their next regional manager of their bars in the London area…

In last episode aired in early March, Brew Dog took part. The candidates, shortlisted by a recruitment consultant, were secretly watched during a week of tasks and interviewed by the whole workforce. At the end, they all had a vote as to who they wanted to appoint as James Watt, the owner of the company pointed out wouldn’t that he “be able to over-rule that decision”.

In the first part James Watt, the entrepreneur behind Brew Dog, summed up his workers’ criteria for the right person, “we don’t want someone in a suit, we don’t want someone who doesn’t like beer and we want someone who looks good”. The process revolved around the company’s charter, looking for the right fit with the company’s culture and values, which include, “we are geeks”, “if we don’t love it, we don’t ever do it,” and controversially, “we blow shit up”.

Beer at Brew Dog Charter

Brew Dogs culture has informed their branding and public image in for form of stunts, extreme beers, and conflict with larger drinks corporations, but what was most noticeable was the mundane normality of life at Brew Dog head office. A start contrast to the message they convey to the public.

It would seem however that this process was far from successful. Watt even called up the recruitment consultant who had drawn up the shortlist, in a downright rude way, as to why the candidates were even put forward. He may have saved time and effort if he had read their CVs beforehand and assessed them against the values and culture of his company. Each time the candidates were taken to a new area to work in over the week, the goalposts moved, which eventually caused two candidates to pull out.

The remaining candidate, Malone, still suited, and the most conventional (which went against both the requirements stated by his employees and his own company charter) was offered the position. At the post show credits, it was shown that he not taken up the offer and stayed with the company he was currently working for.

brew dog charter

It was branded as a PR disaster, from the wording of the company charter “we blow shit up,” to comments made directly to camera such as “I’ve sacked someone on their first day before.” After the broadcast, Watt admitted as much over Twitter, “Well. That was a bit of a disaster”. However even though it may not have been great for the PR it does show that a carefully created, charter, with the ideals, values and culture of a company is an asset to recruitment, allowing companies to select and recruit candidates that fit with all aspects of the company. It was even stated by Watt himself, “Being completely uncompromising when it comes to recruiting is great for a business. But bad for TV.”

If you need to create your own Corporate Charter, we offer a Corporate Charter Workshop, so do not hesitate to get in contact.