How Heineken México strengthened its employee value proposition by recognizing those who live the company values

A global consumer goods company needs more than a good salary to retain top talent. The employee value proposition (EVP) is built with culture, purpose, recognition and experiences. When corporate values stay on an onboarding slide and don't translate into concrete actions, the message wears thin.

Heineken México wanted to turn its values into something more than words. They wanted every employee to feel that living those values day-to-day was noticed, recognized and had positive consequences. The challenge was to do this at scale, without falling into symbolic gestures that don't reach everyone.

The company needed a platform where peer-to-peer and manager-to-team recognition was easy, frequent and tied to values. And where that recognition translated into real benefits for the employee.

maslow operates a recognition and benefits program at Heineken México anchored in the company values. The platform lets any employee recognize a peer or team for behaviors aligned with company values, and that recognition accumulates into redeemable points for benefits and experiences.

The system turns a cultural practice —recognizing those who do things well— into a mechanic with tangible consequences. For the employee, values stop being a poster and start having concrete implications. For the company, the program works as a measurable culture management tool.

The benefits catalog is broad and accessible to the entire workforce, which avoids the program only benefiting certain profiles. It's a culture tool, not a selective reward.