Brewing up | Has Starbucks just raised the bar on employee recognition?

Las Vegas may be known for bright lights, casinos and legacy act residencies, but come June 9, it’s getting a different kind of headliner.

Starbucks is hauling in twelve of its best baristas from across the globe and putting them through their paces in a three-day talent showdown that it’s calling the Starbucks Global Barista Championship.

Yes, you could dismiss it as a smart bit of internal PR with a frothy finish. But what Starbucks is actually doing is transforming the unsung heroes of coffee culture into the rockstars of its global brand. And if you’re in HR or employer branding, it’s exactly the sort of thing that generates good vibes a-plenty.

“This is the first year Starbucks is hosting a global championship, celebrating what our baristas do every day,” the company says.