coca cola tccc employer brand guidelines

Employer Brand Guidelines

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( ideas )10 + ( )= evp

( )


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There is no single formula for passion; what defi nes The Coca-Cola Company’s people is the ability to convert their passion into action. It’s how they push the world’s greatest brands to new heights. What’s your secret formula?

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page 1 Front cover

page 2 Contents

page 3 An introduction

page 4 Formula

page 5 So what is the EVP in words?

page 6 When would you use the EVP?

page 7 What are the messages?

page 8 Components of a formula

page 9 Creating an application – an advertisement for

The Coca-Cola Company as a place to work in general:

page 10 Step 1: the formula

page 11 Step 2: details

page 12 Step 3: call to action

page 13 Creating an application – an advertisement for

specific roles at The Coca-Cola Company:

page 14 Step 1: the formula

page 15 Step 2: job summary

page 16 Step 3: details

page 17 Step 4: call to action

page 18 Examples and a range of formats – offline

page 19 Examples and a range of formats – offline (continued)

page 20 Examples and a range of formats – online

page 21 Examples and a range of formats – online (continued)

page 22 Basic elements – colour palette

page 23 Basic elements – typography

page 24 Basic elements – iconography

page 25 Afterword

Contents


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An introduction

We’ve put these guidelines together to help you communicate with people about working at The Coca-Cola Company.

We refer to this as our “Employer Value Proposition”, or EVP. All this really means is that in the same way our advertising connects with our consumers, our EVP should communicate with people who want to (or currently) work with us.

What’s behind this EVP is a simple idea: inspired by the secret formula of The Coca-Cola Company, we recognised that the passion that people bring to work and how it is converted into action is what distinguishes us. Visually, this is expressed through formulae.


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Accounting skills coupled with a passion for how things work, multiplied by original ideas equals a best brand career opportunity in fi nance.

You could use this for a recruitment advertisement, a banner ad, or the cover of an induction pack.

Formula

* This is the visual language we use to make our EVP distinctive and evocative

( + curiosity ) = career *


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So what is the EVP in words?

Over more than 120 years, we’ve come to recognise that the proposition we offer as an employer is a constantly changing formula. What we bring to the table can only be sparked by the passion of the people we employ.

One part of our formula is what we offer: the company’s extraordinary heritage, leading brands, global scope and scale; the competitive compensation one would expect; the challenge of meaningful work in a vibrant global system of evolving opportunities for global career and skills development; and a culture where people convert their passion into action.

The other part of this special formula is the passion you bring: making a contribution to sustainable growth; pursuing creativity in everything you do; a spirit of collaboration; balanced by a pragmatic, sustainably commercial mindset.

The result, for those who can transform their secret formula for passion into action, is unparalleled career opportunity and an amazing experience.

What’s your secret formula?

The EVP The Employer Value Proposition, or EVP, would seldom be used in its entirety in a communication other than to a recruitment agency, an HR person or in another professional context.

Nonetheless, it is important to understand the EVP clearly to ensure advertising and communication bring it to life appropriately. The message framework (page 07) also provides more specific guidance about how to use the EVP.


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When would you use the EVP?

Finding the right message (formula) is all about understanding your communication objective.

Who are you talking to? What do you want them to do or think as a result? In short, you need to agree a clear brief with your colleague at The Coca-Cola Company.

These will take the form of print ads, online communications, print publications and face-to-face communication.

Advertising The Coca-Cola Company as a place to work in general: for example in the Great Places to Work Survey List.

+ + + + + += Live Positively

Employee communications:talking to existing employees about career planning, in a presentation or in a booklet – in this example, using our existing “Live Positively” imagery.

Advertising specifi c roles at The Coca-Cola Company: for example, brand manager, truck driver, head of fi nance, in print or online.

( + curiosity ) = career *

( )2 + innovation = senior brand manager ( )( )( )( )( )( )

Examples of likely objectives:


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What The Coca-Cola Company offers

Company122 years, 200 countries, 400 brands worth more than $58 billion, 49,000 people. The opportunity to work with some of the world’s most iconic and best loved brands.

CompensationTop 60% and therefore highly competitive total reward packages, recognising and rewarding your contribution.

CultureCollaborative, commercial, creative people converting passion into action; a surprisingly small company with plenty of opportunities.

ChallengeMeaningful work in a dynamic vibrant global system of constantly emerging opportunities for global career and skills development; a constantly evolving marketplace.

What people bring (what we expect)

ContributionA passion for making a difference and having a tangible impact.

CollaborationA passion for working with a diverse range of people with different views, perspectives, priorities and passions.

CreativityA passion for bringing creativity and fresh thinking to all aspects of work and life; a desire to Live Positively.

CommercialA passion for ensuring that there is a sustainable commercial outcome and benefit for your actions.

What are the messages?

What we say in the formula and in the communication needs to get across some key messages about The Coca-Cola Company and about the type of people we want.

The message framework provides four key areas of messaging about what The Coca-Cola Company offers, and four key message areas about what the company expects candidates to bring to their career. Like the EVP, the framework would seldom be used in its entirety or literally. Instead, for each role being advertised or communication being created, specific elements of the message framework can be highlighted and balanced to get the right message across.

A shared mission, vision and values


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Components of a formula

1. Key messagesSome elements are best (or most easily) presented using words. Be sure to use words that are consistent with The Coca-Cola Company’s brand and “Live Positively” philosophy – so avoid things which might have negative connotations.

2. Supporting iconographyIcons can bring a more emotional, compelling and intriguing element – creating a “smile in the mind”. Some of these elements can be The Coca-Cola Company brands and trademarks; others can be more generic to the communication in question.

3. Formula symbolsUse mathematical symbols to create emphasis and impact. For example, where two skills are needed, a plus sign (+) might be appropriate; where a more dramatic outcome is expected as a result of a combination of elements, multiplication (x) or even exponents (xn).

What’s in a formula?

The formula should include the most important element(s) of ‘what The Coca-Cola Company offers’ for the audience and the brief. And it should include something about ‘what people bring’ to the mix. It also should include key elements about the job or communication in question. It’s a fl uid mix to play with – ideally you should include all three elements, but it’s not an exact science.

3. 3.2. + 3. 1. 2.

3. 1.


What the formula needs to do

The formula needs to be simple and get its point across immediately. It needs to create intrigue. It’s really a good headline that includes images. It must grab attention and compel the reader to read the ad. The best ones create a “smile in the mind”, or make the reader feel special if they decode the message.


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Creating an application – an advertisement for The Coca-Cola Company as a place to work in general:Brief (example)

In this example, the content has to do with two senior brand managers who used their creativity, commercial mindsets, collaborative natures and desire to make a contribution to develop inspiring campaigns tied in to two recent major cinematic releases featuring sexy city girls and a renowned secret agent. The Coca-Cola Company brand brought the clout, credibility and culture required to enter into these types of conversations – but making it happen was down to their influencing skills and tenacity. Here’s the formula that resulted:

Formula

Why is The Coca-Cola Company an attractive employer?• Challenge (tenacity) • Company (great products, great ideas) What the individual needs to bring to the job • Creativity (2 inspired campaigns) • Commercial (tenacity) What the job entails (truthfully)• Collaboration (tenacity) • Company (connecting with ‘Sex in

the City’ shoes and a certain secret agent’s panache)

Job description/details

An example of a typical role, in this case senior brand managers. Creating great product tie-in campaigns is just one of the benefits of working at The Coca-Cola Company. Danielle and Jo combined their passion for films with hard work to create two great campaigns.

Details

All communications should include this “boilerplate” EVP statement to ensure consistency in building The Coca-Cola Company employer brand in all related communications. There is no single formula for passion; what defines The Coca-Cola Company’s people is the ability to convert their passion into action. It’s how they push the world’s greatest brands to new heights. What’s your secret formula? Find out more at: www.europeancareers.coca-cola.com


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Step 1: the formula

( + )2 infl uence3 + tenacity= 2 inspired campaigns ( + )( + )

Top brands coupled with lots of tenacity, backed up by high profi le opportunities, equals two inspired campaigns.

High-profi le opportunities achieved due to The Coca-Cola Company’s heritage, multiplied by excellent infl uencing skills, coupled with your tenacious attitude equals two inspired campaigns.

Two ways of making a formula from this brief:

( ) + tenacity 10

infl uence ( + ) = 2 campaigns

( + ) ( + ) ( ) + ( ) + ( ) + ( ) + ( ) +

2 campaigns 2 campaigns


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Details

Creating great product tie-in campaigns is just one of the benefi ts of working at The Coca-Cola Company. Danielle and Jo combined their passion for fi lms with hard work to create two great campaigns.

Step 2: details

Details




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Details Coca-Cola and you


visit us at: www.europeancareers.coca-cola.com

Step 3: call to action

Call to action

All communications should include this “boilerplate” EVP statement to ensure consistency in building The Coca-Cola Company employer brand in all related communications. There is no single formula for passion; what defi nes The Coca-Cola Company’s people is the ability to convert their passion into action. It’s how they push the world’s greatest brands to new heights. What’s your secret formula? Find out more at: www.europeancareers.coca-cola.com




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Creating an application – an advertisement for specific roles at The Coca-Cola Company:

Formula

Why is The Coca-Cola Company an attractive employer?• Company (great products) • Culture (innovation)

What the individual needs to bring to the job • Commercial, contribution (targets)

What the job entails (truthfully)• Commercial (targets) • Creativity (innovation)

Supporting iconographyRelevant iconography related to the formula in question should be brainstormed and trialled.

Formula symbolsUse mathematical symbols to create connections, clarity and impact.

Job summary

At The Coca-Cola Company our people match insights to innovations in many different ways. As a senior brand manager you’ll work at the heart of our brand team, developing and implementing our annual marketing plans. A natural innovator, you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications. You’ll be comfortable with accountability for delivering the marketing mix. With a background in a strong FMCG or service brand, you know the ins-and-outs of consumer insights and purchase decisions.

Details

All communications should include this “boilerplate” EVP statement to ensure consistency in building The Coca-Cola Company employer brand in all related communications.

There is no single formula for passion; what defines The Coca-Cola Company’s people is the ability to convert their passion into action. It’s how they push the world’s greatest brands to new heights. What’s your secret formula?

Find out more at: www.europeancareers.coca-cola.com and search for reference VSR-UK0123 – applications close 15 March.

Brief (example)In this example, the ad targets candidates for a specific role – senior brand manager. The job description is the best place to start, working with a copywriter to tease out the right key messages and content. In this instance, the elements that best contribute to a winning formula are about the strength of The Coca-Cola Company’s products matched with the need for a combination of innovation and a commercial mindset. Here’s how the application unfolded:


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Step 1: the formula


( + culture ) + innovation = senior brand manager ( +( +( +( +( +( + = Great brands and culture, coupled with an innovative approach and a commercial mindset equals senior brand manager.

Great brands plus an innovative mindset and a passion for hitting targets equals senior brand manager.

Two ways of making a formula from this brief:


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Step 2: job summary

Job details

Job summary

Senior Brand ManagerLocation: LondonCompensation: Competitive ( )2 + innovation

= senior brand manager ( )( )( )( )( )( )

Senior Brand ManagerLocation: LondonCompensation: Competitive


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Step 3: details

Details

At The Coca-Cola Company our people match insights to innovations in many different ways. As a senior brand manager you’ll work at the heart of our brand team, developing and implementing our annual marketing plans. A natural innovator, you’ll leverage consumerunderstanding to deliver growth – and discover the insights that will inspire compelling brand communications. You’ll be comfortable with accountability for delivering the marketing mix. With a background in a strong FMCG or service brand, you know the ins-and-outs of consumer insights and purchase decisions.

Job descriptionJob details

At The Coca-Cola Company our people match insights to innovations in many different ways. As a senior brand manager you’ll work at the heart of our brand team, developing and implementing our annual marketing plans. A natural innovator, you’ll leverage consumer understanding to deliver

growth – and discover the insights that will inspire compelling brand communications. You’ll be comfortable with accountability for delivering the marketing mix. With a background in a strong UK FMCG or service brand, you know the ins-and-outs of consumer insights and purchase decisions.

Senior Brand Manager



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( + ) customers= multi-drop drivers

7.5 T

c. a. b. b.


visit us at: www.europeancareers.coca-cola.com and search for reference VSR-UK0123 – applications close 15 March.

Job description Coca-Cola and youJob details

Step 4: call to action

Call to action

All communications should include this “boilerplate” EVP statement to ensure consistency in building the The Coca-Cola Company employer brand in all related communications.


Find out more at: www.europeancareers.coca-cola.com and search for reference VSR-UK0123 – applications close 15 March.

At The Coca-Cola Company our people match insights to innovations in many different ways. As a senior brand manager you’ll work at the heart of our brand team, developing and implementing our annual marketing plans. A natural innovator, you’ll leverage consumer understanding to deliver

growth – and discover the insights that will inspire compelling brand communications. You’ll be comfortable with accountability for delivering the marketing mix. With a background in a strong UK FMCG or service brands, you know the ins-and-outs of consumer insights and purchase decisions.

Senior Brand Manager



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( )2 + innovation = senior brand manager

Location: LondonCompensation: Competitive Required: UK FMCG + media experience

There is no single formula for passion; what defi nes The Coca-Cola Company people is the ability to convert their passion into action. It’s how they push the world’s greatest brands to new heights. What’s your secret formula?

At The Coca-Cola Company our people match insights to innovations in many different ways. As a Senior Brand Manager you’ll work at the heart of our brand team, developing and implementing our annual marketing plans. A natural innovator, you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications.

You’ll be comfortable with accountability for delivering the marketing mix. With a background in a strong UK FMCG or service brands, you know the ins-and-outs of

consumer insights and purchase decisions. Your skills will shine through in managing some of the best creative and media agencies in the country.

The Coca-Cola Company has a lot to offer – more than 200 countries and 400 of the world’s best known brands. We believe in giving people meaningful challenges and competitive rewards. But, that’s only half the equation. The creativity, collaboration and commercial achievements of our people complete the formula.

visit us at: www.coca-cola.com/careers/europe and search for reference MM-SUS123 – applications close 15 March.


( + collaboration ) 2 = business development manager

Location: SE EnglandCustomers: Somerfi eld & IcelandCompensation: Competitive package from £35k+

The Coca-Cola Company’s business development managers turn their passion for people and our products into sustainable commercial results. You’ll develop national account plans, ensure regional sales teams are supported and manage operational issues. You’ll be part coach, part leader, and part doer. You’ll set goals and monitor

performance. And you’ll need to deliver profi t and volume targets, promotion and marketing, trade execution, expense control and customer service. You’ll bring your skills and passion; we’ll provide challenging work, a collaborative culture, and the backing of some of the world’s greatest brands.



visit us at: www.europeancareers.coca-cola.com and search for reference MM-SUS123 – applications close 15 March.

Location: DunkerqueCompensation: Competitive Required: 2 years in a manufacturing environment, ideally high-speed packaging

It takes all kinds of people to help us bring our great brands to market. Working as a technical operator, you’ll be part of a shift-based team on a continuous production line fi lling and packaging some of the world’s best loved soft drinks. It’s a mix of meeting speed and quality targets, routine maintenance,

safety, hygiene and health, supporting the team and suggesting ways to improve how things are done. In return we offer a safe, clean working environment, competitive compensation and the opportunity to grow with one of the world’s leading companies.


( ) + ( safety)3

= technical operator ) ) )



Location: LondonCompensation: Competitive Required: UK FMCG + media experience

At The Coca-Cola Company our people match insights to innovations in many different ways. As a senior brand manager you’ll work at the heart of our brand team, developing and implementing our annual marketing plans. A natural innovator, you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications.

You’ll be comfortable with accountability for delivering the marketing mix. With a background in a strong UK FMCG or service brands, you know the ins-and-outs of

consumer insights and purchase decisions. Your skills will shine through in managing some of the best creative and media agencies in the country.

Coca-Cola has a lot to offer – more than 200 countries and 400 of the world’s best known brands. We believe in giving people meaningful challenges and competitive rewards. But, that’s only half the equation. The creativity, collaboration and commercial achievements of our people complete the formula.





Location: LondonCompensation: Competitive Required: Brand marketing + Corporate Responsibility expertise

At The Coca-Cola Company, our passion for brands is matched by a quest for sustainability. As marketing manager, you’ll match brand agendas and our commitment to Corporate Responsibility, joining forces with the brand teams to communicate our sustainability messages, from recycling to active lifestyles. You’ll work closely with Communications teams to ensure the success of shared initiatives and government campaigns.

You’ll be no stranger to the challenge of managing stakeholders and government bodies and their agendas. Not only will your success in brand marketing speak volumes, your passion and dedication to the wider sustainability agenda will shine through. Coca-Cola has a lot to offer. For starters, our heritage covers more than 120 years, 200 countries and some of the world’s best known brands – where meaningful challenges meet competitive rewards. The creativity, collaboration and commercial mindset of our people complete the formula. Your passion for sustainability and our marketing agenda is a formula for success.


( )2 ( + ) = marketing sustainibility manager



( )( )( )( )( )( )( )( ) ( (

Examples and a range of formats – offl ine

( ( (( +


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page 01

Recruitment Agency Briefi ng

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The Coca-Cola Company thrives thanks to the secret formula that each of our people brings with them. With the brands, support, rewards and development we provide, the right formula can be a recipe for amazing success. So, the big question for recruits is “what’s your secret formula”?

You can use text alone to create your formula like in these recruitment guidelines.

The cover of these guidelines.

( ideas )10 + ( )= evp

( )


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page 19

A cover for a fl yer promoting university and MBA placement opportunities. A quarter page advertisement – note words alone can also make a formula.

There is no single formula for passion; what defines The Coca-Cola Company’s people is the ability to convert their passion into action. It’s how they push the world’s greatest brands to new heights. What’s your secret formula?

Careers, Placements and Internships at The Coca-Cola Company

Examples and a range of formats – offl ine (continued)

The Coca-Cola Company Business development managers turn their passion for people and our products into sustainable commercial results. You’ll develop national account plans, ensure regional sales teams are supported and manage operational issues. You’ll be part coach, part leader, part doer: setting goals and monitoring

performance. And you’ll need to deliver profi t and volume targets, promotional and marketing, trade execution, expense control and customer service. You’ll bring your skills and passion; we’ll provide challenging work, a collaborative culture, and the backing of some of the world’s greatest brands.

Job description

Location: SE EnglandCustomers: Somerfi eld & IcelandCompensation: Package from £35k+


Go to www.europeancareers.coca-cola.com and search ref BDM0123, or call 555-1212 to request an application pack before 31 May,

Coca-Cola and youJob details

people skills profi t + volume = business development manager


V 1.0visit us at: www.europeancareers.coca-cola.com and search for reference VSR-UK0123 – applications close 15 March.

Coca-Cola BDMs turn their passion for people and our products into sustainable commercial results. You’ll develop national account plans, ensure regional sales teams are supported and manage operational issues. You’ll be part coach, part leader, and part doer. You’ll set goals and monitor performance. And you’ll need to deliver profi t and volume targets, promotion and marketing, trade execution, expense control and customer service. You’ll bring your skills and passion; we’ll provide challenging work, a collaborative culture, and the backing of some of the world’s greatest brands.

Job description


Coca-Cola and you

Location: SE EnglandCustomers: Somerfi eld & IcelandCompensation: Competitive package from £35k+

Job details

( + collaboration ) 2 = business development manager

why Coca-Cola?

+ team

= winning career

There is no single formula for passion: what defi nes The Coca-Cola Company’s people is the ability to convert their passion into action. What’s your secret formula? For opportunities with The Coca-Cola Company visit www.europeancareers.coca-cola.com

( 246 ) 3

Examples and a range of formats – online

( ( (( +


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Examples and a range of formats – online (continued)

Careers site homepage. A formula based on a real employee’s story from the careers site.


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Basic elements – colour palette

TCCC RedPantone Special MatchC 04 M 100 Y 95 K 00R 244 G 0 B 0Hex: F40009

Global WhiteC 0 M 0 Y 0 K 0R 255 G 255 B 255Hex: FFFFFF

TCCC PlatinumPantone 432 CC 23 M 02 Y 00 K 77R 69 G 85 B 96Hex: 45 55 60

Blue

Pantone 285 CC 89 M 43 Y 0 K 0

Orange

Pantone 1585 CC 0 M 56 Y 90 K 0

Black


Pink

Pantone 214 CC 0 M 100 Y 34 K 8

Light Blue


Light Orange

Pantone 7410 CC 0 M 30 Y 55 K 0

Grey

Pantone Cool Gray 6 CC 0 M 0 Y 0 K 31

Light Pink


Purple

Pantone 2593 CC 61 M 89 Y 0 K 0

Yellow


Light Purple

Pantone 2593 CC 22 M 33 Y 0 K 0

Light Yellow


Brown

Pantone 463 CC 30 M 56 Y 100 K 37

Green

Pantone 376 CC 50 M 0 Y 100 K 0

Light Brown

Pantone 4535 CC 0 M 4 Y 30 K 11

Light Green



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Basic elements – typography

VAG Rounded LightUse VAG Rounded Light for body copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

VAG Rounded BoldUse VAG Rounded Bold for headlines and call-outs.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789


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Basic elements – iconographyIconographyOne benefi t of the formula approach is the use of a wide range of iconography. Use a mix of icons appropriate to your brief, following these guidelines.

The Coca-Cola Company products and collateralThe Coca-Cola Company consumer brand iconography should be used to ensure alignment with our consumer products. However the consumer branding should never overpower the EVP. Use a mix of relevant local products and not just “world-famous” drinks where possible. Many of these can be found at: www.thecoca-colacompany.com/presscenter/imagebrands.html

Live Positively iconsYou may wish to incorporate the distinctive The Coca-Cola Company “Live Positively” icons. Speak with your contact at The Coca-Cola Company to learn more, or go to: www.livepositively.com

Ingredients related to passionSource icons that bring to life the different types of passion you are seeking to express. Many can be inexpensively licensed from: www.istockphoto.com

Personal/job specifi c elementsSource icons that bring to life the personal attributes you are seeking to express. Many can be inexpensively licensed from: www.istockphoto.com

Regional symbolsWhere possible, use local or regional icons that will hold meaning for the audience in question.

Valid for all categories

Successful iconography Unsuccessful iconography

Live Positively icons

The Coca-Cola Company products and collateral

Ingredients related to passion

Personal/job specifi c elements

weak shapedull colour background ambiguous

negative against the brand religious political


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Afterword

There is no single formula for success at The Coca-Cola Company – but using the formula is a core element in presenting our EVP to candidates. Each formula should be simple, immediate, and meet the needs of the role being advertised or the message being crafted.

The formula should ideally include core elements from the message framework – what The Coca-Cola Company brings, and what the candidate must bring to the job. It should ideally also represent the job accurately – in some cases, acting as a “filter” where many applications are expected, and other times acting as an enticement to attract a higher number of applicants.

The formula should be informative and “fun” without being hard to decode. Remember, it will work with the copy to create a complete piece of communication. The text will also always include the “boilerplate description” and call to action (“What’s your secret formula?”).

It is important to work with your contact at The Coca-Cola Company to ensure the formula is delivering against the recruitment or communication brief.

The formula is highly flexible. In some cases, it can be used to tell a story about an individual – their passion, their job and what they have done. In other cases, the formula can be more “grounded” and present a more technical description of the role in question.

The key is to work with your contact at The Coca-Cola Company to agree the best approach for their recruitment and communication challenge; for some roles, particularly more creative and senior roles, the story approach might be more suitable. For junior roles or more operational jobs, the “grounded” approach might be the best choice.

Comments or questions?Contact your local HR representative.

We know that this is a lot to take in. Just to re-cap:Create the right formula: simple / accurate / fun / on briefBack the formula up with the right copy

coca cola tccc employer brand guidelines

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