employer branding

1

“People join brands and leave managers”

CIPD Research Insight – Employer branding, 2008

Classified - Internal use

Classified - Internal use 2

Non-alcoholic beveragesBelgium: 15 brands

Global: +500 brands

Global: +500


Coca-Cola Services (The Coca-Cola Company)

Owner of the brandsResponsible for marketing and production and

selling of concentrate

Coca-Cola Enterprises Belgium and Soutirages Luxembourgeois

Most important bottler worldwide of TCCC brandsProduces, distributes and sells beverages

Coca-Cola = company + bottlers


Adding value to the Belgian economy since 1927


Important local employer


2020 Vision: be a great place to work



Attract

Motivate

RetainDevelop

Perform

Employer Brand

European selection tools

Career development toolkit

Induction / on-boarding

Development planning

CCU

Great Place to

Work

Critical Roles

Reward

Flexible benefits

Performance Management

People Development Forums

Total Reward

Mainstreamed in our Coca-Cola Belux System Story

Overarching storyline Key-MessagesOur companies seek to achieve consistent profitable growth Turnover growth

Profit growth

By offering in the most efficient and effective economic way

TransformationsInternational collaboration

Within the market of non-alcoholic beverages Active segments

Better for you a profitable portfolio of strong brands of the highest quality More than just Coca-Cola

Innovative in everything we do

Quality above all else

That fit within a healthy lifestyle Moderation and variation

Self-regulating and responsible communication and information

Exercise is fun

Better for the planetProduced in an environmentally-conscious way

Water stewardship: no water, no business

Packaging: not waste but valuable resource

Climate: grow the business, not the carbon

Better for societyAnd viastrong, local anchorage

Local employmentLocal Investments

Through local partnerships


Local innovation by Belgian marketeers


Local investment

16Classified - Internal use

Grow the business, not the carbon


…not to forget: $


Moving forward: Employer of Choice

Define what it is like to work @

TCCC

Articulate this externally

Live it internally

Become an ‘Employer of

Choice’

20Classified - Internal use

Internal Research – The Reality• Happy, motivated and passionate people• Unique, optimistic and inspiring culture• Flexible to my individual needs• Intelligent, talented and high-performing people• Innovative• Proud (but need support for elevator conversations)• Inconsistent people manager experience• Scope for more structured career development• Challenging franchise operating system


External Research – The Perception• Brand ‘Coca-Cola’ is the ultimate attraction tool• Perceptions of the employer brand are based on a candidate relationship with the

consumer brand• Need for more proactive dialogue with external talent• Assumption that there is a lack of local autonomy• Lack of NPD or innovation• Requires more proactive CSR communications• A job at ‘Coca-Cola’ is a platform to greater things• Ultimately perceived as an Employer of Choice


Research: Perception v Reality


Innovative

AutonomyFlexibility

CareerReputationCommunication Employees

Potential hires Head-hunters

What’s your secret formula?

Passion is a differentiating factor, which is at the heart of our brands and our people. It is an individual’s ability to translate their passion into action which defines success at TCCC

Rationale

Passion = Action

Core idea

So our Employer Value Proposition needs to make this compelling as both an attraction and a filtering (“opt out”) mechanism

employer branding

Documents

internal research

local innovation

perceptionbrand cocacola

cocacola services

cocacola companyowner

employer of choice20classified

belgian economy

tccc brandsproduces