talent management coca cola

Talent Management NMiMS, SBM – Mumbai

the Fizz…from within !


Decoding Global Talent Management @ Coca-Cola

Presented by –

(Group 9) Kaushal Agrawal

Pooja Bandekar

Naina Agrawal

Itty Seksaria

Nitin Amlani

Contents –

About Coke Case-let on GTM Global Talent Management Recruitment Employee Engagement Identifying Potential (High potential employees included) Employer Branding Primary Research – Talking to Employees Glassdoor Reviews Refernces

Talent Management NMiMS, SBM – Mumbai About the Company

• Worlds largest beverage company

• Servings : 1.5 bn + per day

• 80% sales outside North America

• More than 1 million employees system-wide

• Great Place to Work Institute (Survey 2012):– Coca Cola @ No.23

– High scores for career and development programs, compensation and rewards policies and workplace environments

The COCA-COLA Company By The


Case-let Dilemma:

“recruiting marketing expertise externally”


The Coke Business : Coca-Cola relies heavily on marketing to retain its global standing; all the more so in an era of healthy eating and child obesity.

To ensure the continued success of the brand, Coca-Cola needs to ensure there is a pipeline of marketing talent within the company ready to step up when senior jobs become available

Coca-Cola HR

Talent Management Challenge : lack of skills development and experience in the more junior marketing ranks meant the company was forced to rely on external recruitment to fill a number of senior positions

Department had lost a large amount of talent as individuals could see no way of breaking through to the top jobs.

"In a company that claims to be one of the most respected marketing organizations, we shouldn't have to look outside, so we took this very seriously," says Rebecca Messina, senior global director, marketing capability, at Coca-Cola

SHL Consultant

The Solution : (Psychometrics and development specialist SHL) designed a tailored two-day development centre. Selected participants experienced a 'day in the life' of a senior marketing leader using real examples from Coca-Cola, under supervision of the existing marketing heads and the organization's HR talent strategies team.

Participants also used SHL's 360-degree development tool and its occupational personality questionnaire to pinpoint individual strengths and weaknesses

The Outcome : 31 potential future marketing leaders attended the process in pilot phase.

17 of the 31 employees who attended development centres fast-tracked to more senior positions. Just as importantly, all 31 remained with the company.

Wow ! The numbers are really promising…Great work !

Now lets see what employees have to say …??

High Potential Manager

"Being invited was the first acknowledgment that you are considered high potential,“

"When you are assessed in the traditional way, you only have your boss,". “In this case, you have a group of professionals and a group of senior leaders from the company

"After the assessment centre, you get a lot of confidence and you know what the two or three things you need to work on are,"


Understanding

Global Talent Management

Talent Management NMiMS, SBM – Mumbai Global Talent Management• Developing global Talent with global mindsets is

essential to the success of our business

Talent Management NMiMS, SBM – Mumbai TM – part of business strategy


Key Strategic Initiatives

– the workflow!

Talent Management NMiMS, SBM – Mumbai Results

Talent Management NMiMS, SBM – Mumbai Recruitment at Coca Cola

• Internal recruitment– Job promotions and reorganization– Jobs given to staff already employed by business

• External recruitment– Job centers– Job advertisements– Recruitment agencies– Headhunting– Personal recommendation


Recruitment Process Analysis

Talent Management NMiMS, SBM – Mumbai Selection Process

• Interview• Group Exercise• Psychometric test• Presentations• Role play/Situational Exercise

Talent Management NMiMS, SBM – Mumbai Interview Experience

Conclusions:•Very structured process of recruitment•Process of hiring is tough•Targeted selection•Straightforward questions and expect to-the-point answers•The result declaration takes a long time


Employee Engagement & Identifying Potential

Talent Management NMiMS, SBM – Mumbai Employee Engagement

• The Coca-cola system

• Employees as brand ambassadors

• Encouraging Open Communication

• Rewarding and developing employees

Talent Management NMiMS, SBM – Mumbai Identifying Potential

Talent Management NMiMS, SBM – Mumbai Defining Potential

Talent Management NMiMS, SBM – Mumbai Appraisals


Employer Branding

Talent Management NMiMS, SBM – Mumbai Employer branding – an organization's value proposition

Talent Management NMiMS, SBM – Mumbai Employer Branding Strategies

1. Coke’s Career Website:• Work Culture: It gives a realistic picture of the work culture of the organization

• Communication of Corporate Strategy: Innovation being deeply ingrained in their corporate culture, is reflected very well on its website.

• Career prospects: The portal has separate pages for the novice graduates and experienced professional

• Awards : Highlights companies achievements to improve brand perception

• Coke Ambassadors (Alumni): This unique approach is a strategic step to establish the credibility of the organization and add to its brand value.


2. Recruitment Advertising • On naukri.com: We have a mixed view about the effectiveness of their

recruitment advertisement on naukri.com

• Good features of advertisements: It communicates to the applicants its unique ability i.e its market size, diverse customer base and myriad of services


3. Other Employer Branding Strategies• B-School Tie-ups : to increase reach to prospective employees

– ISB and Coca Cola India join hands to launch the Coca Cola – ISB Retail Academy

• Organizing and Sponsoring School & College Competitions

• Since 2008, Coca-Cola India has been following a 100% PPO model when it hires from premium business schools

Talent Management NMiMS, SBM – Mumbai Talking to the Employees !Career development & work assignments : HCCB has well-defined Management Trainee program. Rotations include assignments on Sales, Marketing, Finance & Operations. Performance review by reporting manager and HR after each rotation; which helps to determine area of interests.

Work Culture : At HCCB work pressure is moderate-to-high. Sales targets are stringent, high attrition rates. HCCB is revenue generating arm of Coca-Cola India; Sales is the only objective; very limited hours are spent in office, very few fun at work activities

Aware of Global Management Development Centres? - No

Career development & work assignments : Cross functional stints covering the list of departments that impact the business .From working in the plant and handling the sales force of the bottler I have exposed to the front end of the bottling units. - With this it helps me grow into the Marketing Division's vision of developing profitable, multi million dollar Brands

Work Culture : During my stints I have been exposed to the work culture across multiple stake holders in the Coca-Cola system - Bottling units, Sales Teams and Corporate Office. -People are extremely talented and sharp in the business; very accessible, which immensely assists the growth of young talent

-Aware of Global Management Development Centres? - Yes

Talent Management NMiMS, SBM – Mumbai Glassdoor Reviews


And this was all about the…

Talent Management NMiMS, SBM – Mumbai Q & A / Feedback

References:• http://www.personneltoday.com/articles/04/02/2008/44201/talent-management-in-coca-cola-the-fizz-from-within.htm

•http://www.peopleinaid.org/pool/files/Presentations/Global%20Talent%20Management%20at%20The%20Coca-Cola%20Company.pdf

• http://www.coca-colacompany.com/our-company/employee-engagement

• http://www.coca-colacompany.com/careers/why-work-at-the-coca-cola-company

Thank - You

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