The Coca Cola Company _ Employer Brand Guidelines v1.0

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The Coca Cola Company _ Employer Brand Guidelines v1.0

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The Coca Cola Company _ Employer Brand Guidelines v1.0

  1. 1. ( ideas ) + ( ) = evp 10 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? ® Employer Brand Guidelines V 1.0 page 1
  2. 2. Contents 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 xamples and a range of formats – offline E page 19 xamples and a range of formats – offline (continued) E page 20 xamples and a range of formats – online E page 21 xamples and a range of formats – online (continued) E page 22 Basic elements – colour palette page 23 Basic elements – typography page 24 Basic elements – iconography page 25 Afterword Employer Brand Guidelines V 1.0 page 2
  3. 3. 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. Employer Brand Guidelines V 1.0 page 3
  4. 4. Formula ( + curiosity ) = career * Accounting skills coupled with a passion for how things work, multiplied by original ideas equals a best brand career opportunity in finance. You could use this for a recruitment advertisement, a banner ad, or the cover of an induction pack. * This is the visual language we use to make our EVP distinctive and evocative Employer Brand Guidelines V 1.0 page 4
  5. 5. 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. 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. 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? Employer Brand Guidelines V 1.0 page 5
  6. 6. 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. Examples of likely objectives: Advertising The Coca-Cola Company as a place to work in general: for example in the Great Places to Work Survey List. ( + curiosity ) = career * Advertising specific roles at The Coca-Cola Company: for example, brand manager, truck driver, head of finance, in print or online. ( ) 2 + innovation = senior brand manager 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. + + + + + + = Live Positively Employer Brand Guidelines V 1.0 page 6
  7. 7. 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. What The Coca-Cola Company offers What people bring Company 122 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. Contribution A passion for making a difference and having a tangible impact. Compensation Top 60% and therefore highly competitive total reward packages, recognising and rewarding your contribution. Culture Collaborative, commercial, creative people converting passion into action; a surprisingly small company with plenty of opportunities. Challenge Meaningful work in a dynamic vibrant global system of constantly emerging opportunities for global career and skills development; a constantly evolving marketplace. (what we expect) Collaboration A passion for working with a diverse range of people with different views, perspectives, priorities and passions. Creativity A passion for bringing creativity and fresh thinking to all aspects of work and life; a desire to Live Positively. Commercial A passion for ensuring that there is a sustainable commercial outcome and benefit for your actions. A shared mission, vision and values Employer Brand Guidelines V 1.0 page 7
  8. 8. Components of a formula 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 fluid mix to play with – ideally you should include all three elements, but it’s not an exact science. 2. + 3. 3. 1. 3. 2. ( ) 2 + innovation = senior brand manager 3. 1. Key messages Some 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. 1. 2. Supporting iconography Icons 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 symbols Use 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 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. Employer Brand Guidelines V 1.0 page 8
  9. 9. 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 Job description/details Details Why is The Coca-Cola Company an attractive employer? • Challenge (tenacity) • Company (great products, great ideas) An example of a typical role, in this case senior brand managers. All communications should include this “boilerplate” EVP statement to ensure consistency in building The Coca-Cola Company employer brand in all related communications. 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) 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. 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 Employer Brand Guidelines V 1.0 page 9
  10. 10. Step 1: the formula Two ways of making a formula from this brief: ( + ) 2 influence3 + tenacity = 2 inspired campaigns High-profile opportunities achieved due to The Coca-Cola Company’s heritage, multiplied by excellent influencing skills, coupled with your tenacious attitude equals two inspired campaigns. ( ) + tenacity 10 influence ( + = 2 campaigns Top brands coupled with lots of tenacity, backed up by high profile opportunities, equals two inspired campaigns. ) Employer Brand Guidelines V 1.0 page 10
  11. 11. Step 2: details Details ( + ) 2 influence3 + tenacity = 2 inspired campaigns 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 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. Employer Brand Guidelines V 1.0 page 11
  12. 12. Step 3: call to action Call to action ( + ) 2 influence3 + tenacity = 2 inspired campaigns 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 Details Coca-Cola and you 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. 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? visit us at: www.europeancareers.coca-cola.com Employer Brand Guidelines V 1.0 page 12
  13. 13. Creating an application – an advertisement for specific roles at The Coca-Cola Company: 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: Formula Job summary Details Why is The Coca-Cola Company an attractive employer? • Company (great products) • Culture (innovation) 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. All communications should include this “boilerplate” EVP statement to ensure consistency in building The Coca-Cola Company employer brand in all related communications. What the individual needs to bring to the job • Commercial, contribution (targets) What the job entails (truthfully) • Commercial (targets) • Creativity (innovation) Supporting iconography Relevant iconography related to the formula in question should be brainstormed and trialled. Formula symbols Use mathematical symbols to create connections, clarity and impact. 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. Employer Brand Guidelines V 1.0 page 13
  14. 14. Step 1: the formula Two ways of making a formula from this brief: ( ) 2 + innovation = senior brand manager Great brands plus an innovative mindset and a passion for hitting targets equals senior brand manager. ( + culture ) + innovation = senior brand manager Great brands and culture, coupled with an innovative approach and a commercial mindset equals senior brand manager. Employer Brand Guidelines V 1.0 page 14
  15. 15. Step 2: job summary Job summary ( ) 2 + innovation = senior brand manager Senior Brand Manager Location: London Compensation: Competitive Job details Senior Brand Manager Location: London Compensation: Competitive Employer Brand Guidelines V 1.0 page 15
  16. 16. Step 3: details Details ( ) 2 + innovation = senior brand manager Job details Job description Senior Brand Manager 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. 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. Employer Brand Guidelines V 1.0 page 16
  17. 17. Step 4: call to action Call to action c. a. b. b. ( ) 2 + innovation + ) customers = multi-drop drivers senior brand manager 7.5 T Job details Job description Senior Brand Manager 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 Coca-Cola and you 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. 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? All communications should include this “boilerplate” EVP statement to ensure consistency in building the 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. visit us at: www.europeancareers.coca-cola.com and search for reference VSR-UK0123 – applications close 15 March. Employer Brand Guidelines V 1.0 page 17
  18. 18. Examples and a range of formats – offline ( ) 2 + innovation = senior brand manager Job details Job description Location: London Compensation: 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 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 Coca-Cola and you 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 a lot to offer – a lot than Coca-Cola has Company has moreto offer – more than 200 countries and 400 best 200 countries and 400 of the world’sof the world’s best known brands. We believe in known brands. We believe in giving people giving people meaningful challenges and meaningful challenges and competitive competitive rewards. But, that’s equation. rewards. But, that’s only half theonly half the equation. The creativity, collaboration and The creativity, collaboration and commercial commercial achievements of our people achievements of our people complete the complete formula. the formula. There is no single formula for passion; what what defines The Coca-Cola Company defines The Coca-Cola Company’s people is people is theconvertto convert their passion the ability to ability their passion into action. into action. It’s how they push greatest brands It’s how they push the world’s the world’s greatest brandsWhat’s your secret formula? to new heights. to new heights. What’s your secret formula? visit us at: www.europeancareers.coca-cola.com and search for reference MM-SUS123 – applications close 15and search visit us at: www.coca-cola.com/careers/europe March. for reference MM-SUS123 – applications close 15 March. ( )2 ( + ) = marketing sustainibility manager Job details Job description Location: London Compensation: 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. ( + collaboration ) 2 = business development manager Job details Job description Location: SE England Customers: Somerfield Iceland Compensation: 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 Coca-Cola and you performance. And you’ll need to deliver profit 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. 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? visit us at: www.europeancareers.coca-cola.com and search for reference MM-SUS123 – applications close 15 March. 3 ( ) + ( safety) = technical operator Coca-Cola and you 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. 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? visit us at: www.europeancareers.coca-cola.com and search for reference MM-SUS123 – applications close 15 March. Job details Job description Location: Dunkerque Compensation: 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 shiftbased team on a continuous production line filling and packaging some of the world’s best loved soft drinks. It’s a mix of meeting speed and quality targets, routine maintenance, Coca-Cola and you 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. 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? visit us at: www.europeancareers.coca-cola.com and search for reference MM-SUS123 – applications close 15 March. Employer Brand Guidelines V 1.0 page 18
  19. 19. Examples and a range of formats – offline (continued) 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”? ( ideas ) 10 + ( ) = evp Recruitment Agency Briefing 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? V 1.0 V 1.0 page 01 You can use text alone to create your formula like in these recruitment guidelines. ® Employer Brand Guidelines page 19 The cover of these guidelines. people skills profit + volume = business development manager Job description 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 Job details 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 A cover for a flyer promoting university and MBA placement opportunities. performance. And you’ll need to deliver profit 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. Coca-Cola and you Location: SE England Customers: Somerfield Iceland Compensation: Package from £35k+ 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? Go to www.europeancareers.coca-cola.com and search ref BDM0123, or call 555-1212 to request an application pack before 31 May, A quarter page advertisement – note words alone can also make a formula. Employer Brand Guidelines V 1.0 page 19
  20. 20. Examples and a range of formats – online ( + collaboration ) 2 = business development manager Job description 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 profit 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. why Coca-Cola? ( 246 )3 + team = winning career There is no single formula for passion: what defines 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 Job details Location: SE England Customers: Somerfield Iceland Compensation: Competitive package from £35k+ Coca-Cola and you 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? visit us at: www.europeancareers.coca-cola.com and search for reference VSR-UK0123 – applications close 15 March. Employer Brand Guidelines V 1.0 page 20
  21. 21. Examples and a range of formats – online (continued) Careers site homepage. A formula based on a real employee’s story from the careers site. Employer Brand Guidelines V 1.0 page 21
  22. 22. Basic elements – colour palette TCCC Red Pantone Special Match C 04 M 100 Y 95 K 00 R 244 G 0 B 0 Hex: F40009 Global White C0M0Y0K0 R 255 G 255 B 255 Hex: FFFFFF TCCC Platinum Pantone 432 C C 23 M 02 Y 00 K 77 R 69 G 85 B 96 Hex: 45 55 60 Orange Light Orange Yellow Light Yellow Green Light Green Pink Light Pink Pantone 1585 C C 0 M 56 Y 90 K 0 Pantone 7410 C C 0 M 30 Y 55 K 0 Pantone 108 C C 0 M 6 Y 95 K 0 Pantone 100 C C 0 M 0 Y 51 K 0 Pantone 376 C C 50 M 0 Y 100 K 0 Pantone 373 C C 16 M 0 Y 46 K 0 Pantone 214 C C 0 M 100 Y 34 K 8 Pantone 217 C C 0 M 28 Y 0 K 0 Blue Light Blue Purple Light Purple Brown Light Brown Black Grey Pantone 285 C C 89 M 43 Y 0 K 0 Pantone 283 C C 35 M 9 Y 0 K 0 Pantone 2593 C C 61 M 89 Y 0 K 0 Pantone 2593 C C 22 M 33 Y 0 K 0 Pantone 463 C C 30 M 56 Y 100 K 37 Pantone 4535 C C 0 M 4 Y 30 K 11 Pantone 426 C C 0 M 0 Y 0 K 99 Pantone Cool Gray 6 C C 0 M 0 Y 0 K 31 Employer Brand Guidelines V 1.0 page 22
  23. 23. Basic elements – typography VAG Rounded Light Use VAG Rounded Light for body copy. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 VAG Rounded Bold Use VAG Rounded Bold for headlines and call-outs. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Employer Brand Guidelines V 1.0 page 23
  24. 24. Iconography One benefit 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. Basic elements – iconography Successful iconography Unsuccessful iconography The Coca-Cola Company products and collateral The Coca-Cola Company products and collateral The 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 Valid for all categories dull colour weak shape background ambiguous Live Positively icons negative Ingredients related to passion against the brand religious political Live Positively icons You 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 passion Source 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 specific elements Source icons that bring to life the personal attributes you are seeking to express. Many can be inexpensively licensed from: www.istockphoto.com Regional symbols Where possible, use local or regional icons that will hold meaning for the audience in question. Personal/job specific elements Employer Brand Guidelines V 1.0 page 24
  25. 25. 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. 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 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. 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. We know that this is a lot to take in. Just to re-cap: Create the right formula: simple / accurate / fun / on brief Back the formula up with the right copy Comments or questions? Contact your local HR representative. Employer Brand Guidelines V 1.0 page 25

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