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TIC        MATTER        S    9/24/2012                   1© SAS    Part of the MSLGROUP
Faye Wiggett                               Senior Manager, Talent Acquisition Projects                               fawig...
Background    9/24/2012                   3© SAS    Part of the MSLGROUP
Always Coca-Cola    Always Coca-Cola              9                          1                         125                ...
125 Years of Sharing Happiness: 125Coke SystemThe  Years of Sharing Happiness: The Coke System© SAS   Part of the MSLGROUP
CCE – KO Transaction October 2010                                  New Company                                  New Struct...
CCE is a Local Business     Coca-Cola Enterprises is a Local Business         • $7.4 billion revenue (2010, pro forma)    ...
Objectives    9/24/2012                   8© SAS    Part of the MSLGROUP
Why a “new” employer brand?    • A „new‟ organisation    • Growth plan    • Increase efficiency    • Increasingly hard-to-...
Strategic thinking    9/24/2012                   10© SAS    Part of the MSLGROUP
The best employer brands are…                               AUTHENTIC              DIFFERENTIATED                         ...
?    9/24/2012                       12© SAS    Part of the MSLGROUP
Internal StakeholderEngagement9/24/2012              14
The people puzzle: involve, inform & validate                                             ELT VALIDATION       STAKEHOLDER...
Research Summary: Push vs. pull dynamics                                                   CCE attributes                 ...
Creative solution    9/24/2012                   17© SAS    Part of the MSLGROUP
The inputs for creative development                                  Does it work for                 “Could you         o...
The creative resultsWe have a reportage style Employer Brand that has impact, intensity & personality. Our employeessay it...
The outputs9/24/2012     22
?    9/24/2012                       30© SAS    Part of the MSLGROUP
The impact so far…    9/24/2012                   31© SAS    Part of the MSLGROUP
Application numbers and the filters at work        Q4 2011                            Q1 2012                             ...
What the industry said…© SAS   Part of the MSLGROUP
What the industry said…© SAS   Part of the MSLGROUP
Before we go, have a think…                 AUTHENTIC                                   DIFFERENTIATED             What is...
Thank you        Do you have any questions?    9/24/2012                        36© SAS    Part of the MSLGROUP
9/24/2012   37
Building Capability 2012 - CCE Employer Brand Journey
Building Capability 2012 - CCE Employer Brand Journey
Building Capability 2012 - CCE Employer Brand Journey
Building Capability 2012 - CCE Employer Brand Journey
Building Capability 2012 - CCE Employer Brand Journey
Building Capability 2012 - CCE Employer Brand Journey
Building Capability 2012 - CCE Employer Brand Journey
Building Capability 2012 - CCE Employer Brand Journey
Building Capability 2012 - CCE Employer Brand Journey
Building Capability 2012 - CCE Employer Brand Journey
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Building Capability 2012 - CCE Employer Brand Journey

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Coca Cola Enterprises give us an insight into their Employer Branding Journey at our 2012 Building Capability conference

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Building Capability 2012 - CCE Employer Brand Journey

  1. 1. TIC MATTER S 9/24/2012 1© SAS Part of the MSLGROUP
  2. 2. Faye Wiggett Senior Manager, Talent Acquisition Projects fawiggett@cokecce.com @fayewiggett Tanya Stokoe Senior Manager, GB Talent Acquisition tstokoe@cokecce.com© SAS Part of the MSLGROUP
  3. 3. Background 9/24/2012 3© SAS Part of the MSLGROUP
  4. 4. Always Coca-Cola Always Coca-Cola 9 1 125 Years in Business Servings a day in Formula for Coca-Cola 1886 200+ 1.7 billion Countries where Coke products are sold Servings a day in 2011 7 Number of ingredients In the formula© SAS Part of the MSLGROUP
  5. 5. 125 Years of Sharing Happiness: 125Coke SystemThe Years of Sharing Happiness: The Coke System© SAS Part of the MSLGROUP
  6. 6. CCE – KO Transaction October 2010 New Company New Structure New Governance© SAS Part of the MSLGROUP
  7. 7. CCE is a Local Business Coca-Cola Enterprises is a Local Business • $7.4 billion revenue (2010, pro forma) • 90+ Years in Europe • 95% local production • 40+ brands • 13,500 employees • 17 manufacturing facilities • 170 million consumers © SAS Part of the MSLGROUP
  8. 8. Objectives 9/24/2012 8© SAS Part of the MSLGROUP
  9. 9. Why a “new” employer brand? • A „new‟ organisation • Growth plan • Increase efficiency • Increasingly hard-to-fill roles • Better quality of candidates who “fit” • Ensure greater productivity and engagement in the long-term • Future-proof for the social media world • Focus required on key hard-to-source roles rather than all roles • Differentiate CCE from The Coca-Cola Company 9/24/2012 9© SAS Part of the MSLGROUP
  10. 10. Strategic thinking 9/24/2012 10© SAS Part of the MSLGROUP
  11. 11. The best employer brands are… AUTHENTIC DIFFERENTIATED It needs to be It must be different “true” to the to our competitors organisation for talent RELEVANT It needs to be relevant to the talent marketplace, employees & stakeholders in all segments & territories© SAS Part of the MSLGROUP
  12. 12. ? 9/24/2012 12© SAS Part of the MSLGROUP
  13. 13. Internal StakeholderEngagement9/24/2012 14
  14. 14. The people puzzle: involve, inform & validate ELT VALIDATION STAKEHOLDER RESEARCH & INTERVIEWS 2 STEERING COMMITTEE MEETINGS 1 EXTERNAL GRADUATE FOCUS GROUP 3 EXTERNAL TALENT INTERVIEWS 6 INTERNAL EMPLOYEE VALIDATION WORKSHOPS TALENT ACQUISITION CoE CREATIVE BRANDING AGENCY
  15. 15. Research Summary: Push vs. pull dynamics CCE attributes “Pull” attributes “Filter” attributes Brand strength Growth Pace Impact Influence Internal EVP Grow Win Connect 9/24/2012 16© SAS Part of the MSLGROUP
  16. 16. Creative solution 9/24/2012 17© SAS Part of the MSLGROUP
  17. 17. The inputs for creative development Does it work for “Could you our defined The Core Idea targets? Coca- for CCE: Cola?” “The best GRADUATES test ENGINEERS SALES REPS of your “It’s tough SKILLED MGT at the top” talents”
  18. 18. The creative resultsWe have a reportage style Employer Brand that has impact, intensity & personality. Our employeessay it’s AUTHENTIC, our targets say it’s RELEVANT to them and our external research shows us it’sDIFFERENT to our competitors for talent
  19. 19. The outputs9/24/2012 22
  20. 20. ? 9/24/2012 30© SAS Part of the MSLGROUP
  21. 21. The impact so far… 9/24/2012 31© SAS Part of the MSLGROUP
  22. 22. Application numbers and the filters at work Q4 2011 Q1 2012 Q2 2012 Number of Number of Number of Source Applications Source Applications Source Applications Online Job Board 5132 Job Board 2115 Job Board 2721 Online Search for Online Search for CCE 1322 CCE Jobs 4536 Online Search for CCE 1048 Other 552 Other 1801 (blank) 583 (blank) 535 Campus Events 518 University Recruiting 253 Other 407 Referral 271 Referral 107 Headhunted by a University Recruiting 107 Agency 58 CCE Recruiter 164 Direct Approach by a Referral 84 Recruitment CCE Recruiter 55 Agency Agency 49 112 Magazines and Trade Direct Approach by Career fair (non- Publications 35 Recruiter 27 campus) 96 Magazine, Career Fair 17 Magazines and Trade Publications 15 Newspaper or Currently Temping at Trade Publication 72 CCE 10 Career Fair 9 Currently temping Professional Talent Exchange 9 Associations 2 at Coca-Cola Professional Enterprises 58 Social Network 1 Associations 2 Total 12760 Total 5062 Total 5061© SAS Part of the MSLGROUP
  23. 23. What the industry said…© SAS Part of the MSLGROUP
  24. 24. What the industry said…© SAS Part of the MSLGROUP
  25. 25. Before we go, have a think… AUTHENTIC DIFFERENTIATED What is “true” to Who are your your organisation? competitors for talent and why are you different? RELEVANT What sorts of things are relevant to the talent marketplace, your employees & stakeholders?© SAS Part of the MSLGROUP
  26. 26. Thank you Do you have any questions? 9/24/2012 36© SAS Part of the MSLGROUP
  27. 27. 9/24/2012 37

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