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( ideas ) + ( ) = evp

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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?
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Employer Brand Guidelines

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Contents
page 1 page 2 page 3 page 4 page 5 page 6 page 7 page 8 page 9 page 10 page 11 page 12 page 13 page 14 page 15 page 16 page 17 page 18 page 19 page 20 page 21 page 22 page 23 page 24 page 25 Front cover Contents An introduction Formula So what is the EVP in words? When would you use the EVP? What are the messages? Components of a formula Creating an application – an advertisement for The Coca-Cola Company as a place to work in general: Step 1: the formula Step 2: details Step 3: call to action Creating an application – an advertisement for specific roles at The Coca-Cola Company: Step 1: the formula Step 2: job summary Step 3: details Step 4: call to action Examples and a range of formats – offline Examples and a range of formats – offline (continued) Examples and a range of formats – online Examples and a range of formats – online (continued) Basic elements – colour palette Basic elements – typography Basic elements – iconography Afterword

Employer Brand Guidelines

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we recognised that the passion that people bring to work and how it is converted into action is what distinguishes us. We refer to this as our “Employer Value Proposition”. Visually. All this really means is that in the same way our advertising connects with our consumers.An introduction We’ve put these guidelines together to help you communicate with people about working at The Coca-Cola Company. our EVP should communicate with people who want to (or currently) work with us.0 page 3 . What’s behind this EVP is a simple idea: inspired by the secret formula of The Coca-Cola Company. this is expressed through formulae. or EVP. Employer Brand Guidelines V 1.

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. or the cover of an induction pack. You could use this for a recruitment advertisement. a banner ad.0 page 4 . * This is the visual language we use to make our EVP distinctive and evocative Employer Brand Guidelines V 1.

for those who can transform their secret formula for passion into action. we’ve come to recognise that the proposition we offer as an employer is a constantly changing formula. an HR person or in another professional context. and a culture where people convert their passion into action. 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. Nonetheless. is unparalleled career opportunity and an amazing experience. balanced by a pragmatic. leading brands. Employer Brand Guidelines V 1. would seldom be used in its entirety in a communication other than to a recruitment agency. What’s your secret formula? The EVP The Employer Value Proposition.0 page 5 . the challenge of meaningful work in a vibrant global system of evolving opportunities for global career and skills development. pursuing creativity in everything you do. The result. or EVP. The other part of this special formula is the passion you bring: making a contribution to sustainable growth. the competitive compensation one would expect. a spirit of collaboration. sustainably commercial mindset.So what is the EVP in words? Over more than 120 years. 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. global scope and scale.

in a presentation or in a booklet – in this example. Who are you talking to? What do you want them to do or think as a result? In short. brand manager. using our existing “Live Positively” imagery.0 page 6 . in print or online. 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. online communications. ( ) 2 + innovation = senior brand manager Employee communications: talking to existing employees about career planning.When would you use the EVP? Finding the right message (formula) is all about understanding your communication objective. + + + + + + = Live Positively Employer Brand Guidelines V 1. print publications and face-to-face communication. ( + curiosity ) = career * Advertising specific roles at The Coca-Cola Company: for example. truck driver. you need to agree a clear brief with your colleague at The Coca-Cola Company. head of finance. These will take the form of print ads.

Culture Collaborative. creative people converting passion into action. a constantly evolving marketplace. Compensation Top 60% and therefore highly competitive total reward packages. Challenge Meaningful work in a dynamic vibrant global system of constantly emerging opportunities for global career and skills development. a surprisingly small company with plenty of opportunities. specific elements of the message framework can be highlighted and balanced to get the right message across. Commercial A passion for ensuring that there is a sustainable commercial outcome and benefit for your actions. 49. priorities and passions.0 page 7 . 200 countries. Like the EVP. a desire to Live Positively. and four key message areas about what the company expects candidates to bring to their career.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. recognising and rewarding your contribution. the framework would seldom be used in its entirety or literally. The message framework provides four key areas of messaging about what The Coca-Cola Company offers.000 people. for each role being advertised or communication being created. Creativity A passion for bringing creativity and fresh thinking to all aspects of work and life. What The Coca-Cola Company offers Company 122 years. 400 brands worth more than $58 billion. What people bring (what we expect) Contribution A passion for making a difference and having a tangible impact. vision and values Employer Brand Guidelines V 1. The opportunity to work with some of the world’s most iconic and best loved brands. commercial. A shared mission. Collaboration A passion for working with a diverse range of people with different views. Instead. perspectives.

For example. but it’s not an exact science. where a more dramatic outcome is expected as a result of a combination of elements.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. Some of these elements can be The Coca-Cola Company brands and trademarks. Formula symbols Use mathematical symbols to create emphasis and impact. a plus sign (+) might be appropriate. where two skills are needed. 3. ( ) 2 + innovation = senior brand manager 3. 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. It must grab attention and compel the reader to read the ad. 1. It’s really a good headline that includes images. What the formula needs to do The formula needs to be simple and get its point across immediately. The best ones create a “smile in the mind”. multiplication (x) or even exponents (xn). Employer Brand Guidelines V 1. It needs to create intrigue. or make the reader feel special if they decode the message. Supporting iconography Icons can bring a more emotional. 3. It also should include key elements about the job or communication in question. 1. And it should include something about ‘what people bring’ to the mix. compelling and intriguing element – creating a “smile in the mind”. Key messages Some elements are best (or most easily) presented using words. 3.0 page 8 . It’s a fluid mix to play with – ideally you should include all three elements. + 3. 2. 1. others can be more generic to the communication in question. 2.

Creating an application – an advertisement for The Coca-Cola Company as a place to work in general: Brief (example) In this example. Details All communications should include this “boilerplate” EVP statement to ensure consistency in building The Coca-Cola Company employer brand in all related communications. What’s your secret formula? Find out more at: www. 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. in this case senior brand managers.com Employer Brand Guidelines V 1. commercial mindsets.coca-cola. credibility and culture required to enter into these types of conversations – but making it happen was down to their influencing skills and tenacity. what defines The Coca-Cola Company’s people is the ability to convert their passion into action. Here’s the formula that resulted: Formula Why is The Coca-Cola Company an attractive employer? • Challenge (tenacity) • Company (great products. 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.europeancareers. It’s how they push the world’s greatest brands to new heights. The Coca-Cola Company brand brought the clout.0 page 9 . There is no single formula for passion. 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. the content has to do with two senior brand managers who used their creativity.

0 page 10 . ) Employer Brand Guidelines V 1.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. ( ) + tenacity 10 influence ( + = 2 campaigns Top brands coupled with lots of tenacity. multiplied by excellent influencing skills. backed up by high profile opportunities. coupled with your tenacious attitude equals two inspired campaigns. equals two inspired campaigns.

0 page 11 . Danielle and Jo combined their passion for films with hard work to create two great campaigns. Danielle and Jo combined their passion for films with hard work to create two great campaigns. Employer Brand Guidelines V 1.Step 2: details Details Creating great product tie-in campaigns is just one of the benefits of working at The Coca-Cola Company. ( + ) 2 influence3 + tenacity = 2 inspired 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.com Details Coca-Cola and you ( + ) 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. There is no single formula for passion.europeancareers. It’s how they push the world’s greatest brands to new heights.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. What’s your secret formula? visit us at: www. What’s your secret formula? Find out more at: www.europeancareers. what defines The Coca-Cola Company’s people is the ability to convert their passion into action. what defines The Coca-Cola Company’s people is the ability to convert their passion into action.0 page 12 . There is no single formula for passion.coca-cola.com Employer Brand Guidelines V 1. It’s how they push the world’s greatest brands to new heights.coca-cola.

As a senior brand manager you’ll work at the heart of our brand team. You’ll be comfortable with accountability for delivering the marketing mix. Formula symbols Use mathematical symbols to create connections. you know the ins-and-outs of consumer insights and purchase decisions. developing and implementing our annual marketing plans. What’s your secret formula? Find out more at: www.coca-cola. Details All communications should include this “boilerplate” EVP statement to ensure consistency in building The Coca-Cola Company employer brand in all related communications. the ad targets candidates for a specific role – senior brand manager.com and search for reference VSR-UK0123 – applications close 15 March. working with a copywriter to tease out the right key messages and content. you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications. 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.europeancareers. There is no single formula for passion. Job summary At The Coca-Cola Company our people match insights to innovations in many different ways. In this instance. Employer Brand Guidelines V 1. clarity and impact. The job description is the best place to start. With a background in a strong FMCG or service brand. Here’s how the application unfolded: 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. 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.0 page 13 . A natural innovator.Creating an application – an advertisement for specific roles at The Coca-Cola Company: Brief (example) In this example. 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.

( + culture ) + innovation = senior brand manager Employer Brand Guidelines Great brands and culture.0 page 14 . V 1. coupled with an innovative approach and a commercial mindset equals senior brand manager.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.

0 page 15 .Step 2: job summary Job summary ( ) 2 + innovation = senior brand manager Job details Senior Brand Manager Location: London Compensation: Competitive Senior Brand Manager Location: London Compensation: Competitive Employer Brand Guidelines V 1.

You’ll be comfortable with accountability for delivering the marketing mix. You’ll be comfortable with accountability for delivering the marketing mix. With a background in a strong UK FMCG or service brand. you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications. developing and implementing our annual marketing plans.0 page 16 . you know the ins-and-outs of consumer insights and purchase decisions. A natural innovator. you know the ins-and-outs of consumer insights and purchase decisions. Employer Brand Guidelines V 1. 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. As a senior brand manager you’ll work at the heart of our brand team.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. A natural innovator. developing and implementing our annual marketing plans. With a background in a strong FMCG or service brand. you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications.

5 T Job details Job description Coca-Cola and you 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. a.0 page 17 . you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications.coca-cola.com and search for reference VSR-UK0123 – applications close 15 March.europeancareers. There is no single formula for passion. What’s your secret formula? visit us at: www. b. It’s how they push the world’s greatest brands to new heights.coca-cola. b. As a senior brand manager you’ll work at the heart of our brand team. what defines The Coca-Cola Company’s people is the ability to convert their passion into action. A natural innovator. You’ll be comfortable with accountability for delivering the marketing mix. With a background in a strong UK FMCG or service brands. What’s your secret formula? Find out more at: www. what defines The Coca-Cola Company’s people is the ability to convert their passion into action. Employer Brand Guidelines V 1. ( ) 2 + innovation + ) customers = multi-drop drivers senior brand manager 7. developing and implementing our annual marketing plans. Senior Brand Manager At The Coca-Cola Company our people match insights to innovations in many different ways. It’s how they push the world’s greatest brands to new heights.Step 4: call to action Call to action c.europeancareers.com and search for reference VSR-UK0123 – applications close 15 March. you know the ins-and-outs of consumer insights and purchase decisions.

com and search for reference MM-SUS123 – applications close 15 March. Coca-Cola has a lot to offer. It’s how they push the world’s greatest brands to new heights. collaboration and The creativity. trade execution. promotion and marketing. the formula. We believe in known brands. With a background in a strong UK FMCG or service brands. ( )2 ( + ) = marketing sustainibility manager ( ) + ( safety) = technical operator Job details Job description Coca-Cola and you 3 Job details Job description Coca-Cola and you Location: London Compensation: Competitive Required: Brand marketing + Corporate Responsibility expertise At The Coca-Cola Company. and part doer. you know the ins-and-outs of consumer insights and purchase decisions. It’s a mix of meeting speed and quality targets. Not only will your success in brand marketing speak volumes. hygiene and health.coca-cola. As a Senior brand Manager senior Brand manager you’ll work at the heart of our brand team. 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. You’ll set goals and monitor performance.Examples and a range of formats – offline ( ) 2 + innovation = senior brand manager Job details Job description Coca-Cola and you ( + collaboration ) 2 = business development manager Location: London Compensation: Competitive Required: UK FMCG + media experience At The Coca-Cola Company our people match insights to innovations in many different ways. There is no single formula for passion. from recycling to active lifestyles. In return we offer a safe. You’ll work closely with Communications teams to ensure the success of shared initiatives and government campaigns. Your passion for sustainability and our marketing agenda is a formula for success. You’ll bring your skills and passion. But. 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. But.com and search for reference MM-SUS123 – applications close 15 March. clean working environment. joining forces with the brand teams to communicate our sustainability messages. It’s how they push the world’s greatest brands to new heights. What’s your secret formula? visit us at: www.europeancareers. The creativity. we’ll provide challenging work.coca-cola. 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. And you’ll need to deliver profit and volume targets. collaboration and commercial mindset of our people complete the formula.europeancareers. You’ll develop national account plans.com and search for reference MM-SUS123 – applications close 15and search visit us at: www. you’ll match brand agendas and our commitment to Corporate Responsibility. A natural innovator. Employer Brand Guidelines V 1. what defines The Coca-Cola Company’s people is the ability to convert their passion into action. What’s your secret formula? visit us at: www.com/careers/europe March.0 page 18 . 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. expense control and customer service. you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications. There is no single formula for passion. a collaborative culture. There is no single formula for passion. and the backing of some of the world’s greatest brands. ideally high-speed packaging It takes all kinds of people to help us bring our great brands to market. developing and implementing our annual marketing plans. part leader.coca-cola. what defines The Coca-Cola Company’s people is the ability to convert their passion into action. Your skills will shine through in managing some of the best creative and media agencies in the country. our heritage covers more than 120 years.coca-cola. There is no single formula for passion. You’ll be no stranger to the challenge of managing stakeholders and government bodies and their agendas. supporting the team and suggesting ways to improve how things are done. You’ll be part coach. What’s your secret formula? visit us at: www. collaboration and commercial commercial achievements of our people achievements of our people complete the complete formula.europeancareers. that’s equation. safety. what defines The Coca-Cola Company’s people is the ability to convert their passion into action. Working as a technical operator. 200 countries and some of the world’s best known brands – where meaningful challenges meet competitive rewards. competitive compensation and the opportunity to grow with one of the world’s leading companies. You’ll be comfortable with accountability for delivering the marketing mix. our passion for brands is matched by a quest for sustainability.coca-cola.com and search for reference MM-SUS123 – applications close 15 March. that’s only half theonly half the equation. routine maintenance. It’s how they push the world’s greatest brands to new heights. ensure regional sales teams are supported and manage operational issues. For starters. As marketing manager. your passion and dedication to the wider sustainability agenda will shine through. rewards.europeancareers. for reference MM-SUS123 – applications close 15 March. Job details Job description Coca-Cola and you 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. We believe in giving people giving people meaningful challenges and meaningful challenges and competitive competitive rewards. Location: Dunkerque Compensation: Competitive Required: 2 years in a manufacturing environment. The creativity. What’s your secret formula? visit us at: www.

. the right formula can be a recipe for amazing success. Employer Brand Guidelines V 1. 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. a collaborative culture.com and search ref BDM0123. You’ll develop national account plans. what defines The Coca-Cola Company’s people is the ability to convert their passion into action.0 page 19 A cover for a flyer promoting university and MBA placement opportunities. and the backing of some of the world’s greatest brands. What’s your secret formula? ® V 1. the big question for recruits is “what’s your secret formula”? ( ideas ) 10 + ( ) = evp Recruitment Agency Briefing There is no single formula for passion. promotional and marketing. You’ll be part coach. And you’ll need to deliver profit and volume targets. or call 555-1212 to request an application pack before 31 May. It’s how they push the world’s greatest brands to new heights.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. A quarter page advertisement – note words alone can also make a formula. Coca-Cola and you There is no single formula for passion.europeancareers. rewards and development we provide.0 page 19 You can use text alone to create your formula like in these recruitment guidelines. what defines The Coca-Cola Company’s people is the ability to convert their passion into action. what defines The Coca-Cola Company’s people is the ability to convert their passion into action. trade execution. With the brands. part leader. we’ll provide challenging work. expense control and customer service. You’ll bring your skills and passion.coca-cola. support. It’s how they push the world’s greatest brands to new heights. What’s your secret formula? Careers. The cover of these guidelines. So. Placements and Internships at The Coca-Cola Company Location: SE England Customers: Somerfield & Iceland Compensation: Package from £35k+ There is no single formula for passion.0 page 01 Employer Brand Guidelines V 1. ensure regional sales teams are supported and manage operational issues. It’s how they push the world’s greatest brands to new heights. What’s your secret formula? Go to www. part doer: setting goals and monitoring Job details performance.

0 page 20 .europeancareers.europeancareers. expense control and customer service. Employer Brand Guidelines V 1. a collaborative culture. You’ll set goals and monitor performance. and the backing of some of the world’s greatest brands. and part doer. What’s your secret formula? For opportunities with The Coca-Cola Company visit www.Examples and a range of formats – online ( + collaboration ) 2 = business development manager why Coca-Cola? ( 246 + team )3 Job description Coca-Cola BDMs turn their passion for people and our products into sustainable commercial results.com Location: SE England Customers: Somerfield & Iceland Compensation: Competitive package from £35k+ Coca-Cola and you There is no single formula for passion. And you’ll need to deliver profit and volume targets. Job details = 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 defines The Coca-Cola Company’s people is the ability to convert their passion into action. ensure regional sales teams are supported and manage operational issues. we’ll provide challenging work. You’ll be part coach.com and search for reference VSR-UK0123 – applications close 15 March. You’ll bring your skills and passion. You’ll develop national account plans. What’s your secret formula? visit us at: www.coca-cola. part leader. It’s how they push the world’s greatest brands to new heights. promotion and marketing.coca-cola. trade execution.

Examples and a range of formats – online (continued) Careers site homepage. A formula based on a real employee’s story from the careers site.0 page 21 . Employer Brand Guidelines V 1.

0 page 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 Pantone 1585 C C 0 M 56 Y 90 K 0 Light Orange Pantone 7410 C C 0 M 30 Y 55 K 0 Yellow Pantone 108 C C 0 M 6 Y 95 K 0 Light Yellow Pantone 100 C C 0 M 0 Y 51 K 0 Green Pantone 376 C C 50 M 0 Y 100 K 0 Light Green Pantone 373 C C 16 M 0 Y 46 K 0 Pink Pantone 214 C C 0 M 100 Y 34 K 8 Light Pink Pantone 217 C C 0 M 28 Y 0 K 0 Blue Pantone 285 C C 89 M 43 Y 0 K 0 Light Blue Pantone 283 C C 35 M 9 Y 0 K 0 Purple Pantone 2593 C C 61 M 89 Y 0 K 0 Light Purple Pantone 2593 C C 22 M 33 Y 0 K 0 Brown Pantone 463 C C 30 M 56 Y 100 K 37 Light Brown Pantone 4535 C C 0 M 4 Y 30 K 11 Black Pantone 426 C C 0 M 0 Y 0 K 99 Grey Pantone Cool Gray 6 C C 0 M 0 Y 0 K 31 Employer Brand Guidelines V 1.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 VAG Rounded Bold Use VAG Rounded Bold for headlines and call-outs. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Employer Brand Guidelines V 1.Basic elements – typography VAG Rounded Light Use VAG Rounded Light for body copy.0 page 23 .

Basic elements – iconography Successful iconography The Coca-Cola Company products and collateral Iconography One benefit of the formula approach is the use of a wide range of iconography. The Coca-Cola Company products and collateral The Coca-Cola Company consumer brand iconography should be used to ensure alignment with our consumer products. or go to: www.istockphoto. However the consumer branding should never overpower the EVP. Speak with your contact at The Coca-Cola Company to learn more.html background ambiguous Unsuccessful iconography Valid for all categories dull colour weak shape Live Positively icons Live Positively icons You may wish to incorporate the distinctive The Coca-Cola Company “Live Positively” icons.0 page 24 .livepositively. Many can be inexpensively licensed from: www. Use a mix of icons appropriate to your brief.istockphoto. Use a mix of relevant local products and not just “world-famous” drinks where possible.thecoca-colacompany. Many of these can be found at: www.com Ingredients related to passion Source icons that bring to life the different types of passion you are seeking to express. negative against the brand religious political Ingredients related to passion Personal/job specific elements Employer Brand Guidelines V 1. Many can be inexpensively licensed from: www. use local or regional icons that will hold meaning for the audience in question. following these guidelines.com/presscenter/ imagebrands.com Personal/job specific elements Source icons that bring to life the personal attributes you are seeking to express.com Regional symbols Where possible.

particularly more creative and senior roles.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. 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. The formula should ideally include core elements from the message framework – what The Coca-Cola Company brings. The text will also always include the “boilerplate description” and call to action (“What’s your secret formula?”). In other cases. We know that this is a lot to take in. The formula should be informative and “fun” without being hard to decode. acting as a “filter” where many applications are expected. and meet the needs of the role being advertised or the message being crafted. It should ideally also represent the job accurately – in some cases. For junior roles or more operational jobs. The formula is highly flexible. the formula can be more “grounded” and present a more technical description of the role in question. Remember. the “grounded” approach might be the best choice. The key is to work with your contact at The Coca-Cola Company to agree the best approach for their recruitment and communication challenge. In some cases. 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. Each formula should be simple. it can be used to tell a story about an individual – their passion. their job and what they have done. immediate. Employer Brand Guidelines V 1. and what the candidate must bring to the job.0 page 25 . for some roles. and other times acting as an enticement to attract a higher number of applicants. it will work with the copy to create a complete piece of communication. the story approach might be more suitable.