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( ideas ) + ( ) = evp

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There is no single formula for passion; what defines The Coca-Cola Companys people is the ability to convert their passion into action. Its how they push the worlds greatest brands to new heights. Whats your secret formula?

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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An introduction
Weve 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. Whats 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.

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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

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So what is the EVP in words?


Over more than 120 years, weve 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. One part of our formula is what we offer: the companys 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. Whats your secret formula?

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.

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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 specic 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

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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


Company 122 years, 200 countries, 400 brands worth more than $58 billion, 49,000 people. The opportunity to work with some of the worlds most iconic and best loved brands. 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 people bring


(what we expect) Contribution A passion for making a difference and having a tangible impact. 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

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Components of a formula
Whats 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. Its a fluid mix to play with ideally you should include all three elements, but its 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 Companys 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. Its 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.

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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. Heres the formula that resulted:

Formula Why is The Coca-Cola Company an attractive employer? Challenge (tenacity) Company (great products, 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 agents panache)

Job description/details An example of a typical role, in this case senior brand managers. 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 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 Companys people is the ability to convert their passion into action. Its how they push the worlds greatest brands to new heights. Whats your secret formula? Find out more at: www.europeancareers.coca-cola.com

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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 Companys 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.

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Step 2: details
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.

( + ) 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.

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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. There is no single formula for passion; what defines The Coca-Cola Companys people is the ability to convert their passion into action. Its how they push the worlds greatest brands to new heights. Whats your secret formula? Find out more at: www.europeancareers.coca-cola.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. Danielle and Jo combined their passion for films with hard work to create two great campaigns.

There is no single formula for passion; what denes The Coca-Cola Companys people is the ability to convert their passion into action. Its how they push the worlds greatest brands to new heights. Whats your secret formula?
visit us at: www.europeancareers.coca-cola.com

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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 Companys products matched with the need for a combination of innovation and a commercial mindset. Heres 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, 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. Job summary At The Coca-Cola Company our people match insights to innovations in many different ways. As a senior brand manager youll work at the heart of our brand team, developing and implementing our annual marketing plans. A natural innovator, youll leverage consumer understanding to deliver growth and discover the insights that will inspire compelling brand communications. Youll 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. Details 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 Companys people is the ability to convert their passion into action. Its how they push the worlds greatest brands to new heights. Whats your secret formula? Find out more at: www.europeancareers.coca-cola.com and search for reference VSR-UK0123 applications close 15 March.

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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


Employer Brand Guidelines

Great brands and culture, coupled with an innovative approach and a commercial mindset equals senior brand manager.

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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

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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 youll work at the heart of our brand team, developing and implementing our annual marketing plans. A natural innovator, youll leverage consumer understanding to deliver

growth and discover the insights that will inspire compelling brand communications. Youll 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 youll work at the heart of our brand team, developing and implementing our annual marketing plans. A natural innovator, youll leverage consumer understanding to deliver growth and discover the insights that will inspire compelling brand communications. Youll 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.

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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 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; what defines The Coca-Cola Companys people is the ability to convert their passion into action. Its how they push the worlds greatest brands to new heights. Whats your secret formula? Find out more at: www.europeancareers.coca-cola.com and search for reference VSR-UK0123 applications close 15 March.

Senior Brand Manager

At The Coca-Cola Company our people match insights to innovations in many different ways. As a senior brand manager youll work at the heart of our brand team, developing and implementing our annual marketing plans. A natural innovator, youll leverage consumer understanding to deliver

growth and discover the insights that will inspire compelling brand communications. Youll 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 denes The Coca-Cola Companys people is the ability to convert their passion into action. Its how they push the worlds greatest brands to new heights. Whats your secret formula?
visit us at: www.europeancareers.coca-cola.com and search for reference VSR-UK0123 applications close 15 March.

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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. As a Senior brand Manager senior Brand manager youll work at the heart of our brand team, developing and implementing our annual marketing plans. A natural innovator, youll leverage consumer understanding to deliver growth and discover the insights that will inspire compelling brand communications. Youll 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. 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 worldsof the worlds 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, thats equation. rewards. But, thats 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 denes The Coca-Cola Company denes The Coca-Cola Companys people is people is theconvertto convert their passion the ability to ability their passion into action. into action. Its how they push greatest brands Its how they push the worlds the worlds greatest brandsWhats your secret formula? to new heights. to new heights. Whats 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.

Job details

Job description

Coca-Cola and you

Location: SE England Customers: Somereld & Iceland Compensation: Competitive package from 35k+

The Coca-Cola Companys business development managers turn their passion for people and our products into sustainable commercial results. Youll develop national account plans, ensure regional sales teams are supported and manage operational issues. Youll be part coach, part leader, and part doer. Youll set goals and monitor

performance. And youll need to deliver prot and volume targets, promotion and marketing, trade execution, expense control and customer service. Youll bring your skills and passion; well provide challenging work, a collaborative culture, and the backing of some of the worlds greatest brands.

There is no single formula for passion; what denes The Coca-Cola Companys people is the ability to convert their passion into action. Its how they push the worlds greatest brands to new heights. Whats your secret formula?
visit us at: www.europeancareers.coca-cola.com and search for reference MM-SUS123 applications close 15 March.

( )2 ( + ) = marketing sustainibility manager

( ) + ( safety) = technical operator


Job details Job description Coca-Cola and you

Job details

Job description

Coca-Cola and you

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, youll 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. Youll work closely with Communications teams to ensure the success of shared initiatives and government campaigns.

Youll 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 worlds 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 denes The Coca-Cola Companys people is the ability to convert their passion into action. Its how they push the worlds greatest brands to new heights. Whats your secret formula?
visit us at: www.europeancareers.coca-cola.com and search for reference MM-SUS123 applications close 15 March.

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, youll be part of a shiftbased team on a continuous production line lling and packaging some of the worlds best loved soft drinks. Its a mix of meeting speed and quality targets, routine maintenance,

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 worlds leading companies.

There is no single formula for passion; what denes The Coca-Cola Companys people is the ability to convert their passion into action. Its how they push the worlds greatest brands to new heights. Whats your secret formula?
visit us at: www.europeancareers.coca-cola.com and search for reference MM-SUS123 applications close 15 March.

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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 whats your secret formula?

( ideas ) 10 + ( ) = evp
Recruitment Agency Briefing There is no single formula for passion; what defines The Coca-Cola Companys people is the ability to convert their passion into action. Its how they push the worlds greatest brands to new heights. Whats your secret formula?

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You can use text alone to create your formula like in these recruitment guidelines.

The cover of these guidelines.

people skills prot + 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. Youll develop national account plans, ensure regional sales teams are supported and manage operational issues. Youll be part coach, part leader, part doer: setting goals and monitoring
Job details

performance. And youll need to deliver prot and volume targets, promotional and marketing, trade execution, expense control and customer service. Youll bring your skills and passion; well provide challenging work, a collaborative culture, and the backing of some of the worlds greatest brands.

Coca-Cola and you

There is no single formula for passion; what defines The Coca-Cola Companys people is the ability to convert their passion into action. Its how they push the worlds greatest brands to new heights. Whats your secret formula?
Careers, Placements and Internships at The Coca-Cola Company

Location: SE England Customers: Somereld & Iceland Compensation: Package from 35k+

There is no single formula for passion; what denes The Coca-Cola Companys people is the ability to convert their passion into action. Its how they push the worlds greatest brands to new heights. Whats 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,

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A cover for a flyer promoting university and MBA placement opportunities.

A quarter page advertisement note words alone can also make a formula.

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. Youll develop national account plans, ensure regional sales teams are supported and manage operational issues. Youll be part coach, part leader, and part doer. Youll set goals and monitor performance. And youll need to deliver prot and volume targets, promotion and marketing, trade execution, expense control and customer service. Youll bring your skills and passion; well provide challenging work, a collaborative culture, and the backing of some of the worlds greatest brands.
Job details

= winning career
There is no single formula for passion: what defines The Coca-Cola Companys people is the ability to convert their passion into action. Whats your secret formula? For opportunities with The Coca-Cola Company visit www.europeancareers.coca-cola.com

Location: SE England Customers: Somereld & Iceland Compensation: Competitive package from 35k+
Coca-Cola and you

There is no single formula for passion; what denes The Coca-Cola Companys people is the ability to convert their passion into action. Its how they push the worlds greatest brands to new heights. Whats your secret formula?
visit us at: www.europeancareers.coca-cola.com and search for reference VSR-UK0123 applications close 15 March.

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Examples and a range of formats online


(continued)

Careers site homepage.

A formula based on a real employees story from the careers site.

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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

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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

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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. Use a mix of icons appropriate to your brief, following these guidelines. 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
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. 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 specic 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.

negative

against the brand

religious

political

Ingredients related to passion

Personal/job specific elements

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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 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 (Whats 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.

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. 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.

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.

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