( 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

V 1.0
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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

V 1.0
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All this really means is that in the same way our advertising connects with our consumers. Visually. We refer to this as our “Employer Value Proposition”. What’s behind this EVP is a simple idea: inspired by the secret formula of The Coca-Cola Company.0 page 3 . we recognised that the passion that people bring to work and how it is converted into action is what distinguishes us. this is expressed through formulae.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. or EVP. Employer Brand Guidelines V 1.

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

0 page 5 . it is important to understand the EVP clearly to ensure advertising and communication bring it to life appropriately. is unparalleled career opportunity and an amazing experience. for those who can transform their secret formula for passion into action. or EVP. a spirit of collaboration. Nonetheless. and a culture where people convert their passion into action.So what is the EVP in words? Over more than 120 years. What’s your secret formula? The EVP The Employer Value Proposition. we’ve come to recognise that the proposition we offer as an employer is a constantly changing formula. Employer Brand Guidelines V 1. an HR person or in another professional context. balanced by a pragmatic. One part of our formula is what we offer: the company’s extraordinary heritage. the challenge of meaningful work in a vibrant global system of evolving opportunities for global career and skills development. leading brands. The other part of this special formula is the passion you bring: making a contribution to sustainable growth. sustainably commercial mindset. The message framework (page 07) also provides more specific guidance about how to use the EVP. the competitive compensation one would expect. would seldom be used in its entirety in a communication other than to a recruitment agency. The result. pursuing creativity in everything you do. What we bring to the table can only be sparked by the passion of the people we employ. global scope and scale.

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

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

or make the reader feel special if they decode the message. 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. And it should include something about ‘what people bring’ to the mix. others can be more generic to the communication in question.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. For example. 2. It’s a fluid mix to play with – ideally you should include all three elements. ( ) 2 + innovation = senior brand manager 3. 3. compelling and intriguing element – creating a “smile in the mind”. Employer Brand Guidelines V 1.0 page 8 . a plus sign (+) might be appropriate. multiplication (x) or even exponents (xn). 2. 2. It’s really a good headline that includes images. Key messages Some elements are best (or most easily) presented using words. where a more dramatic outcome is expected as a result of a combination of elements. 1. The best ones create a “smile in the mind”. Supporting iconography Icons can bring a more emotional. 1. It needs to create intrigue. What the formula needs to do The formula needs to be simple and get its point across immediately. but it’s not an exact science. where two skills are needed. 3. It must grab attention and compel the reader to read the ad. Some of these elements can be The Coca-Cola Company brands and trademarks. Formula symbols Use mathematical symbols to create emphasis and impact. 1. It also should include key elements about the job or communication in question. 3. + 3.

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

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

( + ) 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.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. Danielle and Jo combined their passion for films with hard work to create two great campaigns. Employer Brand Guidelines V 1.0 page 11 .

what defines The Coca-Cola Company’s people is the ability to convert their passion into action.europeancareers. It’s how they push the world’s greatest brands to new heights.coca-cola.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 defines The Coca-Cola Company’s people is the ability to convert their passion into action. What’s your secret formula? Find out more at: www. It’s how they push the world’s greatest brands to new heights.europeancareers.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. What’s your secret formula? visit us at: www. There is no single formula for passion. Danielle and Jo combined their passion for films with hard work to create two great campaigns. There is no single formula for passion.coca-cola.0 page 12 .com Employer Brand Guidelines V 1.

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

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. coupled with an innovative approach and a commercial mindset equals senior brand manager. ( + culture ) + innovation = senior brand manager Employer Brand Guidelines Great brands and culture. V 1.0 page 14 .

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 1.0 page 15 .

At The Coca-Cola Company our people match insights to innovations in many different ways. 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. developing and implementing our annual marketing plans. A natural innovator. Employer Brand Guidelines V 1. You’ll be comfortable with accountability for delivering the marketing mix.0 page 16 . You’ll be comfortable with accountability for delivering the marketing mix. As a senior brand manager you’ll work at the heart of our brand team. 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. you know the ins-and-outs of consumer insights and purchase decisions. As a senior brand manager you’ll work at the heart of our brand team. you know the ins-and-outs of consumer insights and purchase decisions. With a background in a strong FMCG or service brand.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.

What’s your secret formula? visit us at: www. ( ) 2 + innovation + ) customers = multi-drop drivers senior brand manager 7.coca-cola. 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. What’s your secret formula? Find out more at: www.europeancareers.europeancareers. With a background in a strong UK FMCG or service brands. what defines The Coca-Cola Company’s people is the ability to convert their passion into action. you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications. what defines The Coca-Cola Company’s people is the ability to convert their passion into action. b.coca-cola. b. There is no single formula for passion. There is no single formula for passion. Employer Brand Guidelines V 1. developing and implementing our annual marketing plans.com and search for reference VSR-UK0123 – applications close 15 March.0 page 17 . You’ll be comfortable with accountability for delivering the marketing mix. A natural innovator. you know the ins-and-outs of consumer insights and purchase decisions. It’s how they push the world’s greatest brands to new heights. a. It’s how they push the world’s greatest brands to new heights.Step 4: call to action Call to action c.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.com and search for reference VSR-UK0123 – applications close 15 March.

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

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

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

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

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.

0 page 23 . 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.

Many can be inexpensively licensed from: www.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.com Ingredients related to passion Source icons that bring to life the different types of passion you are seeking to express. Use a mix of relevant local products and not just “world-famous” drinks where possible.com Regional symbols Where possible. Many can be inexpensively licensed from: www. The Coca-Cola Company products and collateral The Coca-Cola Company consumer brand iconography should be used to ensure alignment with our consumer products.0 page 24 . negative against the brand religious political Ingredients related to passion Personal/job specific elements Employer Brand Guidelines V 1. However the consumer branding should never overpower the EVP.livepositively. Use a mix of icons appropriate to your brief.thecoca-colacompany.com Personal/job specific elements Source icons that bring to life the personal attributes you are seeking to express.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.istockphoto.com/presscenter/ imagebrands. Many of these can be found at: www. following these guidelines. or go to: www.istockphoto. Speak with your contact at The Coca-Cola Company to learn more. use local or regional icons that will hold meaning for the audience 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. 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. and what the candidate must bring to the job. The text will also always include the “boilerplate description” and call to action (“What’s your secret formula?”). Each formula should be simple. 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. and other times acting as an enticement to attract a higher number of applicants. We know that this is a lot to take in. For junior roles or more operational jobs. Employer Brand Guidelines V 1. In other cases. The formula is highly flexible. The formula should be informative and “fun” without being hard to decode.0 page 25 . 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. it will work with the copy to create a complete piece of communication. particularly more creative and senior roles. It should ideally also represent the job accurately – in some cases. the story approach might be more suitable. for some roles. acting as a “filter” where many applications are expected. Remember. the “grounded” approach might be the best choice. and meet the needs of the role being advertised or the message being crafted. In some cases. their job and what they have done. The formula should ideally include core elements from the message framework – what The Coca-Cola Company brings. immediate. it can be used to tell a story about an individual – their passion.