( 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
page 1

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

a banner ad.Formula ( + curiosity ) = career * Accounting skills coupled with a passion for how things work. * This is the visual language we use to make our EVP distinctive and evocative Employer Brand Guidelines V 1. You could use this for a recruitment advertisement. or the cover of an induction pack. multiplied by original ideas equals a best brand career opportunity in finance.0 page 4 .

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

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

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

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. It’s really a good headline that includes images. compelling and intriguing element – creating a “smile in the mind”. It also should include key elements about the job or communication in question.0 page 8 . Employer Brand Guidelines V 1. 2. The best ones create a “smile in the mind”. Some of these elements can be The Coca-Cola Company brands and trademarks. What the formula needs to do The formula needs to be simple and get its point across immediately. 3. Supporting iconography Icons can bring a more emotional. multiplication (x) or even exponents (xn). Formula symbols Use mathematical symbols to create emphasis and impact. but it’s not an exact science. where two skills are needed. 2. And it should include something about ‘what people bring’ to the mix. It must grab attention and compel the reader to read the ad. 2. 1. a plus sign (+) might be appropriate. Key messages Some elements are best (or most easily) presented using words.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. or make the reader feel special if they decode the message. It needs to create intrigue. others can be more generic to the communication in question. ( ) 2 + innovation = senior brand manager 3. 1. + 3. 1. It’s a fluid mix to play with – ideally you should include all three elements. where a more dramatic outcome is expected as a result of a combination of elements. 3. 3.

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

backed up by high profile opportunities. ( ) + tenacity 10 influence ( + = 2 campaigns Top brands coupled with lots of tenacity. ) Employer Brand Guidelines V 1. coupled with your tenacious attitude equals two inspired campaigns.Step 1: the formula Two ways of making a formula from this brief: ( + ) 2 influence3 + tenacity = 2 inspired campaigns High-profile opportunities achieved due to The Coca-Cola Company’s heritage. multiplied by excellent influencing skills.0 page 10 . equals two inspired campaigns.

Danielle and Jo combined their passion for films with hard work to create two great campaigns.Step 2: details Details Creating great product tie-in campaigns is just one of the benefits of working at The Coca-Cola Company.0 page 11 . ( + ) 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. Employer Brand Guidelines V 1.

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

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

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

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 .

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

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

com and search for reference MM-SUS123 – applications close 15and search visit us at: www. collaboration and commercial commercial achievements of our people achievements of our people complete the complete formula. As a Senior brand Manager senior Brand manager you’ll work at the heart of our brand team. and the backing of some of the world’s greatest brands. competitive compensation and the opportunity to grow with one of the world’s leading companies.com/careers/europe March. 200 countries and some of the world’s best known brands – where meaningful challenges meet competitive rewards. You’ll work closely with Communications teams to ensure the success of shared initiatives and government campaigns.europeancareers. We believe in known brands. developing and implementing our annual marketing plans. 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. Employer Brand Guidelines V 1. and part doer. safety. Not only will your success in brand marketing speak volumes. your passion and dedication to the wider sustainability agenda will shine through. The creativity. our heritage covers more than 120 years. 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. The creativity. from recycling to active lifestyles. You’ll set goals and monitor performance. What’s your secret formula? visit us at: www. joining forces with the brand teams to communicate our sustainability messages. to new heights. we’ll provide challenging work. rewards. part leader. Your skills will shine through in managing some of the best creative and media agencies in the country. The Coca-Cola a lot to offer – a lot than Coca-Cola has Company has moreto offer – more than 200 countries and 400 best 200 countries and 400 of the world’sof the world’s best known brands. But.coca-cola. And you’ll need to deliver profit and volume targets. a collaborative culture. What’s your secret formula? visit us at: www. Coca-Cola has a lot to offer. You’ll be comfortable with accountability for delivering the marketing mix. into action. what defines The Coca-Cola Company’s people is the ability to convert their passion into action. that’s equation. It’s how they push the world’s greatest brands to new heights. What’s your secret formula? visit us at: www.europeancareers. You’ll bring your skills and passion. But. A natural innovator. It’s a mix of meeting speed and quality targets. In return we offer a safe. clean working environment. the formula. ensure regional sales teams are supported and manage operational issues. There is no single formula for passion. for reference MM-SUS123 – applications close 15 March. It’s how they push the world’s greatest brands to new heights. hygiene and health. trade execution. what defines The Coca-Cola Company’s people is the ability to convert their passion into action.coca-cola. collaboration and The creativity.com and search for reference MM-SUS123 – applications close 15 March.coca-cola. you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications. For starters. you know the ins-and-outs of consumer insights and purchase decisions.coca-cola. You’ll be part coach. ( )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.europeancareers. that’s only half theonly half the equation. expense control and customer service. Your passion for sustainability and our marketing agenda is a formula for success. routine maintenance.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. our passion for brands is matched by a quest for sustainability. What’s your secret formula? visit us at: www. As marketing manager. There is no single formula for passion. You’ll develop national account plans. There is no single formula for passion. Location: Dunkerque Compensation: Competitive Required: 2 years in a manufacturing environment.europeancareers.0 page 18 .coca-cola. ideally high-speed packaging It takes all kinds of people to help us bring our great brands to market. 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. It’s how they push the world’s greatest brands to new heights. supporting the team and suggesting ways to improve how things are done. You’ll be no stranger to the challenge of managing stakeholders and government bodies and their agendas. With a background in a strong UK FMCG or service brands. Working as a technical operator. you’ll match brand agendas and our commitment to Corporate Responsibility. what defines The Coca-Cola Company’s people is the ability to convert their passion into action.com and search for reference MM-SUS123 – applications close 15 March. 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. promotion and marketing.com and search for reference MM-SUS123 – applications close 15 March. collaboration and commercial mindset of our people complete the formula. We believe in giving people giving people meaningful challenges and meaningful challenges and competitive competitive rewards. There is no single formula for passion.

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

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

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

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 22 .

Basic elements – typography VAG Rounded Light Use VAG Rounded Light for body copy. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 VAG Rounded Bold Use VAG Rounded Bold for headlines and call-outs. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Employer Brand Guidelines V 1.0 page 23 .

livepositively.thecoca-colacompany.com Ingredients related to passion Source icons that bring to life the different types of passion you are seeking to express. The Coca-Cola Company products and collateral The Coca-Cola Company consumer brand iconography should be used to ensure alignment with our consumer products. Use a mix of icons appropriate to your brief. Speak with your contact at The Coca-Cola Company to learn more.istockphoto. negative against the brand religious political Ingredients related to passion Personal/job specific elements Employer Brand Guidelines V 1. Many of these can be found at: www.com Regional symbols Where possible.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.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 . following these guidelines. use local or regional icons that will hold meaning for the audience in question. Many can be inexpensively licensed from: www.com/presscenter/ imagebrands.istockphoto. However the consumer branding should never overpower the EVP. Many can be inexpensively licensed from: www. Use a mix of relevant local products and not just “world-famous” drinks where possible.com Personal/job specific elements Source icons that bring to life the personal attributes you are seeking to express. or go to: www.

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