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

Formula ( + curiosity ) = career * Accounting skills coupled with a passion for how things work.0 page 4 . a banner ad. * 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. multiplied by original ideas equals a best brand career opportunity in finance. You could use this for a recruitment advertisement.

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

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

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

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

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

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

Step 2: details Details Creating great product tie-in campaigns is just one of the benefits of working at The Coca-Cola Company. 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.0 page 11 . Employer Brand Guidelines V 1. ( + ) 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.

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

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

V 1. coupled with an innovative approach and a commercial mindset equals senior brand manager.Step 1: the formula Two ways of making a formula from this brief: ( ) 2 + innovation = senior brand manager Great brands plus an innovative mindset and a passion for hitting targets equals senior brand manager.0 page 14 . ( + culture ) + innovation = senior brand manager Employer Brand Guidelines Great brands and culture.

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

With a background in a strong FMCG or service brand. you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications. With a background in a strong UK 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. 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’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. developing and implementing our annual marketing plans.0 page 16 . 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. You’ll be comfortable with accountability for delivering the marketing mix. A natural innovator. Employer Brand Guidelines V 1. A natural innovator. developing and implementing our annual marketing plans. 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. Senior Brand Manager At The Coca-Cola Company our people match insights to innovations in many different ways. With a background in a strong UK FMCG or service brands.coca-cola. what defines The Coca-Cola Company’s people is the ability to convert their passion into action. a. ( ) 2 + innovation + ) customers = multi-drop drivers senior brand manager 7. developing and implementing our annual marketing plans. you know the ins-and-outs of consumer insights and purchase decisions.0 page 17 . A natural innovator.Step 4: call to action Call to action c. What’s your secret formula? visit us at: www. 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.com and search for reference VSR-UK0123 – applications close 15 March. b. It’s how they push the world’s greatest brands to new heights. Employer Brand Guidelines V 1. There is no single formula for passion. There is no single formula for passion.europeancareers. It’s how they push the world’s greatest brands to new heights. you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications. What’s your secret formula? Find out more at: www.coca-cola. b.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. You’ll be comfortable with accountability for delivering the marketing mix.europeancareers.

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

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

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

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

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.

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

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

The key is to work with your contact at The Coca-Cola Company to agree the best approach for their recruitment and communication challenge. Employer Brand Guidelines V 1. In some cases. It is important to work with your contact at The Coca-Cola Company to ensure the formula is delivering against the recruitment or communication brief. immediate. the formula can be more “grounded” and present a more technical description of the role in question. their job and what they have done. and what the candidate must bring to the job. In other cases. The formula is highly flexible. The text will also always include the “boilerplate description” and call to action (“What’s your secret formula?”). it will work with the copy to create a complete piece of communication. the “grounded” approach might be the best choice. Each formula should be simple. We know that this is a lot to take in. The formula should ideally include core elements from the message framework – what The Coca-Cola Company brings. acting as a “filter” where many applications are expected. 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 meet the needs of the role being advertised or the message being crafted. It should ideally also represent the job accurately – in some cases. for some roles. The formula should be informative and “fun” without being hard to decode. and other times acting as an enticement to attract a higher number of applicants. Remember. the story approach might be more suitable. particularly more creative and senior roles.Afterword There is no single formula for success at The Coca-Cola Company – but using the formula is a core element in presenting our EVP to candidates. For junior roles or more operational jobs.0 page 25 . it can be used to tell a story about an individual – their passion.