1 people join brands and leave managers cipd research insight – employer branding, 2008 classified...
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“People join brands and leave managers”
CIPD Research Insight – Employer branding, 2008
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Non-alcoholic beveragesBelgium: 15 brands
Global: +500 brands
Global: +500
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Coca-Cola Services (The Coca-Cola Company)
Owner of the brandsResponsible for marketing and production and
selling of concentrate
Coca-Cola Enterprises Belgium and Soutirages Luxembourgeois
Most important bottler worldwide of TCCC brandsProduces, distributes and sells beverages
Coca-Cola = company + bottlers
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Adding value to the Belgian economy since 1927
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Important local employer
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2020 Vision: be a great place to work
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Attract
Motivate
RetainDevelop
Perform
Employer Brand
European selection tools
Career development toolkit
Induction / on-boarding
Development planning
CCU
Great Place to
Work
Critical Roles
Reward
Flexible benefits
Performance Management
People Development Forums
Total Reward
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Mainstreamed in our Coca-Cola Belux System Story
Overarching storyline Key-MessagesOur companies seek to achieve consistent profitable growth Turnover growth
Profit growth
By offering in the most efficient and effective economic way
TransformationsInternational collaboration
Within the market of non-alcoholic beverages Active segments
Better for you a profitable portfolio of strong brands of the highest quality More than just Coca-Cola
Innovative in everything we do
Quality above all else
That fit within a healthy lifestyle Moderation and variation
Self-regulating and responsible communication and information
Exercise is fun
Better for the planetProduced in an environmentally-conscious way
Water stewardship: no water, no business
Packaging: not waste but valuable resource
Climate: grow the business, not the carbon
Better for societyAnd viastrong, local anchorage
Local employmentLocal Investments
Through local partnerships
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Local innovation by Belgian marketeers
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Local investment
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Grow the business, not the carbon
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…not to forget: $
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Moving forward: Employer of Choice
Define what it is like to work @
TCCC
Articulate this externally
Live it internally
Become an ‘Employer of
Choice’
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Internal Research – The Reality• Happy, motivated and passionate people• Unique, optimistic and inspiring culture• Flexible to my individual needs• Intelligent, talented and high-performing people• Innovative• Proud (but need support for elevator conversations)• Inconsistent people manager experience• Scope for more structured career development• Challenging franchise operating system
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External Research – The Perception• Brand ‘Coca-Cola’ is the ultimate attraction tool• Perceptions of the employer brand are based on a candidate relationship with the
consumer brand• Need for more proactive dialogue with external talent• Assumption that there is a lack of local autonomy• Lack of NPD or innovation• Requires more proactive CSR communications• A job at ‘Coca-Cola’ is a platform to greater things• Ultimately perceived as an Employer of Choice
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Research: Perception v Reality
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Innovative
AutonomyFlexibility
CareerReputationCommunication Employees
Potential hires Head-hunters
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What’s your secret formula?
Passion is a differentiating factor, which is at the heart of our brands and our people. It is an individual’s ability to translate their passion into action which defines success at TCCC
Rationale
Passion = Action
Core idea
So our Employer Value Proposition needs to make this compelling as both an attraction and a filtering (“opt out”) mechanism
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