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“People join brands and leave managers” CIPD Research Insight – Employer branding, 2008

“People join brands and leave managers” CIPD Research Insight – Employer branding, 2008. Non-alcoholic beverages. Belgium : 15 brands Global: +500 brands Global: +500. Coca-Cola = company + bottlers. Coca-Cola Enterprises Belgium and Soutirages Luxembourgeois.

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“People join brands and leave managers” CIPD Research Insight – Employer branding, 2008

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  1. “People join brands and leave managers” CIPD Research Insight – Employer branding, 2008 Classified - Internal use

  2. Classified - Internal use

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  6. Non-alcoholic beverages Belgium: 15 brands Global: +500 brands Global: +500 Classified - Internal use

  7. Coca-Cola = company + bottlers Coca-Cola Enterprises Belgium and Soutirages Luxembourgeois Coca-Cola Services (The Coca-Cola Company) • Most important bottler worldwide of TCCC brands • Produces, distributes and sells beverages • Owner of the brands • Responsible for marketing and production and selling of concentrate Classified - Internal use

  8. Adding value to the Belgianeconomysince 1927 Classified - Internal use

  9. Important local employer Classified - Internal use

  10. 2020 Vision: be a great place to work Classified - Internal use

  11. Employer Brand European selection tools People Development Forums Induction / on-boarding Great Place to Work Reward Career development toolkit Performance Management Development planning Flexible benefits Total Reward Classified - Internal use Critical Roles CCU

  12. Mainstreamed in our Coca-Cola Belux System Story Classified - Internal use

  13. Local innovation by Belgianmarketeers Classified - Internal use

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  16. Local investment Classified - Internal use

  17. Grow the business, not the carbon Classified - Internal use

  18. Classified - Internal use

  19. …not to forget: $ Classified - Internal use

  20. Movingforward: Employer of Choice Classified - Internal use

  21. Internal Research – TheReality 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 Classified - Internal use

  22. 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 Classified - Internal use

  23. Research: Perception v Reality Innovative Flexibility Autonomy Career Reputation Communication Employees Potential hires Head-hunters Classified - Internal use

  24. Core idea Passion = Action Rationale 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 So our Employer Value Proposition needs to make this compelling as both an attraction and a filtering (“opt out”) mechanism What’s your secret formula?

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