Building Capability 2012 - CCE Employer Brand Journey

© SAS Part of the MSLGROUP

AUTHENTICMATTERS

9/24/2012 1


Faye WiggettSenior Manager, Talent Acquisition [email protected] @fayewiggett

Tanya StokoeSenior Manager, GB Talent [email protected]

mailto:[email protected]

mailto:[email protected]

© SAS Part of the MSLGROUP9/24/2012 3

Background


Always Coca-Cola

9Servings a day

in 1886

1.7 billionServings a day

in 2011

125Years in Business

200+Countries where

Coke products are sold

1Formula for Coca-Cola

7Number

of ingredientsIn the formula

Always Coca-Cola


125 Years of Sharing Happiness: The Coke System125 Years of Sharing Happiness: The Coke System


CCE – KO Transaction October 2010

New CompanyNew StructureNew Governance


• $7.4 billion revenue (2010, pro forma)

• 90+ Years in Europe

• 95% local production

• 40+ brands

• 13,500 employees

• 17 manufacturing facilities

• 170 million consumers

CCE is a Local BusinessCoca-Cola Enterprises is a Local Business


Objectives


Why a “new” employer brand?• A ‘new’ organisation• Growth plan• Increase efficiency• Increasingly hard-to-fill roles• Better quality of candidates who “fit”• Ensure greater productivity and engagement in the long-

term• Future-proof for the social media world• Focus required on key hard-to-source roles rather than all

roles• Differentiate CCE from The Coca-Cola Company


Strategic thinking


AUTHENTIC

It needs to be “true” to the organisation

DIFFERENTIATED

It must be different to our competitors for

talentRELEVANT

It needs to be relevant to the talent

marketplace, employees &

stakeholders in all segments & territories

The best employer brands are…


?

Tech / Pharma / Healthcare / FMCG / Services

Consulting

Banking

Accounting

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Internal Stakeholder Engagement

CREATIVE BRANDING AGENCYTALENT ACQUISITION CoE

6 INTERNAL EMPLOYEE VALIDATION WORKSHOPS

1 EXTERNAL GRADUATE FOCUS GROUP 3 EXTERNAL TALENT INTERVIEWS

2 STEERING COMMITTEE MEETINGS

ELT VALIDATIONSTAKEHOLDER

RESEARCH & INTERVIEWS

The people puzzle: involve, inform & validate


Research Summary: Push vs. pull dynamics

CCE attributes

Brand strength Growth Pace Impact Influence

“Pull” attributes “Filter” attributes

Grow Win ConnectInternal EVP


Creative solution

The Core Idea for CCE:“The best

test of your talents”

“Could you Coca-Cola?”

“It’s tough at the top”

GRADUATESENGINEERSSALES REPSSKILLED MGT

Does it work for our defined

targets?

The inputs for creative development

We have a reportage style Employer Brand that has impact, intensity & personality. Our employees say it’s AUTHENTIC, our targets say it’s RELEVANT to them and our external research shows us it’s DIFFERENT to our competitors for talent

The creative results

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The outputs


?


The impact so far…


Application numbers and the filters at workQ4 2011

SourceNumber of

ApplicationsOnline Job Board

5132Online Search for CCE Jobs

4536Other 1801Campus Events 518Referral 271Headhunted by a CCE Recruiter

164Recruitment Agency

112Career fair (non-campus)

96Magazine, Newspaper or Trade Publication

72Currently temping at Coca-Cola Enterprises

58

Total 12760

SourceNumber of

ApplicationsJob Board 2115

Online Search for CCE 1322

Other 552

(blank) 535University Recruiting 253Referral 107Agency 58Direct Approach by a CCE Recruiter 55

Magazines and Trade Publications 35

Career Fair 17

Currently Temping at CCE 10Professional Associations 2

Social Network 1

Total 5062

Q1 2012

SourceNumber of

Applications

Job Board 2721

Online Search for CCE 1048

(blank) 583

Other 407

University Recruiting 107

Referral 84

Agency 49

Direct Approach by Recruiter 27

Magazines and Trade Publications 15

Career Fair 9

Talent Exchange 9

Professional Associations 2

Total 5061

Q2 2012


What the industry said…

“Having the Coke brand is

always an amazing head start

but you have managed to

capture a sense of fun and

modern (Vodafone) style – not as

straight laced as a Unilever etc”

“Thirst concept is

catchy but doesn’t

feature and the link

ups are too subtle

within the literature

and the drop cards.

The images are strong

and the graphics and

appearance remind me

of ‘Life Magazine’

which makes me think

of the ‘now’ and who is

in the news and who’s

got the spotlight.”

“The images and sound bites appeal to me more , however the website text doesn’t compliment the strength of the images, and the supporting images are weaker in comparison. Some competitors are promoting their brands more effectively with their employer branding and websites are more appealing to the eye.”


What the industry said…

“Thirst is very apt. Captures all different faces/cultures saying Coke is for anyone.Despite the strength of the brands you manufacture I think CCE holds its self well despite the obvious confusion that candidates often make between CCE and TCCC”

“Nice to see that CCE are not

replying purely on being a

large company to attract

talent…a lot of your

competitors wrongly assume

they do not need to worry

about their employer brand. “


Before we go, have a think…

AUTHENTIC

What is “true” to your

organisation?

DIFFERENTIATED

Who are your competitors for talent and why

are you different?RELEVANT

What sorts of things are relevant to the talent marketplace, your employees &

stakeholders?


Thank youDo you have any questions?

9/24/2012 37

Building Capability 2012 - CCE Employer Brand Journey

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