“People join brands and leave
managers”
CIPD Research Insight – Employer
branding, 2008
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Non-alcoholic beverages
Belgium: 15 brands
Global: +500 brands
Global: +500
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Coca-Cola = company + bottlers
Coca-Cola Enterprises Belgium and Soutirages Luxembourgeois
Coca-Cola Services (The Coca-Cola Company)
Owner of the brands
Responsible for marketing and production
and selling of concentrate
Most important bottler worldwide of TCCC brands
Produces, distributes and sells beverages
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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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Employer Brand
European selection tools
Attract
People Development
Forums
Induction / on-boarding
Perform
Career development
toolkit
Great
Place to
Work
Motivate
Reward
Performance
Management
Development
planning
Develop
Retain
Flexible benefits
Total Reward
Critical Roles
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CCU
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Mainstreamed in
our Coca-Cola Belux System Story
Overarching storyline
Our companies seek to achieve consistent profitable growth
Key-Messages
Turnover growth
Profit growth
By offering in the most efficient and effective economic
way
Transformations
International collaboration
Within the market of non-alcoholic beverages
Active segments
a profitable portfolio of strong brands of the highest quality
More than just Coca-Cola
Innovative in everything we do
Better for you
Quality above all else
That fit within a healthy lifestyle
Moderation and variation
Self-regulating and responsible
communication and information
Better for the planet
Produced in an
environmentally-conscious way
Exercise is fun
Water stewardship: no water, no business
Packaging: not waste but valuable resource
Climate: grow the business, not the carbon
Better for society
And via
strong, local anchorage
Local employment
Local 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
Become
an
‘Employer
of Choice’
Live it
internally
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Internal Research – The Reality
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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
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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
Innovative
Flexibility
Autonomy
Career
Reputation
Communication
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Employees
Potential hires
Head-hunters
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So our Employer Value Proposition needs to make this compelling
as both an attraction and a filtering (“opt out”) mechanism
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
What’s your secret formula?
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