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( 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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Employer Brand Guidelines V 1. this is expressed through formulae. We refer to this as our “Employer Value Proposition”. Visually.0 page 3 . What’s behind this EVP is a simple idea: inspired by the secret formula of The Coca-Cola Company.An introduction We’ve put these guidelines together to help you communicate with people about working at The Coca-Cola Company. 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. or EVP. All this really means is that in the same way our advertising connects with our consumers.

0 page 4 . multiplied by original ideas equals a best brand career opportunity in finance. You could use this for a recruitment advertisement. * This is the visual language we use to make our EVP distinctive and evocative Employer Brand Guidelines V 1. a banner ad. or the cover of an induction pack.Formula ( + curiosity ) = career * Accounting skills coupled with a passion for how things work.

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

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

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

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

Here’s the formula that resulted: Formula Why is The Coca-Cola Company an attractive employer? • Challenge (tenacity) • Company (great products. commercial mindsets.europeancareers. Creating great product tie-in campaigns is just one of the benefits of working at The Coca-Cola Company. 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.Creating an application – an advertisement for The Coca-Cola Company as a place to work in general: Brief (example) In this example. 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. Danielle and Jo combined their passion for films with hard work to create two great campaigns. What’s your secret formula? Find out more at: www. credibility and culture required to enter into these types of conversations – but making it happen was down to their influencing skills and tenacity. It’s how they push the world’s greatest brands to new heights. in this case senior brand managers.0 page 9 . what defines The Coca-Cola Company’s people is the ability to convert their passion into action. There is no single formula for passion.com Employer Brand Guidelines V 1.coca-cola. The Coca-Cola Company brand brought the clout. 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.

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

Step 2: details Details Creating great product tie-in campaigns is just one of the benefits of working at The Coca-Cola Company.0 page 11 . Employer Brand Guidelines V 1. 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. ( + ) 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? Find out more at: www. What’s your secret formula? visit us at: www.0 page 12 . There is no single formula for passion. Danielle and Jo combined their passion for films with hard work to create two great campaigns.com Employer Brand Guidelines V 1. There is no single formula for passion.coca-cola.coca-cola. 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.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.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.europeancareers. what defines The Coca-Cola Company’s people is the ability to convert their passion into action.europeancareers. It’s how they push the world’s greatest brands to new heights.

The job description is the best place to start.coca-cola. Formula symbols Use mathematical symbols to create connections. A natural innovator.com and search for reference VSR-UK0123 – applications close 15 March. You’ll be comfortable with accountability for delivering the marketing mix. What’s your secret formula? Find out more at: www. 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.europeancareers. It’s how they push the world’s greatest brands to new heights. There is no single formula for passion. you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications. Employer Brand Guidelines V 1. the ad targets candidates for a specific role – senior brand manager. As a senior brand manager you’ll work at the heart of our brand team.Creating an application – an advertisement for specific roles at The Coca-Cola Company: Brief (example) In this example. clarity and impact. Details All communications should include this “boilerplate” EVP statement to ensure consistency in building The Coca-Cola Company employer brand in all related communications. working with a copywriter to tease out the right key messages and content. In this instance. developing and implementing our annual marketing plans. 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.0 page 13 . you know the ins-and-outs of consumer insights and purchase decisions. Job summary At The Coca-Cola Company our people match insights to innovations in many different ways. With a background in a strong FMCG or service brand. what defines The Coca-Cola Company’s people is the ability to convert their passion into action.

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. coupled with an innovative approach and a commercial mindset equals senior brand manager. V 1.0 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.

you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications.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. 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. You’ll be comfortable with accountability for delivering the marketing mix. A natural innovator. you know the ins-and-outs of consumer insights and purchase decisions. A natural innovator. you know the ins-and-outs of consumer insights and purchase decisions. With a background in a strong UK FMCG or service brand. developing and implementing our annual marketing plans. Employer Brand Guidelines V 1. As a senior brand manager you’ll work at the heart of our brand team.0 page 16 . you’ll leverage consumer understanding to deliver growth – and discover the insights that will inspire compelling brand communications. developing and implementing our annual marketing plans. You’ll be comfortable with accountability for delivering the marketing mix. With a background in a strong FMCG or service brand.

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

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

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

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

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

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 .

istockphoto.livepositively.thecoca-colacompany. However the consumer branding should never overpower the EVP. use local or regional icons that will hold meaning for the audience in question.com Regional symbols Where possible.0 page 24 . Use a mix of relevant local products and not just “world-famous” drinks where possible. following these guidelines. or go to: www. Many can be inexpensively licensed from: www.istockphoto. negative against the brand religious political Ingredients related to passion Personal/job specific elements Employer Brand Guidelines V 1.com/presscenter/ imagebrands. The Coca-Cola Company products and collateral The Coca-Cola Company consumer brand iconography should be used to ensure alignment with our consumer products.com Personal/job specific elements Source icons that bring to life the personal attributes you are seeking to express.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. Many of these can be found at: www. Many can be inexpensively licensed from: www. Use a mix of icons appropriate to your brief.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.com Ingredients related to passion Source icons that bring to life the different types of passion you are seeking to express. Speak with your contact at The Coca-Cola Company to learn more.

for some roles. The text will also always include the “boilerplate description” and call to action (“What’s your secret formula?”). the story approach might be more suitable. Employer Brand Guidelines V 1. The formula should ideally include core elements from the message framework – what The Coca-Cola Company brings. and meet the needs of the role being advertised or the message being crafted. it will work with the copy to create a complete piece of communication. the “grounded” approach might be the best choice. We know that this is a lot to take in. immediate. acting as a “filter” where many applications are expected. The key is to work with your contact at The Coca-Cola Company to agree the best approach for their recruitment and communication challenge. The formula is highly flexible. Each formula should be simple. the formula can be more “grounded” and present a more technical description of the role in question. The formula should be informative and “fun” without being hard to decode. It should ideally also represent the job accurately – in some cases.0 page 25 . it can be used to tell a story about an individual – their passion. 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 what the candidate must bring to the job. In some cases. their job and what they have done. and other times acting as an enticement to attract a higher number of applicants. In other cases. 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. Remember. For junior roles or more operational jobs. 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.