( ideas ) + 10

( )
= evp
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?

Employer Brand Guidelines

V 1.0
page 1
Contents
page 1 Front cover
page 2 Contents
page 3 An introduction
page 4 Formula
page 5 So what is the EVP in words?
page 6 When would you use the EVP?
page 7 What are the messages?
page 8 Components of a formula
page 9 Creating an application – an advertisement for
The Coca-Cola Company as a place to work in general:
page 10 Step 1: the formula
page 11 Step 2: details
page 12 Step 3: call to action
page 13 Creating an application – an advertisement for
specific roles at The Coca-Cola Company:
page 14 Step 1: the formula
page 15 Step 2: job summary
page 16 Step 3: details
page 17 Step 4: call to action
page 18 Examples and a range of formats – offline
page 19 Examples and a range of formats – offline (continued)
page 20 Examples and a range of formats – online
page 21 Examples and a range of formats – online (continued)
page 22 Basic elements – colour palette
page 23 Basic elements – typography
page 24 Basic elements – iconography
page 25 Afterword

Employer Brand Guidelines

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page 2
An introduction
We’ve put these guidelines together to help you communicate with people about
working at The Coca-Cola Company.

We refer to this as our “Employer Value Proposition”, or EVP. All this really means
is that in the same way our advertising connects with our consumers, our EVP
should communicate with people who want to (or currently) work with us.

What’s behind this EVP is a simple idea: inspired by the secret formula of
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. Visually,
this is expressed through formulae.

Employer Brand Guidelines

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page 3
Formula

( + curiosity )
= career *
Accounting skills coupled with a passion for how things work, multiplied by original ideas equals
a best brand career opportunity in finance.

You could use this for a recruitment advertisement, a banner ad, or the cover of an induction pack.

* This is the visual language we use to make our EVP distinctive and evocative Employer Brand Guidelines

V 1.0
page 4
 The EVP

So what is the EVP in words? The Employer Value Proposition, or EVP, would
seldom be used in its entirety in a communication
other than to a recruitment agency, an HR person
or in another professional context.
Nonetheless, it is important to understand the EVP
clearly to ensure advertising and communication
Over more than 120 years, we’ve come to recognise that the proposition we offer as an bring it to life appropriately. The message
framework (page 07) also provides more specific
employer is a constantly changing formula. What we bring to the table can only be sparked guidance about how to use the EVP.
by the passion of the people we employ.

One part of our formula is what we offer: the company’s extraordinary heritage, leading
brands, global scope and scale; the competitive compensation one would expect; the
challenge of meaningful work in a vibrant global system of evolving opportunities for global
career and skills development; and a culture where people convert their passion into action.

The other part of this special formula is the passion you bring: making a contribution
to sustainable growth; pursuing creativity in everything you do; a spirit of collaboration;
balanced by a pragmatic, sustainably commercial mindset.

The result, for those who can transform their secret formula for passion into action,
is unparalleled career opportunity and an amazing experience.

What’s your secret formula?

Employer Brand Guidelines

V 1.0
page 5
When would you use the EVP?
Finding the right message (formula) is all Examples of likely objectives:
about understanding your communication
objective. Advertising The Coca-Cola Company as a place to work in general:
for example in the Great Places to Work Survey List.
Who are you talking to? What do you want
them to do or think as a result? In short, you
need to agree a clear brief with your colleague
at The Coca-Cola Company. ( + curiosity )
These will take the form of print ads, online
communications, print publications and
face-to-face communication.
= career *
Advertising specific roles at The Coca-Cola Company:
for example, brand manager, truck driver, head of finance, in print or online.

( ) 2 + innovation
= senior brand manager
Employee communications:
talking to existing employees about career planning, in a presentation or in a booklet –
in this example, using our existing “Live Positively” imagery.

+ + + + + +
= Live Positively Employer Brand Guidelines

V 1.0
page 6
What are the messages?
What we say in the formula and in the
communication needs to get across some What The Coca-Cola What people bring
key messages about The Coca-Cola Company
and about the type of people we want. Company offers (what we expect)

The message framework provides four Company Contribution

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

A shared mission, vision and values

Employer Brand Guidelines

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page 7
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. And it should include something about ‘what people
bring’ to the mix. It also should include key elements about the job or communication in
question. It’s a fluid mix to play with – ideally you should include all three elements, but
it’s not an exact science.

2. + 3. 3. 1. 3. 2.

( ) 2 + innovation
= senior brand manager
3. 1.

1. Key messages 2. Supporting iconography 3. Formula symbols

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.
Icons can bring a more emotional, compelling and
intriguing element – creating a “smile in the mind”.
Some of these elements can be The Coca-Cola
Company brands and trademarks; others can be
more generic to the communication in question.
Use mathematical symbols to create emphasis
and impact. For example, where two skills are
needed, a plus sign (+) might be appropriate;
where a more dramatic outcome is expected as
a result of a combination of elements, multiplication
(x) or even exponents (xn).

What the formula needs to do

The formula needs to be simple and get its point across immediately. It needs to create intrigue.
It’s really a good headline that includes images. It must grab attention and compel the reader
to read the ad. The best ones create a “smile in the mind”, or make the reader feel special if Employer Brand Guidelines

V 1.0
they decode the message.

page 8
Creating an application –
an advertisement for The Coca-Cola Company
as a place to work in general:
Brief (example)
In this example, the content has to do with two senior brand managers who used their
creativity, commercial mindsets, 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. The Coca-Cola Company brand brought the clout,
credibility and culture required to enter into these types of conversations – but making it
happen was down to their influencing skills and tenacity. Here’s the formula that resulted:

Formula Job description/details Details

Why is The Coca-Cola Company
an attractive employer?
• Challenge (tenacity)
• Company (great products,
great ideas) in all related communications.
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)
An example of a typical role, in this
case senior brand managers.
Creating great product tie-in
campaigns is just one of the benefits
of working at The Coca-Cola Company.
Danielle and Jo combined their passion
for films with hard work to create two
great campaigns.
All communications should include
this “boilerplate” EVP statement to
ensure consistency in building The
Coca-Cola Company employer brand
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?
Find out more at:
www.europeancareers.coca-cola.com
Employer Brand Guidelines

V 1.0
page 9
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, multiplied by excellent influencing skills, coupled with your
tenacious attitude equals two inspired campaigns.

( ) + tenacity 10
influence ( + )
= 2 campaigns
Top brands coupled with lots of tenacity, backed up by high
profile opportunities, equals two inspired campaigns.
Employer Brand Guidelines

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page 10
Step 2: details
Details

Creating great product tie-in

( + ) 2 influence3 + tenacity
campaigns is just one of the benefits
of working at The Coca-Cola Company.
Danielle and Jo combined their passion
for films with hard work to create two

= 2 inspired campaigns great campaigns.

Details

Creating great product tie-in

campaigns is just one of the benefits
of working at The Coca-Cola Company.
Danielle and Jo combined their passion
for films with hard work to create two
great campaigns.

Employer Brand Guidelines

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page 11
Step 3: call to action
( + ) 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.
Danielle and Jo combined their passion
for films with hard work to create two
great campaigns.
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.
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?
Find out more at:
www.europeancareers.coca-cola.com
Coca-Cola and you
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?
visit us at: www.europeancareers.coca-cola.com
Employer Brand Guidelines
V 1.0
page 12
Creating an application –
an advertisement for specific roles at
The Coca-Cola Company:
Brief (example)
In this example, the ad targets candidates for a specific role – senior brand manager. The
job description is the best place to start, working with a copywriter to tease out the right key
messages and content. In this instance, 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. Here’s how the application unfolded:

Formula Job summary Details

Why is The Coca-Cola Company
an attractive employer?
• Company (great products)
• Culture (innovation) brand manager you’ll work at the heart
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.
Formula symbols
Use mathematical symbols to create
At The Coca-Cola Company our
people match insights to innovations
in many different ways. As a senior
of our brand team, developing and
implementing our annual marketing
plans. A natural innovator, you’ll
leverage consumer understanding
to deliver growth – and discover the
insights that will inspire compelling
brand communications. You’ll be
comfortable with accountability for
delivering the marketing mix. With
a background in a strong FMCG
or service brand, you know the
ins-and-outs of consumer insights
and purchase decisions.
All communications should include
this “boilerplate” EVP statement to
ensure consistency in building The
Coca-Cola Company employer brand
in all related communications.
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?
Find out more at:
www.europeancareers.coca-cola.com
and search for reference VSR-UK0123 –
applications close 15 March.
Employer Brand Guidelines

V 1.0
connections, clarity and impact.

page 13
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.

( + culture ) + innovation
= senior brand manager
Great brands and culture, coupled with an innovative approach
and a commercial mindset equals senior brand manager.

Employer Brand Guidelines

V 1.0
page 14
Step 2: job summary
Job summary

Senior Brand Manager

( ) 2 + innovation
Location: London
Compensation: Competitive

= senior brand manager

Job details

Senior Brand Manager

Location: London
Compensation: Competitive

Employer Brand Guidelines

V 1.0
page 15
Step 3: 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. As a senior brand manager
you’ll work at the heart of our brand team,
developing and implementing our annual
marketing plans. A natural innovator, you’ll
leverage consumer understanding to deliver
growth – and discover the insights that will
inspire compelling brand communications.
You’ll be comfortable with accountability for
delivering the marketing mix. With a
background in a strong UK FMCG or service
brand, you know the ins-and-outs of
consumer insights and purchase decisions.
Details
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, developing
and implementing our annual
marketing plans. A natural innovator,
you’ll leverage consumer
understanding to deliver growth – and
discover the insights that will inspire
compelling brand communications.
You’ll be comfortable with
accountability for delivering the
marketing mix. With a background in
a strong FMCG or service brand, you
know the ins-and-outs of consumer
insights and purchase decisions.
Employer Brand Guidelines
V 1.0
page 16
Step 4: call to action
Call to action
c. a. b. b.
All communications should include

( )+2 + innovation
) customers
this “boilerplate” EVP statement to
7.5 T ensure consistency in building the
The Coca-Cola Company employer
brand in all related communications.

senior brand
= multi-drop manager
drivers 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?

Find out more at:

www.europeancareers.coca-cola.com
Job details Job description Coca-Cola and you

Senior Brand Manager 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,
developing and implementing our annual
marketing plans. A natural innovator, you’ll
leverage consumer understanding to deliver
growth – and discover the insights that will
inspire compelling brand communications.
You’ll be comfortable with accountability for
delivering the marketing mix. With a
background in a strong UK FMCG or service
brands, you know the ins-and-outs of
consumer insights and purchase decisions.
There is no single formula for passion; what
and search for reference VSR-UK0123 –
defines The Coca-Cola Company’s people is
the ability to convert their passion into action.
applications close 15 March.
It’s how they push the world’s greatest brands
to new heights. What’s your secret formula?
visit us at: www.europeancareers.coca-cola.com and search for
reference VSR-UK0123 – applications close 15 March.

Employer Brand Guidelines

V 1.0
page 17
Examples and a range of formats – offline
( ) 2 + innovation
= senior brand manager
Job details
Location: London
Compensation: Competitive
Required: UK FMCG + media experience
( )2 ( + )
= marketing sustainibility manager
Job details
Location: London
Compensation: Competitive
Required: Brand marketing + Corporate
Responsibility expertise
( + collaboration ) 2
= business development manager
Job description Coca-Cola and you
At The Coca-Cola Company our people consumer insights and purchase decisions. There is no single formula for passion; what
match insights to innovations in many Your skills will shine through in managing what
defines defi nesCoca-Cola
The The Coca-Cola Company
Company’s people is
Senior brand
different ways. As a senior Brand Manager
manager some of the best creative and media people
the ability is the ability to
to convert convert
their theirinto
passion passion
action.
you’ll work at the heart of our brand team, agencies in the country. into action.
It’s how theyIt’spush
howthe they push greatest
world’s the world’s
brands
developing and implementing our annual greatest
to new heights.brandsWhat’s
to newyourheights.
secret formula? Job details Job description Coca-Cola and you
marketing plans. A natural innovator, you’ll The Coca-Cola
Coca-Cola has Company has
a lot to offer a lot tothan
– more offer What’s your secret formula?
visit us at: www.europeancareers.coca-cola.com and search
leverage consumer understanding to deliver – more
200 than 200
countries andcountries
400 of the and 400 ofbest
world’s the for
Location: SE England The Coca-Cola Company’s business performance. And you’ll need to deliver profit There is no single formula for passion; what
visitreference MM-SUS123 – applications close 15and
us at: www.coca-cola.com/careers/europe March.
search
growth – and discover the insights that will world’s brands.
known best known brands.inWe
We believe believe
giving in
people for reference MM-SUS123 – applications close 15 March.
Customers: Somerfield & Iceland development managers turn their passion for and volume targets, promotion and defines The Coca-Cola Company’s people is
inspire compelling brand communications. giving people
meaningful meaningful
challenges and challenges
competitive and Compensation: Competitive package people and our products into sustainable marketing, trade execution, expense control the ability to convert their passion into action.
competitive
rewards. rewards.
But, But,half
that’s only that’s
theonly half the
equation. from £35k+ commercial results. You’ll develop national and customer service. You’ll bring your skills It’s how they push the world’s greatest brands
You’ll be comfortable with accountability for equation.
The The collaboration
creativity, creativity, collaboration
and commercialand account plans, ensure regional sales teams and passion; we’ll provide challenging work, to new heights. What’s your secret formula?
delivering the marketing mix. With a commercial achievements
achievements of our peopleofcomplete
our people the are supported and manage operational a collaborative culture, and the backing of visit us at: www.europeancareers.coca-cola.com and search
background in a strong UK FMCG or service complete the formula.
formula. issues. You’ll be part coach, part leader, and some of the world’s greatest brands. for reference MM-SUS123 – applications close 15 March.
brands, you know the ins-and-outs of part doer. You’ll set goals and monitor
3
( ) + ( safety)
= technical operator
Job description Coca-Cola and you
At The Coca-Cola Company, our passion You’ll be no stranger to the challenge of There is no single formula for passion; what
for brands is matched by a quest for managing stakeholders and government defines The Coca-Cola Company’s people is
sustainability. As marketing manager, you’ll bodies and their agendas. Not only will your the ability to convert their passion into action.
match brand agendas and our commitment success in brand marketing speak volumes, It’s how they push the world’s greatest brands Job details Job description Coca-Cola and you
to Corporate Responsibility, joining forces with your passion and dedication to the wider to new heights. What’s your secret formula?
Location: Dunkerque It takes all kinds of people to help us bring safety, hygiene and health, supporting the There is no single formula for passion; what
the brand teams to communicate our sustainability agenda will shine through. visit us at: www.europeancareers.coca-cola.com and search Compensation: Competitive our great brands to market. Working as a team and suggesting ways to improve how defines The Coca-Cola Company’s people is
sustainability messages, from recycling to Coca-Cola has a lot to offer. For starters, our for reference MM-SUS123 – applications close 15 March.
Required: 2 years in a manufacturing technical operator, you’ll be part of a shift- things are done. In return we offer a safe, the ability to convert their passion into action.
active lifestyles. You’ll work closely with heritage covers more than 120 years, 200
environment, ideally high-speed packaging based team on a continuous production line clean working environment, competitive It’s how they push the world’s greatest brands
Communications teams to ensure the countries and some of the world’s best known
Employer Brand Guidelines
filling and packaging some of the world’s best compensation and the opportunity to grow to new heights. What’s your secret formula?
success of shared initiatives and government brands – where meaningful challenges meet
loved soft drinks. It’s a mix of meeting speed with one of the world’s leading companies.
campaigns. competitive rewards. The creativity, visit us at: www.europeancareers.coca-cola.com and search
and quality targets, routine maintenance, for reference MM-SUS123 – applications close 15 March.
collaboration and commercial mindset of our
V 1.0
people complete the formula. Your passion
for sustainability and our marketing agenda
is a formula for success.
page 18
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. With the brands, support,
( ideas ) 10 +
rewards and development we provide, the
right formula can be a recipe for amazing ( )
= evp
success. So, the big question for recruits is
“what’s your secret formula”?

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?

Recruitment Agency Briefing Employer Brand Guidelines

V 1.0 V 1.0
page 01 page 19

You can use text alone to create your formula like in these The cover of these guidelines.
recruitment guidelines.

people skills profit

+ volume = business
development manager
Job description

The Coca-Cola Company Business performance. And you’ll need to deliver

development managers turn their
passion for people and our products
into sustainable commercial results.
You’ll develop national account plans,
ensure regional sales teams are
supported and manage operational
issues. You’ll be part coach, part leader,
part doer: setting goals and monitoring
profit and volume targets, promotional
and marketing, trade execution,
expense control and customer service.
You’ll bring your skills and passion;
we’ll provide challenging work, a
collaborative culture, and the backing
of some of the world’s greatest brands.

Employer Brand Guidelines

Job details Coca-Cola and you

Location: SE England There is no single formula for passion;

There is no single formula for passion; what defines Customers: Somerfield & Iceland what defines The Coca-Cola Company’s

V 1.0
The Coca-Cola Company’s people is the ability to convert Compensation: Package from £35k+ people is the ability to convert their
their passion into action. It’s how they push the world’s passion into action. It’s how they push
greatest brands to new heights. What’s your secret formula? the world’s greatest brands to new
heights. What’s your secret formula?
Careers, Placements and Internships
Go to www.europeancareers.coca-cola.com and search
at The Coca-Cola Company ref BDM0123, or call 555-1212 to request an application pack
before 31 May,

A cover for a flyer promoting university and MBA placement opportunities. A quarter page advertisement – note words alone can also make a formula. page 19
Examples and a range of formats – online

( + collaboration ) 2 why Coca-Cola?

= business
development ( 246 )3
manager
Job description

Coca-Cola BDMs turn their passion for people

+ team
and our products into sustainable commercial
results. You’ll develop national account plans,

= winning career
ensure regional sales teams are supported and
manage operational issues. You’ll be part coach,
part leader, and part doer. You’ll set goals and
monitor performance. And you’ll need to deliver
profit and volume targets, promotion and
marketing, trade execution, expense control
There is no single formula for passion: what defines The Coca-Cola Company’s people
and customer service. You’ll bring your skills is the ability to convert their passion into action. What’s your secret formula? For opportunities
and passion; we’ll provide challenging work, with The Coca-Cola Company visit www.europeancareers.coca-cola.com
a collaborative culture, and the backing of
some of the world’s greatest brands.
Job details

Location: SE England
Customers: Somerfield & Iceland
Compensation: Competitive package
from £35k+
Coca-Cola and you

There is no single formula for passion; what

defines The Coca-Cola Company’s people is
the ability to convert their passion into action.
Employer Brand Guidelines
It’s how they push the world’s greatest brands
to new heights. What’s your secret formula?

visit us at: www.europeancareers.coca-cola.com and search

for reference VSR-UK0123 – applications close 15 March.
V 1.0
page 20
Examples and a range of formats – online
(continued)

Careers site homepage. A formula based on a real employee’s story

from the careers site.

Employer Brand Guidelines

V 1.0
page 21
Basic elements – colour palette

TCCC Red Global White TCCC Platinum

Pantone Special Match C0M0Y0K0 Pantone 432 C
C 04 M 100 Y 95 K 00 R 255 G 255 B 255 C 23 M 02 Y 00 K 77
R 244 G 0 B 0 Hex: FFFFFF R 69 G 85 B 96
Hex: F40009 Hex: 45 55 60

Orange Light Orange Yellow Light Yellow Green Light Green Pink Light Pink
Pantone 1585 C Pantone 7410 C Pantone 108 C Pantone 100 C Pantone 376 C Pantone 373 C Pantone 214 C Pantone 217 C
C 0 M 56 Y 90 K 0 C 0 M 30 Y 55 K 0 C 0 M 6 Y 95 K 0 C 0 M 0 Y 51 K 0 C 50 M 0 Y 100 K 0 C 16 M 0 Y 46 K 0 C 0 M 100 Y 34 K 8 C 0 M 28 Y 0 K 0

Blue Light Blue Purple Light Purple Brown Light Brown Black Grey
Pantone 285 C Pantone 283 C Pantone 2593 C Pantone 2593 C Pantone 463 C Pantone 4535 C Pantone 426 C Pantone Cool Gray 6 C
C 89 M 43 Y 0 K 0 C 35 M 9 Y 0 K 0 C 61 M 89 Y 0 K 0 C 22 M 33 Y 0 K 0 C 30 M 56 Y 100 K 37 C 0 M 4 Y 30 K 11 C 0 M 0 Y 0 K 99 C 0 M 0 Y 0 K 31

Employer Brand Guidelines

V 1.0
page 22
Basic elements – typography
VAG Rounded Light
Use VAG Rounded Light for body copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
VAG Rounded Bold
Use VAG Rounded Bold for headlines and call-outs.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Employer Brand Guidelines

V 1.0
page 23

Basic elements – iconography
Successful iconography
The Coca-Cola Company products and collateral
Live Positively icons
Ingredients related to passion
Personal/job specific elements
Iconography
One benefit of the formula approach is the
use of a wide range of iconography. Use a
mix of icons appropriate to your brief, following
these guidelines.
The Coca-Cola Company products
and collateral
Unsuccessful iconography The Coca-Cola Company consumer brand
iconography should be used to ensure alignment
Valid for all categories with our consumer products. However the
consumer branding should never overpower
the EVP. Use a mix of relevant local products and
not just “world-famous” drinks where possible.
Many of these can be found at:
www.thecoca-colacompany.com/presscenter/
imagebrands.html
Live Positively icons
dull colour weak shape background ambiguous You may wish to incorporate the distinctive
The Coca-Cola Company “Live Positively” icons.
Speak with your contact at The Coca-Cola
Company to learn more, or go to:
www.livepositively.com
Ingredients related to passion
Source icons that bring to life the different types
of passion you are seeking to express.
Many can be inexpensively licensed from:
negative against the brand religious political www.istockphoto.com
Personal/job specific elements
Source icons that bring to life the personal
attributes you are seeking to express.
Many can be inexpensively licensed from:
www.istockphoto.com
Regional symbols
Where possible, use local or regional icons that
will hold meaning for the audience in question.
Employer Brand Guidelines
V 1.0
page 24
 The formula is highly flexible. In some cases, it

Afterword can be used to tell a story about an individual

– their passion, their job and what they have
done. In other cases, the formula can be more
“grounded” and present a more technical
description of the role in question.
The key is to work with your contact at The
There is no single formula for success at The Coca-Cola Company – but using Coca-Cola Company to agree the best approach
for their recruitment and communication
the formula is a core element in presenting our EVP to candidates. Each formula challenge; for some roles, particularly more
should be simple, immediate, and meet the needs of the role being advertised creative and senior roles, the story approach
might be more suitable. For junior roles or more
or the message being crafted. operational jobs, the “grounded” approach might
be the best choice.
The formula should ideally include core elements from the message framework
– what The Coca-Cola Company brings, and what the candidate must bring to the
job. It should ideally also represent the job accurately – in some cases, acting as
a “filter” where many applications are expected, and other times acting as an
enticement to attract a higher number of applicants.
The formula should be informative and “fun” without being hard to decode.
Remember, it will work with the copy to create a complete piece of communication.
The text will also always include the “boilerplate description” and call to action
(“What’s your secret formula?”).
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.

We know that this is a lot to take in. Just to re-cap: Comments or questions?
Create the right formula: simple / accurate / fun / on brief Contact your local HR representative. Employer Brand Guidelines

V 1.0
Back the formula up with the right copy

page 25