Coca-Cola HBC: Bring your Own Magic!

own magic!

Complete transformation of a trainee program, designed to attract top-talent across 26 countries. &

THE program

The International Leadership Trainee program is the premium leadership program designed to challenge and transform talented GenZ graduates into the next generation of leaders. This is a program that focuses on commercial experiences, mixing a hands-on approach with support by Coca-Cola HBC Senior Leaders and building on top-notch formal learning.

This program had been completely redesigned in 2023 during 8months+ of intense work that involved multiple departments and processes:

THE MODULES AND LEARNING STRUCTURE OF THE PROGRAM

THE INTERNAL STAKEHOLDER MATRIX

JOIN FROM

Greece

North Macedonia

THE EMPLOYER VALUE PROPOSITION

THE IDENTITY (FROM NAMING TO COMPLETE IDENTITY PACK)

THE RECRUITMENT PROCESS

Bosnia and Herzegovina

Bulgaria

Croatia

Cyprus

Czech Republic

Estonia

Hungary

Ireland and

Northern Ireland

Italy

Kosovo

Latvia

Lithuania

Nigeria

Poland

Romania

Serbia

Montenegro

Slovakia

Slovenia

Switzerland

THE COMMUNICATION PLAN

This project represents a significant multinational undertaking, overseen by a global team spanning 26 countries, including Romania. The responsibility for managing all aspects of this endeavor, encompassing Employer Value Proposition (EVP), Innovation, Identity, and Communication, has been entrusted to Minio Studio – Romanian independent agency. Additionally, the local team played a crucial role in supporting the campaign, effectively communicating locally, and managing the recruitment process for Romanian applicants.

Austria

THE VALUE PROPOSITION: learning recruitmentduring process

Recruitment processes traditionally focus on accepted candidates. They are the ones that matter – the right profile, the right candidate, finding that perfect person. What about the rest? What about that majority of people that feel rejected, questioning their abilities or just feel they have lost their time?

While the common practice is to provide polite refusals or occasional personalized feedback, we wanted to go beyond the norm. We have implemented a distinctive approach: we have turned the recruitment process into an enriching learning opportunity.

For every candidate, whether they are accepted into the program or not, we offer exposure to our Coca-Cola HBC culture and business. We provide access to webinars, personalized feedback, and learning materials. Additionally, for the ones in the later stages of the recruitment process, we even offer one-hour coaching sessions complete with a personalized report and recommendation, all meant to accelerate their journey to leadership.

Yes! No matter if they are accepted or not, we have shown that we value their professional evolution and their time.

We transformed the application process into a valuable learning experience, so all candidates can enjoy the road, not just the destination.

THE INTEGRATED strategy

HOW

high-caliber GenZs, who want to learn fast and reach a leadership position

• We innovated the recruitment process, turning it into a learning opportunity

Apply to Coca-Cola HBC’s International Leadership Program

BY

Offering them valuable learning experiences and showing them that they all matter and are accepted for who they are

• We have crafted an international program, that includes an international campus, local assignments and also international ones.

• We have involved top leaders as mentors, even from the recruitment process and throughout the program

• We have partnered with top universities to assure a mix of business and academic learning processed.

• We successfully rekindled the organization’s faith this program, particularly since several countries had previously withdrawn from the prior initiative (RISE)

• We designed and implemented a compelling and unified communication campaign that was effectively disseminated across 26 countries in both Europe and Africa, fostering widespread engagement and enthusiasm.

GET

TO

THE CAMPAIGN bring your own magic

Bring your own magic is the new headline. This places the applicant in the center of our communication and its correlated with the new Coca-Cola platform (The Real Magic).

CREATIVE ASSETS

1 Main Video in Lyrics

It featured actual Coca-Cola employees from different countries. This was creatively executed as an urban poem, using lyrics, to be more modern and appealing for GenZ.

5 additional videos

They presented different aspects of the program (recruitment, international feature, learning processes…)

Dedicated photo shoot

Two photo-shoots were produced in different environments,

300+ different other creatives

Ads, posts, brochure, newsletters, social media posts, video cuts.

Dedicated website

Detailed toolkit and brand book

To assure consistent implementation across all 26 countries.

• The campaign was created at global level with the support of Minio Studio (Romanian local independent agency).

• Romania implemented the campaign at national level based on the toolkit received.

• Most of the employees featured in the communication materials are Romanians.

COMMUNICATION MIX

Digital communication

Integrated mix of Facebook, Instagram, LinkedIn, Tik-Tok. Launch of a dedicated Instagram Page for Coca-Cola Employer.

Internal Communication

Ongoing internal communication

Universities Partnership and 30+ campus activations

We signed three major global universities partnership that promoted our program – including 30+ campus activations

Job Fairs in different countries

4 open webinars handled by senior leaders (Sustainability, D-Commerce, DIA, Career & Development Planning)

Global effort (media campaign for 26 countries) and local campaign (implemented by Romanian team)

GLOBAL & LOCAL

communication

3 Pillars of Innovation

THE CONCEPT: Co-creation with GenZ

• The campaign was inclusive of Generation Z from its inception. In collaboration with CEMS (Global Alliance in Management Education), a workshop was organized, comprising talented individuals from GenZ. The primary objective of this workshop was to engage in constructive discussions about our initial concepts and ideate new approaches that genuinely resonate with this demographic.

• Central to our philosophy is the belief in prioritizing people and embracing the opportunity to learn from them, rather than presuming to possess all the answers. This approach proved instrumental in establishing a robust foundation for the forthcoming years.

THE DESIGN: Biometric Testing

• The design proposals underwent rigorous evaluation with advanced eye-tracking tools to optimize their visual impact.

• Given the intended long-term utilization of this design direction, our paramount goal was to ensure its visual allure, clarity of message, and seamless adaptability across various formats.

• To achieve this, testing was conducted by Minio Studio at the outset of the visual direction process.

• Furthermore, each channel’s visual impact was meticulously assessed, be it for a job fair or an Instagram post, guaranteeing consistently high scores across all platforms.

THE PROGRAM: Transform the recruitment process into a learning experience for all

• Many leadership programs praise their learning opportunities. But they all offer them after the candidate is admitted.

• We took a more inclusive approach and revolutionized our recruitment process, converting it into a holistic learning experience for all candidates, irrespective of their acceptance status.

• Learning materials, webinars, personalized feedback and even coach personalized report were received by candidates though their application journey.