Coca-cola Promo, Case study TALENTS ON BOARD!

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Industry Soft Drinks
Media Promo & PR, Case study
Market Romania
Released September 2011

Credits & Description

Category: Corporate Communication
Advertiser: COCA-COLA
Government Relations Coordinator: Janina Radulescu (Coca-Cola HBC Romania)
Account Manager: Catrinel Burghelea (IMAGE Public Relations)
Media placement: Social Media - Facebook Profile, Youtube Channel, Google Maps - 10 March 2010
Media placement: News - Employer Website And Newsletter, Partners' Newsletters - 15 March 2010
Media placement: Print Ads - Campus Magazines: AdvertiseIn, BizCampus, Ambition! - 20 March 2010
Media placement: Partners Events - Leadership School, IQAds Kadetts, TeachMe, Biz Camp, CROS School, Think Strategy - 21 March 2010
Media placement: Spring Career Fairs - Sala Palatului, Bucharest; Parliament House, Bucharest - 22 April 2010
Media placement: Autumn Carrer Fair - Sala Palatului, Bucharest - 21 October 2010
Summary of the Campaign
Coca-Cola is among the dearest brands in Romania, but the campaign’s goal was to make Coca-Cola HBC Romania the most appreciated employer of choice among high-achiever students and graduates. In this context, the employer branding communication platform "Talents on board!" became the key driver of corporate reputation.
The campaign targeted Millennials (generation Y), especially those with potential of performing within the company. Our objectives were to attract, engage and recruit talented Millennials and position the company as employer of choice among them.
The strategic approach consisted in conveying the company’s employer value proposition through powerful visuals and messages. For each campaign phase we developed a digital art visual deploying the "on board" theme: the balloon, the boat and the team-bike-vehicles which carried us along the career journey. A creative mix of innovative offline tools (presence at career fairs, ads in magazines) and online (career website, Facebook profile, online activations, newsletters) ensured high visibility for our employer proposition and helped engage Millennials in quality conversations about their career aspirations.
As a result of the campaign, Coca-Cola HBC Romania was designated “Employer of choice for Millennials” according to "The most wanted employers" study (released in summer 2010).
The Situation
Coca-Cola HBC Romania, part of Coca-Cola Hellenic Group, is ranked as one of the best employers in the Romanian FMCG industry, but our challenge was to make it the most appreciated employer of choice among students and graduates, the so-called 'Millennials'.
In 2010 we employed a new approach towards employer branding, considering the following:
• FMCG companies continued to develop employer branding programs to attract Millennials, tightening competition;
• Graduates are a necessary resource to refresh our talent pipeline, in order to sustain business growth;
• Large generation gaps in terms of attrition rates, company loyalty, career development needs and technology orientation.
The Goal
• Communicating the internship programme and the employer proposition to a large pool of Millennials;
• Positioning the company as employer of choice among talented Millennials and engaging them in a high-quality and innovative interaction;
• Attracting high-achiever graduates with a potential of performing in the company and integrating interns in the company.
The campaign was designed considering the key findings of an in-house research (based on sociological studies) concerning the characteristics of the new generation: technology and internet-savvy, highly receptive to visuals and innovative design, denying conventional corporate messages, eager to engage in consistent online conversations with companies.
The Strategy
Our strategy was to develop conveying visuals, sustained by powerful, engaging messages to represent our employer brand proposal to Millennials and stand out in the crowds of corporate messages. Our approach was to create a compelling mix of online and offline communication tools adapted to each communication phase.
The concept of the campaign was "Talents on board!" and our promise was "We offer one way tickets for those who go all the way for their passion". The message conveys the permanent quest for talent and states a clear employer proposal, positioning indirectly the company and its people as dynamic, creative, fresh and daring. The "on board" theme holds a rich potential in terms of deployment of messages and was specifically tailored for each phase of the communication campaign. Refreshing the visuals and messages throughout the year kept interest alive whilst maintaining constant and consistent communication of the concept.
Phase 1:
• Attract and recruit young talents for summer internships;
• 3D hot-air balloon stand at top two career events;
• Employer brand website,, included news, internship openings application, quiz on career aspirations, newsletters;
• Interaction on Facebook profile (;
• Support and participation in 17 student and educational associations’ projects.
Phase 2:
• On-board interns share their journey;
• Welcome the interns on-board by internal announcement, company presentation, etc.;
• External communication regarding interns’ experience: website, Facebook, newsletter;
• "Good luck, interns!" closing ceremony.
Phase 3:
• Engage generation Y in conversations about career aspirations;
• Innovative stand with team-bike visual replica at biggest autumn career fair;
• Following the positive feedbacks received in online activations (first phase), we intensified the social media interaction: online race through website, Google Maps, YouTube channel, Facebook profile;
• Campaign news on company website, in partners’ newsletters;
• Print ads in largest campus magazines.
Documented Results
• Over 30,000 visitors at the stands in career fairs;
• Over 5,700 applications received for the 12 internship positions available;
• + 417% unique visitors on the employer brand website, compared to average traffic;
• + 30% friends on company Facebook profile;
• 1,900 participants at the two online activations: "Career aspirations quiz" and "Online race";
• Extremely positive feedbacks from students and graduates regarding visuals, stands, movies and activations;
• Over 100,000 students and graduates reached by communication.

• 3 out of 12 interns employed in the company as a consequence of the attraction and on-board campaign;
• Consolidated internal integration and acceptance of interns in the company;
• "Employer of choice for Millennials" according to the "The most wanted employers" study (released by Catalyst in summer 2010);
• 100% of interns considered this experience as the best way to start their career (internal feedback session).