I M P R OV I N G E M P LOY E R B R A N D I M A G E O F C O C A - C O L A C O M PA N Y A M O N G S T B U S I N E SS

S T U D E N T S

EMPLOYER BRAND IMAGE• In today’s global market, tough economic situation, and growing

competition it has become extremely important for companies to create an employer brand which will differentiate them from others.

• Employer brand image is the perception of what individuals believe about potential employers, and job seeker’s memories and associations regarding an organization.

The Target Group - Business Students

The target group characteristics:• Very technology oriented - They use websites to collect data about an

organization, make their impression of the firm and their belief of whether they will fit in the firm

• Social media users - Facebook represent the most popular online networks for graduates when searching for information on potential employers

• Prefer high level of personal contact - for example being introduced to an employer face-to-face at an event or career fair

• Attracted to companies with high level of contact - such as companies that attend events, fund scholarships and arrange speakers for classes or conferences

The Proposals1. Chance for volunteering

2. Internship program

3. Participate at a career convention for students

4. Participate at conferences for students

1. Chance for volunteeringIn the same proposal Graduate trainee program by Coca Cola Company, we can see that is desirable to have specific volunteer experience, and that activity like volunteering show us candidate’s characteristics like proactivity, willingness to learn, team cooperation, etc.

For the Coca Cola company make some volunteer program it would improve their employer brand image among the students, because they could more closely inform with the activities of company, especial in activity that related to the social responsibility.

Throw this volunteer program students could realize their benefits reach a certain experience, be socially active citizens, and most importantly for the company, to get to know her business, contribution to the community and have a positive opinion of the company, so that its recommendations could be transmitted to other students.

2. Internship program • The target audiences for this program are

students in the middle of their studies.

• In the 3-rd year of studies, students need to do internship in the field of their education.

• Throw this program company could help students in their education and give them a chance that they get to know with the practical side in the field of their education.

• Benefits for company could be to make a good impact and impression on students and throw that improve employer brand of company.

• As a result of this program, students will want to apply for some another program or for job position when they finished their studies.

3. Participate at a career convention for students

• When the students after graduation for the first time trying to find opportunity and applying for a job, they are in the most cases confused and don’t really know how to properly present themselves or which skills and characteristics should be present.

• So, this type of access to students can contribute in the way that students can closely inform with the company, the positions that offers, the ways in which can best present themselves and also meet the employees of the company, who thus actually represent the company itself, corporate culture and working environment.

• For company the most important is how their employees representing because that, in my opinion, make the most influence on the construction and perception of the company’s brand as an employer.

4. Participate at conferences for students

• The conferences presents actually innovative approach and interact with students. • The conferences brings together a large number of young people. • For young people this is day when they can spend their time together, get to know and also hear great

and inspiring stories from speakers, which in this way motivate young people to have a proactive approach to achieving goals and making a success.

• The question is: in which way participate in the conference can actually contribute to improving the company’s brand as an employer?

• First, participation in the conference brings some publicity to company.• More interesting if someone from the company was speaker.• Then the speaker could describes his/her path and efforts undertaken to be in a particular position in a

particular company. • For company this is important because speaker could present opportunities and chances that company

provided to him/her and on that way contribute to developed his/her career.

CONCLUSION• Employer brand image is very wide area for analysis because they contain a

subcategories that could be analyzed separately such as employer brand image for recent employees, for attract new employees, etc.

• As in marketing, i think, that most important is to find target group that we want to reach and present our strategy.

• For this business case study i choose that my target group were business graduates students and students in the middle of their studies, because that target group was more familiar to me.

• So for this target group i made and presented the proposals that i think could improve employer brand image.