IMPR OV I NG E M PLOY E R B RA N D IM A G E OF

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 S S
STUDENTS

EMPLOYER BRAND IMAGE

In todays 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 seekers 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 Proposals
1. Chance for volunteering
2. Internship program
3. Participate at a career convention for students
4. Participate at conferences for students

1. Chance for volunteering

In 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 candidates 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
dont 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 companys
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 companys 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.