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).

Phase 1:• Attract and recruit young talents for summer internships;• 3D hot-air balloon stand at top two career events;• Employer brand website, www.cchbcjobs.ro, included news, internship openings application, quiz on career aspirations, newsletters;• Interaction on Facebook profile (facebook.com/talente.nedescoperite);• 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.

Outputs: • 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.Outcomes:• 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).