Promotion of the HR brand Coca-Cola HBC Russia

Coca-Cola HBC Russia creates drinks for all occasions. The secret to the success of such a large business is talented employees. We promoted the HR brand on Instagram and Facebook in order to attract talented graduates and accomplished professionals from all over Russia.
Before (April 2021)
monthly growth of followers in Instagram
212 647
monthly reach in Instagram
0,41 %
engagement rate in Facebook
After 3 months (July 2021)
monthly growth of followers in Instagram
781 587
monthly reach in Instagram
2,96 %
engagement rate in Facebook
Content strategy
At the beginning of the work, we adjusted the content strategy that the previous agency worked on. Updated rubric set and visual of Instagram and Facebook accounts.

Instagram feed update and guideline creation:
Designer: Victoria Volodina
Distribution of content across key communication tracks:
We also updated creatives for targeted advertising. Campaigns attracted new followers, as well as applicants for current vacancies.
Career marathon
For 2 months, we held a career marathon with company experts and external bloggers, revealing career development topics in posts and live broadcasts:
  • Secrets of employment in Coca-Cola HBC Russia
  • What is a personal brand and how does it help in your career?
  • Common resume mistakes
  • Life hacks for successful negotiations
  • Secrets of a successful online interview
  • How to build your career plan?
  • How to use emotional intelligence to solve problems?
  • How to adapt in a new team?

To promote the career marathon, we used advertising from external expert bloggers, a contest among subscribers, as well as targeted advertising with different promotional creatives:
    As part of the marathon, external experts well-known in Russia gave their recommendations and answered questions from followers
      Rise Management Trainee
      Rise Management Trainee is a leadership development program for talented graduates. We were faced with the task of attracting talented applicants through content and targeted advertising. In the content plan, we have introduced a series of Stories with information about the program, as well as posts-interviews with future managers of candidats who will successfully pass all stages of selection on vacancy.
      Playlists on Spotify
      In addition to the main social networks, we have collected Spotify playlists that broadcast the corporate culture and company atmosphere, creating positive associations with the HR brand.
      To attract applicants for the vacancy of a sales representative, we published the article "5 myths about the work of a sales representative".

      The task of sales representatives is to make sure that the company's products are always present on store shelves, preferably in the most visible place. To do this, you need to build relationships with partners, that is, with the management of stores and other points of sale.

      There are always open vacancies for sales representatives, especially for large employers with a worldwide reputation. That is why many myths have developed around this work. In the article we figure out which of them are false:

      Myth 1. You need to go door to door and sell goods.
      Myth 2. This work is boring and monotonous.
      Myth 3. You need a lot of work experience.
      Myth 4: It's a man's job.
      Myth 5. There is no career growth.
      As one of the directions for the development of the project, we have prepared recommendations for the development of the YouTube channel.

      1. Animated videos about the company structure. In an infographic cartoon, we visually show the structure of the company. Videos can be dedicated to both the global structure and the structure of local departments. Presentation through drawn content, there are no live people on the video, the announcer voices the animation. This video should be added to a separate Playlist and should have recommendations for watching other videos in this category. ⏳ 3 min
      2. Production video. We talk about the production process in the format of reportage shooting. The "reporter" shows and comments on the production process of drinks. At the same time, the video is supplied with animation clips about the production process (for example, if we are talking about those production stages that cannot be shown) and comments from employees.⏳ 5 min
      3. Educational videos and life hack for work. Short training videos in which experts talk about innovative methods and formats, game learning, coaching, teamwork formats, and sales skills. We publish recordings of webinars, involving potential applicants through education. ⏳ 10 min
      4. About skills. Employees talk about the unique skills that allow them to be successful. We show the uniqueness of employees and the application of skills in the company's environment. Example: What I Use Excel For + Excel Life Hacks. ⏳ 10 min
      5. Interviews with employees about professions. An extensive interview with an employee about the profession and the industry situation. Interview about how accounting, production, IT or marketing is changing. At the same time, the focus is not only on work but also on values and life attitudes. The task is to reveal the identity of the employee both as a professional and as a person. ⏳ 10 min
      6. Company processes and corporate culture. Managers talk about the company's approach to creating a product and processes. The task is to demonstrate unique approaches and techniques. We reveal the topic of interest to the audience through the prism of the company's approach. Example: digital transformation of a company on the example of Coca-Cola HBC. ⏳ 20 min
      7. Everyday life: tasks and schedule (1 day of the life). The employee is told about the content of the tasks in their position. We show the work from the inside and form the interest of a potential applicant. The format involves both "talking head" shots and shots where an employee works or conducts an office tour, introducing his team and department. ⏳ 5 min
      8. Sales rep stories. Sales representatives tell little stories that happened to them during their work and reflect the corporate culture. The task is to create the feeling of a live conversation with an employee, the effect of presence. We show the company culture through small sketches with employees. Stories about how an employee met a particular challenge or solved a problem. ⏳ 3 min
      9. Fighting myths. Office staff and sales representatives answer popular questions about work on requests from YouTube and search engines, revealing myths about work. We introduce applicants to the specifics of professions. Examples:
      • "Coca-Cola employs people who deny a healthy lifestyle"
      • "sales representatives are given such plans that cannot be fulfilled".
      • "only experienced professionals can get into the company".
      *In addition, we can insert backstage frames with funny takes when shooting at the end of the video. ⏳ 2 min

      10. Recruiter Answers. The Coca-Cola HBC recruiter answers the most popular questions from job seekers. The questions themselves are based on popular search queries. Format option: cartoon. The idea is to take very specific requests to make the format useful and short.
      • Common mistakes when writing a resume
      • What to do if there is nothing to fill in the Experience column of the resume
      • What photo is better to choose for a resume?
      • How to answer the question about strengths and weaknesses
      ⏳ 5 min
      Collaborations with illustrators
      As one of the directions for the development of the project, we have prepared recommendations for collaborations with illustrators on Instagram.

      Why is collaboration with illustrators a hot trend in social media? Big brands are increasingly collaborating with illustrators, choosing them instead of regular bloggers. There are a number of reasons for this:

      • The reach cost is usually lower than that of bloggers.
      • In addition to advertising, the collaboration includes the creation of unique content that the brand can then use.
      • Illustrations can better highlight values and create associations.
      • Collaboration format looks native and casual, not aggressive direct advertising.
      • Brand reputational risks are much lower as illustrators usually only share their own creations, unlike bloggers who broadcast their lifestyle without the approval of advertisers.
      • Completely remote format: no need to send a product, invite to a tour, etc.
      To improve the quality of content and grow the account organically, we suggested using Instagram Reels:

      Why go to Reels now?
      When a social network introduces new functionality, its algorithms give the new format more viral reach, trying to show it to the largest number of people. Also, the new functionality attracts the attention of users. When a functionality becomes boring to the main mass of the audience, it becomes more difficult to promote a new format. Features of Reels right now:

      • Get reach and new followers cheaper
      • Increase engagement and loyalty of the current account audience
      • Form a brand-trendsetter association
      • Start a TikTok account with the same content and minimal additional resources
      • Stimulate Employee Generated Content creation. The algorithms show videos that are relevant to the user's interests and match with the trends, so it is necessary to stimulate content generation by involving candidates and employees.

      Benefits for Coca-Cola HBC:

      1. Talk about sales representatives. Employees can share what opportunities the company has in trendy videos "What my friends think...But this is what it really is...", "I go to work knowing that ...", etc., showing work in the company with their own eyes. Such videos will help the audience to learn more about the work of a sales representative.
      2. Convey the atmosphere of leadership. Be proactive, help a colleague, and talk about career growth with excellent performance - in short videos corporate values can be "packaged". The main thing is to have good music.
      3. Promote the alumni development program Rise. Launch a live show in which interns will share the stages of their internship and the challenges they face. The result will be a Reels-series, which is of interest to the candidates of the following sets. Excerpts from the video can be launched into targeted advertising - people react to live content better than regular banners.

      Steps to start Reels:

      • Agree on the rubric set and the first topics of the video
      • Create and approve video scripts
      • Shoot with the help of the agency team
      • Brief employee heroes for self-shooting
      • Mount and publish video
      • Analyze indicators and improve rubrics
      Diana Burt
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