TITLE Recruitment and Selection Process and Training and Development In Coca-Cola Company
Methods use in Recruitment and Selection Process
Training and Development Program
Others Activity Conducted for the Benefit of Workers
and Community 4
What tools the Company use to Evaluate Staff Performance
Comments and Suggestion
INTRODUCTION Human resource management (HRM) is the strategic and coherent approach to the management of an organization's most valued assets - the people working there who individually and collectively contribute to the achievement of the objectives of the business. In simple words, HRM means employing people, developing their capacities, utilizing, maintaining and compensating their services in tune with the job and organizational requirement. As for the group assignment, we have chosen Coca-Cola Company as the project to be done.
COMPANY BACKGROUND The Coca-Cola Company is a beverage company, manufacturer, distributor, and marketer of non-alcoholic beverage concentrates and syrups. The company was originally established in 1891 as the J. S. Pemberton Medicine Company, a co-partnership between Dr. John Stith Pemberton and Ed Holland. The company was formed to sell three main products: Pemberton's French Wine Cola (later known as Coca-Cola), Pemberton's Indian Queen Hair Dye, and Pemberton's Globe Flower Cough Syrup. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company headquartered is in Atlanta, Georgia. As for many other companies, The Coca-Cola Company also has their vision, mission and values.
VISION A vision statement is sometimes called a picture of the company in the future but it’s so much more than that. The Coca-Cola Company vision is: “Vision 2020” The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That is what the Coca-Cola Company vision all about. It creates a long-term destination for their business and provides them with a "Roadmap" for winning together with their bottling partners. The visions consist of this following: •
: Be a great place to work where people are inspired to be the best they
can be. •
: Bring to the world a portfolio of quality beverage brands that anticipate
and satisfy people's desires and needs. •
: Nurture a winning network of customers and suppliers, together we
create mutual, enduring value. •
: Be a responsible citizen that makes a difference by helping build and
support sustainable communities. •
: Maximize long-term return to shareowners while being mindful of our
overall responsibilities. •
Productivity : Be a highly effective, lean and fast-moving organization.
This vision statement is the company inspiration, the framework for all The Coca-Cola Company strategic planning. It serves as the guides to every aspect of their business by describing the needs to accomplish in order to continue achieving sustainable and quality growth.
MISSION The Coca-Cola Company mission statement is: â€œTo refresh the world, to inspire moments of optimism and happiness, to create value and make a differenceâ€? The Coca-Cola Company mission is a statement of the purpose and the reason for existence of the organization. In many cases, The Coca-Cola Company mission also represents the vision some key individual, often the organizationâ€™s founder.
OBJECTIVES Mainly all companies' objectives are to survive, maximize their profits and to expand their business, however, from when Coca Cola had started, over the years they had achieved these objectives. So the company has come up with six planned objectives to provide the company with a framework for the company's success. In 2003, every function of The Coca-Cola Company integrated these priorities into their business plans. And this year, they will continue to establish these priorities, and their benefits into every aspect of the business. The six planned objectives of Coca Cola are accelerate carbonated soft drinks growth led, selectively broaden their family of beverage brands to drive profitable growth, grow system profitability and capability together with their bottling partners, serve customers with creativity and consistency to generate growth across all channels, direct investments to highest potential areas across markets and drive efficiency as well as cost effectiveness everywhere.
STRATEGIES What will drive their success in the future? Not just growth, but sustainable growth. It means meeting their short-term commitments while investing to meet their long-term goals and they have a vision and clear goals to guide their journey to achieve long-term growth that allows careers to flourish. The Coca-Cola Company are poised to capture the opportunity in so many ways. Here are just a few: â€˘
With the world's most recognized family of brands, they deliver more than 3,300 beverages to over 200 countries around the world -- not just soft drinks, but juice and juice drinks, sports drinks, water, even coffee and milk. And every day they explore new ways to create and share beverages to energize, relax, nourish, hydrate and enjoy.
As the world's largest distributor of non-alcoholic beverages, they maintain a trusted local presence in every community they serve. They are constantly looking ahead to anticipate what the communities may need and gathering resources to support them.
They have increased their annual marketing budget substantially, launched many new products, and developed a model to help their retail customers maximize their sales while they continue to plan for the next one, five and ten years in business.
They are building on their fundamental strengths in marketing and innovation, driving increased efficiency and effectiveness in interactions with their system and generating new energy through core brands that focus on health and wellness. They need highly skilled, ambitious, experienced professionals who think entrepreneurially and thrive on teamwork. 6
METHODS Methods use in Recruitment and Selection Process Every organization has its own policies and strategies by which they control the functions of their departments. Similarly, they also have own policies and strategies by which the management control all the functions of the departments. Coca-Cola HR department is also conducting all the practices of HRM like job analysis and design of work, recruitment and selection, training and development, performance appraisals, compensation, employee relationships, staff welfare and medical policies. These all practices are conducted by their own policies and strategies. HR department not only making decisions related to its own department but they also provide the companyâ€™s decision. Job Analysis and Designing Job analysis is the procedure for determining the duties and skill requirements of a job and the kind of person who should be hire for it. Job analysis consists of two products one is job description and second job specification. Job description: a list of job duties, responsibilities, reporting relationship, working conditions, and supervisory responsibilities-one product of a job. Job specification: a list of a jobâ€™s human requirements that is requisites education, skills, personality, and so on-other product of a job analysis. Coca-Cola Company HR department make analysis on their employees job description in which they get from their work activities, their human behavior, the performance standard, job context and other requirements related to this conduct. HR department of Coca-Cola used this information for recruiting, selection, compensation, performance appraisal, training, and employeeâ€™s relationship.
Planning and Forecasting Planning is the process of deciding what positions the firm will have to fill, and how to fill them. Coca-Cola HR department involves in company strategic planning and they also make sufficient planning for hiring new employees in the future. They forecast for the expected employees needs in the organization. They also forecast of employees on the change technology and increasing in productivity. After planning they send this report to the head office for approval. If they get approval from the head office then only they start recruitment process. Coca-Cola Recruitment Process The recruitment process is well established first of all by give ads in news papers, company website, institutions etc. Once they receive an application form, from candidates with required documents and CV.
The employees will be recruited by eternally and internally. Selection Process
The selection process will vary depending on the position the candidates applying for, as one process canâ€™t fit all the different roles that the Coca-Cola Company have. However, in most cases a combination of any of the following tools will be used: a.
The interview is designed to reveal more about the employees and
their experiences. This is the chance to find out more about the company by asking questions. Furthermore, interviews are a two-way process so it is used to understand the nature of the role and to make sure it really is what the company looking for. b.
They are very much a team at Coca-Cola Company so these will
show how effectively the work with all people. This is the good opportunity to see how the new employees communicate, influence and involve other people in the workplace.
Presentations give the chance to the ability to communicate to a
group of people on a specific topic. Topic will be given in advance or on the day, but will provide plenty of time to prepare.
Psychometric tests are timed exercises that examine the abilities
and potential. On occasions, they may also use a personality assessment tool that is designed to find out more specific things about employees. If they asked to complete a psychometric test, they will send the information and advice in advance on how to prepare. e.
Role Plays/Situational Exercises
Designed to assess to react in certain situations and
help to it will highlight particular skill and how good the employees suited for a position in. They will give facts and figures to review, or a report to complete and the candidates may also have an assessor acting as a customer or employee to simulate a situation that could occur in the workplace. They will give a brief and ample time to prepare.
TRAINING Training and Development Program Training process is essential part of every employee. Without training, employee cannot come to know the procedure of work, rules and regulations of firm. Sometimes when new technologies are introduced, it is also responsibility of a firm to train its employees. Striving to develop in employees the most and best of their abilities, the Coca-Cola Company invests over 80,000 hours annually in training. Coca Cola Company is providing four types of training to their employees such as skills training, technical training, leadership training and functional training. The Company continuously develops its people and creates an environment in which all are encouraged to develop their potentials to the maximum. For Coca-Cola Company, training is more than just a transfer of knowledge and skills. It is fundamental to the culture of learning and development and to the fostering of their corporate principles and values. SKILLS TRAINING Coca-Cola Company is providing systems training which is aimed to introduce the employees to the Companyâ€™s operations and basic skills requirements. Skills training involve presentation, selling and public speaking. Many organizations realize the potential of soft-skills training. They spend money to develop in-house soft-skills training program. They want their employees to develop creative thinking skills, communication skills and other skills essential to the long-term survival of the organization. Skill trainings can increase Coca-Cola Companyâ€™s employee productivity and improves their job satisfaction.
TECHNICAL TRAINING Coca-Cola Company is providing technical training with the aim to improve their employeeâ€™s professional skills. Technical training can help the employees to build their self confidence, save time and prepare for promotions. Technical training can take place in the classroom. However, most technical training sessions are practical training. The benefits of providing technical training are to improve on work performance. Many organizations provide in-house technical training. For example training and development programs in Coca Cola Company are equally impressive because they have an extensive on the job training program to focus on the routine needs in each of offices across the continent and there are a number of local training initiatives catering to particular regional needs. LEADERSHIP TRAINING Leadership training was aimed at training future managers and further developing current as well as incumbent ones. Leaders within Coca-Cola Company who wish to excel in their fields of business can definitely benefit from leadership training. When it comes to leadership training, there are many different skills that must be learned and applied to make things really stick together. Some of these skills that need to be taught and applied are time management, management assessment, management skill assessment, executive assessment, management consulting, and other related skills. Some of the most common leadership training concepts include effective listening. This is vital to help leaders learn how to listen and build trust with all of the internal employees and all of the external clients that they may have to associate with on a daily basis. Market research and surveys conducted by dozens of top organizations throughout the world have shown that leadership training concepts that are taught and implement have made huge impacts on the employees whom have taken the time to learn them.
FUNCTIONAL TRAINING Functional training can take place as part of on-the-job training. Functional training includes diplomas or degrees in the respective field of expertise. They launched Coca-Cola University (CCU) a virtual, global university for all learning and capability building activities across all Company. The coursework is designed to help associates build capabilities and expertise in commercial leadership, consumer marketing and franchise leadership, as well as leadership and professional development. CCU also conducts best practices research and provides coaching and consulting services to transfer learning between different parts of the Coca-Cola system. They believe in a healthy work-life balance and works diligently to help ensure this is a reality for associates. Benefits from functional training are to complete the task, they offer associates training and workshops on time management provide flexible work arrangements in some areas of the business and provide tools and resources to allow work to be done efficiently and effectively in a normal workday.
As for conclusion, in organization development, the related field of training and development deals with the design and delivery of learning to improve performance within organizations. After hiring the employees by an organization, next step is determining the need of training and development for them. It is obvious that some new employees are not experienced to their work. So, they need special training to perform effectively and efficiently. The benefit of training for the company is the development of a highly competent employee base that operates as a team. Having employees that are all trained in different skills will make a company more competitive and more collaborative. There are many reasons that an organization should implement training and development for their employees. Overall the benefits of training will lead to a stronger company that is more successful in future. Training will help employees operate more effectively and that will greatly benefit the company and the shareholders. 12
OTHERS Others Activity Conducted for the Benefit of Workers and Community Working with local community, governmental and nongovernmental organizations, the CocaCola Company support projects relevant to community needs. This also includes customized local initiatives which are focused on where they feel they can make a unique and sustainable difference. The company works with local health officials and a variety of experts to educate communities on relevant health concerns, tackling such issues as polio, tuberculosis, hepatitis, HIV/AIDS, malnutrition and proper hygiene. Some of the Coca-Cola Company contributions to the community are: a.
The Coca-Cola Africa Foundation has pledged $2.5 million over a three-year period to further develop community HIV/AIDS programs in Egypt, Ethiopia, Kenya, South Africa and Tanzania. They sponsor high-impact community-focused programs conducted across the continent with the strategic partners like the African Network for Children Orphaned or At Risk, the African Broadcast Media Partnership against HIV/AIDS and Dance4Life.
Established in 2006, "Dance4Life" attracts young people through the use of dance, music, youth icons and their own language, encouraging youths to learn more about HIV/AIDS and sexual and reproductive health and rights. Youths participate in school program (Schools4Life) and are inspired to become "Agents of Change" by making a real contribution toward the fight against HIV/AIDS. To date, we have invested $2.5 million in Dance4Life programs across Kenya, Nigeria, Sierra Leone, South Africa, Tanzania, Uganda, Zambia and Zimbabwe.
'Men as Partners' is a program they sponsor in Africa, which works with men to play a constructive role in promoting gender equity and health in their families and communities. 13
In China, they launched a program to distribute 100,000 sets of playing cards with AIDS, tuberculosis and malaria prevention information to migrant workers in provinces where the incidence of disease is high.
In Haiti, The Coca-Cola Foundation has provided a $158,000 grant to Counterpart International, a local NGO, to implement a Youth AIDS Awareness Project in inner-city Port-au-Prince. The project is designed to reduce HIV/AIDS transmission among 15- to 24-year-olds, by creating 10 peer-led school awareness clubs and promoting HIV/AIDS prevention through life skills training and "edutainment" the intersection of education and entertainment. More than 50,000 youths will be reached by HIV/AIDS prevention activities and messages through this program.
Coca Cola Company had invested $82 Millions in communities around the world. They also associates volunteered 273,000 hours of community service in 2008. Below, chart shows the Coca Cola Companyâ€™s global charitable contributions.
In Africa, they have developed and adopted a clear and formal Company HIV/AIDS Policy that sends a strong signal to the employees, partners and the community of the importance this occupies within Coca cola Company. Its key elements and guidelines have been informed by the World Health Organization (WHO) and developed by technical specialists drawing from policies 14
recommended by the International Labor Organization (ILO), as well as leading industry benchmarks. The policy has been widely disseminated throughout the Company and among relevant stakeholders, creating an important foundation from which to execute the workplace programmed. Some of among others thing are related to workers benefit in the company. The objective is to improve performance of employees and convey a message to employees that company is loyal with employees. Employees are the most important assets of every company so it is very important to give them importance. The satisfaction of the employees makes the company successful. The reason is that if the employees of the company are satisfied then they will work hard for the development of the company but if they are not satisfied with the company’s policies and they are not given their rights then they will leave the company which can turn into a big loss. So employees’ relationship is very important for every company. Every company has its own policy. The Coca-Cola Company also got their own policy by which if any employee faces some kind of problem related to his life or work then he can directly go to the manager and he can share all of his problems. The company believes that an open door policy is the best policy for employees’ relations because due to this, the employees feel independent and they know that if they get any problem, they can contact directly to the manager of their department. So they are strongly believed that such policy makes their employees satisfy with the company. The Coca-Cola Company is committed in ensuring the maximum level of safety and prevention of loss. It is not only for their employees but to their assets and visitors. They believe in the involvement of each and every one of their employees in this effort and realize the importance of every individual’s contribution to safety. They strive for continuous improvement in the safety standards and to the consistently meet or exceed them. Therefore, the company will make certain that the necessary financial and personnel resources are made available in order to continuously improve the safety standards. With the belief, the company set the safety standard at a level that compliance with governmental and company requirements. It is to protect their employees and ensure public safety extending throughout the organization. 15
Other compensation and benefits to the employees such as high basic salary, bonus, medical facility, pick and drop, gratuity fund and social security.
WHAT What tools the Company use to Evaluate Staff Performance Performance evaluation is a necessary and beneficial process, which provides annual feedback to staff members about job effectiveness and career guidance. The performance review is intended to be a fair and balanced assessment of an employee's performance. To assist supervisors and department heads in conducting performance reviews, the HR Office in Coca-Cola Company has introduced new Performance Review forms and procedures for use in the organization. By evaluating an employeeâ€™s progress in terms of performance and development, a manager is able to set new objectives and plan tasks effectively for the period ahead. Employees generally want their managers to tell them three things that are what they should be doing, how well theyâ€™re doing it, and how they can improve their performance. Good managers address these issues on an ongoing basis. On a semiannual or annual basis, they also conduct formal performance appraisals to discuss and evaluate employeesâ€™ work performance. The purpose of the evaluation is to increase understanding of user needs. Organization may not immediately think of this as an 'evaluation', but in essence it is. The aim is to evaluate needs in the context of current services and to identify where their product or service might best fit. Many of the techniques used in user needs assessment are identical to those used in other types of evaluation. Moreover, it is also to judge the effectiveness of a project. Here the aim is to discover whether or not a project has produced its intended outputs. There will be an explicit link to objectives set at the start of a project, and usually this type of evaluation will need to include product conformance or quality assurance. However, it may well go much further.
The evaluation activities can be divided into three stages, with each playing an integral role in the overall effectiveness of the process. Stage 1:
Pre-Evaluation: Activities that the administrator, the evaluators, and evaluate engage in prior to the formal evaluation.
Evaluation: Activities that comprise the formal evaluation as conducted by the evaluator/s such as observing, collecting data, interviewing, and
planning. Stage 3:
Follow-up: Periodic discussions or checks on employee progress during the program year.
One of the most important duties of a supervisor is to conduct the annual employee review. Measuring performance is difficult, and communicating employee performance on the job can be very challenging. Supervisors should use the best tools available to evaluate employee performance. Determine Company Needs The best tools for a larger company like Coca Cola may be fully automated databases and forms which help their supervisors conduct employee reviews. Some programs have tracking for work tasks and are useful when compiling the list of yearly accomplishments. Smaller organizations may use a simple word processing document or spreadsheet to track progress and write reviews. Select the solution that fits the company's size and style. Survey Customers and Peers Traditional employee performance reviews are conducted solely by the supervisor. Recent trends in business call for a broader approach. Survey the customers and peers who interact regularly with the employee. A range of software programs exist which conducts surveys electronically and neatly summarizes the responses.
Employee Self-Rating Many companies extend the evaluation process beyond supervisors, customer and colleagues, and ask the employee to rate their own performance. Coca Cola Company allows their employees to evaluate them self. It might increase the employeeâ€™s self confident. Tools to Identify Resource Gaps Use the annual employee performance review as a tool to identify gaps in the company's resources. Budget and plan for future training courses based on areas where employees need to develop skills. Continuously Record Employee Progress Coca-Cola Company also has a year-round mechanism for supervisors to track employee accomplishments. It makes preparing the annual review much easier.
COMMENTS Comments and Suggestion Coca Cola Company should design their system in specific way to define employee’s career path, recognition and future goals whereby it would definitely positively boost organization’s performance. Training and development should be often used to groom their employees’ career at all level. We recommended that a fair amount of budget should be declared for this purpose, then off the job training sessions of fifteen days or a monthly package may use to boost performance. Furthermore to ensure long-term business success, Coca-Cola must strengthen the leadership and capabilities of its workforce at every level. In addition to offering career opportunities and training, the Company must also provide employees with a safe, fair and inclusive workplace. The major benefits of training and development programs are that the employees who are trained need lesser supervision than those who are not. A trainee acquires new knowledge, skills and attitudes and applies them in job situations. Training is a way to create the confidence among the employees so that they can operate the tasks without any obstruction with all efficiency and effectiveness. To conduct such programs is to save money because a company is likely to bear heavy expenditure on hiring new employees. It is also one of the best ways to expand the span of management.
CONCLUSION The quality of employees and their development through training and education are major factors in determining long-term profitability of any business. If the organization hires and keeps good employees, it is good policy to invest in the development of their skills, so they can increase their productivity. Training often is considered for new employees only. This is a mistake because ongoing training for current employees helps them adjust to rapidly changing job requirements. Training is a structured and efficient way to ensure that all employees have the tools to contribute to the maximum extent possible. This type of training is a good way to help create a strong employee base and get the company in alignment. We come to the conclusion that the marketing strategy of Coca Cola is working for them and the product is gaining popularity among youth day by day. The Coca Cola company are very keen to retain motivate and satisfy their employees to the extent to get utilize their best potentials for organizational purpose. For this purpose, they are managing their employees to create and innovate opportunities to work more efficiently. One main reason of high motivation is Coca Colaâ€™s multinational brand image that everyone wants to join its name with their expertise for more career development. This all make Coca Cola such meaningful in the eyes of not its workers but also its customers and competitors as well. They are promoting high finance for it, challenging tasks and good job profile make employees motivated and satisfied.
REFERENCE 1. Mike Tilling, and Paul Nash.(2000). Standards-Based Training & Development: Self
Assessment, Organization & Trainer Development Strategies & Tools.
2. Raymond A.Noe.(2010).Employee Training and Development.
3. Sharon Bartram, and Brenda Gibson.(August 2001). 27 Ways to Integrate Training and
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5. William R. Tracey, (1994). Training Employees with Disabilities: Strategies to Enhance
Learning & Development for an Expanding Part of Your Workforce.
APPENDIX Coca-Cola Employees have to Attend Diversity Training Annually. Knight Ridder/Tribune Business News, October, 2000 by Unger, Henry Oct. 11--ATLANTA--Coca-Cola told all U.S. employees Tuesday that they will be required to attend an annual diversity training course. To underscore the company's commitment to the new program, Chairman Doug Daft and four other top executives spent the last two days immersed in diversity leadership training. The initiatives are taking place as the company works to settle a racial discrimination lawsuit. "It is not an overstatement to say that diversity is the keystone to our future success," Daft told 8,800 U.S. employees in an e-mail Tuesday. But he acknowledged that the company has some ground to make up on this issue. "To succeed we must attract, challenge, reward and retain the very best people," Daft said. "But no one...
Recruitment and Selection Process and Training and Development In CocaCola Company 1 a. Vision b. Mission 2 Company Background 4 What tools...