Introduction_____________________________________________________

Human Resource Management is a vast term. It comprises of training, recruitment, discipline,

employment legislation, reward systems, development, selection, etc. Human resource management
believes in flexibility in completing a given task as suggested by Wilson (2005). The dynamic process
of inflow and outflow of people within any organisation is to be matched with the requirements of the
organisation in function and this is generally regarded as recruitment and staffing. Recruitment and
Selection is a crucial part of human resource management. The process of selecting right candidate for
a particular position is known as recruitment and selection. In 1999, Rosenfeld et al. supported the fact
that it is up to human resource according to the financial conditions of the organisation whether to pay
more to an experienced new employee or to pay less for an inexperienced employee and give him/her
training. As observed by Barber (1998), Recruitment is the activities/practices carried out by a firm
with the main purpose of identifying and attracting potential employees enables selection of the most
suitable i.e. paring down of the potential employees which is known as selection. The performance of
the organisation needs an optimum combination of motivated employees with proper talents and
capabilities at best cost. (as cited in Strategic Recruitment and Strategic Selection, Leading and
Managing People, Tutor Kate Black, University of Chester).
As for the assignment, I have chosen Coca-Cola Company.

COMPANY BACKGROUND_______________________________________

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Products of Coca-Cola

The worlds largest beverage company is the Coca-Cola Company which was set up in 1886
headquartered in Atlanta, Georgia, United States having consumers in over 200 countries. 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; Pembertons French Wine cola 9lter known as Coca-Cola), Pembertons Indian Queen Hair
Dye, and Pembertons 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 worlds who hold an exclusive territory. They re-launched
in India in 1993 as Hindustan Coca Cola Private Limited (HCCBPL) which is the leading beverage
company of India. It manufactures and promotes various beverages which are branded like Coca-Cola,
Minute Maid, Fanta, Nestea, Kinley, Diet Coke Thums-Up, Georgia Tea & Coffee, Maaza, Limca, etc.
In order to market their products they have made environmental policies and make usage of energy
saving methods. The Coca-Cola Company invested nearly INR 5,500 million in India in order to
establish bottling plants in Karnataka, India. Being one if the associate sponsor of Delhi Daredevils in
Indian Premier League their marketing strategy has reached social networking sites like Facebook
(having over 33,833, 491 followers), Twitter, Orkut, You Tube, Flickr, etc. They have become the
most popular and biggest selling soft-drink company.

The Company has also their vision, mission and values.

Vision:
A vision statement is sometimes called a picture of the company in the future but its so much more
than about that. Coca-Cola Company vision:
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 whats to come. We must get ready for tomorrow today.
That is 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 vision consist of the following:
People
: Be a great place to work where people are inspired to be best they can be.
Portfolio
: Bring to the world a portfolio of quality beverage brands that anticipate and
satisfy desires and needs.
Partners
: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value.
Planet
: Be responsible citizen that makes a difference by helping build and support
sustainable communities.
Profit
: Maximize long-term return to shareholders while being mindful of our overall
responsibilities.
Productivity : Be a highly effective, lean and fast-moving organization.
The vision statement is the company inspiration, the framework for all. The Coca-Cola Company
strategic planning. It serves as the guide 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:

To refresh the world, to inspire moments of optimism and happiness, to create value and
Make a difference

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The Coca-Cola Company mission is a statement of the purpose and reason for the extensive of the
organization. In many cases, The Coca-Cola Company mission also represents the vision some key
individual, often the organizations founder.

 Values:

Their Values serve as a compass for their actions and describes how we behave in the world:

Leadership
Collaboration
Integrity
Accountability
Passion
Quality

Recruitment_____________________________________________________

: The courage to shape a better future

: Leverage collective genius
: Be real
: If it is be, Its up to me
: Committed in heart and mind
: What we do, we do well

Recruitment (hiring) is a core function of human resource management Recruitment refers to the
overall process of attracting, selecting and appointing suitable candidates for jobs (either permanent or
temporary) within an organization. Recruitment can also refer to processes involved in choosing
individuals for unpaid positions, such as voluntary roles or unpaid trainee roles. Managers, human
resource generalists and recruitment specialists may be tasked with carrying out recruitment, but in
some cases public-sector employment agencies, commercial recruitment agencies, or specialist search
consultancies are used to undertake parts of the process. Internet-based technologies to support all
aspects of recruitment have become widespread.
In other words any activity carried out on by the organization with the primary purpose of identifying
and attracting potential employees.
Represents first the contact between organization and prospective employees.
Organizational activities that influences:
-

The number and types of applicants who apply for a job.

Whether the applicants accept jobs that are offered

Understanding The Process Recruitment______________________________

Human resource management believes in the growth of the firm as well as the employees and having
effective communication by ignoring differences with the employees and giving them information
regarding the companys progress. Their plans and strategies are integrated with the business objective
of the organisation. Human resources fundamental strategy is to maintain and strengthen the human
capital base, also whether the employment decision taken is positive or negative, the workforce quality
overall, and the motto remaining the same if you cannot change people, change the people. Majorly
the ineffective recruitment and selection is related to the people problem.

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One of the early famous writers, Taylor (1911) suggested that the process of selection is very important
and mentioned The best man for the job though it may not be acceptable these days.

As mentioned by Cascio in the year 2005, Recruitment is generally treated as a one way process i.e.
organisations searching for prospective employees and this approach is known as Prospecting Theory
of recruitment. Recruitment is generally a deficient relation of selection. The main attention is
grabbed by the selection process. The failures made in the process cannot be swept over by selection
techniques.

A position can be vacant for many reasons such as employee has taken maternity leave, promotion or
transfer of an employee, long holiday, sick leave, terminated, left the company, etc. Therefore,
accordingly candidates are hired; some for temporary basis, part-time, full time, and casual work,
permanent, contract basis, etc. As suggested by Marchington and Wilkinson (2008), human resource
management generally faces criticism because it cannot fully satisfy business success criteria as well
as for employee well-being. Judgement is done by a selector which is provided by recruitment. Human
resource management focuses on long term relationship and commitment with the employee.
Majorly, there are two different types of recruitment methods generally used by the employers:

External Recruitment Methods

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1. Closed Searches:
i.
Word-of-mouth: Spreading the vacancy news through word-of mouth to friends, family
and others.
ii.
Links to schools, colleges and universities: Spreading information in schools, colleges
and universities by announcements and notice boards.
iii. Recruitment agencies: Hiring recruitment agencies to search and deal with the
candidates in the initial round of interviews. This method is a solution if the employer
is getting insufficient applications or else too many unsuitable candidates.
2. Responsive Methods:
i.
Speculative applications: Distributing applications for various vacancies.
3. Open Searches:
i.
Local Newspaper advertisement: Placing ads in the local newspaper enables candidate to
approach employer for the particular position in that local community.
ii.
Ads in specialist press: placing adverts in specialist press is like special job newspaper.
iii.
Job fair: This enables candidates form local communities to come and participate in the
fair and apply for their desirable post.
iv.
Walk-ins: Through word-of-mouth or any job seeker wants to apply can come in and
ask if there is any vacant position in that particular company.
v.
National Newspaper adverts: mainly multinational companies use this method in order
to spread the news to the whole country so that they receive many application from the
candidates which enables them to screen and find the potential candidate.
vi.
Job Centre plus Predecessors: Individuals generally approach to Job Centre Plus to get
immediate response as the job vacancies on job portals are sometimes invalid or expired.
vii.
Employers Website: The most common method used by various companies is publishing
on their own company website. The best and the direct way of communicating with the
candidates and getting direct responses.
viii.
Radio or TV adverts: TV commercials and announcements on the radio are also affects
way of spreading the news.
Internal Recruitment Methods:
Since the time of rationalisation the internal recruitment method has been used. Vacancies can
be filled by analysing employee talents and improvement and then redeploying them from on
position/department to another. This motivates the employee and enables their future growth
in the organisation as well as helps the organisation by being cost-effective and not wasting
time in hiring recruitment agencies and giving advertisements. This lower downs the attrition
rate as well. In order to nurture the talents of the employees within an organisation, employees
are selected through the process of IJP (Internal Job Posting).

The external labour market is used in this approach.

RECRUITMENT METHODS

Recruitment Process Adopted By Coca-Cola__________________________

Coca-Cola does not prefer external recruitment.

Their basic focus is on internal recruitment.
They maintain talent bank for meeting internal hiring needs.
They only do external hiring in case of sudden recruitments.
They forecast their future needs and collect the data of applicants in advance.
They have an offer to drop resume for any job at their website.
They collect resumes at their every territory.
To fulfil talent bank they visit universities and colleges.
Previously the Delhi territory visit and collect the data.
They take interviews of 350 candidates and selected only 3 applicants.
Their major focus is on quality and their standards of recruitments are high.
Last time their selection standard was 85% marks in masters.
Their major recruitment source is E-Recruiting.
They are working on such type of advertisements which are according to the job and
specification.
Their Recruitment ads are published by their media department.
Ads and vacancies banners are being offered by every territory as demanded.

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Coca-Cola Advertisement
Selection And Its Process_________________________________________
The process of choosing individuals who have relevant qualifications to fill existing or projected job
openings.
Selection Considerations

Person-Job fit: Job analysis identifies required individual competencies for job
success.
Person-Organization fit: the degree to which individual are matched to the culture and
values of the organization.

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Selection Process In Coca-Cola_____________________________________

In Coca-Cola for selection there is a HR department but only they involve only in major hiring. Mostly
the labour and middle level management is hired by the plant authorities. They follow the
decentralization approach. The country manager is responsible for all matters. There is proper selection
process according to the international standards.
-

In Coca-Cola get data from manual and online application form.

They offers different ways to apply for jobs at their website.
They have a separate department which only deals with that matters.
This is called Data Bank department. Conducted by HRIS of Coca-Cola.
They have not yet adopted the polygraph, Graphology, Bib, and other advance sources.
Their major focus is on the Background investigation.

Employment Test_________________________________________________
An objective and standardized measure of a sample of behaviour that is used to judge a persons
knowledge, skills, and other characteristics in relation to other individuals.
Types:
Cognitive Ability Tests
-

Aptitude Test: measures of a persons capacity and skills.

Achievement Test: Measures of what a person knows or can do right now.

Physical Ability Tests

Job Knowledge Tests

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Work Sample Tests

IN Coca-Cola

In Coca-Cola conducts various types of tests for different needs.

First of all they conduct aptitude test to check academics knowledge.
They also conduct the work sample test for technical seats.
The behavioural test comes at end. Conducted only for final candidates.
A survey show that they conduct about 5 tests for one recruitment.
Tests are conducted on both region and head quarter level.

INTERVIEW____________________________________________________
Non Direct Interview: The applicant decide the course of discussion.
Structured Interview: An interview which is set of standardized questions having and established set
of answer is used.
Situational Interview: An interview in which an applicant is given a hypothetical and asked how he
or she would respond to it.
Behavioural Description Interview: An interview in which an applicant is asked questions about
what he or she actually did in a given situation.
Panel Interview: An interview which a board of interviewers questions and observers a single
candidate.
Computer Interview: using a computer program that requires candidate to answer a series of
questions tailored to the job.
Video Interview: Using video conference technologies to evaluate job candidates technical abilities
energy level, appearance and like before incurring costs of face to face meeting.

IN Coca-Cola:

Interview questions asked in Coca-Cola

1. Tell me about yourself?
2. What do you know about Coca-Cola?
3. What can you do for Coca-Cola?
4. Why do you want to work for Coca-Cola?
5. How would your past experience translate into success in this job?
6. What can you do for Coca-Cola that other candidate cant?
7. Please tell me some products/services of Coca-Cola in the market? What likes/dislikes of
them?
8. If you worked for Coca-Cola, what are you doing?
9. Would you say you are a creative person?

Coca-Cola does not conduct interviews at regional levels.

They mostly conducts video interviews which are basically taken by head-office.
However some technical interviews are conducted at regional level.
Mostly labour and technical staff are selected at regional level.

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10. Tell me the latest Coca-Cola headline you read. What are your thoughts on how that will
impact Coca-Cola?
11. If you were in the team involved in a secret Coca-Cola project how would you refrain from
telling your significance others, friends, family, etc.?
12. Why do you want to work at Coca-Cola?
13. Where do you see Coca-Cola Products?
14. Where do you see yourself in 3years?
15. Are you creative person? Tell me about a time when you thought outside of the box?
16. Give me an example of how you deal with a crisis?
17. Do you consider yourself successful?

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FINAL SELECTION

 Advantage and Disadvantages of Recruitment Methods Adopted By

Coca-Cola:
1. Internal Recruiting
-

Advantages:
Better assessment of candidates
Reduce training time
Faster
Cheaper
Motivates employees
High performance work system characteristics

Disadvantages:
Creates Vacancies
Stifles Diversity
Insufficient supply of candidates

2. External Recruiting

Advantages:
Increase diversity
Facilitates growth
Shortens Training time
A theory that you get new/ novel problem solving

Disadvantages:
Expensive
Slower
Less reliable data
Stifles upward movement of personnel

_________________________________________________________________________________
References:

10

https://core.ac.uk/display/9632145
https://en.wikipedia.org/wiki/The_Coca-Cola_Company
http://www.yourarticlelibrary.com/
http://smallbusiness.chron.com/recruitment-strategies-methods-10441.html
www.slideshare.net

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