International Leadership Trainee Program (ILTP) aimed to strengthen Coca-Cola HBC image as a relevant and attractive employer to Generation Z candidates, reaching 2.5 million graduates and receiving 6.500 applications from 23 countries for its very first edition. It was targeted at high-calibre candidates with a strong track record of early leadership skills, and a maximum of three years of work experience.

The campaign was co-created together with GenZ – from design, through finding the most appealing visual approach (through AI triple testing), to joining the campaign execution.

ILTP is a candidate-centric program which transforms the recruitment process into an inspiring learning journey for candidates, regardless of the outcome. The candidates could access webinars, self-development materials, meetings with senior leaders and personalized feedback and coaching sessions. The experience was reciprocal, with candidates accessing valuable learning experiences throughout the application process.

The three-stage process involved an initial screening via a business reasoning test; a 90-minute in-basket exercise and market challenge; and a final development center to measure their leadership capabilities. Candidates received personalized feedback, a one-hour coaching session after the development centre and a personalized development report.

The campaign attracted over 6,500 Gen Z candidates to apply – more than six times the initial target. The website boasted more than 70,000 visits, with a high conversion rate. The campaign is now regarded as an example of best practice in the company.