Key Challenges in Attracting and Retaining a Workforce in Coca-Cola Company

Running Head: KEY CHALLENGES IN ATTRACTING AND RETAINING A WORKFORCE
IN COCA-COLA 1
Key Challenges in Attracting and Retaining a Workforce in Coca-Cola Company
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KEY CHALLENGES IN ATTRACTING AND RETAINING A WORKFORCE IN COCA-
COLA COMPANY 2
Introduction
One of the most significant employer branding challenges facing more meaningful and
more established brands is making themselves relevant for prospective millennial employees.
These employees in most cases might otherwise seek different opportunities with smaller
startups or more entrepreneurial ventures and then retaining them once they are on board. Most
employees within companies tend to be enticed by new employment opportunities if they do not
feel rewarded or appreciated or in the vent that they do not believe there are avenues for
advancements at their modern corporation (Mubayi, 2012). Such perceptions make management
of most companies around the competitive markets to have a challenge in retaining such
employees that have made up their minds to look for new venture. It is clear that responsibilities
of the department of human resource in every operation of an organization are to deal with
operations such as conducting job analyses, planning for job labor and recruit different
candidates. It also remains responsible for training and orientation of new employees,
performance appraisal, management of employees’ wages and salaries, offering incentive along
with benefits, as well as communicates efficiently with management and employees at any
moment. Amid this myriads of responsibility, they must HR department are still facing extreme
challenges (Foster & Barnetson, 2017). The major problem that faces them remains to be how
they can attract and retain the workforce. Therefore, principal target of this research paperwork is
to explore critical challenges in drawing together with keeping the workforce in Coca-Cola
Company.

KEY CHALLENGES IN ATTRACTING AND RETAINING A WORKFORCE IN COCA-
COLA COMPANY 3
Critical challenges in attracting together with retaining the workforce in Coca-Cola
Company
One of the most vital challenge that operation of Coca-Cola Company faces is the
attracting or recruitment and retention of qualified personnel that supports its operations. While
the problem of attracting different talent into operations of Coca-Cola Company is not original,
preface, as well as hasty development of advanced technology along with use of web globally,
has made setback to reach disaster scope (Sidorick, 2016). For instance, shifting to broader-based
training along with advanced skills has resulted in changing the expectations of workforce in the
company. Workers are presently increasing to be less satisfied while they remain within the
single work-related regulation as they have harmonized the elasticity and liveliness of their
managers.
Lack of strong leadership in different branches
Having great employees crave great leadership, and weak employees lead to vice versa.
In most cases, workers are always unsatisfied when some leaders does not support employee,
empower in the process of making decision, and inspire creativity and excellent outcomes in
operations. Therefore, having only few leaders who are active in managing welfare employees
make it tough for the company to attract and retain required number of workforce (Boehm,
Cordier, Thomas, Tanner, & Salata, 2017). In most cases, rates of employees turnover in Coca-
Cola Company results because the present leaders fail to focus on the professional development
of their workers making them to earn low marks. Besides, other leaders are not always ready to
help employees feel secure by failing to enable better communication and feedback along with

KEY CHALLENGES IN ATTRACTING AND RETAINING A WORKFORCE IN COCA-
COLA COMPANY 4
productivity gains. With weak leadership in place, Coca-Cola Company still faces challenge of
attracting and retaining workforce as their top talent is just excited to demonstrate leadership.
Lack of visible feedback from leaders and their recognition efforts make the idea of drawing to
talented employees to be tough. Therefore, Coca-Cola Company needs to focus on the design of
having active and strong leadership to support operations of different branches that have defined
mission and purpose that can help in attracting and retaining workforce (Ai-jen & Whitlatch,
2016). Robust and effective administration of the company needs to be communicated through
the departments of organization in order for workforce to understand and buy-in to the purpose
they each perform in delivering the organizational mission.
Demographic changes
The remote, as well as non-remote population movements in different places, has made it
tough for the Coca-Cola Company to able capable of retaining its skilled employees. The
changes in demographic setting have made it tough for the operations of the company to attract
workforce as most people who are experienced are always nowhere to be recruited (Lo &
Teixeira, 2015). The challenge of attracting as well as retaining workforce in remote areas where
the Coca-Cola Company establishes its operations has been intensified over the past three
decades with shifts towards the market-led allocation of different resources along with
government policies. These policies have always been on the front head ion encouraging
rationalization of services along with devolution of services to both regional and city centers.
The emergence of new generation of workers due to such changes in population present the
entirely new set of challenges as HR department are always unable to support wages that many