How Coca-Cola HBC’s Senior Leaders became Employer Branding Advocates

Does your CEO spend time on Social Media? If not, you should convince him or her to do so!

According to the Connected Leadership report, 85% of employees believe it’s important for their leaders to actively communicate on Social Media about their company.

But what to communicate, and how?

In this keynote, we’ll be exploring Coca-Cola HBC’s journey – from no presence on Social Media in 2018 to almost 400K followers and 100 Senior Leaders online in 2022.

We’ll cover the case for online presence, how we developed leaders’ capabilities and ideas on what leaders can post about – with examples!

A company’s brand is illustrated by its people – and people engage with each other’s stories. Be inspired to share yours, and encourage your leaders to do so as well!


Maria is a creative thinker who leads Employer Branding through storytelling at Coca-Cola HBC.

As part of her current role, she works with a community of 20+ Employer Branding enthusiasts across 29 countries, to create content and experiences that show what life is like, working for one of the biggest bottlers of Coca-Cola.

Across 20 years, Maria built her career in HR with a focus on inspiring people to be their best selves – if that involves being happy at work, even better! Now, she works in “the happy place” at the intersection of HR, Marketing, and Communications, engaging others to find and share those stories that make them love what they do.

She’s working virtually from Bucharest – Romania, juggling her career, life with two kids, and her side business of watercolour-illustrated coaching tools.

Maria Dinu
Maria DinuGroup Employer Branding Manager, Coca-Cola HBC