Coors turns new employees into ambassadors for beer: Induction program seeks to impart the “wow” factor

Abstract

Purpose

Explains how the induction week and day‐long Beer Academy course prepare new employees for work at Coors, Britain's second‐largest brewery.

Design/methodology/approach

Provides the background to the brewery's involvement in the Beer Academy and presents a timetable of a typical induction week.

Findings

Highlights the way in which new recruits are taught about beer and the brewing process, the Coors structure and the company's vision and values.

Practical implications

Contains plenty of ideas for HR and training specialists responsible for planning induction training.

Originality/value

Describes the Coors belief that, if you get people fired up about the company early on and explain to them exactly where the company is going, they will be more likely to feel part of it.

Citation

(2005), "Coors turns new employees into ambassadors for beer: Induction program seeks to impart the “wow” factor", Human Resource Management International Digest, Vol. 13 No. 6, pp. 30-32. https://doi.org/10.1108/09670730510619303