A STRATEGY FOR STRENGTHENING EMPLOYER BRAND AND IMAGE (MCDONALDS'S POLSKA)

• Authors: Kantowicz-Gdanska Monika , Szumowski Dominik

Title variants

PL

Strategia wzmocnienia marki i wizerunku pracodawcy (McDonald's Polska)

• Languages of publication: PL

Abstracts

EN

This paper presents McDonald's action strategy aimed at strengthening the brand as well as the image of the company as an employer. The discussion looks at organizational challenges in the area of employer branding and key strategy assumptions as well as the process of planning and implementation. Some of the solutions described in this material may be treated as models, some are innovative in character and may come to be viewed as best practice for other organizations hoping to be successful in strengthening their image as an employer.

Keywords

EN

EMPLOYER BRAND STRENGTHENING

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Institute of Labor and Social Studies, Warsaw
• Journal: Zarządzanie Zasobami Ludzkimi
• Year: 2009
• Issue: 6(71)
• Pages: 67-75
• Document type: ARTICLE

Dates

published

2009-12-15

Contributors

author

Kantowicz-Gdanska Monika

author

Szumowski Dominik

• Monika Kantowicz-Gdanska, Polskie Stowarzyszenie Public Relations, Oddzial Slaski (for postal address contact the journal editor)

Identifiers

CEJSH db identifier

09PLAAAA070716