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

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Kantowicz-Gdanska M., Szumowski D.
Zarządzanie Zasobami Ludzkimi
|
2009
|
issue 6(71)
67-75
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.
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