Rebranding Mc Jobs
INTRODUCTION
A brand name is an important aspect of an organization’s very existence as it is a determiningfactor in the manner in which clients, prospective clients, share holders, employees and variousactors who are part of its corporate environment respond to the organization. Large Multi- National Corporations invest heavily on their brand and corporate name each year. Innovativeadvertisement campaigns featuring some of the world’s most famous entertainment personalitiesand good-will initiatives are all tools used to produce and develop impressive brand names. It isagainst this background that this discussion aims to address the rebranding of an organization’sname, which in this particular case is that of McDonald’s. It will commence by defining keyconcepts then an overview of the case study and proceed to give a detailed analysis of the entirematter.
DEFINITION OF KEY CONCEPTS
Employer branding, according to Armstrong (2004), can be defined as the creation of a brandimage of the organization for prospective employees. It is the concept of applying to therecruitment process the same marketing coherence used in the management of customers. It isgreatly influenced by the reputation of the organization as a service provider and as an employer.According to the Association of Business Executives (2004: 184), Human Resource Planning isthe technique that facilitates the acquisitions, utilization, development and retention of acompany’s human resource. These resources are considered by some to be the organizationsmost valuable asset.Recruitment on the other hand can be taken to imply a process of attracting, screening, andselecting people for a job. It is the process by which job applicants are induced to apply to anorganization so that if selected, they can work for it.
OVERVIEW
McDonald's is a leading global foodservice retailer with 33,000 restaurants, serving more than 64million people in 119 countries each day. It has over 1.7 million employees. The
A brand name is an important aspect of an organization’s very existence as it is a determiningfactor in the manner in which clients, prospective clients, share holders, employees and variousactors who are part of its corporate environment respond to the organization. Large Multi- National Corporations invest heavily on their brand and corporate name each year. Innovativeadvertisement campaigns featuring some of the world’s most famous entertainment personalitiesand good-will initiatives are all tools used to produce and develop impressive brand names. It isagainst this background that this discussion aims to address the rebranding of an organization’sname, which in this particular case is that of McDonald’s. It will commence by defining keyconcepts then an overview of the case study and proceed to give a detailed analysis of the entirematter.
DEFINITION OF KEY CONCEPTS
Employer branding, according to Armstrong (2004), can be defined as the creation of a brandimage of the organization for prospective employees. It is the concept of applying to therecruitment process the same marketing coherence used in the management of customers. It isgreatly influenced by the reputation of the organization as a service provider and as an employer.According to the Association of Business Executives (2004: 184), Human Resource Planning isthe technique that facilitates the acquisitions, utilization, development and retention of acompany’s human resource. These resources are considered by some to be the organizationsmost valuable asset.Recruitment on the other hand can be taken to imply a process of attracting, screening, andselecting people for a job. It is the process by which job applicants are induced to apply to anorganization so that if selected, they can work for it.
OVERVIEW
McDonald's is a leading global foodservice retailer with 33,000 restaurants, serving more than 64million people in 119 countries each day. It has over 1.7 million employees. The