Branding is about creating a first choice image and reputation. By definition, retailers must
be customer centric but this can ignore the need to also be staff centric for their ‘internal
customer audiences’ – their employees. Creating a first choice Employer Brand therefore
requires the same care and attention to attract, engage and motivate the best staff .
The aim is to create a work experience which will ensure positive efficient employees.
This presentation explores the issues to be addressed to create ‘a great place to work’ –
McDonald’s employee slogan. The business logic of retaining and developing the best staff
and an effective internal culture that achieves optimum performance and efficiency should
be obvious. This presentation questions why so many Russian management still do not appear
to understand this. Given that all organisations need to achieve the best value from all
their investments, managing their human capital effectively should be a key Board level priority.
Some example case studies of successful brand culture development are discussed.