Burnishing A Brand By Selecting An ‘Idol’

New York Times:

While companies focus most of their marketing on persuading people to buy their products, internal marketing can also help their brands. These days, many customers care about how companies treat employees.

That’s the thought behind an “American Idol”-style competition called Voice of McDonald’s. Now in its third iteration, the competition gives McDonald’s employees from around the world a chance to sing at a giant trade conference — complete with vocal coaching and judging from stars like Ne-Yo — and win a $25,000 top prize.

“We know that customer perceptions about your employment brand do have some impact in terms of people’s decisions to frequent certain restaurants or retail establishments,” said Rich Floersch, chief human resources officer for McDonald’s.

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