McDonald’s yesterday turned its 1,400 restaurants in China into one-stop recruitment centres in an effort to lure 70,000 of the mainland’s increasingly picky workers into jobs at the burger brand.
McDonald’s is hoping that sentimental attachment to the brand, which runs high among young urban Chinese, will help it nearly double its mainland workforce this year.
Yesterday, the company pulled out all the stops to set itself apart from other service sector employers competing for staff. Employee retention in this market is low, and demand for workers is rising sharply in line with the rapid expansion of western and local fast food brands.
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