Employer Branding Consulting

Germany LLC

Recruiting training

McDonald’s has been regarded as Germany’s largest employer in the food service industry for many years. Translated into figures, we are talking about around 1,450 restaurants and approximately 65,000 employees. The latter figure alone suggests that one of the key areas for action and growth lies in recruiting.

“As Germany’s largest employer in the hospitality industry, we cannot afford to stand still when it comes to attracting and retaining employees, but must constantly explore new avenues. The most important thing here is to adequately address our industry-specific challenges and highlight our strengths as an employer (including over 100 nations. 1 team.).”
Lisa Augusciak Manager Human Resources Talent Acquisition | McDonald‘s Deutschland LLC

Employee Recruitment & Retention

In the past, optimization potential and areas for action in terms of HR expertise were increasingly identified, particularly at restaurants. There are many reasons for this: on the one hand, the large number of restaurants makes it difficult to create uniform standards, and on the other hand, there is often a lack of time in everyday working life to deal with the all-important topic of HR. This should be changed. So we established a format for passing on existing knowledge as part of a customized and individual training course.


An individual training program

Right at the start, the existing training programs on the market were ruled out because they could not cover McDonald’s industry-specific needs. Therefore, the first step was to agree on the content of the three modules “Basics, Practice and Deepening” and to validate them. The training was then tested in a pilot program to ensure that it achieved the desired effect. After a successful test phase, the participants were able to access the training content on the company’s own Learning Hub. Further training sessions were scheduled in order to gradually qualify more and more employees.



Increase in the number of applicants and quantitative recruiting successes.


Greater awareness and attention to the relevance of employer branding, recruiting and onboarding.


Extremely good feedback from the participants and qualitative improvement of the recruiting process.
Service areas

  • Transformation
    Set up a three-module training format for a true employee experience.
  • Communication
    Support internal communications to market the training.
  • Moderation
    Execution of the impulse and trend part in the context of onboarding, bringing in best practices.

  • Design Thinking.
  • Workshop moderation.
  • Target group analysis.
  • Trend impulses.
  • Communication.
  • Participation.
Ready for innovation? Ready for innovation?
Ready for innovation? Ready for innovation?
Ready for innovation? Ready for innovation?
Ready for innovation? Ready for innovation?
Lucas Senzel
Lucas Senzel
Director HXM-Transformation Get in touch

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