Human Resources



Lessons from McDonald’s: Recruitment as brand activation

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To remain strategic in a growth-driven environment, HR professionals need to become more creative in helping their organisation achieve their goals.

Using recruitment as a brand activation is a strategic way to attract your best talent, while at the same time building a longer-term emotional connection between your brand and customers.

Sehr Ahmed, senior director of HR at McDonald’s APAC, Middle East & Africa, will share her lessons learned – as well as key points about why strategic recruitment is a critical growth enabler and how you can create an EVP through good people and good stories – during her keynote presentation at Recruitment Interactive 2013.

Additionally, Ahmed will share a number of case studies regarding best market practice, including creating a brand activation for Millennials in China, careers week in Australia and a special programme for the employment of students in the Philippines.

In her position at McDonald’s, Ahmed enables the business growth plans through strategic recruitment, development, engagement and retention of talent. She brings a proven track record of leadership in growth and transformation roles over her 20+ year career across Asia and Canada.

Ahmed also has a unique commercial focus, as she combines her front-line banking and HR skill sets in a career that has taken her from financial services, to insurance and now to the consumer sector.

Recruitment Interactive 2013 will take place on November 28 at the Four Seasons Hotel in Singapore.

For more information on the event, to view the agenda and speakers, or to register, please go to


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