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Starbucks Recognizes Impact of Employee Treatment on its Brand Image

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Recent actions taken by Starbucks related to the creation of an employee college education program and changes in the way it schedules employee work time demonstrate the company’s realization that how it treats employees affects its brand image.

As almost everyone in retail knows, companies have become incredibly unfriendly to employees when it comes to scheduling in order to maximize their profits. Many employees have no regular schedules and, even worse, often go to work to learn that they will not get a full day of work, even though they have to pay the full expense of commuting. These practices became especially prevalent after the Great Recession. Starbucks has discovered that treating employees well not only helps recruit talent but also helps attract customers.


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