Claim Jumper builds brand to appeal to its employees

Avery Block is a brand manager for the Irvine, Calif.-based Claim Jumper restaurants, but she doesn’t work in marketing. Block is part of the casual-dining chain’s human resources team, and the brand she manages is Claim Jumper’s employment brand. Increasingly, restaurant operators are trying to build strong brands not just with customers but also with employees, to improve satisfaction, retention and even loyalty. The longer restaurants can hang on to employees, the more money they

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