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Directorii au conceput o broşură despre cum ar vrea să fie angajaţii lor şi au pus-o, alături de instrucţiuni, în ambalajul produselor vândute în magazinele proprii.
Astfel s-a creat un nou canal media şi peste 4.000 de oameni au depus cerere de angajare. Dintre aceştia 280 sunt acum lucrători Ikea.
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