Employer Branding at McDonald's: Redefining McJobs

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

Case Details:
Case Code : HROB121
Case Length : 26 pages
Period : 2001-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : McDonald's Corporation
Industry : Fast food
Countries : UK; Europe; USA

To download Employer Branding at McDonald's: Redefining McJobs case study (Case Code: HROB121) click on the button below, and select the case from the list of available cases:

Price:
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra

» Human Resource and Organization Behavior Case Studies
» HRM Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Area Specific Case Studies
» Industry Wise Case Studies
» Company Wise Case Studies

Custom Search

Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Chat with us

Please leave your feedback

<< Previous

Excerpts Contd...

"Change the Definition" Petition Campaign

In March 2007, McDonald's launched a petition campaign to get the dictionary definition of a McJob changed. The petition aimed at garnering public opinion about the change in definition was circulated across McDonald's restaurants in 40 British cities for signatures from supporters...

'My McJob' Campaign

In April 2008, McDonald's UK redesigned its staff uniforms to give its employees a modern and professional look and to narrow the gap between the perceptions and reality of work at McDonald's...

Human Resource and Organization Behavior | Case Study in Management, Operations, Strategies, Human Resource and Organization Behavior, Case Studies

Campaigns in Other Countries

With McDonald's launching campaigns in the UK to address the image of the McJob, its US counterpart too launched advertising campaigns to depict the advantages of working at McJobs...

Results

The sustained campaign of McDonald's forced OED to analyze the situation. In 2007, in order to prove that the interpretation of the term McJob was correct in the dictionary, OED invited the public to submit opinions on the definition of a McJob...

The Other View

But some observers felt that McDonald's was using the McJobs issue to promote its brand. According to a marketing expert, "McDonald's have been clever in a tactical sense. They have taken the opportunity to win public sympathy and support, and show they are good employers at the same time."...

Looking Ahead

According to analysts, the biggest challenge for McDonald's would be to attract new talent as derogatory comments that were still being made about McJobs would discourage prospective employees from working in such jobs...

Exhibits

Exhibit I: Financial Summary of McDonald's Corporation (2004-2008)
Exhibit II: HR Practices at McDonald's Corporation
Exhibit III: Employer Awards and Recognition
Exhibit IV: A Brief Note on Employer Branding
Exhibit V: Employee Benefits and Rewards at McDonald's UK

Custom Search

Introduction to Human Resource Management Textbook
Textbooks Collection

Introduction to Human Resource Management

Workbooks Collection

Case Studies in Human Resource Management Volume V

Case Study Volumes Collection