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Employer Branding at McDonald's: Redefining McJobs
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ExcerptsBackground Note
The 'McJob' IssueMcDonald's complained about the definition of the term 'McJobs' after it was recorded in the OED. The company claimed that the meaning of the term as described in the dictionaries was offensive to McDonald's employees all over the world and that it brought negative publicity to the brand... Redefining McJobsSince the 1980s, McJobs had become synonymous with low-paying jobs with no growth opportunities. Analysts felt that such jobs imparted a few skills to workers that would be more or less of no use to them in the future... "My First Job" CampaignIn September 2005, McDonald's launched a television campaign to promote the advantages of a McJob and to enhance its image as an employer brand. The campaign, titled "My First Job" was designed to position McDonald's as a preferred place of employment and McJobs as stepping stones to a successful career... Mcdonald's People ProjectDuring this time, McDonald's Ireland commissioned Cawley Nea/TBWA launched the 'People Project' in Ireland to change the negative perception about McDonald's as an employer... "Not Bad for a McJob" CampaignIn April 2006, in order to shed its low-paid 'McJob' label, McDonald's UK started a nationwide poster campaign highlighting the positive business practices of the company and the advantages of working at McDonald's (Refer to Exhibit V for employment benefits offered to McDonald's employees in the UK)...
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