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Employer Branding at McDonald's: Redefining McJobs
written by Syeda Maseeha Qumer, fl. 2008 (Hyderabad, Andhra Pradesh: IBS Center for Management Research, 2009, originally published 2009), 28 page(s)
This case is about the employer branding strategies adopted by McDonald's Corporation, one of the largest fast food chains in the world. Since the 1980s, entry-level jobs at McDonald's had come to be associated with low-paying dead end jobs. The term 'McJobs' had become synonymous with low-prestige, low-benefit, n...
Sample
written by Syeda Maseeha Qumer, fl. 2008 (Hyderabad, Andhra Pradesh: IBS Center for Management Research, 2009, originally published 2009), 28 page(s)
Description
This case is about the employer branding strategies adopted by McDonald's Corporation, one of the largest fast food chains in the world. Since the 1980s, entry-level jobs at McDonald's had come to be associated with low-paying dead end jobs. The term 'McJobs' had become synonymous with low-prestige, low-benefit, no-future jobs in the service or retail sector particularly at fast food restaurants and retail stores. Though the term was coined to...
This case is about the employer branding strategies adopted by McDonald's Corporation, one of the largest fast food chains in the world. Since the 1980s, entry-level jobs at McDonald's had come to be associated with low-paying dead end jobs. The term 'McJobs' had become synonymous with low-prestige, low-benefit, no-future jobs in the service or retail sector particularly at fast food restaurants and retail stores. Though the term was coined to describe jobs at McDonald's, it was later used to refer to any low-status job where little training was required and workers' activities were strictly regulated. Because of its common usage, the term appeared in the online version of the Oxford English Dictionary (OED) in March 2001 and the Merriam-Webster Collegiate Dictionary (Merriam-Webster Dictionary) in 2003. The case discusses how McDonald's systemically tried to redefine the term 'McJobs' and improve its employer brand since the early 2000s. According to McDonald's, this negative interpretation of McJobs was not only inaccurate but also demeaning to the thousands of people working in the service sector. As employer branding was a critical management tool for companies to attract the right talent, McDonald's decided to try and revise the image associated with McJobs. This it did by taking various initiatives that also included advertising campaigns aimed at showcasing the benefits of working at McDonald's and bridging the divide between people's perceptions of the McJob and the real employment experience of people actually working for the fast-food chain. Experts felt that these were some of the best examples of a company successfully planning and implementing an employee branding strategy. However, the case also highlights the challenges faced by McDonald's in attracting new talent as derogatory comments continued to be made about McJobs and this could discourage prospective employees from taking up such jobs.
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Field of Study
Business & Economics
Content Type
Case study
Author / Creator
Syeda Maseeha Qumer, fl. 2008
Date Published / Released
2009
Publisher
IBS Center for Management Research
Topic / Theme
Job satisfaction, Jobs and positions, Branding (Marketing), Restaurants and Other Eating Places, Strategy
Copyright Message
Copyright © 2009 by IBS Center for Management Research
Organization Discussed
McDonald's Corporation
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McDonald's: Revamping Its Poor Employer Image
written by Arpita Siddhanta, fl. 2007 (Hyderabad, Telangana: IBS Case Development Centre, 2007, originally published 2007), 26 page(s)
McDonald's is a leading fast-food giant in the world. Since the 1980s, the company has been in the eye of the storm as a poor employer and for exploiting workers. The company faced several protests, boycotts, pickets, strikes, lawsuits and campaigns. In June 2003, a popular publication, Merriam-Webster's Collegiat...
Sample
written by Arpita Siddhanta, fl. 2007 (Hyderabad, Telangana: IBS Case Development Centre, 2007, originally published 2007), 26 page(s)
Description
McDonald's is a leading fast-food giant in the world. Since the 1980s, the company has been in the eye of the storm as a poor employer and for exploiting workers. The company faced several protests, boycotts, pickets, strikes, lawsuits and campaigns. In June 2003, a popular publication, Merriam-Webster's Collegiate Dictionary included a word, 'McJob' and defined it as a 'low-paying, unskilled, dead-end job'. It was also mentioned that such jobs w...
McDonald's is a leading fast-food giant in the world. Since the 1980s, the company has been in the eye of the storm as a poor employer and for exploiting workers. The company faced several protests, boycotts, pickets, strikes, lawsuits and campaigns. In June 2003, a popular publication, Merriam-Webster's Collegiate Dictionary included a word, 'McJob' and defined it as a 'low-paying, unskilled, dead-end job'. It was also mentioned that such jobs were pre-dominantly found in the fast-food industry. Being the world's largest fast-food company, McDonald's initiated a campaign to redefine 'McJob' in 2005. The campaign focused on dispelling the misconception among people about McDonald's image as a bad employer. A poster campaign in June 2006 highlighted the company's investment in people status, flexible working hours for parents, competitive pay, promotion options and health benefits. Despite all these efforts, critics continued to call a 'McJob' an un-stimulating, low-paid job with few opportunities to grow. It was also pointed out that the company had a high staff turnover rate. It remained to be seen if the fast-food giant's efforts to revamp its image as a good employer would pay off.
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Field of Study
Business & Economics
Content Type
Case study
Author / Creator
Arpita Siddhanta, fl. 2007
Date Published / Released
2007
Publisher
IBS Case Development Centre
Topic / Theme
Job satisfaction, Food service occupations, Jobs and positions, Branding (Marketing), Restaurants and Other Eating Places, Strategy
Copyright Message
Copyright © 2007 by IBS Center for Management Research
Organization Discussed
McDonald's Corporation
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Senatore: McDonald's is No Longer Just Fast Food
presented by Sara Eisen, fl. 2013, Scarlet Fu, fl. 1997 and Tom Keene, 1952-; produced by Bloomberg L. P. (New York, NY: Bloomberg L. P., 2012), 6 mins
Sara Senatore, vice president and senior research analyst at Sanford C. Bernstein & Co., talks with Bloomberg's Tom Keene about the headwinds facing McDonald's as the restaurant chain reports July sales that came in below expectations. She speaks on Bloomberg Television's 'Bloomberg Surveillance.'
Sample
presented by Sara Eisen, fl. 2013, Scarlet Fu, fl. 1997 and Tom Keene, 1952-; produced by Bloomberg L. P. (New York, NY: Bloomberg L. P., 2012), 6 mins
Description
Sara Senatore, vice president and senior research analyst at Sanford C. Bernstein & Co., talks with Bloomberg's Tom Keene about the headwinds facing McDonald's as the restaurant chain reports July sales that came in below expectations. She speaks on Bloomberg Television's 'Bloomberg Surveillance.'
Field of Study
Business & Economics
Content Type
Panel discussion, News story
Contributor
Bloomberg L. P.
Author / Creator
Sara Eisen, fl. 2013, Scarlet Fu, fl. 1997, Tom Keene, 1952-
Date Published / Released
2012-08-10
Publisher
Bloomberg L. P.
Topic / Theme
Market competition, Restaurants, Branding (Marketing), Earnings management, Restaurants and Other Eating Places
Copyright Message
Copyright © 2012 by Bloomberg LP
Organization Discussed
McDonald's Corporation
×
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Chapter 22: McDonald's UK: Enhancing corporate reputation and developing an employer brand
written by Stephen Taylor, fl. 2012; edited by Adrian Wilkinson, fl. 2012 and Tony Dundon, fl. 2012; in Case Studies In Global Management: Strategy, Innovation, and People Management (Prahran, Victoria: Tilde University Press, 2012, originally published 2012), 197-205
Sample
written by Stephen Taylor, fl. 2012; edited by Adrian Wilkinson, fl. 2012 and Tony Dundon, fl. 2012; in Case Studies In Global Management: Strategy, Innovation, and People Management (Prahran, Victoria: Tilde University Press, 2012, originally published 2012), 197-205
Field of Study
Business & Economics
Content Type
Case study
Contributor
Adrian Wilkinson, fl. 2012, Tony Dundon, fl. 2012
Author / Creator
Stephen Taylor, fl. 2012
Date Published / Released
2012
Publisher
Tilde University Press
Topic / Theme
International trade, Human resource management, Branding (Marketing), Business Schools and Computer and Management Training, Strategy
Copyright Message
Copyright © 2012 by Tilde University Press
Organization Discussed
McDonald's Corporation
×
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Case study 1: McDonald's UK: Enhancing corporate reputation and developing an employer brand
written by Stephen Taylor, fl. 2012; edited by Adrian Wilkinson, fl. 2012 and Tony Dundon, fl. 2012; in People Management and HRM: Case Studies in Global Management (Victoria (Australia): Tilde University Press, 2012, originally published 2012), 1-9
Sample
written by Stephen Taylor, fl. 2012; edited by Adrian Wilkinson, fl. 2012 and Tony Dundon, fl. 2012; in People Management and HRM: Case Studies in Global Management (Victoria (Australia): Tilde University Press, 2012, originally published 2012), 1-9
Field of Study
Business & Economics
Content Type
Case study
Contributor
Adrian Wilkinson, fl. 2012, Tony Dundon, fl. 2012
Author / Creator
Stephen Taylor, fl. 2012
Date Published / Released
2012
Publisher
Tilde University Press
Topic / Theme
Globalization, Business, Human resource management, Branding (Marketing), Administration of Human Resource Programs
Copyright Message
Copyright © 2012 by Tilde University Press
Organization Discussed
McDonald's Corporation
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