McDonald's: Revamping Its Poor Employer Image

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)

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Abstract / Summary
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.
Field of Interest
Business & Economics
Author
Arpita Siddhanta, fl. 2007
Copyright Message
Copyright © 2007 by IBS Center for Management Research
Content Type
Case study
Format
Text
Original Publication Date
2007
Page Count
26
Publication Year
2007
Publisher
IBS Case Development Centre
Place Published / Released
Hyderabad, Telangana
Subject
Business & Economics, Social Sciences, Human Resource Management, Strategic Management, Job satisfaction, Food service occupations, Jobs and positions, Branding (Marketing), Restaurants and Other Eating Places, Gerenciamento de Recursos Humanos, Gestión de Recursos Humanos, Gerenciamento Estratégico, Manejo Estratégico, Reino Unido, United Kingdom of Great Britain and Northern Ireland, Great Britain, Britain, Kingdom of Great Britain, United States of America, USA, US of A, America, Estados Unidos, McDonald's Corporation, United Kingdom, United States, Strategy
Keywords and Translated Subjects
Gerenciamento de Recursos Humanos, Gestión de Recursos Humanos, Gerenciamento Estratégico, Manejo Estratégico, Reino Unido, United Kingdom of Great Britain and Northern Ireland, Great Britain, Britain, Kingdom of Great Britain, United States of America, USA, US of A, America, Estados Unidos

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