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Barkers

McDonald’s

McJob

McDonald’s employer reputation is one of the best known in the world — and one of the most poorly perceived. Our research showed that key audiences still believed that McDonald’s offers unskilled, unrewarding employment, minimal career support and career prospects, which is directly opposed to their high levels of staff satisfaction. This was having a negative knock-on effect on their employer reputation and impacting on recruitment, retention and customer satisfaction.

Our answer

To generate publicity and discussion – through a hard hitting campaign of press and in-store posters – that bridges the perception gap. We also developed initiatives designed to increase endorsers of a career at McDonald’s and make existing employees feel good about themselves and their careers — including managing a research programme to test the hypothesis that ‘although work typically has a positive impact on young people, working at McDonald’s delivers a significantly better developmental experience.’ We also ran banner advertising and a microsite campaign on Friends Reunited as well as launching a comprehensive lifestyle, career and personal development website — Our Lounge — for employees.

Results

Our campaign generated widespread coverage and was profiled on Newsnight, in the Financial Times, Mail on Sunday and in a variety of other national and regional titles, reaching over 32 million people. Our academic study revealed satisfaction ratings and promotion prospects of McDonald’s employees far outstripped the norm. Our Friends Reunited campaign revealed that, amongst others Seal, Abi Titmus and Tim Campbell (winner of the Apprentice) all started their careers here. And finally, most pleasing of all, we’re witnessing some evidence of a redefinition of the phrase McJob.