Accessibility Information

Barkers

McDonald’s

Change reputations

Oxford English Dictionary defines: “McJob: an unstimulating, low-paid job with few prospects, esp one created by the expansion of the service sector”. In reality McDonald’s was the first large company in the UK to achieve top scores in Investors In People’s new world-class Profile award and enjoys high staff satisfaction levels.

Our answer

Multi-channel profile raising activity to redefine and rebrand the McJob through hard-hitting press and poster campaigns, plus — arguably the one with the most profound long term impact —an innovative lifestyle and development website for employees. Think Myspace for McDonald’s - a community site where employees can get business info, prepare for their career, find out what’s-on and gain advice on everything from passing driving tests to caring for sick relatives and gaining GCSE’s in English or Maths.

All this activity has been well-covered in the media and the most recent push to change the dictionary definition has won the support of some high profile MP’s and industry leaders. David Fairhurst embarked on a round UK tour in May 2007 to publicise the inaccuracies of the McJob definition and collect a targeted one million signatures on a petition to be submitted to the Oxford English Dictionary decision-makers. Barkers designed and produced a video, a microsite, an HTML email and other promotional material to support the tour.

Results

A happier workforce, features on Newsnight and BBC Breakfast, plus extensive national radio and newspaper coverage, some amazing research findings and a dramatic 16 point rise in McDonald’s corporate score on the UK Brand Index — the biggest sector rise of any of the 1,500 UK companies monitored.

It’s hard to think of an employer reputation project that has had a higher profile. In all, the PR team calculates that it has generated well over 150 million opportunities to view. Last but by no means least, our work was recognised by winning the top award for the Employer Brand category at the CIPD 2007 awards.