Employer Branding at McDonald's: Redefining McJobs

Since the 1980s, the word 'McJobs' had been used as slang to describe a low-prestige, low-benefit, no-future job in the service or retail sector, particularly in fast food restaurants and retail stores. Though the term had been coined to describe jobs at McDonald's, it later came 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)⁵ in March 2001 and the Merriam-Webster Collegiate Dictionary⁶ (Merriam-Webster Dictionary) in 2003. The OED described McJobs as "an unstimulating, low-paid job with few prospects, esp. one created by the expansion of the service sector."⁷...