Employer Branding at McDonald's: Redefining McJobs

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Case Details:
Case Code : HROB121
Case Length : 26 pages
Period : 2001-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : McDonald's Corporation
Industry : Fast food
Countries : UK; Europe; USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

"Change the Definition" Petition Campaign

In March 2007, McDonald's launched a petition campaign to get the dictionary definition of a McJob changed. The petition aimed at garnering public opinion about the change in definition was circulated across McDonald's restaurants in 40 British cities for signatures from supporters...

'My McJob' Campaign

In April 2008, McDonald's UK redesigned its staff uniforms to give its employees a modern and professional look and to narrow the gap between the perceptions and reality of work at McDonald's...

Campaigns in Other Countries

With McDonald's launching campaigns in the UK to address the image of the McJob, its US counterpart too launched advertising campaigns to depict the advantages of working at McJobs...


The sustained campaign of McDonald's forced OED to analyze the situation. In 2007, in order to prove that the interpretation of the term McJob was correct in the dictionary, OED invited the public to submit opinions on the definition of a McJob...

The Other View

But some observers felt that McDonald's was using the McJobs issue to promote its brand. According to a marketing expert, "McDonald's have been clever in a tactical sense. They have taken the opportunity to win public sympathy and support, and show they are good employers at the same time."...

Looking Ahead

According to analysts, the biggest challenge for McDonald's would be to attract new talent as derogatory comments that were still being made about McJobs would discourage prospective employees from working in such jobs...


Exhibit I: Financial Summary of McDonald's Corporation (2004-2008)
Exhibit II: HR Practices at McDonald's Corporation
Exhibit III: Employer Awards and Recognition
Exhibit IV: A Brief Note on Employer Branding
Exhibit V: Employee Benefits and Rewards at McDonald's UK


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