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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Introduction Contd...

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...

 Excerpts >>

5] The Oxford English Dictionary (OED), published by the Oxford University Press (OUP) in UK is a comprehensive dictionary of the English language.
6] The Merriam-Webster Collegiate Dictionary is an American dictionary of English language. It is published by the Merriam-Webster company, a well known American publisher of language-related reference works.
7] Allen Butler, "McDonald's to Battle Oxford Dictionary Over "McJobs"," www.associatedcontent.com, March 22, 2007.


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