Case Details: |
Price: |
| Case Code |
: |
HROB121 |
For delivery in electronic format: Rs.
400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling ChargesThemes
Employer Branding / Attraction and Retention |
| 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 |
Abstract:
|
This case is about the employer branding strategies adopted
by McDonald's Corporation, one of the largest fast food chains in the world.
Since the 1980s, entry-level jobs at McDonald's had come to be associated with
low-paying dead end jobs.
The term 'McJobs' had become synonymous with low-prestige, low-benefit,
no-future jobs in the service or retail sector particularly at fast food
restaurants and retail stores. Though the term was coined to describe jobs at
McDonald's, it was later used 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) in March 2001 and the Merriam-Webster Collegiate
Dictionary (Merriam-Webster Dictionary) in 2003.
The case discusses how McDonald's systemically tried to redefine
the term 'McJobs' and improve its employer brand since the early
2000s. According to McDonald's, this negative interpretation of
McJobs was not only inaccurate but also demeaning to the
thousands of people working in the service sector. As employer
branding was a critical management tool for companies to attract
the right talent, McDonald's decided to try and revise the image
associated with McJobs. This it did by taking various
initiatives that also included advertising campaigns aimed at
showcasing the benefits of working at McDonald's and bridging
the divide between people's perceptions of the McJob and the
real employment experience of people actually working for the
fast-food chain.
Experts felt that these were some of the best examples of a
company successfully planning and implementing an employee
branding strategy. However, the case also highlights the
challenges faced by McDonald's in attracting new talent as
derogatory comments continued to be made about McJobs and this
could discourage prospective employees from taking up such jobs.
Issues:
» Understand the importance of employer branding and its
relationship with the ability of a company to attract talent.
» Understand the issues and challenges in planning and implementing an
employer branding initiative.
» Understand the strategic role of Human Resource Department.
» Evaluate the initiatives taken by McDonald's to bridge the gap between
people's perceptions of McJobs and the real employment experiences of people
actually working at its restaurants.
» Explore strategies that McDonald's could adopt in the future to enhance its
employer brand.
Contents:
Key Words:
Employer Branding, Employer brand, Employee satisfaction, Employment policies and practices, McJobs, Service sector jobs, People Project, Hierarchy of Needs,
'My First Job' campaign, 'My McJob' campaign, 'Not Bad for a McJob' campaign, McPassport, Fast food, Retail , McDonald's
Employer Branding at McDonald's: Redefining McJobs
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