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Building a McReputation to aid recruitment and retention

A strategy to change its employer reputation and the introduction of attitude-based recruitment have enhanced the resourcing capabilities of McDonald's.

Learning points

  • McDonald's has launched a change programme to challenge perceptions of its reputation as an employer of low-value jobs by reclaiming the phrase "McJob" as its own.
  • The new campaign features a range of recruitment advertising material that promotes the employment opportunities on offer; the promotional strategy is both outward-and inward-facing.
  • The company has also reviewed its recruitment practices by introducing "Hire the Smile" to recruit for attitude first and improve the calibre of new recruits.
  • The new resourcing approach has had a positive impact on employee retention rates, with 90-day turnover levels falling by 50% since it was adopted.

"McJob: an unstimulating, low-paid job with few prospects, esp.