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