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McDonald’s Launches Campaign to Boost Recruitment

Hoping to dispel the “McJob” myth,  McDonald’s today launched a multi-pronged campaign aimed at boosting recruitment and changing their image as a below-average employer.  The company hopes to add nearly 50,000 jobs to their work force in the process.
 
In a recent article in Ad Age, writer Maureen Morrison takes a closer look at the specific strategies the company will use in their ambitious campaign.
 
First and foremost among these strategies will be to highlight different employees in positions all across their work force.  This, McDonald’s hopes, will help begin to change the perception of what working at McDonald’s is like.
 
McDonald’s has already begun an internal effort to encourage employees to create short video testimonials of why they “love their McJob” which will be featured across various social media. 
Rick Wion, social media director for McDonald’s USA, says embracing the “McJob” term instead of shying away from it will be key.
 
“McJob is going to enter the conversation,” he said.  “Rather than avoid the term, let’s embrace it and turn it on its ear.”
 
The campaign will rely heavily on print advertising,  appearing in magazines like Us Weekly, People and various ethnic print outlets.  The company also plans to utilize point of purchase and in-store advertisements as well as local radio spots.
 
As a former McDonald’s employee, I can’t help but agree with the company’s efforts to change their image as an employer.  When someone tells you they work at McDonald’s,  images of burger-flipping, low wages and poor management undoubtedly follow.  Based on my experiences, this couldn’t be further from the truth.  In fact, many of my colleagues during my time there came from economically disadvantaged situations and were able to make a living and even advance through the company while there.
 
McDonald’s efforts seem well grounded and well planned.  By featuring real employees in real situations across their company,  McDonald’s should make an impact on people’s perceptions of what they’re like as an employer, and that a “McJob” isn’t the worst thing in the world.  In fact, according to Morrison’s article, 50% of McDonald’s franchisees and 75% of its restaurant managers started out as mere crew members.  It will be interesting to see if they’re able to hit their 50,000 employee mark by the end of the campaign.
 
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What Makes Male Shoppers Tick?

Earlier today, Simon Goodall, a director at Saatchi & Saatchi X, London, released a very enlightening article on Advertising Age’s Web site entitled “How to Connect With the Heart and Mind of the Male Shopper” (see link below).

I was immediately drawn to the article because, as a male shopper myself, I was curious how someone could write an article on male shopping patterns without gross generalizations, lumping together the buying habits of different men across different generations.  As I read on, however, I found myself agreeing with most of the ideas Goodall puts forth.

Goodall explains that, while men are increasingly shopping for themselves, 40% of them feel unwelcome in retail stores.  This is something that I can connect with personally.  The last time I went  into the mall to look for clothes,  I felt out of place, bombarded with female-centered in-store advertisements and surrounded by mostly, well, women.

So, the question for advertisers is:  how can we make men feel more comfortable in a shopping setting?  The answer, he attests, is not by creating more male stereotypes.  On the contrary, advertisers should stay away from such strategies and instead focus on the “emotional drivers” of why men shop.

Goodall goes on to list and explain the five key drivers which influence male shopping, which are as follows:  men need to demonstrate their mastery of shopping; a product’s performance provides an “emotional functionality” for men;  men don’t browse, they “carry out reconnaissance”; men want products which reflect their progress and status; finally, men want sanctuaries where they can be men.

Despite the outward appearance of generalized assumptions,  each one of these statements rings true for me in thinking about my shopping habits and those of my peers.  The two drivers which I agree with particularly are that men “carry out reconnaissance” and that men want products which reflect their progress and status.  The latter of the two makes sense according to Goodall’s findings:  according to him, 68% of millennial men (that’s me) prefer brands that show good taste and exhibit a sort of exclusivity.

Goodall’s article has many valid points which ring true, at least for a millennial male shopper like myself.  It will be interesting to see if advertisers will begin targeting male consumers using these “emotional drivers” to their advantage.

Sources:

http://bit.ly/e3nSpp

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