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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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