Case study: Improving McDonald's employer brand

IRS Employment Review reports on the programme introduced at McDonald's to challenge perceptions of its reputation as a provider of low-value jobs.

The programme includes a range of recruitment advertising material to promote the employment opportunities on offer. The campaign is both outward- and inward-facing and features a wide portfolio of posters.

In addition, McDonald's has introduced a new recruitment and selection process - 'Hire the Smile' - which is having a significant impact on the quality of new recruits.

  • Building a McReputation to aid recruitment and retention  Rachel Suff reports in IRS Employment Review.

    Also

    HR challenges... I'm lovin' it   McDonald's UK head of HR David Fairhurst talks about how he is changing the fast food giant's reputation as a provider of low-paid "McJobs".

    McDonald's saves £1.2m with recruitment overhaul  McDonald's has achieved a 30% reduction in its 90-day staff turnover levels, leading to savings of £1.2 million since overhauling its recruitment processes in April last year.


    McDonald's serves up world-class people policy  McDonald's is the first UK organisation to go through a new gold standard profiling model from Investors in People.

    McDonald's turns up the heat  Head of training at McDonald's Lynn Phillips explains why the rebranding of the company brings a massive skills programme in its wake.