A Journal in a Cartoon
McDonald's is an American hamburger and fast food restaurant chain. It was founded in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald.
WHAT IS THIS HR INNOVATION ABOUT?
McDonald's continues to recruit worldwide in its many restaurants. Once again, the brand tries with a new ad campaign to attract the Japanese to come to work in the franchise. However, this time it is a bit special since to address mainly the young Japanese population, the fast food giant has made an Anime short video (Japanese Cartoon).
WHY WAS THIS INNOVATION IMPLEMENTED?
In order to give a different image of McDonald’s as an employer
To show the daily tasks the employee must do but also how an employee brings value to the restaurant
To illustrate the journey of an employee who started from scratch, the support received from her manager until the day she becomes a manager of the same restaurant too.
WHAT ARE ITS MAIN BENEFITS?
Perceptions were changed, Mcdonald’s is now seen as a place where a young employee could evolve professionally.
Increase of the applications of Japanese youngsters
Rebuild the image of the brand, showing Mcdonald’s as a good place to work for young people.
COUNTRY
Japan
YEAR
2016
Check sources at the end of the page
SOURCES
http://onsefaitunebouffe.fr/2016/03/20/recruter-japon-mcdonalds-realise-anime/ (French)
http://www.mcdonalds.co.jp/recruit/crew_recruiting/ (McDonalds Japan website)
https://www.youtube.com/watch?v=5e-zAljAgqs (Anime video)