People Behind The Uniform
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?
Told through the voice of McDonald’s staff, staff are given a platform on which to have their say. the campaign highlight the prejudice that many employees experience, juxtaposed with the benefits of jobs at McDonald’s, such as career progression and the chance to gain nationally recognised qualifications at work.
The digital element to the campaign also includes an online film, ‘Think Again’, featuring crew member Elisha Hocking. The film exposes people’s preconceptions about those who work at McDonald’s before revealing the public’s reactions as Elisha tells them she is a crew member, studying law at University.
WHY WAS THIS INNOVATION IMPLEMENTED?
To tackle misconceptions and showcase the reality of work at McDonald’s. Giving people the opportunity to get to know their employees and make up their own mind about us.
They wanted to give more notoriety to employees, they were the stars of the campaign, aiming to show their “human” side by being seen outside the context of the restaurant in their real lives.
WHAT ARE ITS MAIN BENEFITS?
Perceptions were changed, Macdonald’s employees were less seen as unskilled and uneducated individuals pushed into dead-end jobs.
Rebuild public confidence in the brand. Externals could find out more about what Macdonald’s offers as an employer and training provider.
Help their employees have a better reputation. Increase employee pride for their job, wellbeing and engagement.
COUNTRY
Worldwide YEAR
2010-2014
Check the sources at the bottom of the page...
SOURCES
http://popsop.com/2010/12/mcdonald%E2%80%99s-reveals-the-people-behind-the-uniform-in-new-campaign/
https://www.youtube.com/watch?v=Kvh6yPnbYBo
https://mcdonalds.com.au/learn/careers/meet-our-people