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People and Change Management (Mcdonalds)

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People and Change Management.
McDonald’s Case Study Assignment.
By: Rory Murphy.

Analyse the elements required for effective recruitment, selection and training within contemporary organisations.

Rebranding “Mc Job” as a career involves company’s appreciation, recognition and future promotion that break the ice of the old perception of “Mc Job” to create brand new work environment in the QSR industry.

Company History and Background.
McDonald's is one of the famous brands that have existed over the last 52 years. The company started in 1955 by Roy Croc and the first restaurant was opened in Des Plaines, US. This restaurant is no longer running and has been turned into a museum. The company is committed to improving their …show more content…

So he came up with a series of advertising campaigns in which he tried to encourage people to change their minds. In September 2005 McDonalds launched a television campaign to promote the advantages of a McJob and to enhance its image as an employer brand. The campaign entitled “my first job” was set up to position McDonalds as a preferred place of employment and McJobs as a stepping stone to a successful career. Many more advertisement followed in which McDonalds showed how its employees who started at a lower level were able to achieve higher levels/positions in the company. One advertisement aired showed how Jim Skinner who worked as a restaurant employee at McDonalds had gone on to become the CEO of the company.

The implication of the external “McJob” definition is to suggest that McDonald’s does not have any of the appropriate Human Resource recruitment and retention policies in place within their organisation, which as stated previously gives the impression that it is not a suitable career choice for many people, despite the fact that they might have the qualities and skills that the company requires. As outlined within Maslow’s “Hierarchy of needs” theory (Armstrong 2006), employees need to feel valued and respected and this is an integral part of what motivates them within the workplace. This value not only needs to be extended to them by the employer (Leat 2007), but also by the society within which they live.

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