McDonald's is taking on its reputation as a low rate employer. It has a new campaign to persuade Australian’s to rethink their perception of working at the chain. The firms said it wants to move away from McJobs towards "employment enjoyment".
McDonald's has invested in its employer brand and offers staff training, qualifications and progression opportunities, but still gets labelled as a low-level employer. Now it wants to highlight career potential and raise awareness of the training and opportunities it offers.
That is spearheaded by the new Maccas Enjoyment Bonus campaign to thank staff.
Three people that work in McDonald’s were nominated to choose something they would enjoy as a bonus. Films were made about the choices and Facebook fans and customers can vote on who wins the prize.
The campaign, created by VCCP, also introduces six real McDonald’s staff, and each tells their own story in a series of video content.
Each story unfolds in a YouTube video, PR and social media activity as well as in McDonald’s stores.
Melissa Roseworne, director of human resources & training, McDonald’s Australia comments: “At McDonald’s we want our crew members to see their role as much more than ‘just a job’. We’re dedicated to ensuring the enjoyment of our employees and continually work with crew to make sure they have the training, flexibility and support they need to achieve their goals – both within and outside of our business.
Therefore the first role of the campaign was to ensure this story was told in a way that would make people sit up and reconsider."
VCCP, which opened its Sydney office a year ago, has worked on McDonald’s employer brand activity in the UK since 2009.
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