The term McJobs brings up visions of poorly paid hourly employees toiling in an unpleasant working environment with little chance at advancement. McDonald's is intent on debunking that view.
"McJob is going to enter the conversation," Rick Wion, social media director at McDonald's USA, told Advertising Age. "Rather than avoid the term, let's embrace it and turn it on its ear."
Jim Norberg, a senior vice president in the company's restaurant support office, told The Wall Street Journal that he started out with the company as a teenager making fries. He told the paper, "We want to show people what a McJob really means to those of us who have them. About 40 percent of our company staff started out working in the restaurants, so the opportunities are out there in a big way."
The fast food operator has announced that
it has 50,000 jobs to fill and applicants will get the opportunity to land
work as part of McDonald's National Hiring Day on April 19.
The company's website offers this introduction: "Maybe it's a way to buy that first car. It could be a way to support yourself in college. Or it might be the way you enter the corporate world. Whatever you're looking for, McDonald's can help you make your own way, with challenging careers, quality benefits and the best opportunities around."
McDonald's has launched a national campaign highlighting current workers to recruit new hires.
"The creative part is really highlighting the people at McDonald's and dispelling the myths that there isn't opportunity working here," Marlena Peleo-Lazar, global creative officer at McDonald's USA, told Ad Age. "We really wanted to highlight our crew."
Adam Hanft, chief executive officer of Hanft Projects, told the Journal, "I think over time they could've created an impression that these aren't jobs of last resort. But hiring in mass like this makes it seem like they aren't very picky about who they hire, and I don't think it's going to make anyone feel better about the job or working there."