Comments on: Does this job have a McFuture? http://strivepr.com/2007/05/24/does-this-job-have-a-mcfuture/ experts in digital PR and social media Thu, 07 Apr 2011 05:01:17 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Leo http://strivepr.com/2007/05/24/does-this-job-have-a-mcfuture/comment-page-1/#comment-10042 Leo Thu, 24 May 2007 13:22:10 +0000 http://strivepr.com/wordpress/2007/05/24/does-this-job-have-a-mcfuture/#comment-10042 It is certainly brave and a positive step. That said I would not want to try and sell it. I wonder if they have employees that do not eat any of their product? It is certainly brave and a positive step. That said I would not want to try and sell it. I wonder if they have employees that do not eat any of their product?

]]> By: Sherrilynne http://strivepr.com/2007/05/24/does-this-job-have-a-mcfuture/comment-page-1/#comment-10040 Sherrilynne Thu, 24 May 2007 09:49:36 +0000 http://strivepr.com/wordpress/2007/05/24/does-this-job-have-a-mcfuture/#comment-10040 Agreed! They must be above reproach in the essentials before going into a campaign like this. But you know, I always give candidates a second look if they have experience in one of the fast food chains. I think they have a good handle on process and customer service. Agreed! They must be above reproach in the essentials before going into a campaign like this. But you know, I always give candidates a second look if they have experience in one of the fast food chains. I think they have a good handle on process and customer service.

]]> By: Heather Yaxley http://strivepr.com/2007/05/24/does-this-job-have-a-mcfuture/comment-page-1/#comment-10039 Heather Yaxley Thu, 24 May 2007 09:10:47 +0000 http://strivepr.com/wordpress/2007/05/24/does-this-job-have-a-mcfuture/#comment-10039 This is quite an interesting strategy since it isn't new. McD started it in the US initially and it was reported here again at the start of the year. But rather than leaving it with achieving a bit of coverage, McD does seem to be committed to changing perceptions about jobs with the company and as you indicate, the definition is a good hook. However, they must know that the reality needs to be strong enough to counter the perception. If jobs at McD reflect the derogatory definition, then the campaign could backfire in reconfirming stereotypes. If there is robust evidence that they offer meaningful work and careers, then it could successfully address perceptions. We talked about this in a class with undergraduate PR students - those with experience outside the UK were a bit bemused as in Sweden and other countries, a job with McD isn't seen in the same chavvy light as in here. This is quite an interesting strategy since it isn’t new. McD started it in the US initially and it was reported here again at the start of the year. But rather than leaving it with achieving a bit of coverage, McD does seem to be committed to changing perceptions about jobs with the company and as you indicate, the definition is a good hook. However, they must know that the reality needs to be strong enough to counter the perception. If jobs at McD reflect the derogatory definition, then the campaign could backfire in reconfirming stereotypes. If there is robust evidence that they offer meaningful work and careers, then it could successfully address perceptions.

We talked about this in a class with undergraduate PR students – those with experience outside the UK were a bit bemused as in Sweden and other countries, a job with McD isn’t seen in the same chavvy light as in here.

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