McDonald’s PR Push– Da-Da-Da-Da, Are You Loving It?

In an effort to change the longstanding career image of the low-paying, dead-end work also nicknamed the “McJob”—McDonald’s has announced “National Hiring Day”– a massive hiring spree on April 19. The fast-food giant is hoping to recruit 50,000 Americans—both full and part time– in a single day at nearly 14,000 U.S. restaurants. Yes, 50,000 jobs– a number that is roughly equivalent to a quarter of the new jobs created in the entire U.S. in March.

McDonaldsAccording to the press release, McDonald’s wants to use the nationwide recruitment to educate potential applicants that the “McJob is one with career growth and endless possibilities.”

With a two week-long PR blitz and ambitious ad campaign launching yesterday—McDonald’s will be showcasing the employees of McDonald’s, hoping to prove that working at the fast-food chain is indeed a desirable employment opportunity. According to Ad Age, “the campaign will appear in print magazines such as People, Us Weekly, Ebony and various ethnic publications, on the fast feeder’s social-media and digital channels, local radio spots, and as point-of-purchase, in-store marketing and on packaging on certain items.”

Interestingly, TV will not be a component for the campaign. “We found that print was the best medium to communicate the story about the brand and the opportunity people have here,” said Tania Haigh, marketing manager at McDonald’s USA.  In addition as part of the social media push, short videos starring employees of varying ranks– from cooks to corporate– will reveal why they love their jobs, in an effort to promote a positive image of working at McDonalds.

Whether the campaign gives the company a competitive advantage or brings McDonalds to the top of the hot jobs list—the company’s goal of redefining the McJob and offering 50,000 jobs in the midst of high unemployment, does raise some questions—is this an image-boosting PR stunt?

Whether you’re loving or hating it— what are your predictions for this campaign? What are some of the campaign missteps? And what do you see as their best moves? Please share your thoughts in the comments below.

  • Laura Often

    I’m loving it. I heard the campaign today and yesterday on the radio and thought it was great. Any place that is trying to put people to work is good in my eyes!

  • http://twitter.com/GrowingRichKids GrowingRichKids

    From a PR point of view, this is smart. Taking advantage of current economy and media trends. Lots of stats. Big announcement from a well-known brand. Hardest part will be whether the reality of a McJob lives up to their messaging. If they are not in synch, then it will backfire.

    I can understand why they didn’t go for TV – very expensive and only a meager 30 seconds to convey the story.

    Will be interesting to see how they leverage the follow up – stories about # of people who applied, “real people” stories from new employees as they talk about the difference this new job/career makes to their lives and those of their kids, etc; economic impact of the hires in select local communities (to localize stories).

  • Anonymous

    Be interesting to see how this plays out. It might work from a PR standpoint. You’re already writing about it.