MCDONALDS HR

McDonald's UK: Enhancing Corporate Reputation and Developing an Employer Brand

McDonald's UK: Enhancing Corporate Reputation and Developing an Employer Brand

Introduction

McDonalds has faced a lot of problems from the public as they have received a bad reputation despite doing everything possible to maintain a good position in the market. The defamation of the restaurant has hurt its business significantly; however, it is still maintaining a strong position in the market. This position needs to be strengthened by getting rid of the negative image that it has in the minds of customers. This can be done by communicating its values to customers and maintaining a strong employee relations policy (McDonalds Annual Report 2012).

SWOT Analysis

McDonalds is currently the largest fast food restaurant in the world with its operations extending to more than half of the countries worldwide. The company is constantly growing despite facing issues from several factors that are giving it a bad reputation. From the 90's, McDonalds has been constantly targeted for various reasons that are mainly related to the fact that people were increasing their consumption of fast food which was resulting in obesity. However, since the company still has a strong brand name, it continued to grow throughout the years. Although constantly under threat from various groups what can defame its name, the company holds immense strength which it utilized efficiently to manage its workforce and maintain its operations despite a high turnover.

Strengths

McDonalds is the leading fast food restaurant in the UK with more than 10% share in the industry. It is also regarded as one of the largest fast food restaurants in the world with more than 31,000 restaurants in over 120 countries.

The restaurant has a strong management team and a loyal staff. The company has its own training facility known as the Hamburger University from where thousands of employees have graduated. The main objective of this training facility is to provide professional training to its employees across the country.

The quality of food is constantly monitored and employees are provided constant feedback in order to improve the food quality as well as the quality of service.

Surveys show that around 80% of the employees at McDonalds are happy with their job.

The salary structure of the restaurant is one of the best in the UK due to which employees are attracted.

The brand name of McDonalds is one of the most valuable in the world. It is due to this brand name that employees continue to work here rather than leave due to the negative image portrayed in the media.

Although its salary may be considered to be low compared to the work performed by employees, the added benefits that the company provide have a lot of value. This value may be clearly stated by the company but if they begin to do so, the number of well qualified people applying for a job at the restaurant would increase significantly (Great Workplaces, 2013).

Weaknesses

A lot of money is being wasted on training because of the high ...