For years it has been synonymous with low-paid, low-skilled employment, but now McDonald’s is fighting to redefine the term “McJob”.
The giant US corporation, which spends about £40m on its UK marketing annually, has launched a lobbying campaign in an attempt to get dictionaries to change their definitions of the term.
The Collins dictionary defines McJob as “(informal) a job that is poorly paid and menial”.
McDonald’s begs to differ.
“We believe that it is out of date, out of touch with reality and most importantly it is insulting to those talented, committed, hard-working people who serve the public every day,” wrote David Fairhurst, chief people office in northern Europe, in a letter seeking support for change uncovered by the Financial Times.
“It’s time the dictionary definition of ‘McJob’ changed to reflect a job that is stimulating, rewarding and offers genuine opportunities for career progression and skills that last a lifetime.”
Last June the fast food chain used a hoarding in London’s Piccadilly Circus to publicise the benefits and opportunities of working at McDonald’s.
One of the poster ads, titled “McValued”, highlighted the Investors in People status awarded to the company. “McBenefit” featured a McDonald’s employee healthcare card. And a third, “McRespected”, pointed out that the company is listed in the Times’ list of top 100 graduate employers.
It used the strapline, “Not bad for a McJob.”
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