How McDonald’s dealt with internal misconceptions
Alarmed by employee ignorance of your brand? Follow the lead of McDonald’s, from its revamping of the employee portal to its use of gaming. And, yes, there is milk in that milkshake.
Editor’s note: This story is taken from Ragan’s distance-learning portal RaganTraining.com. The site contains hundreds of hours of case studies, video presentations, and interactive courses.
A few years back, McDonald’s Corp. leaders were paging through customer feedback, and an executive grew exasperated with the myths people believe about the company.
Jori Lawson Hume, a manager in global internal communications with McDonald’s, says someone spoke up and reminded the bosses, “How can we expect customers to know that about us when our own people don’t know that about us?”
That got the bigwigs thinking. Employees who weren’t well informed couldn’t address false rumors about the brand. (No, the sliced apples are not potatoes with apple flavoring.) It struck the leadership just how essential employee engagement is.
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