This week our company focus will be on the fast-food giant McDonald’s, which I’m sure all of us have had a personal relationship with at some point in the past, whether we enjoyed it or not. Often our experience depended on the customer service, which in many instances, at least in the world of the fast food industry, can make or break your dining experience. In the case of McDonald’s, their employee base numbers around 750,000 individuals, with each and every one coming from a different background and often from varying arrays of life from all over the country, and more accurately the world. McDonald’s has surely mastered the art of the quick bite and now they are in the midst of trying to conquer internal communications with their new employee blog StationM.
StationM is a project designed in order to reach the type of employee that doesn’t necessarily sit in front of a computer all day at work, like many other companies have the luxury for their employees to have. McDonald’s, on the other hand, realizes that a vast amount of their employees do not have access to a computer until they are home, with family or friends, so they created an employee blog in which, although much conversation focuses on the day-to-day comings and goings of the job, also has a familial feel to it, for everyone on it has something in common, they work at McDonalds.
StationM is fostering a medium for employees from all parts of the McDonald’s family to chime in and make their voices heard. Although a company as big as McDonald’s might often be overlooked when it comes to organizational management due to their vast success, they have taken it upon themselves to utilize the up and rising social media tools to help connect the people that have made them one of the most well known and profitable businesses they are today. StationM seems to be a growing center for discussion that has already made strides to fix employee problems with the way things run. Ultimately, these types of conversations will lead to happier and most likely more productive employees.
From an article on PRWeek entitled, “McDonald’s adding variety of voices on staffs comm site,” we see that as part of their communications strategy, Station M decided they would add bloggers from different geographies. George Hradecky, internal communications manager for McDonald’s USA commented on the strategy citing how it would be a more authentic representation of the company’s restaurant staff.
From the perspective of the blog management functions, the corp. comm. team will select the topics for the posts, while the bloggers help to fuel the content arising around daily issues at various restaurants. This sounds like a great way to manage a blog, by having corporate communicators control the overall themes, allowing the lower-level employees, who have the real-world McDonald’s experience, control the content most likely to resonate with employees.
Hope you all enjoyed the article. See you soon.