McDonald`s began an advertising campaign against the image of the "bad advertiser"
Fast food McDonald`s «makraboty»
The British division of the network is launching a campaign whose aim is to persuade the British publishers of dictionaries English review their definition of the word McJob Oxford Dictionary "nestimuliruyuschaya, low-paid jobs with minimal prospects, mainly similar work created by the expansion of the service sector»
For the first time the term appeared in the United States in the mid-80s, in order to define the work that does not require high skills in fast food restaurants. It was popularized by Canadian writer Douglas Coupland «Generation X»
"We are confident that the completely obsolete term David Fairhurst
"It is time that the dictionary meaning of the word McJob changed. It should reflect the work that is highly stimulating, that is well rewarded, which provides true potential lifelong growth as a career, and in regard to skills, "- said in the letter.
According to the McDonald`s, at chain restaurants a brilliant track record promotion of personnel from the lowest level to senior administrative posts . In the UK, half of those now occupy the highest administrative positions in the company, beginning with taking orders from customers. 25% of top managers - women.
The track record of the company in regard to personnel work and promotion of staff, has recently been highly acclaimed as a professional magazine Caterer and Hotelkeeper «the best place to work in the hotel and restaurant business »
The drafters of the Oxford English Dictionary may well go to meet requests McDonald`s
In 2003, Jim Cantalupo
There were even talk of a possible prosecution of the publishers of dictionaries
One of the campaigns to recruit new staff in the United Kingdom was under the slogan: "Makperspektivy. More than half of our top management team started to work in our restaurants. Not bad for a "makraboty».
Steven Stern and Jenny Wiggins
(Stefan Stern and Jenny Wiggins, McDonald`s seeks to redefine «McJob»), The Financial Times
Translated Ivan Nicholas
Source: Kommersant