World of HR: New McDonald’s UK and Ireland campaign aims to dismantle young worker stereotypes

McDonald’s is in the headlines again, but this time for reasons that have nothing to do with how its CEO eats its “products” burgers.

Where in the world? McDonald’s in the UK and Ireland recently launched a campaign highlighting the young workers behind its restaurants. The fast-food chain has more than 100,000 employees under 25 across the region; one-third of its managers belong to this youth cohort too, according to the Drum.

The campaign, which runs through April, aims to dispel common stereotypes about young workers, who are often mischaracterized as lazy or lacking social skills. Four ads follow real employees navigating work life at McDonald’s, showing the skills employees build during their time in the restaurants, the Grocer reported.

McDonald’s wants the ads to serve as a humorous yet educational recruitment tool, especially during a time when young workers are struggling in the job market, according to Inc.

“We often hear many unfair stereotypes about young people, but we are really proud of the young people working in our restaurants, who are fundamental to keeping them running successfully,” Ben Fox, SVP and chief marketing officer for McDonald’s UK and Ireland, said.

The ads show the workers practicing confidence, communication, and teamwork that they learn in their demanding jobs, Little Black Book reported.

“Where others may see stereotypes, we see communication, resilience, confidence, and teamwork, learned through hard work, shift-by-shift,” Mark Elwood, chief creative officer at Leo UK, the advertising agency behind the campaign, said. “The films celebrate the skills young people are building and the pride they take in doing the job well.”

Satellite view. Gen Z workers in the US have faced similar criticisms, HR Brew reported previously. They can struggle with responsibility, communication, and collaboration, and some employers admit they don’t believe Gen Z is ready for the workforce.

As more Gen Zers enter the workforce, employers will need to think about how best to recruit them. Employer branding has become key to catching their attention, according to HR Executive. They connect with companies on social media and crave authenticity in a world that can feel overly filtered.

Qualtrics tracks which job candidates have interacted with the company online, Lauren Hodgson, the company’s global head of employer brand and belonging, told HR Brew previously. Those candidates tend to be more informed and engaged. The company also shares real employee stories on its social media channels, Hodgson said.

“We know that candidates want to hear from employees versus hearing from a brand. There’s that trust and transparency and authenticity that comes from the employee voice.”