How did McDonald’s new app inspire a culture of change?

Renowned across the globe for their delicious burgers and tempting meal deals, it seems as if McDonald’s has an equally satisfying HR practice.

Last year, McDonald’s won a Canadian HR award for the Best Communication Strategy – something they attributed to their new communication app Ourlounge.

Amelie Villeneuve, employer reputation and engagement manager for McDonald’s, and Michelle Drodge, online community manager at McDonald's Canada, spoke to HRD Canada about how the innovative technology has fostered a culture of openness between managers and employees.

“Ourlounge is a communication platform that allows the crew and management to create a social community within their restaurants,” Drodge told us. “It’s more than a site where the corporate share information with their people; it’s more about creating an emotional connection between the crew, their employer and the brand.”

And it’s essential that employers understand the impact employee experience has on a brand. A recent report form Glassdoor found that 84% of candidates say the reputation of a company is essential to their overall job choice. Furthermore, organization that invest in their employer brand are three times for likely to make a quality candidate hire. 

“Employees really need to connect with their company’s mission and values at a basic level,” continued Villeneuve. “Engaged employees also want to talk about the brand positively, which improves our external reputation. Happy workers equal happy guests. We’re turning 100,000 crew into 100,00 brand ambassadors, empowering them to bring their teams together under a sense of purpose.”

So, how did their win at the Canadian HR awards impact their mission, moving forward? Villeneuve reiterated how important it is to honour HR leaders in the Canadian space.

“This was our first award in the HR space for Ourlounge,” Villeneuve told us. “I know we were all very nervous when entering and extremely shocked when we won – especially in a category full of so many talented people.

“The HR function is a strategic business partners – it’s not a support department. We’re driving the business. We’re helping the organization reach the business objective. The people strategy is a key driver of the business - because without great people, we’re not going anywhere.”

Do you know a team or organization that deserves to win a prestigious Canadian HR award?  Well hurry up – this is your last chance to nominate your choices to HRD Canada.

See a full list of past winners, and nominate your choice, here.