Challenge

How do you engage a large community of employees before and after work hours? McDonald’s employs nearly 1 million restaurant staff members known as “crew” spread across Canada and the United States. Crew are predominantly young, part-time staff and do not feel a strong affinity for their job or employer.

Strategy

Leverage social network behaviour and create a site that gives crew a voice – a channel of their own. Give them an online space to talk to one another and encourage a feeling of community, camaraderie and pride in attaching themselves to the McDonald’s brand.

Creative and Execution

A new site called StationM was created. It’s not only a communications tool for McDonald’s to disseminate information to crew, but it gives crew members a platform to interact with one another. There’s corporate and informational content in “The Source,” a photowall for crew to post images, a news section that covers a variety of news stories about all manner of topics related to McDonald’s and staff.

A blog written by various crew members keeps the site fresh and users returning on a regular basis, and comments are encouraged.

Results

• During both its pilot and initial launch phases StationM doubled its targets for registered members and user sharing (comments, photos, and videos). 

• Engagement metrics have also exceeded targeted results with an average site visit exceeding 7 minutes.

 

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