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Employees would work for a song

Published on Friday, 13 May 2011
Kelvin Ip
Vice-president, Mcdonald’s Hong Kong

In what ways should staff be engaged?

McDonald's is not just a hamburger company serving people. We are a people company serving hamburgers. This is the core value of McDonald's. The company believes in people-oriented management and considers our well-trained staff members to be our most important assets.

We aim to nurture "Happy, customer-first employees". 


We actively promote our employees' value propositions (EVP) in order to provide a pleasant working environment with a bright future to our staff: 

Family and Friends We put emphasis on team spirit. We are friends and members of a big family growing and thriving together. 

Flexibility Flexible working hours are designed to cater for personal and study schedules. We welcome people from all walks of life to work part-time. From housewives to students, everyone has an equal opportunity to join and advance in this big family. 

Future We invest significant resources to providing staff with interactive and experiential training, continuous studies, scholarship programmes and opportunities for career advancement, putting into practice our promise "McDonald's means opportunities".

Our slogan "Goal for fun ambition filled with fun" is aimed at the "post 80s" who are known as "Trophy Kids". They were given a lot of attention since their childhood and they like to showcase their talents.

The "post 80s" also enjoy receiving recognition and appreciation. They value contributions to the company as much as their own career and professional development. On the other hand, they also look for a fun and interesting working environment. All of which could be found in McDonald's. 

Case study - staff engagement 

McDonald's Hong Kong is holding a singing contest, "Voice of McDonald's" (VOM) to engage employees and to allow them to showcase their talents outside of work. Launched in 2006, the global contest has been organised biennially for McDonald's crew members from around the world to unleash their music potential.

While the fourth competition will be held in the United States next year, the heat is on different regions where contestants compete for a once-in-a-lifetime opportunity to take part in the grand final. 

Results and effectiveness  

By providing our staff with differentiated EVP experiences, our employees are happier and more engaged at work. In fact, all our staff engagement activities have been tailored to promote our EVP experience and have been well-received.

They strengthen the sense of belonging of all staff and bring an all-rounded development to the employees. Apart from the VOM competition itself, the "cheering up" session for the finalists and online voting activity also create stronger bonding between our colleagues and facilitate team building. Nurturing talents is always the top priority in our people philosophy. We truly believe that only happy employees will bring happy customers.

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