Building a compelling employment value proposition

An employment value proposition (EVP) expresses the value of what a company

offers to crew and managers that they receive in exchange for their commitment and
performance on the job. In essence, it is the promise that we make to current and
potential restaurant employees, just as our Brand Promise clarifies what we deliver to
our customers and reflects and reinforces our core McDonald’s Values and
commitment to our employees worldwide.

To create McDonald’s EVP, we conducted an unprecedented effort to gather input

from crew and managers. We received responses from nearly 7,700 restaurant
employees from 31 countries about what they love most and least about working at
McDonald’s.

From these comments, we identified key themes that our employees value most
about working at the restaurants. The identified key themes are as follows: “People
and Culture,” “Flexibility and Variety,” and “Development and
Opportunity”. Although the value of the themes may alter in different cultures, to
leave its mark, the basic elements of our EVP must be consistent across all countries
and reinforced over time.

The emerged themes were simplified into three pillars: “Family & Friends,”
“Flexibility,” and “Future,” where each one had its own employee-based definition.
The definitions were as follows:

• Family & Friends – “I work in an enjoyable energizing atmosphere where

everyone feels part of the team.”

• Flexibility – “I have a challenging, varied job that has the flexibility to fit into
my lifestyle.”

• Future – “I have an opportunity to grow and progress by learning personal and

work skills that will last me a lifetime, whatever I choose to do.”

We are currently in the initial stages of an internal launch and activation phase of the
three basic elements of our EVP and have asked our market-level business units to
do the following:

• Align their People Plans with the EVP framework, which is currently in
development

• Ensure their plans deliver on the three core elements that our crew and
managers told us were important: Family & Friends, Flexibility and Future

• Share best practices with other markets within the McDonald’s System on how
they are bringing the EVP to life in their markets
• Know and understand how strong people practices support our EVP and have
a positive impact on business results

• Use the People Practice (QSC) Playbook and local Operations &Training
Manuals as resource guides

• Seek the engagement of employees when developing a commitment survey

action plan that builds on the strengths and addresses key areas of
opportunities within their restaurants.