Recruiting, selecting and training for success

The reputation of any business ultimately depends on the quality of its products. High quality products need high quality people to create, design, produce and deliver them. So if a business is to maintain its reputation it needs to do well at recruiting high quality employees. For any business offering a large element of personal service, an ability to recruit, train and retain high quality staff is particularly vital. This Case Study looks at how McDonald’s, the world’s largest and fastest growing global restaurant chain; uses recruitment and training policies with practices that are designed to attract, identify, develop and retain the high calibre of staff its line of business requires. McDonald’s opened its first UK restaurant October 1974. In December 2004, there were over 1330 McDonald's restaurants operating in the UK. Around 60% of these are owned and operated by the company. The remainder are operated by franchisees.

McDonald’s is a large scale employer. In September 2004 in the UK the company-owned restaurants employed 43,491 people: 40,699 hourly-paid restaurant employees, 2,292 restaurant management, and 500 office staff. McDonald’s franchisees employed a further 25,000 people. A typical McDonald’s restaurant employs about 60 people. Most employees are paid by the hour and are referred to as ‘crew members’. Their primary responsibility is to prepare the food, serve customers and carry out tasks for the efficient running of the restaurants. Other hourly-paid employees who work alongside them include Training Squad Members, Dining Area Host/esses, Party Entertainers, Administrative Assistants, Security Co-ordinators, Maintenance Staff, Night Closers, Floor Managers and Shift Running Floor Managers. These employees carry out more specific job functions. Their overall role, however, is to ensure the restaurant runs efficiently. The remaining restaurant-based employees are salaried managers. It is their responsibility to manage the restaurant’s operations, crew and business performance.

It is vital to use effective hiring material with a clear message targeted at the right audience. The Management Recruitment department in East Finchley co-ordinates the recruitment of managers. a new opportunity elsewhere. The manager will select the applicants to be interviewed and will conduct the interviews. Over 60% of restaurant crew are aged 20 or under and. community relations. This is because customer satisfaction begins with the attitudes and abilities of employees and committed. For each position there is a job description outlining typical duties and responsibilities and a person specification defining personal skills and competences. McDonald’s also uses local job centres. The company’s recruitment history shows this is the best method of hiring quality staff e. To find people who will be committed to excel in delivering outstanding service. each individual restaurant is responsible for filling hourly-paid positions. It uses a fact-based decision-making process. All businesses experience staff turnover for various reasons e. working in either the Corporate or Regional Departments. Recruiting and training staff is very expensive and businesses will look to keep staff turnover to a minimum. For many young people. a job with McDonald’s would be their first experience of employment. To ensure the company recruits the right people. McDonald’s needs people who want to excel in delivering outstanding service. and to provide the best place to work. people are its most important asset. A recruitment exercise often generates more applications than there are positions available. people living locally and/or friends of existing employees. operations. effective workers are the best route to success. career fairs and other local facilities. career change. Each McDonald’s restaurant is structured as an independent business.03_Recruiting suitable applicants Under McDonald's recruitment policy. The questions look for actual events or situations rather than allowing applicants to give a general or theoretical response.g. leaving the area. McDonald’s scripts an interview guide that helps the company predict how an applicant’s past behaviour is likely to influence future performance.g. Typical recruitment methods Advertising in restaurants Local job centres Careers fairs Other 02_The importance of recruitment For McDonald’s. The remaining company employees are salaried office staff. For recruiting hourly-paid employees McDonald’s use several avenues. for the majority of applicants. The interviewer rates candidates on their responses and offers jobs to those who earn the highest ratings. training and human resources. For these reasons. McDonald’s strives to attract and hire the best. returning to education. Positions are generally advertised in the restaurant. Job description Person specification Outlines Outlines Typical duties & responsibilities Personal skills & competences required • Current and Previous Case Studies • Downloads • Quizzes • Company Info • Theory . and treat well’. it has identified essential skills and behaviours that applicants should be able to demonstrate. Interviewers look for behavioural evidence in the applicant’s life history that fits with the requirements of the job. inventory control. with restaurant management responsible for accounting. McDonald’s also offers a career opportunity. One way of doing this is to ‘choose wisely. A well-run interview will identify an applicant’s potential to be a successful McDonald’s employee.

co. Here they are shown the basics and allowed to develop their skills to a level where they are competent in each area within the restaurant. A successful applicant will have demonstrated skills and behaviours that have been identified as being key to the position. The majority of training is floor based. 05_Training at McDonald's Restaurants Limited McDonald’s success is built on the highest standards of quality. hygiene and safety training • policies and procedures • administration • benefits • training and development. It is company policy to provide career opportunities that allow employees to develop their full potential. The selection process includes an initial online psychometric test. and tour the restaurant. Wherever possible. The remainder are predominately graduates. Successful completion at OJE will lead to a final interview. The applicant then attends a first stage interview and is offered “On Job Experience” (OJE).mcdonalds. after which employees are rated on their performance and are either retained or have their employment terminated. service and cleanliness. 04_Appointing the suitable applicant After the final interview the manager will rate the applicant’s responses. including: • job role • food. or pick up a prepaid Business Reply Card from a McDonald’s restaurant. . S/he will also have produced documents to show s/he is eligible to work in the UK in line with the Asylum and Immigration Act 1996. after which the manager decides whether or not to hire the applicant New employees will also meet their trainer. The company operates a 3-week probationary period. The time scale for this depends on their status i. Well-trained crew and managers are the first step to achieving these standards. The company notifies all unsuccessful applicants in writing. full or part-time.McDonald’s future managers come from two main sources. This is a 2-day assessment in a restaurant. The first stage of training is at the Welcome Meetings. They will also attend classroom-based training sessions where they will complete workbooks for quality. This includes a comprehensive training programme for crew and operations management and career progression that enables a ‘first job’ employee to progress through to a senior management position through merit-based promotions. The first stage is to notify all candidates as to whether or not their application has been successful pending satisfactory references. which they must attend. service and cleanliness delivered to customers in each of its restaurants. All employees learn to operate stateof-the-art foodservice equipment. More than half of all salaried management positions are taken up by hourly-paid employees who earn promotion. The Welcome Meeting gives an overview of the Crew trainers work shoulder-to-shoulder with trainees while they learn the operations skills necessary for running each of the 11 workstations in each restaurant. gaining knowledge of McDonald’s operational procedures. McDonald’s inducts all new employees into the business through a Welcome Meeting. This test produces an initial score.e. from the front counter to the grill area. McDonald’s directs applicants towards applying on line at www. All new employees have an initial training period. People who cannot access the web can call the Recruitment Hotline. or "on-the-job" training because people learn more and are more likely to retain information if they are able to practise as they learn. This is followed by a structured development programme that provides training in all areas of business. These set out the company’s standards and expectations.

g. This programme covers all areas of McDonald’s systems. give an outline of a particular applicant’s personality. Person specification: Details of the personal qualities an individual will need to perform a particular job. and advice on how to conduct an interview. • Restaurant Leadership – introducing managers to the key skills needed to become effective restaurant leaders e. The McDonald’s Management Development Curriculum takes new recruits from trainee manager to Restaurant Manager. Interview guide: An outline for interviewers setting out a sequence of appropriate questions to ask. either graduates or individuals with some previous management experience. The company aims to recruit the best people. supported by courses and seminars at the Company’s National and Regional Training Centres. The Management Development Curriculum is aimed at persons aged 21 or over. decision-making. buildings. Glossary The Times Newspaper Limited and ©MBA Publishing Ltd 2005. Job description: A document setting out the key responsibilities and tasks involved in performing a particular The restaurants do promote crew members to hourly-paid management positions that carry accountability for areas within the restaurant. • Business Leadership – focusing restaurant/general managers on the need to develop a business strategy that encompasses both internal and external factors. Induction: The initial process of learning to fit into an organisation. employees will attend a training course held by the training department at the regional office before returning to the restaurant in a management position. Training and development is given in the restaurant and in addition the participants will attend regular development It offers a direct route into restaurant management. procedures and practices reflect the company’s determination to fulfil its aim. communication.After the initial training period all employees receive ongoing training. Asylum and Immigration Act 1996: This sets out the requirements people must meet to be able to obtain employment in the UK. cash. Inventory control: A method of determining how much stock a business should hold. increasing the manager’s business knowledge. Appraisal grading: An ongoing process where employees meet with their line manager to discuss and evaluate their ongoing progress in meeting existing performance targets and to consider what they aim for next. Its recruitment policies. or responsibility for a shift. Franchisees: Persons licensed to trade using a particular well known name in a particular area in return for a fee or share of revenues made. machinery. The Management Development Curriculum is divided into four key programmes: • Shift Management – developing trainee managers in the skills and techniques required to become effective in all aspects of running a shift. to see a different side of the business and to experience how each department’s strategies have a role in achieving the company’s goals. This gives an experienced manager the opportunity to develop and learn new • Current and Previous Case Studies • Downloads • Quizzes • Company Info • Theory . Asset: Something that is of worth to an organisation e. financial claims on others. team-building. Psychometric test: A set of short questions which. to retain them by offering ongoing training relevant to their position and to promote them when they are ready. Whilst every effort has been made to ensure accuracy of information. • Systems Management – targeting second assistant and newly promoted first assistant managers. The rating will go towards their appraisal grading. This is done using “Observation Checklists” for the station they are working at.g. For more information about McDonald’s Restaurants please browse: www. how much needs to be reordered and when to reorder it. people. neither the publisher nor the client can be held responsible for errors of omission or commission. This consists of on-the-job training and open learning development modules. On successful completion of a management entrance exam. through an intensive structured training programme. It also develops individual techniques. Most departments in the regional offices offer restaurant managers opportunities to be seconded to work in the regional office. 06_Conclusion McDonald’s believes that the success of the restaurants and the company is achieved through the people it employs. when analysed.