Recruiting, selecting and training for success

01_Introduction
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 McDonalds, the worlds

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.

McDonalds 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.
 McDonalds 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. McDonalds franchisees employed a
further 25,000 people.

A typical McDonalds 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
restaurants operations, crew and business
performance.
For McDonalds, people are its most important asset.
This is because customer satisfaction begins with the
attitudes and abilities of employees and committed,
effective workers are the best route to success. For
these reasons, McDonalds strives to attract and hire
the best, and to provide the best place to work.

All businesses experience staff turnover for various

reasons e.g. career change, leaving the area, returning
to education, a new opportunity elsewhere. Recruiting
and training staff is very expensive and businesses will
look to keep staff turnover to a minimum. One way of
doing this is to choose wisely, and treat well.

McDonalds needs people who want to excel in delivering

outstanding service. To ensure the company recruits the
right people, it has identified essential skills and
Each McDonalds restaurant is structured as an behaviours that applicants should be able to demonstrate.
independent business, with restaurant management For each position there is a job description outlining
responsible for accounting, operations, inventory typical duties and responsibilities and a person
control, community relations, training and human specification defining personal skills and competences.
resources.

The remaining company employees are salaried office

staff, working in either the Corporate or Regional
Departments.

02_The importance of
recruitment
03_Recruiting suitable
applicants A recruitment exercise often generates more
applications than there are positions available. The
Under McDonald's recruitment policy, each individual
manager will select the applicants to be interviewed
restaurant is responsible for filling hourly-paid
and will conduct the interviews.
positions. The Management Recruitment department in
East Finchley co-ordinates the recruitment of
Over 60% of restaurant crew are aged 20 or under and;
managers.
for the majority of applicants, a job with McDonalds
would be their first experience of employment. For
For recruiting hourly-paid employees McDonalds use
many young people, McDonalds also offers a career
several avenues. Positions are generally advertised in the
opportunity. A well-run interview will identify an
restaurant. The companys recruitment history shows this
applicants potential to be a successful McDonalds
is the best method of hiring quality staff e.g. people living
employee. To find people who will be committed to
locally and/or friends of existing employees. McDonalds
excel in delivering outstanding service, McDonalds
also uses local job centres, career fairs and other local
scripts an interview guide that helps the company
facilities. It is vital to use effective hiring material with a
predict how an applicants past behaviour is likely to
clear message targeted at the right audience.
influence future performance. It uses a fact-based
decision-making process. The questions look for actual
Typical recruitment methods events or situations rather than allowing applicants to
give a general or theoretical response. Interviewers
look for behavioural evidence in the applicants life
history that fits with the requirements of the job. The
interviewer rates candidates on their responses and
offers jobs to those who earn the highest ratings.

Person specification
Job description

Outlines
Outlines

Personal skills &

Typical duties & competences required
responsibilities

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McDonalds future managers come from two main score. The applicant then attends a first stage interview
sources. More than half of all salaried management and is offered On Job Experience (OJE). This is a 2-
positions are taken up by hourly-paid employees who day assessment in a restaurant. Successful completion
earn promotion. The remainder are predominately at OJE will lead to a final interview, after which the
graduates. manager decides whether or not to hire the applicant

Wherever possible, McDonalds directs applicants

towards applying on line at www.mcdonalds.co.uk.
People who cannot access the web can call the
Recruitment Hotline, or pick up a pre-paid Business
Reply Card from a McDonalds restaurant.

The selection process includes an initial online

psychometric test. This test produces an initial
 New employees will also meet their trainer, and tour the
restaurant.

The company operates a 3-week probationary period,

after which employees are rated on their performance
and are either retained or have their employment
terminated.

05_Training at McDonald's
04_Appointing the suitable Restaurants Limited
applicant
McDonalds success is built on the highest standards of
After the final interview the manager will rate the quality, service and cleanliness delivered to customers
applicants responses. A successful applicant will have in each of its restaurants. Well-trained crew and
demonstrated skills and behaviours that have been managers are the first step to achieving these standards.
identified as being key to the position. S/he will also It is company policy to provide career opportunities
have produced documents to show s/he is eligible to that allow employees to develop their full potential.
work in the UK in line with the Asylum and This includes a comprehensive training programme for
Immigration Act 1996. crew and operations management and career
progression that enables a first job employee to
The first stage is to notify all candidates as to whether progress through to a senior management position
or not their application has been successful pending through merit-based promotions.
satisfactory references. The company notifies all
unsuccessful applicants in writing. The first stage of training is at the Welcome Meetings.
These set out the companys standards and
McDonalds inducts all new employees into the expectations. This is followed by a structured
business through a Welcome Meeting, which they must development programme that provides training in all
attend. areas of business. Crew trainers work shoulder-to-
shoulder with trainees while they learn the operations
The Welcome Meeting gives an overview of the skills necessary for running each of the 11 workstations
Company, including: in each restaurant, from the front counter to the grill
job role area. All employees learn to operate state-of-the-art
food, hygiene and safety training foodservice equipment, gaining knowledge of
policies and procedures McDonalds operational procedures. The majority of
administration training is floor based, or "on-the-job" training because
benefits people learn more and are more likely to retain
training and development. information if they are able to practise as they learn.
All new employees have an initial training period. 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. The time scale for this depends
on their status i.e. full or part-time. They will also
attend classroom-based training sessions where they
will complete workbooks for quality, service and
cleanliness.
After the initial training period all employees receive ongoing training. This is done using Observation Checklists
for the station they are working at. The rating will go towards their appraisal grading.

The restaurants do promote crew members to hourly-paid management positions that carry accountability for areas
within the restaurant, or responsibility for a shift. Training and development is given in the restaurant and in
addition the participants will attend regular development days. On successful completion of a management entrance
exam, employees will attend a training course held by the training department at the regional office before
returning to the restaurant in a management position.

The McDonalds Management Development Curriculum takes new recruits from trainee manager to Restaurant
Manager. This consists of on-the-job training and open learning development modules, supported by courses and
seminars at the Companys National and Regional Training Centres. The Management Development Curriculum is
aimed at persons aged 21 or over, either graduates or individuals with some previous management experience. It
offers a direct route into restaurant management, through an intensive structured training programme.

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.
Systems Management targeting second assistant and newly promoted first assistant managers. This programme
covers all areas of McDonalds systems, increasing the managers business knowledge. It also develops individual
techniques.
Restaurant Leadership introducing managers to the key skills needed to become effective restaurant leaders e.g.
team-building, communication, decision-making.
Business Leadership focusing restaurant/general managers on the need to develop a business strategy that
encompasses both internal and external factors.
Most departments in the regional offices offer restaurant managers opportunities to be seconded to work in the
regional office. This gives an experienced manager the opportunity to develop and learn new skills, to see a
different side of the business and to experience how each departments strategies have a role in achieving the
companys goals.

06_Conclusion
McDonalds believes that the success of the restaurants and the company is achieved through the people it
employs. The company aims to recruit the best people, to retain them by offering ongoing training relevant to
their position and to promote them when they are ready. Its recruitment policies, procedures and practices reflect
the companys determination to fulfil its aim.

Glossary
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.

Asset: Something that is of worth to an organisation e.g.

people, cash, financial claims on others, machinery, buildings.

Asylum and Immigration Act 1996: This sets

requirements people must meet to be able to obtain

employment in the UK.

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.

Induction: The initial

organisation.

Interview guide: An outline for interviewers setting out a

sequence of appropriate questions to ask, and advice on how

to conduct an interview.

Inventory control: A method of determining how much

stock a business should hold, how much needs to be
reordered and when to reorder it.

Job description: A

responsibilities and tasks involved in performing a particular job.

Person specification: Details of the personal qualities an

individual will need to perform a particular job.

Psychometric test: A set of short questions which, when

analysed, give an outline of a particular applicants personality.

For more information about

McDonalds Restaurants please browse:

www.mcdonalds.co.uk

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