Plus: Duolingo recruits talent with dating ad-like social post; A viral TikTok highlights the power of media messaging after remaking 2008 ad.
After a nationwide boycott launched by The People’s Union this week targeted several food chains for changing or eliminating DEI, McDonald’s responded by reiterating the importance of inclusion in its organization.
While the food chain rolled back its “aspirational representation goals” for its workforce earlier this year, McDonald’s said it is still focused on inclusion with its “internal affinity groups that bring employees of similar backgrounds together and publicly (report) on representation.”
“As a brand that serves millions of people every day, McDonald’s opens our doors to everyone, and our commitment to inclusion remains steadfast,” the company told Newsweek.
McDonald’s has fallen under the growing list of companies who’ve changed their language, but not thrown out, DEI policies amid pressure from the Trump administration and other activists who have questioned the legality of the program.
“We changed some of the language that we’ve used around (DEI), but at the core none of our programming has changed,” McDonald’s Chief People Officer Jordann Nunn, told Bloomberg.
Additionally, McDonald’s said it has offered training to its staff via webinars and informational sessions on how to deal with possible ICE raids should the restaurant find itself an unwitting target, similar to Home Depot in recent weeks.
Nunn said “the company has focused on helping franchisees—who run about 95% of the chain’s more than 13,500 US locations and hire their own staff—understand their employees’ rights in the event ICE shows up. McDonald’s assembled a team of staff across HR, legal and government relations who meet weekly to monitor changes in immigration policies.”
Why it matters: Many organizations are doing their best to communicate that inclusion is a top priority as DEI continues to be scrutinized in the public eye. The recent backlash to McDonald’s places added pressure on the company to soothe customer woes surrounding some of the language change in its policies and address any ideas that representation is not a top concern.
Placing emphasis on its “open doors” and reiterating that inclusion is “core” are messaging tools the restaurant is using to try and accomplish this.
Further, the brand’s quick response in shutting down any ideas it has changed its values can help alleviate tension and address the concern transparently.
Prepping its staff via webinars and offering internal training on how to interact with federal agents additionally bolsters McDonald’s efforts to arm its workforce with knowledge, protocol and remain out of the spotlight.
Editor’s Top Picks:
- Language app Duolingo recently launched recruiting efforts for a new VP of Growth and Product Marketing, but this wasn’t your run-of-the-mill job listing. In a post on LinkedIn, Duolingo shared an image of its green Duo character looking ready for a steamy date with the title that begins: “Hot owl seeks…” The ad goes on to mimic those old-timey newspaper classifieds with language like “You whisper sweet nothings to retention curves and casually drop hypotheses on first dates. Your best friends are product managers. You’re willing to take charge… and enjoy it” with a winky face emoji at the end. It ends with a quip stating that “Together: We’ll concept wild ideas, scale what sticks, and fall in love with a few spreadsheets along the way.” The ad finally offers a link to apply in the comments with a pink lips emoji. So obviously, the role isn’t going to feel like a hot first date, but Duolingo is using this type of recruiting language to spark interest, create a little drama and add some humor. It says that Duolingo is a fun environment to work in while not taking themselves too seriously. It has a “work-hard, play-hard” vibe that will resonate with its audience, one who will see the tactic as a clever way to recruit someone who both aligns with the brand’s playful nature and is qualified to drive results.
- A TikTok creator is going viral for his recreation of a 2008 anti-bullying commercial that starred Hilary Duff. The original ad featured Duff, who deterred the word “gay” from being used with a negative connotation and culminated with the actress telling people to “knock it off.” The TikTok this week, posted by Kai Cameron, who regularly uses humor in his videos, has more than 1.4 million views and has people re-discussing the message of the original ad through the lens of today’s culture. Per CNBC, “If these comments are any indication, Duff’s video has become a cult classic for a generation that saw the advertisement on its favorite TV channels. It’s etched so clearly into their minds, and with an ever-growing slate of references across media, it’s earned a long-term spot in the cultural zeitgeist.” While the original ad is 17-years-old the virality of the TikTok shows how media messaging can have a lasting effect, particularly when it comes to addressing social issues, decades on.
- After launching a “Back to Starbucks” campaign in order to revamp company culture and boost sales, Starbucks’ CEO Brian Niccol addressed employees during the company’s leadership conference in Las Vegas this week, telling them exactly how he plans to do this and promising to give employees more control. The coffee chain has seen its fair share of drawbacks in the past year and laid off more than 1,100 employees, leaving some franchise employees feeling overworked. According to CNBC, Niccol told employees that Starbucks is a “business of connection and humanity.” He further said: “You are the leaders of Starbucks. Your focus on the customer is critical. Your leadership is critical. And as you return to your coffeehouses, please remember: coffee, community, opportunity, all the good that follows.” Niccol also laid out a strategic plan for his “Back to Starbucks” campaign that included more seating in shops, a new retro 1971 coffee (the year the company was founded) and plans to promote more internally. By sharing a concrete plan and offering a more employee-centric environment, Niccol used the moment for some measure of reassurance, though he did not discuss relief for overworked employees. Niccol’s plan for action, however, did show he’s committed to making changes. Employee morale suffers when company culture goes wayside during change. Niccol acknowledged that Starbucks employees are central to its success and he’s taking action to make them a focal point.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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