McDonald's employee relations heats up with blogger search

OAKBROOK, IL: McDonald's plans to find an employee in the next seven weeks or so to helm the blog of its new internal Web site, Station M.

OAKBROOK, IL: McDonald's plans to find an employee in the next seven weeks or so to helm the blog of its new internal Web site, Station M.

The key blogger will represent the company and work in conjunction with its internal communications team to hit key topics important to the brand, said George Hradecky, manager, internal communications, for McDonald's USA.

Station M, which opened in early March, was created to provide employees with key messaging, and the ability to share photos and interact with other staff across the US and Canada, in Spanish, English, and French. Several focus group studies that investigated how crew members communicated aided the site development.

Hradecky noted that Station M and the blog will allow McDonald's to communicate with its audience of about 700,000 through more than the static print materials, managers, and owner operators. Plans for more video and audio, and other upgrades were underway, he said.

McDonald's promoted the site to employees by posting signs in crew rooms and allowing the news to travel verbally among workers, as well as through managers and owner operators.

“This happened more organically because it's an internal Web site,” Hradecky said. “It's not something that's targeted at the general public. There's been a lot of word of mouth between crew members.”

McDonald's search for a lead blogger began four weeks ago. Employees could apply through an entry form on Station M, which required an essay and a video. Ultimately, employees will choose the blogger by voting on their favorite applicants through August, Hradecky noted. McDonald's will announce the winner in September.

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