OAKBROOK, IL: Station M, McDonald's internal Web site for its North American restaurant workers, will soon feature a more diverse group of bloggers and a number of new features as the company seeks to better connect with its employees.
Adding bloggers from different geographies is one part of the strategy to better reflect the company's restaurant staff, or "crew," and synchronize with their on-site needs, said George Hradecky, manager, internal communications, for McDonald's USA.
Over the next two weeks, McDonald's will expand Station M's three key crew bloggers to about ten to fifteen. A few of the new bloggers may simply write once, but the objective is to drive diversity on a site dedicated to staff working across the US and Canada, in English, Spanish, and French.
“As communicators, Station M is giving us access we didn't have before,” said Hradecky.
The corporate communications team selects the post topics, such as product launches and brand initiatives, while bloggers help drive content focused on the daily issues that arise at restaurants. Online forums, which were requested via employee feedback, are projected to launch in summer or fall and expanded profile capabilities will also be added.
In the year since the site launched, registration has more than doubled to approximately 25,000, with crew members utilizing the site as a tool to improve work performance and connect with other staffers. One posted question, with about 40 comments, concerned what kind of gloves to wear in the drive-through to keep warm in the winter while handling money.
“When we initially launched the site, there was a lot [of] agreeing, [but now we're] seeing a lot more real substantive contributions in terms of questions,” Hradecky said.
Fjord Interactive, a division of the Cossette Communications Group, was retained to assist with Station M.