CSR is critical to McDonald’s employee communication

A look at how the fast-food giant tells employees about corporate social responsibility. Video

A look at how the fast-food giant tells employees about corporate social responsibility

Take a few moments to imagine McDonald’s.

What came to mind: french fries and hamburgers, Happy Meals and Ronald McDonald, Fast Food Nation and Supersize Me? What about corporate social responsibility (CSR)?

Last year, Fortune magazine ranked McDonald’s No. 1 for CSR among the “most admired food service companies.” The company ranked fourth among all industries. With such accolades it is little surprise that McDonald’s boasts a stand-alone CSR department of seven people, where communication is a priority.

“The CEO said we need to improve our brand performance, our trust performance,” Bob Langert, vice president in charge of CSR, told Ragan.com. “Our business is doing phenomenal … but our brand performance is not performing at the same level. So we have a mandate from our CEO to tell our [CSR] story better.”

Langert believes telling that story starts inside the company.

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