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.