Many of you will remember when "McJob" entering the Oxford English Dictionary, defined as "An unstimulating, low-paid job with few prospects"
At the time McDonalds did lots to address the perception challenge from a petition to get the definition changed to "reflect a job that is stimulating, rewarding ... and offers skills that last a lifetime", to advertising campaigns lighting up Piccadilly Circus with the strapline "not bad for a McJob"
Since then many organisations including McDonalds have gone much further to create "Good Jobs", the latest being Walmart in the US. In the face of the changing retail landscape, the threat of Amazon and a highly competitive recruitment market. Walmart have launched their first Employer Brand campaign. This isn't just a marketing campaign - importantly the employee experience is front and centre.
It will pay for any of its 1.4 million U.S. workers to attend college if they contribute $1 a day from their own pockets. Walmart will pay for associate or bachelor degrees in business or supply-chain management from three universities either on campus or online:
The new education benefit covers only 1.4 million Walmart workers in the U.S., who will be eligible once they've been on the job 90 days. Depending on the degree or school chosen, the net value of the tuition, books and fees benefits could range from $12,000 to more than $30,000 over two to five years, based on current tuition and fees quoted by the universities for in-state students.
Walmart expects 68,000 associates to take up the offer based on surveys it has conducted,
This highlights the extent to which employers need to innovate and rethink how they attract and engage talent. Interestingly this isn't a new concept - McDonalds has the McUniversity and Starbucks back in 2015 launched a programme to pay tuition of employees for online study at Arizona State University. However in terms of scale Walmart has more than six times as many employees as Starbucks.