"Not bad for a McJob" is the slogan for a new McDonald’s campaign that aims to turn the derogatory reference for a low-paid, disposable job on its head.

Neither recruitment nor retention poses any problems for the fast-food giant, McDonald’s vice president-people, David Fairhurst, told Recruiter on Wednesday.

Instead, what McDonald’s believes is an unfair and inaccurate stereotype of its working conditions negatively affects its reputation and its workforce. Because of the ‘McJob’ connotations, Fairhurst said, “we have a workforce that could be described as ‘under siege’”.

Contrary to its reputation, working at McDonald’s today offers flexible working, career progression and benefits such as health care to a workforce that is motivated and proud to work under the Golden Arches. "I want 'McJob - the Reality' to be seen," Fairhurst said. "We've all laughed at the 'McJob' reference; it's time to move on."

A company’s reputation is a key influence on a candidate’s decision to accept or reject a job offer, and Fairhurst acknowledged in an interview with Recruiter that while no recruitment issues currently loom on the horizon, “the picture five or 10 years from now could be quite different”. As a result, Fairhurst said, “we need to do something now”.