With the McJob a synonym for a disposable, unsatisfying career, there are few organisations whose employer brand issues are as pronounced as McDonald’s. And, arguably, there is no-one who has tackled the problem so directly. I helped persuade McDonald’s to acknowledge the negative perceptions, then explode the myths about working under the Golden Arches. The honesty paid off. As a result of this high-profile EB programme, engagement soared, the industry applauded a CiB-awarded intranet, and the national press took note.  McJob done.