Hiring an international Manager

MCDONALD’S CASE STUDY

HOW CAN COMPANIES HIRE A MANAGER IN AN INTERNATIONAL CONTEXT?

1. INTRODUCTION

Nowadays, companies are more conscious that HR departments play a key role to guarantee a successful expansion in the international arena. HR directors of Global firms must come up with strategies that help companies overcome the challenges brought by a constant changing world. New approaches are being considered by MNCs HR managers to and retain attract top talent, to continue globalizing peoples’ management processes, or to create more inclusive and diverse workplaces. Regarding diversity and inclusion, McDonald’s, the fast food giant, has created initiatives for several years to promote value and respect among its various stakeholders, emphasizing that no matter where people come from, their sexual orientation, their beliefs or education, each one will be welcome, equally treated and accepted within the organization. Due to its several initiatives in this area, the company has become a leader in diversity and inclusion today.

2. WHAT IS MCDONALD'S LOOKING FOR?

McDonald’s is looking for a new Marketing Manager of Global Personalized Marketing and Measurement as it wants to expand its business in the Asia Pacific region and specifically in Singapore. The company searches for a person who will introduce fresh ideas and a new perspective to the Marketing department. The new manager will earn $80K a year and will have to travel regularly to Oak Brook. He or she should have a minimum of 4 years of CRM, Marketing Technology, Analytics or Data-Driven Marketing experience. The candidate must have a Bachelor or Graduate degree in Business, Technology, Analytics and knowledge of the LI-TM1 software. Furthermore, the candidate has to be fluent in English and Chinese is a plus; he or she has to possess an international vision. The candidate will be responsible for developing best practices for personalized marketing, segmentation and measurement. He will be working with McDonald’s markets around the world to execute global personalized marketing strategies.


3. ASSETS AND LIABILITIES OF THE CANDIDATE CHOSEN

Following the requirements, the company selected two persons who are the most suitable for the position: Park Liu and Peter VanPol. Human resources’ first choice is Peter VanPol because he possesses qualities and values that correspond to the ones of the company. This candidate is a 40-year-old South African that seems to have an interesting international vision for the firm.

Peter VanPol has a “PhD in computer science from a leading South African University and an MBA from Purdue’s Kranner School of Business and a L1-TM1 master”. In addition, during the interview, this candidate showed great motivation and a desire to prove that he has a vast experience in the field. He remarked that he “sees the position at our company as an opportunity to try out new territory”. Concerning the language skills, Peter VanPol speaks English, Afrikaans, Dutch and conversational German. Within his previous company, he was a top-flight manager of people who was able to push employees to perform the best they could. He is described as hardworking, creative, loyal and open-minded by his co-workers.

Peter VanPol has two children and he is a social activist with a high political visibility in South Africa. What is more, this candidate is willing to move to Singapore with all his family. Nevertheless, the candidate needs our help to find a job for his husband which could be negotiated before signing the contract with the candidate. He is very concerned about discrimination which could be an asset for the company. McDonald’s is a multinational in which diversity and inclusion are highly valued.

4. DIFFERENCES BETWEEN THE MANAGEMENTS STYLES HOST (SINGAPORE) AND HOME (US) COUNTRIES

Management styles in the United States and in Singapore are quite different. On the one hand, when conducting business in Singapore, managers must be aware that there are rules of protocol to be followed. The country has a strong hierarchical structure and managers are expected to be treated with great respect, since employees consider their bosses to be superior to them. Decision-making, relies

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