Advertising Age reported Monday the term "McJobs" refers to low-earning jobs with little opportunity for advancement. McDonald's USA social media director Rick Wion, however, said it was time to "embrace [that term]) and turn it on its ear."
The advertising campaign for recruiting workers will focus on employees who love their jobs. The fast-food giant is also conducting an event called National Hiring Day, scheduled for April 19.
"The creative part is really highlighting the people at McDonald's and dispelling the myths that there isn't opportunity working here," said Marlena Peleo-Lazar, global creative officer at McDonald's USA.
The company said more than half of its franchise owners and three-quarters of its restaurant managers began as restaurant workers. The most prominent fries-to-success story is Jan Fields, McDonald USA president who started out cooking french fries.
The firm said those looking for work could apply at any of 14,000 restaurants in the United States.
The firm boasts 32,000 restaurants worldwide and 1.7 million employees.