As major companies have begun scaling back on DEI (Diversity, Equity, and Inclusion) policies, it is more important than ever to keep one thing in mind: diverse and inclusive teams make better decisions 87% of the time and report 19% higher innovation revenue. Be it implementing systemic changes, introducing new company culture principles, or investing in mentorships and personal development programs, it is vital for businesses to uplift, rather than deprioritize, DEI measures in the workplace, especially as DEI continues to play a vital role in employee engagement.
Karin Probst, the Chief People Officer (CPO) at McDonald's Austria and a valued member of the leaders circle, has some hands-on insights to share. How can we foster diversity in our companies, especially on such a large scale as is the case of multinational corporations? And what can we learn from Karin in terms of DEI on a structural level? Let’s find out.
1. a welcoming approach at the core of company culture
Values. That’s where it all begins. In Karin’s words, “At McDonald’s, we are open to and welcoming everybody. At the heart of everything we do is a modern restaurant experience and a family-friendly service culture, true to our motto: ‘Making delicious feel-good moments easy for everyone.’”
“But interpersonal relationships are just as important to us, not only in our interactions with guests,” she stresses. “We prioritize our employees, putting them first and welcoming everyone to be part of our team. Likewise, we take responsibility for our society and give back to the community.”
Thus our first takeaway: companies that strive to include, accommodate, and cater to diverse needs on a practical rather than just theoretical level follow a strong set of values reflected in the company culture.
Karin makes this very clear when she says, “Living our values is fundamental to us—whether among employees, franchisees, at headquarters, or with our suppliers. It’s reflected in how we collaborate with one another and in everything we do.”
Values are a company’s foundation, plain and simple. And in order to implement DEI measures effectively, it’s important that these values are in sync with diversity and inclusion in the first place.
2. flexible working hours & remote work options as work-life balance support
Not every employee can work pre-determined hours and not every time they can work onsite, especially in the case of female professionals who often deal with non-professional responsibilities, such as childcare. Flexibility as a value ingrained in the company’s structure can therefore alleviate unnecessary stress and remove professional obstructions for many.
Karin explains, “We offer flexible working hours and remote work options to support everyone in balancing their professional and personal lives as effectively as possible. Parental leave is welcomed and supported equally for both women and men.”
She also adds that leadership opportunities are accessible even in part-time roles, which ensures that career progression is adaptable to and inclusive of different life circumstances.
3. 50/50 gender distribution as part of company structure
Given all this flexibility, gender diversity is clearly reflected in the company’s numbers. “In both our headquarters and our restaurants, we proudly maintain a balanced 50/50 gender distribution between men and women. This is also represented in all leadership levels,” Karin says, highlighting that a commitment to diversity can be applied as part of the business structure. “More than half our employees at our headquarter are female, the majority of management positions at McDonald's Austria are held by women and within our Management Board four out of six members are female.”
Thus the result of a work environment where women “have equal opportunities to develop, advance and succeed.”
4. workshops, events, and courses designed for inclusion
Career growth is tied to personal development, and workshops or mentorship programs can truly go a long way when it comes to both. After all, employees who feel like they have a place at the table are more likely to contribute valuable insights, step outside their comfort zone, and step into their roles with confidence.
Karin has shared some excellent examples of how to achieve this. Alongside McDonald’s Austria’s long-lasting cooperation with the female factor in order to promote women’s careers, they also regularly host workshops and events designed for women with the aim of encouraging their professional growth. “These initiatives provide valuable tools, insights, chances for professional exchange and opportunities to help women take the next steps in their careers with confidence,” Karin says.
Furthermore, “To support gender diversity and inclusion we – among other initiatives – work with external trainers and speakers to empower women and give concrete examples to men how to be an ally.”
Inclusive measures in Karin’s workplace go beyond women’s empowerment as well – after a free online German language course was requested in an employee survey, it is now live and available to all employees. “The course is designed for employees who have already taken their first steps on the career ladder or would like to further improve their language skills,” Karin notes. “In this way, we create the same opportunities for advancement for every employee. Regardless of their origin, background or mother tongue.”
5. standardized commitment to diversity
But of course, DEI is about much more than workshops on inclusivity. It’s a methodical approach that ought to be implemented on a structural level, and in our interview with Karin, she has provided a good insight into what this looks like in practice.
“We try to reflect the diversity of our society. This commitment goes beyond words – it’s backed by action, as demonstrated by our Diversity Management Certification from ZukunftVIELFALT®,” she shares.
“As part of this certification, we developed a comprehensive action plan to ensure continuous progress in the areas of Diversity, Equity, and Inclusion (DEI). This framework helps us consistently evolve and uphold our dedication to fostering inclusivity, equality, and representation across all aspects of our work.”
Furthermore, McDonald’s Austria has been awarded the ÖNORM Certification for Diversity Management, and as part of the certification process, a lot of effort went into an assessment of the current status and the development of an action plan for the next three years. “This ensures that we continue to evolve and make ongoing progress in fostering a diverse and inclusive workplace,” Karin explains.
Effective implementation of DEI measures seems to depend upon actionable plans, large-scale organization, and standardized systems that make a real difference.
go beyond words: fostering diversity on a systemic level
It is one thing to say a company embraces diversity; it is another to see those values manifest in reality. As our interview with Karin has shown us, productive DEI solutions can be implemented systematically, from obtaining certifications and implementing 50/50 gender distribution to introducing flexible working hours and offering inclusive workshops and courses. At the core of it all, there’s a strong commitment to inclusion as a foundational value that truly makes a difference.
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about Karin
Karin Probst is the Chief People Officer (CPO) at McDonald's, with expertise in Human Resources, Recruiting, and Legal. She maintains her work-life balance by engaging in activities like running, hiking, and spending quality time with her family. As a mother, Karin is deeply committed to empowering women and serving as a positive example, balancing work and family life effectively. Her leadership journey has been enriched by diverse experiences and roles, equipping her with valuable insights and skills that make her an effective leader today.
about McDonald’s
McDonald’s Austria currently operates around 200 restaurants and employs 9,600 people from 92 nations. More than 90% of the restaurants are operated by 43 franchise holders, most of whom are family businesses employing around 50 people per restaurant.
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