McDonald’s Recruits Applicants Through Snapchat

McDonald’s in Australia teamed up with Snapchat, allowing job seekers to send a 10-second video application.

April 11, 2017

SYDNEY – Australian job seekers looking for employment at McDonald’s can now turn to Snapchat, reports News.com.au.

McDonald’s in Australia (Macca’s) has teamed up with Snapchat to launch a McDonald’s-themed filter for the photo messaging app, with jobseekers invited to try on the uniform and send a 10-second video application. The news source writes that the “Snaplications” campaign is a first for both companies. Once the application is reviewed, McDonald’s will send users back to its digital careers hub where they can download an application form.

“I’ve [learned] a lot about Snapchat recently from my 14-year-old daughter,” said Shaun Ruming, chief operating officer of McDonald’s Australia. “We think this is actually a world first. Snaplications is basically a Snapchat ‘lens’ that gives users the ability to apply for a job—or at least commence that process—by sending a 10-second snap.”

Ruming said while the 10-second video wouldn’t replace the traditional hiring process, it would form part of the application. “It certainly won’t replace a thorough face-to-face interview, but we’ll obviously take it into account,” he told the news source.

McDonald’s doesn’t have any firm targets for the experimental campaign. “When we first started talking about it that was one of my questions: How much are we trying to drive recruitment?” he said. “We just wanted to start with Snapchat and see what reaction we get.”

The news source notes that Snapchat is the new favored platform among advertisers, with its ads, including sponsored filters, forecast to bring in more than $3 billion (U.S.) in annual revenue by 2019.

Advertisement
Advertisement
Advertisement