How to Hire a Quarter Million Workers? McDonald’s Uses Snapchat

The fast-food chain announced this week that it would add 250,000 employees this summer.

June 14, 2017

OAK BROOK, Ill. – McDonald’s will hire a quarter of a million workers this summer, QSR Magazine reports. Beyond the 250,000 new employees, the fast-food chain said it will do so via a “modern approach to recruiting.”

In 2016, more than half of the burger chain’s new summer workers hired were between the ages of 16 and 24. To successfully recruit from that age group, McDonald’s has launched “Snaplications.” The tool allows job applicants to view a McDonald’s employment ad and apply via Snapchat.

“We’re always looking for new and innovative ways to find job seekers. We thought Snaplications was a great way to allow us to meet job seekers where they are— their phones,” Jez Langhorn, senior director in human resources for McDonald’s USA, said.

Yesterday, McDonald’s launched 10-second video advertisements on Snapchat that feature McDonald’s workers talking about the brand. Viewers then have the opportunity to “swipe up” to jump to the chain’s career webpage for job applications.

“As we see the younger generations seeking out their first jobs, we want to make them aware of the great opportunities available at McDonald’s, especially considering we’re committed to being America’s best first job,” Langhorn said.

McDonald’s Australian units had success with a similar approach earlier this year. The chain is also tapping Hulu and Spotify to connect with potential workers.

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