McDonald's takes social hiring to Snapchat

Dubbed "Snaplications", the fast food chain hopes to reach more youths through this approach.

US fast food giant McDonald’s rolled out a new social media recruitment initiative aimed at attracting a target of 250,000 new hires earlier this week (June 12). 

The company began posting 10-second video clips on the Snapchat platform of staff discussing the “the benefits of working” at the restaurant.

McDonald's is the first US organisation to introduce this hiring tool. 

McDonald’s expects that at least half of its target will be young candidates aged between 16 and 24. The company chose Snapchat after research found that some 80% of American youths in that demographic use Snapchat on a daily basis.

Users who are interested in applying for a job only have to swipe up on their phone screens, and they will be redirected to McDonald’s career page. There, they can explore the opportunities offered by McDonald’s, and apply to their local restaurants directly. 

Dubbed as “Snaplications”, this follows a similar recruitment drive launched in Austrialia earlier this year by the restaurant chain.

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,” said Jez Langhorn, Senior Director in Human Resources, McDonald’s US.

“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.”

The company has set its sights on Spotify and Hulu as the next potential hiring platforms.

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