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.

Click here for more Diversity News Click here for more Employee engagement and experience News Click here for more HR Technology News Click here for more Recruitment News Click here for more Talent Management News
Corporate LGBT advocacy: An ongoing fight
HRM Asia - 24 May 2018
Why companies must do their part to ensure that LGBT rights do not go in reverse.
How analytics raised engagement levels at Takeda Pharmaceutical
- 17 May 2018
HR Insider preview: Takeda's HR consolidation has been an integral part of the company's journey to going global.
Uncovering the gender pay gap
HRM Asia - 04 May 2018
A new study has identified that the real reason for the gender pay gap is the lack of women in higher-paying roles.
Standard Chartered's new staff-centric global brand campaign
Kelvin Ong - 02 May 2018
Some 85,000 employees gave their insights during the design process of the new marketing campaign.
Largest batch of Human Capital Partners unveiled
HRM Asia - 27 Apr 2018
Eighty-seven Singapore employers were named in this latest round of the Human Capital Partners announcement.
Singapore's concerted push for workplace age inclusivity
Kelvin Ong - 27 Apr 2018
Its labour movement hopes the Tripartite Standard on Age-Friendly Workplace Practices will help ease the talent crunch.