McDonald's app-based campaign aims to 'snap' up new staff

McDonald's app-based campaign aims to 'snap' up new staff

McDonald’s is turning to Snapchat in order to hire the 250,000 new recruits it needs for the summer rush – Fortune reports.

Naming its hiring process “snaplications”, the fast-food retailer uploaded a 10-second ad to the social media app in a bid to attract young workers.

If those that view the ad want to know more they are linked to a McDonald’s career page within Snapchat where they can fill out a job application.

Jez Langhorn, Senior Director in Human Resources, explained that McDonald’s “thought Snaplications was a great way to allow us to meet jobseekers where they are – their phones.”

With more than half of McDonald’s hires expected to be between 16-and-24-years-old, they expect Snapchat ads to allow them to better connect with young, tech-savvy employees.

As of February 2016, figures shared by Statista showed that Snapchat was used most by 18-to-24-year-old users. This group made up 37% of the app’s userbase.

HR needs to be aware of the ways in which young candidates are now utilising technology to appeal to employers and search for jobs.

Prospective employees now use Pinterest, Instagram and Google searches to highlight their experience and suitability for roles.

With workplaces and the employment market becoming increasingly digitised, McDonald’s are taking in the lead in the war for talent.

And, with the average smartphone user picking up their device 85 times a day, social media might be the best way to connect with today’s Generation Z and millenial candidates.

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In other news, the multi-national fast-food franchise recently offered their UK workers the option of having a fixed contract or sticking with zero-hour contracts.

Rather than face court appearances and negative headlines – which Uber, Sports Direct and other gig economy employers had to deal with – Paul Maloney, GMB union’s southern region secretary, noted that McDonald’s were taking a proactive approach.

He said: “McDonald’s has seen the writing on the wall since the GMB success in the courts against Uber and other gig economy employers against whom GMB are litigating.”

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Comments (1)

  • Lauren
    Wed, 14 Jun 2017 2:19pm BST
    Surely there's a concern here of indirect age discrimination?

    I hope McDonald's are using alternative methods to reach older candidates. Research shows an older generation of workers would be significantly less likely to be proficient in technology, particularly an application such as Snapchat.

    Organisations considering innovative moves such as this, need to be well aware that there are potential pitfalls that need to be addressed to ensure success and fairness. After all, a diverse workforce is something we should all striving to achieve and maintain.

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