McDonald’s ‘Snaplications’

by Mike Hunter

For the 250,000 restaurant employees McDonald’s and its independent franchisees anticipated hiring for the summer (4,200 in Arizona), McDonald’s implemented a modern approach to recruiting — Snapchat.

Snaplications,” a term coined by McDonald’s, is a first-to-Ωmarket hiring tool in the U.S. that allows job seekers to be served an ad and opportunity to begin the application process for a job at a McDonald’s restaurant through the Snapchat app. McDonald’s used a similar Snaplications execution in Australia earlier this year, and the company is also utilizing platforms that include Spotify and Hulu to reach potential job seekers in a new way for the brand.

“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,” says Jez Langhorn, senior director in HR at McDonald’s USA.

Snapchat users nationwide may be served 10-second video ads of real restaurant employees talking about the benefits of working at McDonald’s. Viewers can then “swipe up” to instantly visit the McDonald’s career webpage in Snapchat to explore the opportunities offered by McDonald’s, and apply to their local restaurants if they so choose.

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