Leading fast food employers like McDonald’s, Chipotle, and Panda Express are now experimenting with new, exciting, and unique strategies to compete for the food service talent pool.
McDonald’s notably recently experimented with using Snapchat, a messaging application extremely popular with Millennials, to attract talent and generated massive interest through the application. But what is Snapchat?
Snapchat is a messaging app where users communicate with each other through disappearing images and text. Users can also use filters, and apply augmented reality components through the camera feature.
Messages can only be seen once, and the demographic on the application skews heavily towards the younger generation. 71% of Snapchat users are under the age of 34 and over 11% of the U.S. digital population uses the application.
Why Are Food Service Recruiters Excited About Snapchat?
Snapchat is a veritable gold mine for recruiters staffing fast food positions. According to data from the Center for Economic and Policy research 61% of fast food workers are under the age of 25. This data aligns perfectly with the demographics found on Snapchat.
But these golden candidates aren’t just in the app, they’re using it frequently too, with the average Snapchat user opening the application over 25 times each day. Marketers have long realized the value of engaging with young audiences via Snapchat with notable brands like Pepsi, GE, and Burger King all garnering millions of views through the platform.
The writing on the wall is clear, Snapchat is the perfect communication channel for organizations looking to reach younger audiences to create buzz around their brands. It’s high time employer brands got in on the action.
McDonald’s Boosts Applications 35% and Careers Page Traffic 30% WIth Snapchat
“While only 3 percent of U.S. Recruiters [use] Snapchat, McDonald’s bold approach with Snapchat paid off during the summer hiring period...,” - McDonald’s.
McDonald’s Chief People Officer Juan Marcos created a Snapchat specific recruiting tool called “Snaplications.” The McDonald’s recruiting team served Snapchat users job advertisements inside the Snapchat application. Candidates then went through a seamless experience that started them on the path to completing an application for a job at a McDonald’s restaurant.
How McDonald's Used Snaplications to Attract Applicants
McDonald’s created a Snapchat filter that allowed users to see themselves in a McDonald’s uniform. If candidates were interested in applying, they would send in a 10-second video showing off their personality and explaining why they wanted to work at McDonald’s.
Recruiters would then view the video, and send instructions about how to proceed in the application process. McDonald’s was able to hire 250,000 new employees over the course of the summer using Snapchat.
Takeaways from McDonald’s Unconventional Approach to Attract Talent:
Keep an eye out for new communication platforms. Communication platforms like Snapchat, WeChat, Whatsapp, Facebook Messenger, and text message should all be considered as viable options for attracting and communicating with talent.
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