Most of us are only familiar with brands using social media to gain exposure, engage with consumers and drive sales… but now McDonald’s is now using Snapchat to recruit its newest employees! Yep you read that right, the fast food chain has created a lens within Snapchat which shows the job seeker in a McDonald’s uniform, who then sends a 10 second snap showcasing their skills and personality to the fast food chain. Once its sent, a more formal interview is pursued by the ‘Snaplicants’ through their website.
Aside from the fact that you basically have to sum up your whole ‘why should I be hired’ in 10 seconds (You would see me record 100 different versions before I sent the final one), in my opinion, McDonald’s has hit the mark with this one! Why? Because it connects to their target audience through a medium that is relevant and fun!
Mark Wheeler, the director of digital marketing at McDonald’s, said ““Our priority is on delivering more easy and enjoyable ways for people to interact with us so it made sense to engage with young people on a platform we know they are on. The ‘Snaplications’ lens is about giving young people the opportunity to interact with us, on their terms.”
McDonald’s is the first brand to create a Snapchat Lens.
According to News, 65 percent of the McDonald’s workforce is under the age of 18 and 82 percent of the 4 million users of Snapchat are young… which begs the question, will this be the new innovative way to recruit the young generation? After screening applicants, they took the advantage to follow up the Snapchat lens with Snapchat ads promoting their career opportunities.
Now although McDonalds is the first company to create a SnapChat Lens, according to Snapchatdaily, it isn’t the first to accept job applications through Snapchat. Check out this Snaplication that secured Kyle Neuner’s job at MetroStar.
In my view, this process is a great way for employers to get a glimpse into the type of personality they will be hiring to represent them, which can definitely impact the hiring decision process. It allows to evaluate their customer service potential and whether they will fit into the work culture.
So how did this innovative approach effect McDonald’s? By making the job process more fun and relaxing through a popular social medium, it associates McDonald’s with being cool, fun and different. Definitely sharing the important values of the younger generation.
Do you think this new digital job application process will be pursued by other brands? Or just is it just a one-off thing? Let me know in the comments below!