Industry News | June 12, 2017 | By Danny Klein | QSR Exclusive Brief

McDonald's Secret to Hiring 250,000 New People: Snapchat

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McDonald’s is going on a hiring spree. The fast food chain announced Monday it expects to hire 250,000 people during the summer season. And beyond just a round number, the brand will unroll what it calls “a modern approach to recruiting.”

Last year, more than half of McDonald’s new summer hires were between the ages of 16—24, the company says. With that in mind, McDonald’s coined a new term: “Snaplications.” The first-to-market tool allows job seekers to see an ad and begin the application process through the Snapchat app. The chain’s Australian stores tested a similar platform earlier this year. McDonald’s is also using Spotify and Hulu to reach potential employees.

“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 Human Resources, McDonald’s USA, in a statement.

Starting Tuesday, Snapchat users nationwide will see 10-second video ads of McDonald’s employees touting the brand. Viewers can then “swipe up” to visit the McDonald’s career webpage, and apply for jobs.

“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,” Langhorn says.

In May, McDonald’s revealed that its Archways to Opportunity program, which launched in 2015, saw participation more than double with a 238 percent increase in enrollment this past year.

The education program that provides eligible U.S. employees at participating restaurants an opportunity to earn a high school diploma, receive upfront college tuition assistance, access free education advising services and learn English as a second language.