McDonald’s announced Tuesday its modern approach to recruiting—Snaplications—is back. For millennial job seekers, this is good news since according to a recent survey conducted by Wakefield Research on behalf of McDonald’s, 67 percent of millennials will look for a seasonal job.
Knowing more than half of hires at company-owned restaurants are under 24 years old, McDonald’s utilizes Snapchat as a recruitment tool to meet potential job seekers where they are—their phones. ‘Snaplications,’ a term coined by McDonald’s, is a first-to-market 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. Snaplications run through November 28.
“We saw significant engagement with Snaplications in the summer, and we’re excited to bring it back knowing young job seekers are on the job hunt again.” says Juan Marcos, chief people officer, McDonald’s USA. “McDonald’s and its independent franchisees are committed to being America’s best first job by providing flexible schedules, professional skills, and education. A part of that commitment also includes delivering easy and enjoyable ways for potential crew members to join the restaurant teams.
While only three percent of U.S. recruiters are using Snapchat, McDonald’s bold approach with Snapchat paid off during the summer hiring period. The company saw a 35 percent increase in application flow and a 30 percent traffic increase to the careers page due to the combined efforts of Snaplications and the larger marketing campaign.
While many will use extra money from a seasonal job to buy someone a gift or treat themselves, others are looking to learn new skills they can take with them to another job, according to the McDonald’s survey— such as people skills (37 percent), patience and customer service (31 percent), time management (23 percent) and quick math (10 percent).
“These transferable skills are a staple at McDonald’s restaurants and set people up for success, whether they stay with the brand or further their careers elsewhere,” Marcos adds.
McDonald’s and its independent franchisees strive to offer a work environment that sets people up for success at their McDonald’s and beyond … with education programs like Archways to Opportunity, which gives eligible employees in participating restaurants an opportunity to earn a high school diploma, receive upfront tuition assistance for college courses, access academic advising courses, and learn English as a second language.