Brands have leveraged social networks for customer engagement, brand awareness and even selling for years now, but a certain fast food giant is testing a new function: hiring. McDonald’s is using Snapchat as a tool to recruit some of the 250,000 workers it anticipates hiring this summer. Users can apply to openings at local restaurants through the mobile app after viewing a 10-second video ad featuring McDonald’s employees sharing their experiences with the company.
The RTP team discusses if the use of Snapchat is a good idea for McDonald’s and its potential impact for other retail/hospitality companies seeking to fill out their workforces:
Debbie Hauss, Editor-in-Chief: I applaud McDonald’s for using the latest social channels to lure Millennial job seekers. More and more we see the need to reach this younger demographic where they already are active. I’m surprised we haven’t seen other companies doing it, though, so I wonder what the barriers to entry are. Also, as the social channel-of-choice changes, will it be difficult for McDonald’s to keep up? Can they change the approach quickly and effectively to grab their target audience? And what about Gen Z? They’re next…will they engage with the Snapchat opportunity or will companies need to find another way to find Gen Z employees?
Adam Blair, Executive Editor: I suppose you could make the argument that employers like McDonald’s need to reach potential employees, particularly Millennials and Gen Z, where they live — and essentially “where they live” is on their phones. But the implications of this “snaplication” seem problematic to me for at least two reasons: 1. It’s difficult enough to get teenagers to look up from their phones at any time. If they’ve started their working relationship with McDonald’s via a smartphone app, that only reinforces the idea that the important interactions are all happening digitally — not face to face with customers and co-workers. 2. While it does seem that “everyone” has a smartphone, there’s certainly a sizeable portion of the population that doesn’t. So people that can’t afford a phone, and thus need a job the most, will be shut out of this application route. No thanks, Mickey D’s — I don’t want fries with my W-2 form.
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Alicia Esposito, Content Strategist: I think this is a great example of an established (read: older) brand trying to revitalize itself — which I think is great! Testing new channels and tactics is a great way to push your team and also identify new ways to engage with customers and, in this case, your workforce. I feel like arguing whether these strategies will be successful is unproductive. I think it would better if we keep tabs on McDonald’s plan and, most of all, look out for hard data and tangible results. Personally, I never find myself itching to engage with ads on streaming services, but the Snapchat approach, I think, has a lot of potential!
Klaudia Tirico, Features Editor: On the surface, this is a really unique idea to engage with young, aspiring burger flippers. But the more I think about it, the more I question whether this is a mature way to land a job. Applying for, getting and having a job is a serious matter, and I almost feel as though McDonald’s is dumbing it down for Millennials. I understand the company’s effort to “meet job seekers where they are — their phones,” but was Snapchat really the first channel they thought of to do that? I simply don’t think this is how you prepare a younger generation for the real world of applying for jobs. It’s almost offensive that McDonald’s thinks Millennials can’t do anything besides spend hours on social media.
Glenn Taylor, Senior Editor: The move seems corny, but in all seriousness, McDonald’s has nothing to lose by introducing this feature. The 16- to 24-year-old demographic is obviously the main target for McDonald’s, and what better way to grab that group than by engaging them in one of the most visual, interactive social networks available? Snapchat is all about creating quick-hit messages that stay top-of-mind for users, so McDonald’s will really have to create some fun content on its own to draw attention to the app. If retailers and brands can use the platform to drive traffic and awareness to specific marketing campaigns, then I don’t see why they wouldn’t be able to make the hiring process more fun. The attitude and demeanor behind the message conveyed determines how people will react in any kind of campaign, and hiring is no different.
Matt Halchack, Editorial Intern: As a Millennial, it’s clear to me that McDonald’s is making a conscious effort to keep up with digital trends. They’ve already made efforts to expand their delivery options with services like Postmates and UberEats; now they’re targeting job seekers through channels Millennials use every day — Snapchat, Spotify, and Hulu. The “snaplication” is creative and an easy way to start the job application process, but I’m skeptical of how successful it will be. From my experience, Millennials like to separate their work and play on social media, which might explain why sites like LinkedIn trail Snapchat, Instagram and Twitter in the same age demographic that McDonald’s is targeting. Luckily, McDonald’s increased presence on Snapchat should, at the bare minimum, lead to some cheeseburger cravings. Come to think of it, all this talk about McDonald’s is making me hungry…
