Mc Donald's - recruitment
McDonald’s remains the market leader position in the fast-food sector in the Czech Republic. In 2016/2017, McDonald’s started to compete more harshly with new generation burger houses and has had difficulty responding to the increasing number of consumers with the current number of employees. Because of a majority of the temporary employees were students, McDonald’s had difficulty in finding personnel wants to work in the education season and so, McDonald’s came with a request to contribute to the process through a recruitment campaign.
As the agency, there were two challenges we faced:
Since McDonald’s carried out high-budget campaigns during the year, it has allocated a budget for this campaign sufficient to be used only in digital channels within the annual budget.
The Millenials group, which constitutes the majority of the employee profile and the target audience, did not apply for vacant positions in recent periods, because they did not like the job that they will perform at McDonald’s and they had bigger objectives.
As a solution, we considered it suitable to make an advertising campaign indicating that we respect these goals of the Millenials generation and we believe that they can achieve their ideals additionally, that reminders every long career should have a starting point. To make it an outstanding campaign, which will only take place as a banner or a social media post, we considered finding an idea that is very simple, but also very emphatic.
The campaign was successful far from the expectations. The applications were increased by 200% compared to 2016. McDonald’s run the same strategy in the Slovakia market and extended the campaign to other channels, adopt a social responsibility as a result of the intense interest of the new generation, consequently, started to support its employee for an education they wanted to receive in line with their ideals.