McDonald’s recruitment campaign on Snapchat smashes goals

The Lens ran nationally and the Snapcode was printed across multiple touchpoints in stores (tray mats, banners, etc.) to encourage visitors to unlock the Lens and apply.

McDonald’s has become the first company in the MENA region to use a Snapchat Lens for a recruitment campaign. Launching during the month of October, and targeting Saudi nationals, the aim of the campaign was to fill more than 850 positions across multiple roles including manager trainees, guest experience leaders, baristas, accountants, administration coordinators, HR specialists, delivery drivers and service crew.
The campaign was a huge success and received in excess of 42,000 responses, smashing its expected goal of 10,000 applications.
The quick service restaurant chain wanted to appeal to potential team members in the Kingdom and make it easy for them to submit their applications.
To kick off the “Snaplication” campaign, McDonald’s distributed a Lens Snapcode to 10 influencers in the Kingdom who started posting Snaps to their story. Shortly thereafter, the Lens ran nationally and the Snapcode was printed across multiple touchpoints in stores (tray mats, banners, etc.) to encourage visitors to unlock the Lens and apply.
Prince Majed bin Fahad Al-Saud, executive director of HR at Riyadh International Catering Corporation, developmental licensee of McDonald’s restaurants in the central, eastern and northern regions of Saudi Arabia, said: “McDonald’s Saudi Arabia has always been a pioneer when it comes to the ease and convenience of recruitment of local talents. Our latest initiative utilizes Snapchat to allow job seekers to apply to McDonald’s in a fun, simple and innovative way at the comfort of their homes.”
Mohamed Alireza, deputy general manager of Reza Food Services Limited, McDonald’s western and southern regions, said: “We wanted to appeal to young job seekers in the Kingdom by offering them a fun and simple way to apply to McDonald’s.”