Global fast food chain McDonald’s has decided to use multimedia sharing application Snapchat to hire 250,000 new employees in the United States. The modus operandi is by using videos that are 10 seconds long in which existing employees discuss their experience at McDonalds. At one swipe, interested candidates can view the careers page and take it forward from there onwards to discover outlets in their locality which are hiring. This is not the first time that McDonalds has pulled off such a stunt. In April, it launched the world’s first ‘Snaplications’ or applications through Snapchat in Australia.
Reason for the move:
The delicious Golden Arches has claimed that more than 50% of its employees fall in the 16-24 age group. This is the age in which potential candidates spend most of the time available to them on social networking apps. Therefore, McDonalds is making an attempt to reach out to them through a platform where they are comfortable and not just stick to conventional methods such as posters and advertisements. While LinkedIn is an extremely useful platform for employers and employees to meet, it is more formal and official compared to other social networking sites or applications. McDonalds is going one step further and using the app which its talent pool uses for leisure.
Process innovation vs product innovation:
Every day, new technology is coming up in a spheres of life from self-driving cars to artificial intelligence in financial analysis. However, the commercialisation and widespread usage of technology is still yet to pick up pace. While the process of ideating, innovating, creating and delivering a certain technological innovation to the world is a commendable achievement, utilising the available technology in a way that that bridges gaps in the socio-economic situation is an equally commendable action. By opening up lines of communication, McDonalds has not only begun a revolution in bridging the gap between the demand and supply of labour, but has also aligned the recruitment process with changing trends.