Big burger to teens: Snap!
With unemployment at historic lows – for example 3.1 percent in Washington County, the lowest since 1991 – Minimum wags employers are stepping up their game to hire this summer.
McDonald's and its independent franchisees expect to hire approximately 250,000 people this summer across the country. That works out at 8,501 new hires in the northwest.
So the McDonald's corporate has teamed with Snapchat to make job-hunting as easy as liking a friend's story. As of June 13, Snapchatters of a certain age may be targeted with an ad from McDonald's.
The McDonald's add is served up to 16 to 24 year olds. If they tap on it or swipe it the journey begins. They do not have to follow McDonald's on Snapchat.
Users are served a 10 second video showing real people talking about what it's like to work at the burger chain. After completing this commitment, they can swipe upwards – a new gesture – to go to a McDonald's job application within the Snapchat app.
As part of the application, geolocation pulls up restaurants in the local area. The next step is to await a message from the local manager.
McDonald's is calling it "Snaplications" and is the first firm to try it.
According to the Bureau of Labor Statistics, less than a third of teenagers have a job between Memorial Day and Labor Day.
More than half of company-owned restaurant employees are between the ages of 16-24.
The idea came from McDonald's "home office" in Chicago.
McDonald's franchise owners have to follow strict rules about branding and food preparation from the corporate office.
Teens can still apply the old way, in person with a paper resume.
According to a McDonald's spokesperson, in the U.S. urban residents typically live within 2.3 miles of a McDonald's.
Snapchat is the most popular social media platform among high school and college students, according to the Wall Street Journal. A recent survey by SCG reported that 78 percent of Gen Zers use Snapchat daily, and more than half of Gen Zers report that they are on Snapchat at least 11 times a day.
This is compared to 76 percent for Instagram, and 66 percent for Facebook.
McDonald's touts is jobs as great first jobs, where teens and students can "learn skills like accountability, face-to-face customer service, and problem solving that will help propel their careers and build a future."
"We thought Snaplications was a great way to allow us to meet younger job seekers where they are – their phones," said Jez Langhorn, Senior Director in HR, McDonald's USA.