McDonald’s continues to be a fast-growing business and needs to recruit a lot of young people every year, and with their target young worker becoming harder and harder to engage, McDonald’s tuned Snapchat into their biggest recruitment channel, and made applying for a job a snap! With applicants activating a Snapchat lens from highly targeted recruitment ads, putting the McDonald’s crew hat and name badge on them virtually and asking them to simply send a 10 second “snaplication” telling McDonald’s why they wanted to apply for a job at Macca’s, to start the recruitment process, and getting a whole new audience to consider McDonald’s for a career.
A few minutes of poking around Snapchat isn’t too much of a drain on anybody’s time. But the fact that McDonald’s is letting you add a new step to your job application isn’t fun or exciting, especially when the fact that you’re doing it is giving McDonald’s free publicity. I guess on the bright side, it’s good for teens to learn about insidious demands for unpaid labor in the form of social media production.