McDonald’s announced this week that the company and its franchises would hire about 250,000 employees across the US this summer, which is usually the busiest season for the fast food restaurant chain, the Chicago Tribune reports. This year, however, the chain is introducing a new twist on the hiring process and will be accepting short video applications through the social media platform Snapchat:
The chain started accepting “Snaplications” in Australia last month, allowing potential employees to make video submissions with a special filter that shows them wearing a McDonald’s uniform. The video audition can then be submitted to McDonald’s Snapchat account. After that, McDonald’s will send back a link to the application and digital careers page. …
McDonald’s said allowing applications through Snapchat will aid hiring efforts because many of its applicants are between the ages of 16 and 24. It will direct marketing about the application process to select Snapchat users nationwide starting Tuesday. The company also is using other platforms like Spotify and Hulu to reach potential job seekers.
Using Snapchat to target a younger pool of candidates makes sense, as the platform’s user base is overwhelmingly in McDonald’s target age range. According to Hootsuite, 37 percent of Snapchat users are 18 to 24 years old, 60 percent of its users are under 25, and 23 percent have not graduated high school.