As a longtime Agency of Record for a chain of local McDonald’s restaurants, we were approached with a problem: the restaurants couldn’t find and keep the right employees. This problem arose as we were coming off the heels of a successful campaign that saw the launch of a brand new McDonald’s of the Future concept restaurant at one of the locations. But without quality new hires and a trained veteran wait staff, local McDonald’s restaurants faced a tough new problem. Local McDonald’s leadership once again came to Sandlot.
We first identified a number of issues directly affecting hiring efforts, then our work was to position the local McDonald’s restaurants as a place where people wanted to work — and continue working. We first had to dismantle negative perceptions, and with a dominant global corporation like McDonald’s, we wanted to refocus on localizing hiring efforts and reframing the narrative.
Our work was then to position the local McDonald’s restaurants as a place where people wanted to work — and continue working. We first had to dismantle negative perceptions, and with a dominant global corporation like McDonald’s, we wanted to refocus on localizing hiring efforts and reframing the narrative.
So we started with a good pun. Because everyone loves a good pun.
We designed dynamic custom messages that reframed the narrative around working in fast food as a professional and fun job that could lead to better career opportunities. We zoned in on McDonald’s flexible schedules where people could fund their education or earn extra cash, and we promoted hiring events around the city.
In a little over three months, we saw a 400% increase in online applications.
We launched a Google Display Network retargeting campaign and tracked its performance. The campaign had a message, tone, look, and feel that complemented our existing local McDonald’s brand. We wanted to continue the McDonald’s of the Future theme into the hiring campaign, so the cornerstone of the campaign relied on aspirational messaging and a relevant, modern look. Want those AirPods? Earn $9 an hour at the McDonald’s of the Future. Tired of trying to find a job around your class schedule? #FRYnally there’s a better way.
In the first few months, over 220 applications were received, nearly 200 interviews were conducted and 160 people were hired.