Snapchat: the place for teenage angst, quick-disappearing nude photos, filters that let you puke rainbows, and now—apparently—job applications.
Next Wednesday (March 27), McDonald’s is slated to be the first company in Canada to hire employees through the Snapchat app. Named, in catchy portmanteau fashion, Snapplications, the hiring tool lets McDonald’s job seekers upload a 30-second video resume that can be easily shared with the company’s Canadian hiring portal.
”We wanted to offer a convenient and flexible application process to attract more young people through our one-day virtual hiring event,” says Stephanie Hardman, chief people officer at McDonald's Canada. “From youth applying for their first jobs, to experienced candidates, Snapplications is a new and exciting way for people to kick-start a career at McDonald’s Canada.”
The company’s fresh take on the Skype job interview is not as crazy as it first appears. In Canada, Snapchat has over 12 million daily users (a third of the country’s population), and more than 82 percent are millennials. That maps nicely onto the data for McDonald’s own workforce in the country, where 83 percent of its employees fall into that age bracket. Making the hiring process more comfortable for young people seems like a logical step, as fast food restaurants are finding it increasingly difficult to find workers.
The new digital strategy is one of a number put forward by McDonald’s to keep up with modern consumer trends (read: people’s increasing laziness). McDelivery, Mobile Rewards, Mobile Ordering, Self-Serve Kiosks, and the MyMcD’s app have all rolled out in recent years in an effort to keep the iconic brand fresh and relevant. In the coming weeks, McDonald’s Canada is also slated to launch a first-in-Canada with Google Voice, where guests and users of the MyMcD’s app can discover local offers and events using their phones.
Sure, cynics will see this as a shameless way to get teens to buy into the McDonald’s brand—securing business from youth, after all, creates customers for life. But in a world where brick and mortar establishments are on the out, the fast food giant is finding innovative ways to blend customers’ online and offline lives, and get humans back into stores.
Hot take on your Snapchat application, though: don’t use the flower crown filter. We know you don’t really look like that.
Kate Wilson is the Technology Editor at the Georgia Straight. Follow her on Twitter @KateWilsonSaysMore