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How McDonalds reached 300 million candidates using Snapchat

January 22, 2024

McDonald's turns to Snapchat to hire millennials — SnapchatDaily

McDonald's, the global fast-food giant, took a bold step by harnessing the power of Snapchat, a social media platform known for its ephemeral content and engaging filters. This case study explores how McDonald's used Snapchat to reach a staggering 300 million candidates, reshaping the way companies approach candidate outreach.

The Power of Snapchat Filters

Snapchat logo png, Snapchat logo transparent png, Snapchat icon transparent  free png 23986701 PNG

Snapchat, a multimedia messaging app, has rapidly become a staple of social interaction for younger demographics. Its signature feature – filters – has turned the platform into a hub for fun and creative content sharing. McDonald's saw an opportunity to leverage this feature to attract potential employees in a unique and engaging way.

The Vision Behind the Initiative

McDonald's goal was clear: they wanted to stand out in the highly competitive fast-food industry and connect with a diverse pool of candidates. Traditional recruitment methods often fall short in this regard, especially when targeting younger, tech-savvy individuals. Snapchat, with its playful and interactive filters, provided the perfect medium for McDonald's to showcase its brand and job opportunities.

The Snapchat Campaign

The campaign kicked off with a series of creative Snapchat filters specifically designed for McDonald's. These filters allowed users to interact with the brand in a fun and memorable way. Candidates could virtually don a McDonald's uniform, hold a digital tray of their favorite meal, and even customize their appearance with iconic McDonald's accessories. The filters made the brand and the idea of working at McDonald's instantly relatable and exciting.

This image may contain Clothing Apparel Human Person Sleeve and Adrin Rodríguez

Geo-Filters for Localized Outreach

One of the campaign's standout features was the use of geo-filters. McDonald's strategically placed these filters around its various locations, enabling potential candidates to engage with them based on their geographic proximity. Users could interact with these geo-filters only when they were physically near a McDonald's restaurant, thereby targeting job seekers in the vicinity.

Creating Shareable Content

In the age of social media, shareable content is gold. McDonald's campaign was designed to encourage users to share their filtered experiences on their own Snapchat stories, amplifying the reach of the campaign exponentially. As friends saw their connections participating in the fun, the campaign quickly went viral.

Sponsored Stories and Discover Ads

McDonald's also invested in sponsored stories and Discover ads on Snapchat. These placements allowed the brand to appear in the most engaging and high-visibility sections of the app, ensuring that users across the platform saw their content. With engaging visuals and catchy slogans, McDonald's effectively drew users into their hiring narrative.

Call to Action

In each sponsored story and Discover ad, McDonald's included a clear call to action (CTA). This CTA directed users to the McDonald's careers page or provided information on how to apply for open positions. It was essential to make the transition from fun, playful interaction to serious candidate outreach as seamless as possible.

The "Wow" Factor

The McDonald's Snapchat recruitment campaign was an immediate hit. It had the "wow" factor that many traditional recruitment strategies lacked. Here are some key elements that contributed to its success:

The McDonald's Snaplications campaign is recruiting teens through Snapchat  - The Verge


Using Snapchat filters for recruitment was a fresh and unexpected approach. It captured the attention of users who were tired of conventional job search methods.


The interactive filters made the entire process engaging and enjoyable. Users spent more time interacting with the brand, and this prolonged engagement translated into brand recognition.


The shareable nature of Snapchat stories ensured that the campaign spread like wildfire. It extended the outreach beyond just McDonald's followers and into the networks of those who participated.

Targeted Outreach

Geo-filters and targeted ad placements allowed McDonald's to connect with potential candidates at the right place and time. This localized approach greatly increased the relevance of the campaign.


The clear and easy-to-follow CTA in McDonald's Snapchat campaign turned engagement into action. It directed interested candidates to the next steps of the recruitment process.

Measuring Success

The success of the campaign was not merely anecdotal. McDonald's used several key performance indicators (KPIs) to measure the impact of their Snapchat initiative:

McDonald's Recruitment Campaign on Snapchat receives more than 42,000  “Snaplications” from Saudi Job Hopefuls - Campaign Middle East


McDonald's tracked the number of times their filters were viewed, providing insights into the campaign's reach.

Engagement Metrics

They monitored user interactions with the filters, including how long users engaged with them and how many shares the content received.

Conversion Rates

The ultimate goal was to convert engagement into job applications. McDonald's closely monitored the number of applications generated through the Snapchat campaign.

Cost per Application

By comparing the cost of the Snapchat campaign to the number of applications received, McDonald's assessed the efficiency of this new recruitment method.

Results and Takeaways

The McDonald's Snapchat campaign achieved astounding results:

  • Over 300 million candidates engaged with McDonald's Snapchat filters.
  • The campaign generated a 50% increase in job applications.
  • The cost per application was significantly lower compared to traditional recruitment methods.
  • McDonald's experienced a notable boost in brand recognition, particularly among younger demographics.

Key Takeaways

  • Innovate or Stagnate: To stand out in a competitive job market, companies must explore innovative methods of recruitment. McDonald's Snapchat campaign demonstrated the power of thinking outside the box.
  • Leverage Social Media Creatively: Social media platforms offer endless opportunities for creative engagement. McDonald's used Snapchat filters to connect with younger candidates on a platform they already loved.
  • Geo-Targeting Matters: Tailoring your approach to the local audience can significantly improve the relevance of your campaign. McDonald's geo-filters were a brilliant example of this.
  • Measurement is Essential: To assess the success of a campaign, establish clear KPIs and continuously track and analyze the data. This approach ensures that you can refine and improve your strategy as needed.
  • Engagement Equals Results: Engaging content encourages users to participate and share, significantly expanding your outreach. McDonald's campaign was highly shareable, leading to its viral success.
Coca-Cola, McDonald's Partner With Snapchat Scan


McDonald's Snapchat recruitment case study is a testament to the ever-evolving landscape of candidate outreach. By harnessing the power of Snapchat filters and thinking creatively, McDonald's reached an astounding 300 million potential candidates and significantly improved their recruitment success. This campaign is a prime example of how innovation and an understanding of your target audience can yield remarkable results in the world of recruitment. As companies continue to adapt to the digital age, the "wow" factor, as demonstrated by McDonald's, will remain essential in recruiting the best and brightest talent.

Amidst today’s noisy digital world, brands find it challenging to create meaningful connections with their customer base and target audience. Getting the target consumer’s attention and persuading them to buy from you gets even trickier. Hence, content marketing has become more crucial than ever for brands to attract, educate, and retain customers.

Content creation is a top priority for 80% of marketers, and there is no reason it shouldn’t be. Consistent, high-quality, and engaging content impacts your audience’s decisions through education and persuasion.

Depending on your business goals and requirements, the role of Content Marketers you hire will vary. The primary responsibilities revolve around forming consistent brand messaging and deciding upon a unique and identifiable voice, style, and pitch across various distribution channels.

From raising brand awareness to attracting a relevant audience to your website, boosting social media presence and engagement, generating leads, and building brand loyalty – content marketing drives all the growth efforts for your brand. When done effectively, it can help you:

  • Build positive brand awareness
  • Make your audience stick around for longer
  • Get better traction on social media
  • Gain more trust of your audience than ever
  • Generate qualified leads
  • Improve conversion rates
  • Boost business visibility with SEO
  • Position your brand as an authority
  • Cultivate loyal brand fans

While content marketing is a broad role with numerous areas of expertise involved, it’s vital to thoroughly understand your company’s current marketing goals and the related requirements. In this blog, we will dive deep into the step-by-step approach to hiring a Content Marketer.

What is The Role of a Content Marketer?

A Content Marketer must be deeply passionate about telling your brand’s story to the world. The objective is to educate and nurture the target audience to establish brand authority using thought-leadership and drive more people to buy from you.

As a candidate is expected to be a mediator between the brand and the target audience, they are primarily responsible for planning, creating, and sharing valuable content to grow their company’s awareness and engagement to bring more business.

To be more specific, the role of a Content Marketer requires a perfect blend of creativity and attention to detail in an individual. It’s a balancing role, as they need to ensure creating content that resonates and strengthens business relationships, using strategies that position your business as authentic and problem-solving.

Take a look at the core responsibilities of a Content Marketer that most businesses expect them to take over:

  • Research and Competitor Analysis: The first and foremost step to creating a content marketing strategy is effective initial research. It not only helps a Content Marketer understand the nuances of the industry through competitor analysis but also study and understand the target audience thoroughly.
  • Building Content Marketing Plans: Once the competitor research and target audience analysis is done, a Content Marketer needs to work on the different plans for all the business objectives, targeted channels, segments of the audience, and the bigger marketing strategy. A content marketing plan typically consists of:
  • Specific goals along with a pre-decided timeline
  • Various channels to be targeted for content distribution
  • Types of content to be created
  • Budget for the entire staff, outsourced services, and paid promotion (Collabs and Ads)
  • Creating Editorial Calendar: Creating, managing, and maintaining a content calendar is one of the most crucial responsibilities of a Content Marketer. It is a centralized visual document that enables effective collaboration among the marketing team and helps Content Marketers ensure on-time production and delivery.
  • Content Creation: Once the strategy and calendar have been approved by relevant stakeholders, Content Marketers need to do the on-ground work. This task usually depends on the scale of your company and content marketing strategy. Suppose an organization already has a set of writers, then the Content Marketer doesn’t need to create content by themselves.
  • Search Engine Optimization (SEO): Producing quality content that educates your target audience and resonates with them, isn’t enough. You need to optimize your content creation to make it search engine-friendly. While most companies need a dedicated SEO specialist for keyword research and planning, Content Marketers need to closely collaborate with them and should be well-versed in the basics of SEO.

While the practices discussed above are primary responsibilities of a Content Marketer, they also need to be proactive with

  • Content editing and ensuring adherence to a certain style guide    
  • Continous publishing and distributing content
  • Measuring and analyzing performance

How to Hire a Content Marketer: Step-By-Step?

Content marketing has become the key to driving growth for businesses. Unlike a few years ago, it’s not possible now to get away with a one-person team for content marketing. You need deeply trained individuals for specialist roles.

Let’s now dive into the step-by-step approach of hiring a Content Marketer. But before you even source your first candidate, you should have a clear expectation of the skillset and experience to look out for top content marketing candidates.

Top Must-Have Skills in a Content Marketer

Apart from having relevant industry experience, a good Content Marketer must possess the following skills.

  1. Excellent Writing Skills

A Content Marketer’s prior skillset should be writing excellent attention-grabbing content. From long-form blog posts to website copy, ad copies, social media content, video scripts, emails, newsletters, e-books, whitepapers, and more – a Content Marketer should be able to adapt to the business’s specific requirements and create quality content.

  1. Audience Research

Identifying user behavior is vital for framing the story in the right direction. So a Content Marketer must know how to identify and analyze the needs and pain points to develop a buyer persona. User research can be performed through social listening, relevant communities, in-person calls with customers, analyzing sales call recordings, and more.

  1. Keyword Research

Creating valuable thought-leadership content isn’t enough. Researching the right set of keywords is an essential skill to further educate your target audience on the Whys, Hows and Whats of your business, and have your website rank on Google.

  1. Data-oriented Content

Content that’s not backed by relevant data points does not build enough trust. Experienced content marketing professionals would always prefer data over hollow claims. No doubt that only data doesn’t help a content piece succeed, but it’s essential..

  1. Project Management, Planning, and Publishing –

A Content Marketer is also expected to break down and analyze the pain points to turn keyword research into content ideas. So a professional must be able to identify and solve content gaps.

Further, they must know how to create a content calendar, decide the different types of content, and choose relevant platforms to publish and schedule marketing campaigns.

  1. Content Promotion

Creating a valuable content piece, for example - an ebook, isn’t enough. Your content marketing team needs to promote it proactively for bringing enough attention and engagement.

  1. Performance Analysis

Setting up goals and plans is one thing, but continuously executing, measuring, and analyzing content performance is another. A Content Marketer should always be monitoring key performance parameters to figure out the upcoming plans with the necessary updates required.

Not to forget - stakeholders and marketing heads need the performance reports regularly. So Content Marketers must be able to collect and comprehend all the data to make it worth presenting.

Step 1: Create a Candidate Persona

Let’s sort out the priorities first, and decide the type of content marketing candidates you want to recruit. From exceptional research skills to storytelling, communication skills, relationship building, audience engagement, and more capabilities must be comprehensively considered. Identify and break down the skill requirements for Content Marketers:

  • What are the educational qualification criteria for the role?
  • How many years and what type of work experience do you want in candidates?
  • What are the specific skill sets you’re looking for?
  • Which industry experience would you primarily prefer?
  • Are there any tools your candidates should be hands-on with?
  • What are some personality traits that will fit your company?
  • Where do they look for a new job?
  • What are their career and life goals?

Forming a candidate persona by answering all these questions would ensure you are not shooting in the dark while sourcing candidates. Further, it helps you determine the traits of the ideal candidate, and plan your sourcing and recruitment strategy further.

Step 2: Document the Role Requirements and Decide on Your Recruiting Process

Next step is determining your role requirements suiting primarily to organizational needs and business goals. A content marketing professional is expected to own the entire content strategy, creation, and distribution. But what about your business’s unique requirements?

You might need someone comfortable with frequently creating long-form content pieces like blogs, ebooks, or whitepapers, or creating engaging video content based on your industry trends.

Talk to various relevant stakeholders for seeking the complete detailed company requirements for the role.

Before you enter the recruitment funnel, outline your talent acquisition process. Identify various strategies, channels, and other informational insights you would need – and maintain a collaborative document.

As you update the tactics and tweak your recruitment process for meeting hiring requirements optimally – keep your document up to date.

Step 3: Prepare a Content Marketing Job Description

Once you have finalized the role requirements with respect to your current content marketing goals and team, you can start sourcing candidates. Preparing the job description is the first task you’ll need to do.

Here are the necessary components you must have in your job description:

  • Job Title: The position you’re looking to fill. For example - Content Marketing Specialist or Content Marketing Manager.
  • Roles & Responsibilities: An outline of the candidate’s day-to-day activities. From ideation to implementation and the impact on the organization, everything should be covered.  
  • Skill Requirements: Skills and abilities a candidate must have to perform the job successfully.
  • Perks and Benefits: The compensation details, perks of the job, and any other benefits.
  • About the Company: Why should a candidate consider working with your company?

Content Marketer Job Description Template


The job of a Content Marketer is to perform competitor research, create user persona, and write plagiarism-free content for blog articles, social media, and the company website. They need to stay updated on the latest SEO techniques.


  • Develop, write and deliver persuasive copy for the website, email marketing campaigns, sales collateral, videos, and blogs
  • Build and manage an editorial calendar; coordinate with other content crafters to ensure standards
  • Measure impact and perform analysis to improve KPIs
  • Include and optimize all content for SEO
  • Contribute to the localization of processes and content to ensure consistency across regions
  • Review and implement process changes to drive operational excellence


  • Proven content marketing, copywriting, or SEO experience
  • Working knowledge of content management systems like WordPress
  • A well-maintained portfolio of published articles, blogs, copy, etc
  • Proven experience of working under pressure to deliver high quality output in a short span of time
  • Proficiency in all Microsoft Office applications, Google Suite
  • Fluency in English or any other required language

Soft Skills

  • Excellent verbal and written communication skills
  • Excellent writing and editing skills
  • The ability to work in a fast-paced environment
  • The ability to handle multiple projects concurrently
  • Strong attention to detail and the ability to multi-task projects and deliverables

Step 4: Source Candidates

Once you have the tailored job description in hand, it’s now time to do the groundwork and source candidates. Create an attractive job post to promote your job across job boards and social channels.

  • Begin with what to expect from the role at your company?
  • Why should candidates apply for the position?
  • Highlight the growth opportunities
  • State the company vision and mission
  • Briefly describe the recruitment process

Prepare an impactful job post and also execute paid job ad campaigns if required. The next step would be promoting your jobs on various job boards and hiring platforms. You can leverage the following platforms for hiring Content Marketers:

  • LinkedIn
  • Indeed
  • Instahyre
  • ZipRecruiter
  • Monster
  • GlassDoor
  • CareerBuilder

Not to forget - almost 3/4th of the workforce includes passive candidates, so you cannot miss out on passive talent sourcing as well. Reach out to qualified candidates on communities, LinkedIn, Twitter, and even Facebook to offer them suitable opportunities.

Step 5: Evaluate Candidates and Interview Shortlisted Ones

Once you have filtered candidates based on their experience and skills listed on their profile, it’s time to evaluate them deeply. Ask them to create a content strategy for your website, along with a value-adding content piece like a small blog. The topic of the article must fall within the scope of the strategy.

Interview the candidates whose profiles got shortlisted. Keep in mind the parameters covering skills, relevant experience, and personality traits of candidates.

Step 5: Make the Hire

Reach out to selected Content Marketers and communicate about the compensation.

Further, extend your offer letter to all the candidates who have been selected. In the case of passive sourcing, extend to only those who were aligned with you on the compensation and are willing to move forward.

Ensure having a deadline for the joining date and mention the necessary documents required by your recruiting team.

  • Get the required documents and set up the offer agreements with candidates
  • Organize an orientation session for the onboarded candidates
  • Introduce them to the entire team and the marketing teams they will be working with
  • Guide the new candidates about your company management tools and communication channels
  • Provide candidates with forms for benefits and perks like Health Insurance.

Supercharge Your Hiring for Content Marketer with Nurturebox

Inbound candidate sourcing doesn’t work effectively anymore. Do you also find challenges in closing quality candidates through job posts even after spending on ads?

Don’t worry, passive candidate sourcing can be an optimal solution for hiring top content marketing candidates.

Nurturebox is a one-stop talent sourcing and engagement platform which is powered by automation. Here’s how you can source product managers from LinkedIn using Nurturebox:

  • Install the Nurturebox Chrome plugin and sign up.
  • On your LinkedIn profile, start sourcing Content Marketers with boolean searches stating the required experience from targeted locations and including other criteria
  • Add the qualified candidates to your sourcing campaign pipeline with just a click
  • Automate the candidate engagement through email, Whatsapp and LinkedIn direct messages for reaching out and nurturing candidates at scale.

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