McDonald’s faced challenges in 2016/2017 due to difficulties in hiring staff, particularly temporary employees who were mainly students. To address this, we launched a recruitment campaign aimed at appealing to Gen-Z, who were not applying for jobs due to a lack of interest in the roles and their desire for loftier goals. The campaign emphasized respect for Gen-Z’s ambitions and highlighted that every career has to start somewhere.
The outcome exceeded expectations, with a 220% increase in applications compared to 2016. McDonald’s later replicated this strategy in Slovakia and expanded the campaign to other channels, also committing to support employees in pursuing education aligned with their aspirations, thus addressing the interests of the new generation.
