McDonald’s Australia has begun taking job applications through Snapchat in an effort to attract young people to its workforce.
The “Snaplication” process, believed to be a first for both McDonald’s and Snapchat, requires applicants to submit a 10-second video of themselves while using a new filter that applies a McDonald’s hat and uniform.
McDonald’s already boasts around 106,000 employees in Australia, of which 65 percent are under the age of 18. But it sees Snapchat, which has more than 4 million users in the country, as a great way to attract more youngsters.
Applicants must first click a link on the McDonald’s website to apply for a job, which will then redirect them to the Snapchat app and enable the new filter. They must then submit a 10-second video describing themselves.
McDonald’s says the process does not replace a more thorough face-to-face interview, but it will be taken into account when choosing applicants.
“We’re looking for that positivity, bubbly personality, someone we think would be good in a customer service role,” Shaun Rumin, chief operating office of McDonald’s Australia, told News.com.au.
For McDonald’s, the campaign also serves as great marketing. Users will be attracted to its site if only to check out the McDonald’s uniform filter, and should they apply for a job and be successful, “they’ll talk about” the Snapchat process,” Ruming said.
It’s unclear how much the fast food chain is paying Snapchat for the campaign.