mcdonald’s
client
McDonald's, a global leader in the fast-food industry, faced signicant recruitment challenges in Poland's highly competitive labor market, characterized by record-low unemployment and persistent negative stereotypes about employment in the sector.
ASSIGNMENT
Collaborating with MJCC, OMD, and DDB Warszawa, we were tasked with developing the strategy and providing creative direction for all advertising films in the employer branding campaign. Working through ZPR Media, our specific responsibility was to create impactful and engaging video content as a key component of the campaign.
SOLUTION
We crafted a comprehensive communication approach to effectively engage various target audience segments:
- Tailored Messaging: Developed specific messages addressing the uniqueconcerns and aspirations of different demographic groups, ensuring relevance and resonance.
- Engaging Advertising Films: Produced compelling films showcasing authentic employee experiences, career advancement opportunities, and the positive work environment at McDonald's.
- Stereotype Counteraction: Directly confronted and dispelled common myths about working in the fast-food industry, emphasizing McDonald's commitment to employee development and satisfaction.
Results
The campaign achieved remarkable success:
42% Increase in Applications: Significantly boosted the number of job applications, effectively eliminating stang shortages in restaurants.
Enhanced Employer Image: Improved the "Good Employer" perception by 9percentage points, as indicated in brand tracking studies.
Industry Recognition: The campaign was honored with the Golden Effie Award in 2020 for excellence in employer branding.