McDonald’s Auckland Central came to Mosh with a chip out of their workforce. Covid and a frequent staff turnover meant that the teams across four Auckland central restaurants needed employees. Point Chevalier, Britomart, Queen Street, and Quay Street all required a variety of skill sets, experience levels, and positions – and they needed them fast. With no social presence specific to these sites at the time, we had to come up with a strategy that optimised their budget, built their Pages, and got them the results they McNeeded.
In the first month, we gained 1,608 potential candidates who clicked on the link to our application form and we had another 239 messages landing in Macca’s inbox querying opportunities. Matt said he was “able to fill all 120 roles with high-quality candidates” and as the campaign was “incredibly effective in facilitating our objective” we just kept going!
What we did:
Built a Community: We started by building each restaurant location its own Page on Facebook and then homing them together as a McDonald’s Auckland Central Page as well. Since McDonald’s is already such an established brand, brand awareness was never going to be the issue. Instead, the challenge was to localise our marketing and create a loyal Kiwi community, specific to these locations.
We began by sharing photos and stories of the existing employees and introducing Matt and Mel as the owners. Our aim was to bring McDonald’s as a huge well-known brand down to a more human level.
Fun and Enticing Ads: We knew that McDonald’s having a major presence in the market was always going to be a double-edged sword – as it can be tricky when people have already formed their opinion! So we used our ads as a way to highlight the benefits of working at McDonald’s – from management training and fast-tracking to barista training and tasty staff perks.
Creative Development: Each campaign gave us valuable feedback and analysis from our creative assets and copy. We were able to adapt these and reimagine what worked well so we knew we were heading into our next campaign with tangible information about which ads were performing and resonated most with our audience. Creative copywriting and intelligent design concepts all played into the key objective of encouraging people to apply for a job at one of the world’s biggest brands, right here in Auckland.
Since beginning, we reached an average of 60,000 people in the Auckland area with regular recruitment campaigns month on month, gaining over 1,000 interested candidates with each campaign, and most importantly, we find new employees!