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The McDonald's Snaplications campaign is recruiting teens through Snapchat
McDonald's is working with Snapchat on a new job application program called “Snaplications,” which lets people participate in a brand activation while applying to McDonald's in exactly the same way as always. Snaplications, which went live in Australia on Friday, is a Snapchat filter that lets people put on a virtual McDonald's hat and name tag. Then, they can record a 10-second video talking about themselves and send it to McDonald's. According to News.com.au, McDonald's (known as “Macca's” in Australia) will “send users back to the digital careers hub, where they can download an application form.”
McDonald's Australia COO Shaun Ruming calls this a “world first,” saying it “gives users the ability to apply for a job — or at least commence that process — by sending a 10-second snap.” And, in fact, the idea of applying for work via a simple social media message sounds pretty cool! However, this is effectively a convoluted way to click on a hyperlink, because Snaplications is a recruiting tool, not a job application system.