McDonald's
McDonald's are a huge brand and household name in the fast-food industry. We worked with McDonald's to help them attract and hire the right people.
The Brief
McDonald’s were engaged in a wider project to overhaul their consumer-facing employer brand and recruitment materials. Their objectives were to:
- Improve perceptions of their employees
- Build Trust in their brand
- Help attract and hire the right people
- Instil pride in their staff to support motivation and retention
- Reflect the core themes of McDonald’s EVP: Future, Family and Flexibility
SEO was identified as a core acquisition channel to drive new applicants to relevant roles, from senior positions to apprenticeships. We worked with McDonald’s to develop and implement an effective SEO strategy aimed at increasing traffic to their recruitment websites.
Opportunity
For McDonald’s, SEO provides a huge opportunity to attract talented individuals through their People and Careers websites. By helping these websites rank at the top of Google and other search engines, we’ve ensured McDonald’s are perfectly placed when candidates are looking for new job roles and careers.
Widen the Pool
Strategy
McDonald’s have been able to widen their candidate pool by attracting individuals who aren’t specifically looking for a job at McDonalds. This has been achieved by optimising the website to rank for general job roles and related phrases such as “assistant manager jobs” or “apprenticeship programmes”.
SEO has been used to support wider recruitment campaigns by optimising their Careers and People websites to rank for related phrases and straplines. Specifically, as part of the recent “People” campaign, which used the strapline “with McDonald’s I can” across all print media, SEO has ensured the Careers and People website ranked at #1 when anyone searches this phrase.
Another Route
Branded Search
Branded search terms have offered another route to help secure candidates that are already interested in a career at McDonald’s. Optimising relevant pages for branded search terms has helped individuals find the right information that is specific to their query, leading to better conversion rates and more applications.
Results
The campaign was highly successful and SEO played a pivotal role in dramatically increasing traffic to the McDonald’s recruitment websites. This work had a direct impact on traffic, leading to more applicants and more hires.
In the first 4 months of launch, the recruitment site experienced:
- 200,000+ unique users
- 27% rise in applications
- 18% rise in hires (compared to the same period the previous year)
If you’re interested in learning more about our marketing services, please get in touch!