Recruitment Campaign For McDonald's Franchisee
Ex Animo Foods (McDonald's)
Ex Animo Foods is a thriving McDonald’s franchise located in Rotherham, South Yorkshire. In October 2021, they reached out to us for assistance with their recruitment as they planned to launch two new restaurants in December 2021. They aimed to recruit over 200 new team members, but traditional recruitment methods were inadequate. A new digital strategy was essential, which is where we stepped in.
We developed and implemented a comprehensive digital strategy for Ex Animo, which included several key components:
**Web Development:** We created a straightforward, one-page website for Ex Animo primarily designed to facilitate application submissions through a simple form. Our goal was to enable potential candidates to visit the site and fill out a brief form with only the essential information needed by the franchisee. This streamlined approach aimed to reduce friction compared to application forms typically used by other companies, which we anticipated would enhance the rate of applications.
**Graphic Design:** All visual elements for our marketing materials and the website had to conform to McDonald’s brand guidelines, a task successfully managed by our in-house design team.
**Paid Social:** We executed targeted social media PPC campaigns on Facebook and Instagram to attract potential applicants while they browsed their favorite apps. We provided the franchisee with accurate and transparent reports on various campaign metrics, including reach, impressions, click-through rates, cost per click, number of applications, cost per application, and more.
**The Results:** Both new restaurants opened successfully and surpassed their recruitment goals, with over 75% of new hires coming directly from our digital strategy. Rebecca, Ex Animo’s People Manager, stated, “we wouldn’t have been able to launch our two new restaurants on schedule without OCPR’s assistance.”