"Snaps" and "stories" are now part of
our daily lives. Snapchat users under the age of 26 consult the application 20
times a day. According to a study by Piper Jaffray, 81% of American teens claim
to use the application, compared to 79% for Instagram. They are 39% to describe
Snapchat as their favorite application when 23% of them prefer the rival
Instagram. The brands are looking for a new generation of candidates to seduce
and in this context, some have made the bet to recruit their new collaborators.
McDonald's: A filter to become a teammate
after collaborating with the famous basketball player LeBron
James to boost his presence on Snapchat, McDonald's launched the
"Snaplications" in Australia last April. The company is expanding its
recruitment strategy in the United States where 250 000 young employees are to
be hired this summer. To apply? Candidates must slide up once they are on the
advertisement of the firm. They will then be redirected to the McDonald's
career page integrated into the application. Once on this page, a custom filter
will allow them to turn into a teammate and explain (in 10 seconds) why they
need to be hired. A simple and original way to recruit young employees.
Taco Bell recruits trainees from among its subscribers
using stories to illustrate their job offers is a good way
to communicate. Some companies such as Taco Bell have understood that. The fast
food chain has mobilized its thousands of Snapchat subscribers for the
recruitment of 2 interns, one of whose missions was to create content to share
on the social network. Recruiting among its fans is also the assurance of hiring
people who are dedicated to the brand, who will be best placed to talk about it
and present it in its best aspects.
MailChimp, Cisco and AOL present their teams
rather than trying to
describe the operation of your team and the atmosphere in the offices, why not
show it? From a simple photo of the future office of the employee, to a short
video of collaborators encouraging candidates to apply, all means are good to
get out of the formal description of the position and attract candidates.
Snapchat is a great way to show its corporate culture and employees are the
best representatives. MailChimp's employees introduced their mascot Freddie,
before sharing their participation in the Inman Park Parade in Atlanta in live.
Same thing for AOL, whose marketing team used 10-second
spots to stage employees in their offices. Scenes from his series of AOL build
interviews were aired, and similarly for #BuiltByGirls, his investment program
in start-ups with women in control. These sponsored ads were included in
Snapchat's "discovery" content and showcased AOL's employer brand,
with its strong commitment to diversity.
General Electric, Goldman Sachs and JP Morgan Chase are hitting students on campus
some faculties allow
access to special stories, the "Campus story", only accessible on
their campus via geolocation. GE has retransmitted the backstage of a day of
recruitment to the University of California, creating and compiling snaps to
feed his story but also the establishment's, destined for future computer
graduates.
Another strategy for the Goldman Sachs Investment Bank,
which has chosen to promote its jobs by disseminating advertising content in
the "campus stories" of some universities. Last year, one of its
direct competitors, JP Morgan Chase, financed one of the biggest sponsored
campaigns of the social network, for the dissemination of advertisements in
these same stories, also offering students the possibility to customize their
photos/videos with a filter developed for the occasion.
The goal of these campaigns? Mobilize students, with
sometimes tuition and opportunities for internships to win, but also increase
in popularity and be seen by the future graduates, and encourage them to apply.
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