Employer Profile

McDonald’s is a global leader in retail food service. By the end of 2023, McDonald’s operated more than 40,000 restaurants worldwide, serving over 69 million customers daily in more than 100 countries and regions. Entering Mainland China in 1990, it has become McDonald’s second largest market globally, its fastest-growing market, and the largest franchise market outside the United States. As of September 2024, McDonald’s operates over 6,500 restaurants in Mainland China, serving more than 1.2 billion customers annually and employing over 200,000 staff.

Industry: Retail / Fast Food

Employees: 1,700,000

Challenge

With a vast network of stores in China, McDonald’s faces enormous and ongoing recruitment needs for frontline staff. Finding intelligent solutions to these large-scale staffing challenges—while meeting strict requirements for efficiency, stability, flexibility, and security—has long troubled both HR and IT teams:

• The sheer number of stores and high employee turnover means there are constantly huge numbers of positions to fill, requiring frequent updates and synchronization across locations. Conventional recruitment portals and channels face various limitations and cannot effectively reach motivated candidates.
• The company lacks access to critical data on job views and applications, making it difficult to assess from the candidate’s perspective which outreach materials, tools, and methods yield better results, thus inhibiting ongoing iteration and optimization.
• With a massive candidate pool, daily interactions and inquiries cannot be adequately addressed. It’s unrealistic for HR to respond to each question individually, which can leave candidates feeling neglected and ultimately lead to talent loss.

Solution

Based on McDonald’s official WeChat account, we built a mobile recruitment portal, developed an internal referral system, and deployed an AI recruitment assistant available 24/7 for interactive support.

1. Leveraging LBS to Create a Dynamic “Job Map”

The LBS-powered job map covers all McDonald’s restaurant locations nationwide, clearly displaying store addresses and available positions in an intuitive, visually engaging format. The system automatically detects the candidate’s current location and highlights nearby job openings in real time. It also proactively recommends nearby restaurants and presents their open positions to job seekers.

2. Implementing Recruitment Chain Tracking for Detailed Candidate Journey Insights

The system tracks the entire recruitment journey with rich data from various entry points—such as the official account menu, welcome messages, referral posters, articles, and other promotion channels. It records metrics like portal visits, job detail views, and resume submissions, helping McDonald’s build a recruitment funnel model for clear visibility into which content and channels perform best and warrant further promotion, and which require optimization.

3. Launching a 24/7 AI Chatbot for Guidance and Instant Q&A

The AI chatbot features robust semantic understanding, automatically and accurately responding to candidate inquiries at any time. It can instantly address frequently asked questions with pre-configured answers, resolving the majority of candidate concerns and greatly enhancing the applicant experience. Covering a broad range of topics, the chatbot helps candidates search for jobs, internships, and part-time roles, and answers queries about benefits, application procedures, recruitment timelines, and job responsibilities.

Impact

• In one year, the mobile recruitment portal for McDonald’s China received nearly 3 million job views and over 400,000 resume submissions. Resume submission rates through the WeChat portal far exceeded conventional channels, and the conversion rate (resumes submitted to hires) reached 50 times that of mainstream recruitment websites.
• After launching the AI chatbot, over 100,000 users accessed the interface to inquire about recruitment-related topics within a year, with daily active users averaging more than 300 and total conversations exceeding 500,000—equivalent to thousands of HR work hours spent answering questions.

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