Powered by a Customized Mobile Social Solution, McDonald’s Reshapes the Recruitment Experience for 6,000+ Stores in China

What this page covers

• Overview of McDonald’s China’s mobile social and AI recruitment upgrade case
• Introduction to McDonald’s global and China business and scale
• Core challenges and constraints in frontline store hiring
• End-to-end solution based on WeChat, LBS, data tracking, and AI bots
• Key results metrics for mobile channels and the AI recruiting bot
• Navigation to other companies’ digital recruitment upgrade cases

Table of contents

1. Powered by a Customized Mobile Social Solution, McDonald’s Reshapes the Recruitment Experience for 6,000+ Stores in Chinahero
2. Employer overviewdefinition
3. Key challengesuse_case
4. Solution overviewproduct_overview
5. Building a “Job Map” with LBS technologyfeature_list
6. Introducing job sharing chain trackingfeature_list
7. Launching a 24/7 AI conversational botfeature_list
8. Project resultscase_study
9. Data visualization subsection titlemisc
10. More case navigationnavigation
11. ALDI recruitment digital upgradecase_study
12. Unilever builds a mobile campus recruitment channelcase_study
13. Luxury giant integrated digital platformcase_study

Powered by a Customized Mobile Social Solution, McDonald’s Reshapes the Recruitment Experience for 6,000+ Stores in China

Leveraging a WeChat recruitment entry point, a job map, and an AI recruiting assistant, McDonald’s China built a mobile social digital recruitment system for a large number of stores nationwide, significantly improving application conversion and the candidate experience.

• The partnership focused on a digital upgrade for frontline store hiring at McDonald’s China.
• The solution was designed around a WeChat-based recruitment entry point and mobile social scenarios.
• The LBS job map helps candidates quickly find openings at nearby stores.
• The AI recruiting assistant supports online inquiries to improve the job-seeking interaction experience.
• Overall, the solution improved application conversion and optimized the process experience.

Employer overview

This section introduces McDonald’s basic information as a global retail food service company, including store scale worldwide and in mainland China, market position, service volume, and employee count.

• McDonald’s is positioned as a leading company in the global retail food service industry.
• As of the specified point in time, McDonald’s has more than 40,000 restaurants worldwide.
• It serves tens of millions of customers every day in more than 100 countries and regions.
• Mainland China is McDonald’s second-largest global market and one of its faster-growing markets.
• McDonald’s has a large workforce globally and in China, supporting high-frequency operations.

Key challenges

In frontline hiring across its extensive store network, McDonald’s China faced digital recruitment challenges such as frequent job updates, difficulty obtaining key data, and insufficient responsiveness to candidate inquiries.

• A large number of stores means sustained, strong demand for frontline hiring.
• High turnover requires continuously updating and syncing a large number of open roles.
• Traditional recruitment entry points have limited reach to interested candidates.
• It is difficult to systematically obtain browsing and application data to guide promotion and optimization.
• HR cannot respond one-by-one to high-frequency inquiries, affecting candidate experience and retention.

Solution overview

The solution built a mobile recruitment portal based on McDonald’s official WeChat account, paired with an internal referral system and a 24/7 online AI recruiting agent, forming a complete digital recruitment entry point.

• Uses the official WeChat account as the carrier for the mobile recruitment entry point.
• Integrates job browsing and resume submission paths on mobile.
• Builds an internal referral system for store employees and candidates.
• Deploys an AI recruiting agent that can interact online 24/7.
• Delivers a closed-loop recruitment experience from reach and conversion to consultation.

Building a “Job Map” with LBS technology

Powered by LBS technology, the job map centrally displays store addresses and open roles nationwide, and recommends nearby stores and job lists based on the candidate’s current location.

• The job map covers McDonald’s restaurants across the country.
• The system displays store addresses and corresponding open positions.
• The platform can automatically identify the candidate’s current location.
• The interface displays available roles near the candidate in real time.
• The system automatically recommends nearby stores and matching job lists.

Introducing job sharing chain tracking

By identifying multiple traffic sources, the system tracks recruitment funnel data and builds a recruitment funnel model to evaluate and optimize the effectiveness of different recruitment content and methods.

• The platform records traffic driven by entry points such as official account menus.
• It can track performance from welcome messages, referral posters, posts, and more.
• The system forms end-to-end journey data across promotion channels.
• Data covers entry visits, job detail visits, and application volume.
• Based on this, the company builds a recruitment funnel model and optimizes placement strategy.

Launching a 24/7 AI conversational bot

Powered by semantic understanding and preconfigured standard answers, the AI conversational bot provides 24/7 job guidance and consultation services, covering topics such as roles, internships, part-time jobs, and benefits to improve the job-seeking experience.

• The bot responds to candidate inquiries 24/7.
• Semantic understanding supports parsing natural-language questions.
• Standard answers are used to handle high-frequency repetitive questions consistently.
• Topics include job search, internships, and part-time information.
• It can answer questions about benefits, how to apply, and recruitment progress.

Project results

Through mobile recruitment channels, the project achieved strong performance in job views, resume submissions, and AI conversations, and claims that the WeChat entry point can deliver an application conversion rate up to 50 times that of mainstream job sites.

• Within one year, job views via mobile channels reached the million level.
• Annual cumulative resume submissions reached the scale of hundreds of thousands.
• A large number of candidates consulted and interacted via the AI recruiting bot.
• The resume submission rate via the WeChat recruitment entry point is higher than conventional channels.
• The application conversion rate is described as reaching 50 times that of mainstream job sites.

Data visualization subsection title

The page provides data module titles for metrics such as annual job views, number of resumes collected, and AI bot conversation volume, to accompany charts or visualizations.

• Includes data titles related to annual job views.
• Shows module titles for the annual number of resumes collected.
• Presents a title placeholder for the AI recruiting bot’s annual conversation volume.
• These titles reserve space for subsequent data visualization components.

More case navigation

The page provides navigation entry points guiding readers to recruitment digital upgrade cases Moseeker delivered for other companies.

• Navigation points to the ALDI recruitment digital upgrade case.
• Includes the Unilever mobile campus recruitment channel build case.
• Showcases a luxury group integrated digital platform project case.

ALDI recruitment digital upgrade

This case introduces how ALDI upgraded its official recruitment WeChat account, enabled referrals, and deployed the Moseeker ATS system to build a talent pool and optimize the recruitment process.

• Moseeker provided ALDI with a mobile social recruitment upgrade solution.
• The official recruitment WeChat account was revamped in interaction and structure.
• An internal referral feature was introduced to activate employee referral channels.
• The Moseeker ATS recruitment management system was deployed to support the recruitment process.
• A talent database for ALDI was built through systematic accumulation.

Unilever builds a mobile campus recruitment channel

This case introduces how Unilever built a multi-device online campus recruitment channel based on its official recruitment WeChat account, and integrated recruitment channels and internal HR systems through the Moseeker ATS.

• Unilever uses its official recruitment WeChat account as a unified entry point.
• The online campus recruitment channel supports both mobile and PC experiences.
• Candidates can browse jobs and submit resumes through the channel.
• The Moseeker ATS system integrates with the company’s internal HR system.
• Multi-channel recruitment data is centrally managed through the ATS.

Luxury giant integrated digital platform

This case explains how a luxury group customized an integrated digital management platform that consolidates recruitment, offer, and onboarding systems, and creates an automated “haute couture”-style onboarding experience.

• The platform addresses the luxury group’s end-to-end talent management needs.
• It unifies and integrates the recruitment system and the offer management module.
• The onboarding process is included in the same digital management platform.
• The platform design emphasizes automation to standardize the onboarding process.
• The goal is to provide new employees with a “haute couture”-style guidance and care journey.

Fact index