TBWA\Zurich advertises for McDonald's with real LinkedIn CVs
For McDonald's current recruiting campaign, the TBWA\Zurich agency is transforming real LinkedIn CVs into recruiting ads. The aim is to target ambitious talent in the restaurant environment.
McDonald's Switzerland is praised and recognized as an exemplary employer. In addition to excellent working conditions, the career opportunities in particular are considered a strong asset: anyone who starts at McDonald's on the grill or behind the till has every chance of making it from the proverbial dishwasher to millionaire.
In the battle for new talent, this fact is being deliberately exploited as part of a new recruiting campaign by TBWA\Zurich. The means of communication are real careers of leading McDonald's heads from all over Switzerland. Their LinkedIn profiles provide the creative template: like a burger, the various career steps are layered on top of each other and result in a career that makes you want to stack salad, patties and promotions at McDonald's.
Several franchisees, who have worked their way to the top at McDonald's step by step, made themselves available for the campaigns. Their respective subjects are used in the surroundings of their restaurants.
Responsible at McDonald's Switzerland: Severine Caspard. Responsible for TBWA\Zurich: Manuel Wenzel, Sabrina Brandenburger, Mark Taylor, Mark A. Levay, Pedro Velasquez, Monelle A. Kanza, Sabine Grossmann, Marion Schwager, Melanie Furrer. Responsible at OMD Switzerland: Christina Schumann.
