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McDonald's
Employer Branding
A recruitment campaign that leaves you wanting more
What we did
Focus groups
EVP & storylines
Media strategy
Creative concept
Production
Design
Challenge
Work that works for you
McDonald’s will open 50 new restaurants in Belgium over the next five years. That means 2,500 new people. To attract them, we launched Work that works for you. Because a job doesn’t mean the same thing to everyone. And at McDonald’s, that’s exactly the point.
Concept
Positioning McDonald’s as an employer of choice
McDonald’s gives people room to find their own path, and move forward together. Our campaign positions the brand as an employer offering quality jobs with the flexibility people expect today. As one of the most diverse employers in Belgium, McDonald’s embraces that diversity in motivation too. Whether you want to earn extra income, grow your career or find stability, there’s space to contribute, in your own way, to that strong customer experience.
Three key pillars
We spoke with restaurant crew, franchisees and managers about their ambitions, vision and daily reality. Combined with additional research, that led to three core pillars: a job at McDonald’s is a job that fits you, a job that respects your identity and a job where you can work while you learn, and learn while you work.
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Work that works for…
We translated those pillars into one clear umbrella: Work that works for you. In the campaign, that promise becomes concrete: work that works for Noah. For Augustine. For Julie. For Papi. For one, work means growing step by step. For another, it means watching her daughter grow up. In the national TV spot and across the full campaign, you see real people. And their real reasons for choosing a job at McDonald’s.
TikTok
Point of Sales
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Ready to
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Sameness is everywhere. But you want to do things differently. No copy-paste campaigns. No off-the-shelf formulas. You want your employer brand or change journey to stand out, driven by bold ideas and built to get real results. You're in the right place.