Recruitment Microsite

Entering 2023, the McDonald’s North Texas franchisee co-operative faced a historically tight job market. Prior to the campaign, the group relied on localized grassroots efforts and a generalized national corporate portal. With applications at historic lows, the franchisees engaged CKP to develop a locally managed outreach campaign designed to communicate the brand’s unique employee value proposition (EVP) and accelerate high-quality hires.

CKP moved away from the “corporate recruiter” persona and toward a “localized career partner” identity. We realized that to fill positions, we had to humanize the brand by showing that a job at McDonald’s isn’t just a paycheck—it’s a path to education and community impact. We built a custom recruitment microsite specifically for the North Texas co-operative, bypassing stock imagery in favor of original photography and video featuring local crew members telling their own stories. We integrated deep-dives into the Archways to Opportunity program—highlighting tuition assistance, GED programming, and English language lessons—alongside community impact stories like support for Ronald McDonald House Charities.

By humanizing the hiring process and emphasizing career growth, CKP successfully positioned McDonald’s as an employer of choice in a competitive region, filling critical vacancies and strengthening the brand’s local reputation.