Recruitment Microsite

Entering 2023, the McDonald’s North Texas franchisee co-operative faced a historically tight job market. The group had been relying 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 built around the brand’s employee value proposition and focused on accelerating high-quality hires.

CKP moved away from the “corporate recruiter” persona and toward a “localized career partner” identity. Filling positions required humanizing the brand — showing that a job at McDonald’s is a path to education and community impact, not just a paycheck. CKP built a custom recruitment microsite specifically for the North Texas co-operative, using original photography and video featuring local crew members telling their own stories instead of stock imagery.

The site integrated deep-dives into the Archways to Opportunity program — tuition assistance, GED programming, English language lessons — alongside community impact stories including support for Ronald McDonald House Charities. Every element was built to reflect the local market, not a national template.

31% year-over-year improvement in applications — triple the original goal of 10%. Nearly 9,000 active users between launch in June 2024 and end of July. Traffic goal surpassed by 50%.

When you humanize the hiring process and connect the job to something larger than the paycheck, you don’t just fill vacancies — you build a reputation as an employer worth working for.