Most people think a McDonald’s career is nothing more than flipping burgers, but in reality there aren’t many places in Norway where you can get leadership courses, language classes and leadership experience on your resumé at the age of 20. When 2000 of their 3000 employees are aged between 16 - 25 years, and 700 of them have management positions, it was about time to bust some of the myths about McDonald’s as an employer.

McDonald’s wanted a campaign that highlighted their role as one of Norway’s largest employers of youth, and told everyone how important it is for young people, and the society, that employers give youth a chance. Especially in a time when more and more people in Norway are seeing todays youth as lazy and overprivileged.

«Steal our employees» came from the insight that McDonald’s is either a first step in their career, or a stepping stone for most people working there. Many work part time at McDonald's while studying and most employees will one day be ready for bigger challenges elsewhere.

The campaign consisted of 41 films (five portraits, a long hero film, edits for TVC/cinema), banners on the biggest financial and corporate websites, print ads in the country’s biggest magazines, and a personal letter to HR executives in Norway’s 50 biggest corporation, encouraging them to look to McDonald’s when they were looking to hire. And at mcdonalds.no, you could get to know all the employees even better, and actually steal them directly.

By default, the target audience was clearly other employers. But speaking directly to other businesses also had a ripple effect towards potential jobseekers, current employers, and most people in Norway. Although we actively targeted other employers with several of the executions, and broader media placements made the entire population aware that McDonald’s in not only one of the biggest employers of youth in Norway, but also a great place to start your career, and a great place to work. Which is unheard of compared to how's employee branding and communication about staff has been done before. Because never before has the call to action been to steal their employees.

"Steal our employees" became a massive 360 campaign, made from a very limited production budget of 30 000 euros. Through smart use of social media, and specifically chosen online placements, we could target relevant businesses/employers, potential jobseekers and most people. Where some of the executions, for example the personal letter, was very specifically targeted towards employers, the broader media executions made certain that most people was exposed to the campaign with the help of TV and cinema ads.

Everything lead to mcdonalds.no where you could get to know each employee better and contact them directly.

A direct effect of the campaign shows the most important McDonald’s brand metrics increasing significantly to levels never seen before. Compared to the same period last year, 38% more experience that working at McDonald’s leads to a successful career. 31% more feel that McDonald’s is changing for the better, whilst there’s been a 24% increase in the perception of McDonald’s as a good employer. More overwhelmingly though, is a 99,6% increase in job applications and inquiries.