McHire: Transforming Recruitment at McDonald`s with AI-Driven Innovation
| Case Code: HROB275 Case Length: 7 Pages Period: 2019-2024 Pub Date: 2025 Teaching Note: Available |
Price: Rs.300 Organization: McDonald’s Corporation Industry: Foodservice Countries: Americas Themes: Recruitment & Selection, HR Automation Human Resource Planning, |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Gathering Requirements
To establish a further clear understanding of the organization’s needs and address challenges in restaurant operations and recruitment, McDonald’s partnered with a UK-based digital consultancy Enfuse Group. McDonald’s dedicated significant effort to building a cross-functional team to comprehensively identify the organizational needs. This team represented all areas of the business including talent recruiters, people managers, suppliers, corporate employees, franchisees, HR, technology, legal, and finance, cybersecurity, and data analytics. “To understand the challenges for our restaurants and what they wanted to move away from was essential. We needed to make a system that would work for the entire business, so we pulled together members from all areas of the business,” said Richard Bainbridge (Bainbridge), People Technology Lead at McDonald’s UK&I..
McHIRE Platform
McDonald’s and Paradox collaborated with all the stakeholders, including franchisees, to develop and implement McHire, a fully customized candidate management system designed specifically for restaurant operations across both corporate-owned and franchise locations. Powered by Paradox’s AI-enabled recruiting assistant Olivia, the McHire platform had features that would streamline the recruitment process by answering candidate questions, screening for basic qualifications, coordinating interviews, and sharing essential information during recruitment. The system would ensure efficiency while minimizing the risk of unintentional bias, and thereby deliver an equitable and seamless hiring experience..
Results
The launch of McHire in the US, Canada, the UK, and Ireland significantly enhanced McDonald’s hiring strategy. McDonald’s corporate restaurants in the US reported a 95 percent positive candidate experience through McHire and achieved a more than 60 percent reduction in time to hire. Globally, McHire was adopted by 90 percent of franchises, despite its deployment being optional..
Road Ahead
After the successful launch of McHire in the US, Canada, the UK, and Ireland, McDonald’s had to ensure the expansion and the global adoption of AI in recruitment and HR processes across all franchisees. This was not straightforward due to the differences in policies and regulations across countries..
Exhibits
Exhibit I: Applying Through Scanning QR Code or Texting
Exhibit II: Olivia Messaging Platform
Exhibit III: Olivia Sending Calendar Invites and Interview Reminders
Buy this case study (Please select any one of the payment options)
| Price: Rs.300 |
Price: Rs.300 | PayPal (7 USD) |
