Case study

How KFC lowered their cost per applicant by 87%

Kentucky Fried Chicken has over 18,000 restaurants worldwide, 53 of them in the Netherlands. KFC Netherlands employs 2,000 people at its restaurants and headquarters, making them the second biggest fast-food chain in the country. Kentucky Fried chicken has set a target to double the number of restaurants they operate in the Netherlands within the next 5 years.
KFC Netherlands had no issues filling their vacancies in the previous years until a shift in the job market. KFC was now about to open a new restaurant, and they needed to hire 75 new people in just 4 weeks.

An impossible hiring situation

KFC faced another impossible hiring situation. To complete an important franchise takeover, they needed to hire a new General Restaurant Manager for a location in Amsterdam in just 3 weeks.

Recruiters at KFC quickly learned that old school job ads just weren’t enough. Nikita Moerer, Recruiter at KFC Netherlands, believed that they needed some real innovation.

Hyper-targeted job ads with success

Wonderkind was able to share KFC’s job ads on the channels their target candidates used most, and during the times they were most likely to apply. Wonderkind also used geographical hyper-targeting so that the ads targeted people who lived within 5 kilometers from where the new restaurant was opening.

Hiring 75 people and a General Restaurant Manager in just 4 weeks is a lofty goal but KFC’s slogan, impossible is nothing, inspired them to put their trust in Wonderkind recruitment strategy.

A new hire for only 3,55€

It paid off! KFC received 77 general applications, resulting in 61 hires. Their cost-per-application was €2.81, and their final cost-per-hire was just €3.55 with Wonderkind’s technology responsible for 80% of the total hires made.

"Not only have we saved money with online campaigns, the reach and the online visibility for 4 weeks is also worth a lot. - Nikita Moerer, Recruiter at KFC

For the General Restaurant Manager position, Wonderkind generated 35 solid leads. KFC invited 11 of the 35 leads in for an interview, 6 progressed to a second interview, 3 were invited for a trial day, and in the end, KFC found its new General Manager!

Wonderkind reaches KFC’s potential candidates wherever they’re active, like Instagram, their favorite apps, or on Google. - Nikita Moerer, Recruiter at KFC

Now that their talent pipelines are full, KFC is working with Wonderkind on improving its employer brand, to show potential candidates everything the company has to offer to attract higher-quality candidates.

Challenges and solutions

Labor shortages and decreased applications

Wonderkind's hyper-targeted job ads helped address the challenge of decreased applications due to labor shortages. By sharing KFC's job ads on channels their target candidates used most, such as Instagram, favorite apps, and Google, they were able to reach a larger pool of potential applicants. Additionally, the use of geographical hyper-targeting ensured that the ads specifically targeted individuals living within a 5-kilometer radius of the new restaurant, further increasing the likelihood of receiving applications from local candidates.

Urgent hiring needs for new restaurant and General Restaurant Manager

Wonderkind's recruitment strategy and technology played a crucial role in meeting KFC's urgent hiring needs. By employing their innovative solutions, Wonderkind assisted KFC in generating a sufficient number of applications within tight deadlines. This enabled KFC to hire the necessary 75 new employees for the new restaurant in just 4 weeks. Additionally, Wonderkind's technology helped in the search for a new General Restaurant Manager, resulting in successful recruitment within the challenging timeframe of 3 weeks.

Ineffectiveness of traditional job ads

Improving the employer brand aligns with addressing the problem of ineffective traditional job ads. By collaborating with Wonderkind, KFC worked on enhancing its employer brand to showcase the company's unique qualities and attract higher-quality candidates. This improvement in the employer brand helped overcome the limitations of traditional job ads and increased the chances of engaging with potential candidates who were more aligned with KFC's values and offerings.

Recruiting on social media makes sense

Make more placements while keeping a clear overview of costs and ROI.

Book a demo
Lower job ad spend
Higher job ad ROI
More positions filled