Upsizing the impact

Interesting isn’t it how we perceive messages. 50,000 jobs on offer at McDonald’s sounds huge, but it actually averages out at around 3 – 4 positions at every restaurant in the U.S., which suddenly doesn’t seem anywhere near as impressive.

I have no doubt that McDonalds could have quietly filled those positions by advertising locally. But that would have significantly pixelised the effect.

Instead they chose to offer all those tens of thousands of positions on one day across the nation. All that hope, all at once. A dollop instead of a glimmer. A chance for the applicants themselves to be part of something that felt so much bigger, so much more powerful, so much more universal. A chance for McDonalds to make its presence felt and to reinforce its credibility as an employer brand. An event big enough to set social media abuzz.

The next time you’re planning to a “soft” release, maybe ask yourself this: What could we do to upsize this? And how big would we have to make it to get the world’s attention?


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