BK rolls out recruitment campaign

MIAMI Burger King Corp. recently launched a multimillion-dollar recruitment campaign to brand itself as an employer of choice.

With the theme “You’re King Material,” the campaign focuses on brand identification and employee engagement by showcasing real employees. The advertisements are featured on such materials as posters, table tents, tray liners, window signs, brochures and application forms.

Burger King reportedly spent $8 million to $11 million on the recruitment campaign, which was developed by TMP Worldwide Advertising & Communications.

Burger King joins several restaurant companies — including McDonald’s Corp., Wendy’s International Inc., and Taco John’s — that have rolled out employment branding campaigns that advertise to current and potential employees the way the companies advertise to customers.

Burger King, based here, has more than 11,300 quick-service restaurants worldwide.