The McDonald's recruitment campaign was carried out on the most competitive labor market in history, with record-low unemployment. In addition, in an industry that has grown into many negative stereotypes on the labor market. Thanks to a comprehensive data-driven strategy, RTB was matched to different segments of the target group, and misconceptions about working at McDonald's were effectively combated. 42% more applications were obtained, employment shortages in restaurants were eliminated and 9 pp. the employer's brand perception was raised on the "Good Employer" parameter in the brand tracking research. As part of the project, we were responsible for the strategy and creative direction of all advertising films of the employer branding campaign, which was awarded the Golden Effie 2020.