Building Community, Not Just a Workforce
07/28/2026 • Customer news
In today’s competitive labor market, attracting young talent has become one of the greatest challenges facing employers across industries. This trend is particularly evident in sectors that rely heavily on younger workers, where companies compete not only on salaries and benefits, but increasingly on culture, belonging, and purpose.
It was precisely this challenge that earned McDonald’s Serbia one of the highest honors in marketing effectiveness: an Effie Award. The winning campaign, Moja Ekipa (“My Crew”), demonstrated how a globally recognized American brand can successfully adapt to local market realities while remaining true to its core values.
Like many employers in the quick-service restaurant industry, McDonald’s faced a growing shortage of job applicants. The company operates nearly 40 restaurants across Serbia and employs approximately 1,300 people, making it one of the country’s largest employers in its category. Yet despite offering flexible schedules and valuable opportunities for first-time workers, recruitment became increasingly difficult as competition for young employees intensified.
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