KFC Case Study

Case Study:
NQF 3 Management Learnership

iLearn and KFC

kfc

Required: Minimum 35

Engagements: 119 842

Applications: 25 529

Shortlisted: 557

Interviewed: 217

Hired: 60

Turn around time: 8 days

About AKM Foods

AKM Foods is a franchise-owner based in Port Elizabeth making an incredible impact. The award-winning business owns 38 KFC franchises across the Eastern Cape. After winning Franchisee of the year in 2019, AKM Foods revealed that teamwork and collaboration were the secrets to their success.

The Situation

AKM Foods is not new to tackling a huge project in a short amount of time. Following their acquisition, they had the task of finding 1500 people to hire when they took over the business in 2015. In this situation, the time-constraint was a lot more sensitive and the stakes were higher. KFC was not the only training provider as they were collaborating with iLearn. KFC x iLearn created a Management Learnership that would train 100 learners in Restaurant Management, Food Service, and Customer Service.

The Task

The candidate brief was as follows: 
  • Number of candidates: 100
  • Location: Eastern Cape
  • Qualification: At least a Grade 11
  • Screening criteria: Must be available immediately
  • Age: 18 – 25
  • Ethnicity: African
  • Employment status: Currently unemployed and not studying
  • Growth mindset: At least 80%
  • Numeracy Test: At least 100%
  • Advertising screening questionnaire: 100%
  • Professional communication: 80%
  • Available for interviews: Available immediately
  • Available to start: 1 March
  • Stipend: R4500

The Action

At the time of the KFC campaign, The Knowledge Trust had grown exponentially to just over 180 000 members with even higher engagement and growing in 1000s daily.The campaign strategy to find a suitable candidate was as follows:

  1. Pre-registration into the learnership application after 1 day of live campaign.
  2. Saturday newsletter and target emails to Community Builders and Champions.
  3. Bespoke location targeted campaigns in specific locations.
  4. Create targeted whatsapp groups with shortlisted members to share interview tips and prompt them to take our FREE Learnership Readiness Program
  5. Whatsapp Bot Round 1 interviews for shortlisted candidates.
  6. Utilize our Bounty Hunter Referral program.

Partners who helped us

kfc

Required: Minimum 35

Engagements: 119 842

Applications: 25 529

Shortlisted: 557

Interviewed: 217

Hired: 60

Turn around time: 8 days

The Results

The intricate KFC campaign ended in the quick turn-around time of 8 days. The campaign resulted in 119 842 opportunity views, 25 529 completed applications, 557 shortlisted candidates, 217 interviews via the WhatsApp bot, and 60 incredible individuals hired! 

We are so grateful at The Knowledge Trust to be a part of changing and influencing so many lives positively. Our urgency and mission remained at the forefront of all our solutions and will continue to do so going forward to our now 230 000 members!

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