The popular fast food chain brand McDonald's has reportedly started a unique campaign called "Snaplications" in Australia to hire new recruits. As a part of the application, those enthusiastic about working with the brand are required to send a ten-second video application using a McDonald's-themed filter on Snap's photo messaging app, Snapchat. The company would review the video and send a link to shortlisted applicants to fill an online application form.

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McDonald's Australia Chief Operating Officer Shaun Ruming told the Australian media that he think this is the first time in the world that such a campaign is being carried out. Snaplications is a Snapchat "lens" that gives users the ability to apply for a job (or at least commence that process) by sending a ten-second snap.

Besides this, the Snapchat lens also lets applicants wear virtual hats and nametags on their heads and chests respectively to digitally see what it might look like to be one of the company's 106,000 Australian employees.

Snapchat, with more than 160 million active users around the world, has become one of the most popular apps for sharing photos and videos. Snap, which went public last month, is yet to generate a profit and has been eyeing ways to boost its advertising appeal with big brands.

Since McDonald's still points its applicants to a traditional application form, the integration with Snapchat appears to be a different approach to the branding campaign targeted at hiring young employees. In fact, Ruming said that the company is looking for "new and innovative ways" to hire employees and thus decided to try Snap's social app. McDonald's has not, however, disclosed how much the company paid for the Snaplications campaign and whether a similar application process might come to other countries around the world.

"We're looking for that positivity, bubbly personality, someone we think would be good in a customer service role," Ruming said of the ideal applicant.