• Transcript

    McDonald's is recruiting on Snapchat.

    It's rolling out a series of 10-second videos featuring real restaurant employees talking about the benefits of working at McDonald's.

    Viewers can then 'swipe up' to instantly visit the McDonald's career webpage and apply for jobs.

    The restaurant chain hopes to hire 250,000 people in the United States, with more than half of that from a demographic of frequent Snapchat users, not older than 24.

    Adweek's Martin Swant:

    (SOUNDBITE) MARTIN SWANT, TECHNOLOGY STAFF WRITER, ADWEEK (ENGLISH) SAYING:

    "Snapchat doesn't have quite perfected ad targeting. They've historically been against putting in too many different parameters, like in Facebook and Instagram, there is a lot of different things that you like employment history. You have all these different things. Snapchat is still more than TV-style marketing tool in a way, but they're going into more direct response, and, so, I think, if they can hit the right audience, it could be a way of hitting teens who are not necessarily watching television or looking on LinkedIn or other jobs websites."

    McDonald's is trying to modernize the 60-year-old chain and reverse four straight years of traffic declines.

    In addition to ventures into technology like Snapchat, it has improved its menu, ditched artificial ingredients and revamped its famous Quarter Pounder.

    Investors seem to be lovin' it. The company's stock price is up more than 25 per cent so far this year.

    (Fred Katayama/Reuters)