McDonald's has moved away from traditional recruitment advertising, employing a consumer advertising agency to oversee its employer brand.

Following the success of advertising campaigns ‘Not bad for a McJob' and ‘My McJob', the restaurant chain has employed advertising agency VCCP to enhance the company's reputation as an employer.

McDonald's, which currently receives more than 2,500 job applications every day, appointed VCCP after a three-month long pitching process with Oystercatchers.

Jez Langhorn, head of talent and education at McDonald's UK, said: "We are excited to be working with VCCP and are confident it will continue the progressive and eye-catching work that we have already done in the area of employer brand and recruitment."