RabbitMQ doesn't care what the payload is, it is treated as an opaque collection of bytes.
Using a language-specific format such as serialised PHP objects may be convenient but has serious downsides:
* You will likely be limited to a single language for all services
* Future PHP versions may or may not be able to interoperate with the one you use today
Using a reasonably popular language-neutral serialisation format (JSON, Message Pack, Protocol Buffers are popular choices)
is a better idea in my opinion.