Gen Z’s LinkedIn: How companies are using TikTok to recruit young talent where they are

Gen Z’s LinkedIn: How companies are using TikTok to recruit young talent where they are

Almost half of adults between 18-29 have a TikTok account, whereas solely 30 per cent are on LinkedIn

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When Angelica Ordonez Celi was in search of a job and a few tricks to make her resume stand out in a crowded subject, she turned to an unconventional supply of knowledge: the favored quick video app TikTok.

“The pandemic brought on a disruption [in the job market] and clearly it’s worthwhile to search for new sources you may lean on, not simply LinkedIn,” mentioned Ordonez Celi, 26, who graduated from Western College’s Ivey Enterprise College with a grasp’s diploma in worldwide enterprise final yr and did her bachelor’s diploma in chemical engineering.

“I used to be in search of suggestions and I really like TikTok as a result of the content material is so digestible — the movies are 15, 30 or 60 seconds so that you be taught a bunch of issues [quickly].”

Finest recognized for bite-sized viral movies of the “wipe it down” problem, foolish dance developments and baked feta pasta, TikTok has up to now yr change into a significant supply of profession recommendation for its predominantly Gen Z consumer base, with profession coaches and recruiters on the platform producing a big following.

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This has come at a time when the oldest ranks of Gen Z are starting to graduate from college and faculty and unemployment is uncommonly excessive among the many cohort, largely because of the pandemic. The unemployment price amongst Canadian college students aged 15 to 24 was 23.1 per cent as of Might, in accordance with Statistics Canada, properly up from 13.7 per cent in Might 2019.

It’s maybe unsurprising TikTok has change into younger folks’s platform of selection for job-hunting suggestions. Whereas 48 per cent of 18- to 29-year-olds — an age group encompassing elder Gen Zs and youthful millennials — within the U.S. reported having a TikTok account as of April, simply 30 per cent mentioned they’ve LinkedIn, in accordance with the Pew Analysis Heart.

“Gen Z seems like TikTok is their platform,” mentioned Rob Cancilla, a Chicago-based recruiter who’s amassed a big following on TikTok for his profession recommendation movies and resume overview providers, and can also be senior director of search technique at Hunt Membership, a recruiting agency for enterprise capital-backed startups.

“After which [as well], Gen Z graduated and was beginning to get jobs and needed to do it in arguably one of many worst crises we’ve had. … You will get a lot worth from a 15-second video that may change the way you interview.”

Just lately, sensing the potential of the app, a rising variety of firms have began turning to TikTok to create movies that spotlight their firm tradition and even immediately recruit younger expertise.

The app itself is making ready to launch a pilot referred to as TikTok Resume, which can enable a choose group of firms — together with Chipotle Mexican Grill, Meredith Corp, Shopify, Boston Scientific, Sweetgreen, Alo Yoga and the NBA — to publish job openings on an in-app internet web page, and customers to submit their video resumes. The web page will even function examples of standout TikTok resumes and creators who give attention to profession recommendation. The corporate has not mentioned when the function, which is at the moment in pilot testing, will start accepting resumes.

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Last August, as part of a recruiting strategy to hire 10,000 employees, the company shared a short, silly TikTok video highlighting all the “non-traditional benefits” of landing a job at Chipotle, including education paid for by the company and the Chipotle hat. The company saw a seven per cent increase in applicants from the month before after posting the video.
Final August, as a part of a recruiting technique to rent 10,000 workers, the corporate shared a brief, foolish TikTok video highlighting all of the “non-traditional advantages” of touchdown a job at Chipotle, together with schooling paid for by the corporate and the Chipotle hat. The corporate noticed a seven per cent improve in candidates from the month earlier than after posting the video.

Chipotle already has a TikTok account, the place the corporate typically shares user-generated content material from prospects. It additionally shares behind-the-scenes movies from its personal workers, showcasing meals prep and enjoyable interactions with prospects, which Candice Beck, senior supervisor of social and digital on the firm, mentioned is supposed to provide prospects and potential workers alike a way of the corporate tradition.

“Our prospects and the parents who work in our eating places are just about in the identical demographic, and TikTok is a good software to indicate them what it’s actually prefer to work in our eating places, what the tradition is like, and what a day within the life is perhaps.”

Final August, as a part of a recruiting technique to rent 10,000 workers, the corporate shared a short, silly TikTok video highlighting all of the “non-traditional advantages” of touchdown a job at Chipotle, together with schooling paid for by the corporate and the Chipotle hat. The corporate noticed a seven per cent improve in candidates from the month earlier than after posting the video, Beck mentioned, and the recruiting crew is now seeking to publish paid adverts on the platform.

Becoming a member of the TikTok Resume pilot is an extension of that effort — to be the place the candidates are. “The labour market is extremely aggressive proper now, and we’re persevering with to experiment with new methods to satisfy potential candidates the place they’re,” Beck mentioned. “On TikTok, our potential workers will be capable of showcase their skills, persona and passions in distinctive methods outdoors of a standard resume or sit-down interview.”

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Intuit Canada, the software program firm behind TurboTax, QuickBooks and Mint, has been informally recruiting by the app. Intuit senior recruiter Emily Durham shares interviewing and resume tips on her account, and creates movies that promote Intuit’s firm tradition — speaking in regards to the significance of work-life stability and a boss who cares about their workers, in addition to highlighting particular managers on the firm.

Intuit senior recruiter Emily Durham shares interviewing and resume tips on her account.
Intuit senior recruiter Emily Durham shares interviewing and resume tips about her account. Picture by TikTok

On the pure recruiting facet, Durham typically receives messages from potential candidates asking about making use of, and he or she additionally searches for potential candidates.

“Quite a lot of people are beginning to use social media as a mini portfolio, so that they’re displaying cool apps they’re growing or a case that they solved, actually cool work, and so they’re utilizing related hashtags,” she mentioned. “So I’m reaching out to them there.”

She additionally posts movies about open positions. As a result of about 80 per cent of her viewers is between the ages of 18 to 35, she primarily shares early- to mid-career gross sales, engineering and developer roles. “We’ve positively seen a rise in people utilizing TikTok to eat data…[so] I wouldn’t be stunned if this time subsequent yr it could be extra frequent for us to be focusing on extra senior positions,” she mentioned.

The corporate doesn’t but have arduous information on how TikTok has impacted its recruitment efforts, however Durham mentioned she’s heard from candidates who utilized as a result of they adopted her, or appeared into Intuit, discovered her movies in regards to the firm’s tradition and values, and had been inspired to submit a resume.

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A kind of candidates was Ordonez Celi. Whereas scrolling by the app’s profession content material, she got here throughout Durham’s movies, which she mentioned gave her useful suggestions to enhance her resume and sharpen her interviewing expertise. She utilized to Intuit with out making the connection — till she landed an interview and discovered she’d be talking with “Emily from TikTok.”

Ordonez Celi now works as an inside gross sales advisor at Intuit. Past getting worth from the job suggestions, she mentioned Durham’s TikToks in regards to the firm tradition made her really feel excited to work there earlier than she’d even began.

“Clearly I went to LinkedIn to be taught in regards to the firm and the function [before the interview], however what you may learn on LinkedIn or Glassdoor is one factor; it’s one other factor if any individual is telling you ways the corporate is,” she mentioned. “It’s totally different while you really see that in a direct means.”

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