Target and Chipotle are watching TikTok video resumes to find workers

Discussion
Sources: TikTok/@mandapandie, @briseaberg, @coop.cm
Jul 12, 2021

TikTok is piloting a program, “TikTok Resumes,” that lets its users apply for jobs on video. Approximately three dozen companies are taking part in the pilot, including Chipotle, Target and Shopify.

TikTok users are encouraged to create video resumes that “creatively and authentically showcase their skillsets and experiences.” Candidates then peruse job listings and submit videos for posted jobs with the #TikTokResumes hashtag. The site includes examples of video resumes and profiles of TikTok creators who create career- or job-related content.

The social video sharing site issued a statement on the new program. “Short, creative videos, combined with TikTok’s easy-to-use, built-in creation tools have organically created new ways to discover talented candidates and career opportunities.”

The program is only accepting video resumes for a limited time with applications open through July 31.

TikTok Resumes is an extension of the social platform’s College Ambassadors program, which has recruited hundreds to serve as on-campus brand representatives via video resumes. Numerous creators already use the platform as a tool for helping other TikTok users build their careers.

This new approach could potentially offer employers an opportunity to recruit Gen-Z in a manner in which they already have some experience and comfort. EMarketer predicted in May that TikTok would surpass Instagram in total Gen-Z users in the U.S. by the end of 2021. Only 19.3 percent of Linkedin users are between the ages of 18 to 24.

Available jobs include a few seemingly suited for video introductions, a position with All Recipes for on-camera talent to teach viewers how to make biscuits and a supervising social producer job with Popsugar. Target is looking for warehouse workers and Chipotle is looking for restaurant staff.

The pilot launches amid a nationwide labor shortage.

“Given the current hiring climate and our strong growth trajectory, it’s essential to find new platforms to directly engage in meaningful career conversations with Gen-Z,” said Marissa Andrada, Chipotle’s chief diversity, inclusion and people officer, in a separate statement. “TikTok has been ingrained into Chipotle’s DNA for some time and now we’re evolving our presence to help bring in top talent to our restaurants.”

DISCUSSION QUESTIONS: What do you think of video resumes and the potential of TikTok as a job placement tool? How do you think always-on generations may reimagine recruiting and job discovery?

Please practice The RetailWire Golden Rule when submitting your comments.
Braintrust
"Whether they come through TikTok or any other vehicle, video resumes are, in many ways, so much better than the typical written resume."
"Chipotle and Target’s willingness to utilize TikTok shows next gens that the companies understand who they are and respect their lifestyle. Love it!"
"This is another fantastic way businesses are leveraging TikTok to get past the “wall of polish” of Instagram to have authentic connections."

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16 Comments on "Target and Chipotle are watching TikTok video resumes to find workers"


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Christine Russo
BrainTrust

I think my enthusiasm for TikTok for business has been well documented here. This is another fantastic way businesses are leveraging TikTok to get past the “wall of polish” of Instagram to have authentic connections. I applaud this!

Kevin Graff
BrainTrust

Whether they come through TikTok or any other vehicle, video resumes are, in many ways, so much better than the typical written resume. Experience and education are good, but getting to see and hear the candidate gives the employer a much needed insight into the candidate that often trumps what the written resume can provide.

Oliver Guy
BrainTrust

Very interesting. Given that CVs are read by computer it could well become the case that these videos could also, in due time, be watched and interpreted by AI. This will become necessary if volumes increase substantially and the platform is deemed successful.

Lisa Goller
BrainTrust

Riveting digital content and charismatic influencers are today’s currency among Gen Z consumers. Right now, TikTok is the best platform to reach and engage younger workers and their networks. Video resumes make sense as this tech-savvy cohort takes up more space in the work force.

Always-on generations will continue to shape HR, including global sourcing of talent for roles that allow us to work from anywhere. For office work, younger employees will expect some degree of work from home arrangements. We’ll see more AI in HR to analyze video and text resumes to streamline costly recruiting processes.

Gary Sankary
BrainTrust

This is a new idea to me, I have mixed thoughts about it.

It makes total sense to me that a video would be a better medium to quickly screen a candidate than a resume. Thank a labor shortage for upsetting an established paradigm.

I would worry a bit about profiling, it could feed a bias based on physical appearance, or accent, or some other physical attribute that might keep people from getting that first interview. It’s also going to be a hurdle for lower income candidates who may not have reliable access to the internet or technology — it will be difficult for them to create their videos.

It feels like this is the future of job applications, but there are considerations that need to be addressed before this goes mainstream.

Shep Hyken
BrainTrust

Many companies look at social media profiles on different platforms as they assess their candidates. Now they are using the platforms as part of the application process. I’m surprised it didn’t happen sooner. This is a great way for a candidate to showcase some personality as part of their application.

Mohamed Amer
BrainTrust

Our communication model is slowly evolving from long-form printed text to message bursts and an insatiable demand for short-form video production and consumption. Traditional resume models for entry-level customer-facing positions are ripe for disruption. Video as a medium and TikTok as a platform facilitate resource discovery with a much more meaningful, fun, and efficient evaluation tool.

Shep Hyken
BrainTrust

Companies have looked to social media channels as a way to learn more about their candidates. Now they are using it as part of the application process. Be it TikTok or any other platform, here is another useful way to use social media in business.

Bob Phibbs
BrainTrust

The New York Times yesterday said Gen Z would rather communicate any way but by email. If they are willing to make a video and “sell themselves” to a potential employer, everyone wins. The days of posting an online job and being deluged with resumes could be replaced with this. My only concern is it is much more fun making a TikTok video than scraping charred chicken skin off a grill. #Onlyrealityisreality

Liza Amlani
BrainTrust

TikTok and social channels are a great way to find ideal candidates, especially in retail, as you want to hire future brand ambassadors that love the brand. Recruiters use LinkedIn in a similar way in terms of content and activity to get to know candidates on a different level.

Rick Moss
Staff

This seems like a wonderful solution if a company is seeking spirited extraverts — certainly the right profile for many retail positions. But I wonder how many talented but camera-shy candidates will be overlooked. Do you want to skew your IT department hiring toward candidates who perform well on camera?

Venky Ramesh
BrainTrust

Gen Z is native to video everything. My teenage son grew up watching and later making YouTube videos. He doesn’t look up Wikipedia when he wants to “read up” on something — he goes to YouTube. I am sure his generation will be more comfortable making a video resume than spending the time to write it up. However, there are multiple questions that come up:

  1. Are video resumes best in a stand-alone form or a complement to a regular resume?
  2. Recruiters don’t have the time to go over the complete resume in detail — they skim through the keywords. How will it work with stand-alone video resumes?
  3. It may be a great mode for people in external-facing roles, but does it unnecessarily bias people with looks/accent/disabilities when it’s a backend desk job?
Jasmine Glasheen
BrainTrust

What an exciting initiative! TikTok is a great platform for employers of next-Gens to access talent on their chosen platform. Prospective employees can showcase their personalities in a way that feels authentic to them. Chipotle and Target’s willingness to utilize TikTok shows next gens that the companies understand who they are and respect their lifestyle. Love it!

Craig Sundstrom
Guest

My feeling is that time will be a problem here; namely that an algorithm could scan several hundred resumes — and, yes, reject most of them — in the time it takes to sit thru even a short video. Also, unless the videos follow some standard format, they’re likely to omit essential info.

Do I think they’re useless, then? No, they’re something that can be added to the arsenal of tools available to both potential employers and potential employees … but probably more as a supplement than a replacement to conventional methods.

Brandon Rael
BrainTrust

It’s high time we reimagine what the modern digital-first resume and portfolio of work look like. If Gen Z members engage, create, and navigate TikTok throughout their days, then as the old saying goes, go to where the customers are.

In an age of authenticity, video resumes go beyond the static MS Word documents and LinkedIn profiles. While they certainly won’t replace the resume or talent search model, it will inject a necessary level of creativity and uniqueness that resonates with Gen Z. TikTok, like all other social media apps, will have its life cycle. The viral social media app is on the rise, and all companies, brands, and retailers should capitalize on this unique opportunity.

Mel Kleiman
BrainTrust

One step closer to fixing a broken hiring process. Every post has talked about the replacement of the resume as a screening tool. Anything that replaces the resume is a step in the right direction. All resumes are is a test of creative writing and you are never sure who did the writing.

wpDiscuz
Braintrust
"Whether they come through TikTok or any other vehicle, video resumes are, in many ways, so much better than the typical written resume."
"Chipotle and Target’s willingness to utilize TikTok shows next gens that the companies understand who they are and respect their lifestyle. Love it!"
"This is another fantastic way businesses are leveraging TikTok to get past the “wall of polish” of Instagram to have authentic connections."

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