Chipotle and Target use TikTok to find workers in tight labor market
TikTok, best known for its quick lip-syncing teen videos and cute pet tips, is now the place to find Gen Z workers.
Chipotle, Target, WWE, and Shopify are among the companies teaming up with TikTok Resumes, a pilot program that allows job applicants to submit video resumes on the social platform. The recruitment offer is another way for companies to connect with potential employees as the war for talent rages on.
Restaurants, bars and fast food chains are particularly struggling to hire staff to replace those made redundant at the start of the pandemic. Many of these workers are uncomfortable returning to the profession and are still left out, or have left the industry altogether.
Marissa Andrada, director of human resources at Chipotle, said the restaurant chain already had 1.6 million subscribers on TikTok when she considered the idea of ââpartnering with the platform on video resumes.
âWe have a crazy brand following and it’s always great to see what the fan videos are about,â Andrada said.
Since the majority of employees at Chipotle restaurants are Gen Z and Millennials, âwhy not take a look at their energy? Said Andrada. “TikTok Resumes is a way to engage with them in a way that they already enjoy connecting with us.”
With the increase in career and employment-related content on social media platforms, Andrada said letting people show off their creativity is an effective way for the company to find the right talent. “You see their enthusiasm and passion for our food and you get a feel for what that person would be like as a member of the team, which is different from just accepting a CV or an application,” she declared.
Employees at Chipotle Restaurant fill customer orders in Miami, Florida.
Restaurants, bars and fast food chains are doing all they can to attract workers to their establishments now that people are more comfortable going out and eating indoors.
Denny’s just completed what it called “America’s Diner Hiring Tour,” an effort to hire 20,000 restaurant-level employees at its company-owned and franchise restaurants across the country. A 53-foot food truck drove historic Route 66 for a week, making several stops to help potential workers fill out requests and get a free pancake breakfast to do so. CEO John Miller told CNBC earlier this month that finding enough workers has been one of the biggest challenges as the country emerges from the pandemic shutdown.
The figures underline his point. Even though restaurants and bars created more than half a million jobs from March to June, according to the Labor Department, the industry’s unemployment rate is still high, reaching 10% in June.
Even raising wages is not always the answer. The National Federation of Independent Business June Jobs Report shows that 46% of small business owners report vacancies they were unable to fill even by increasing their pay.
Interviews from coast to coast
In addition to TikTok video resumes, Chipotle casts a wide net for new workers. On July 15, she hosted a Coast-to-Coast Career Day at all of her restaurants. The goal, according to Andrada, is to hire 15,000 employees to help staff its existing sites as well as the 200 additional new sites planned by the end of 2021.
Higher wages are another lever that restaurants, bars and fast food chains use to attract workers. In recent months, a number of them have increased hourly wages, announced plans to cover tuition fees and give workers more time off, all in an effort to attract and keep workers.
McDonald’s recently announced it would increase hourly wages, give workers paid time off and help cover employee tuition costs. In late May, Chipotle announced that it was increasing the average hourly wage to $ 15 and also introduced employee referral bonuses of $ 200 for crew members and $ 750 for apprentices and general managers.
Darden Restaurants, the parent company of Olive Garden, announced in the spring that it planned to spend around $ 17 million to provide a one-time bonus to hourly restaurant workers and raise wages. Its hourly employees will earn at least $ 10 an hour, including tips. In January hourly wages will rise to $ 11 and in January 2023 they will rise to $ 12 an hour.