Brands have long used TikTok to win attention from Gen Z consumers. Now Chipotle is turning to the app to recruit workers.
The Mexican food chain is among the first brands using TikTok's new resume program, which allows people to apply for jobs by uploading videos that explain or demonstrate skillsets and experiences. Candidates must include #TikTokResumes in the caption of their video resume, which is a way for TikTok to get its new initiative trending.
The so-called TikTok Resumes program launched Wednesday in pilot form, with Chipotle among a select group of companies invited to try it out. Target, Forever 21, Popsugar and VaynerMedia are among those posting job openings at the special site. The program gives TikTok a new, more practical, entry into people's lives. The app became famous for more frivolous uses, like dance and fitness challenges or everyday life hacks.
"#CareerTok is already a thriving subculture on the platform and we can’t wait to see how the community embraces TikTok Resumes and helps to reimagine recruiting and job discovery," Nick Tran, TikTok's global head of marketing, said in a statement.
Here is an example of the new program in action, according to a sample provided by TikTok: