Retailers Turn to TikTok to Fill Open Roles

Amid one of the biggest labor crunches to date, retailers are leveraging TikTok to recruit new employees for open roles.
Tiktok user

The social media platform beloved by Gen Z and millennials has launched TikTok Resumes, with Chipotle, Target, WWE and Shopify and more among the companies in its pilot test. The program aims to make TikTok a new channel for recruitment and job discovery. Job seekers can apply to entry-level to experienced positions with a TikTok resume. 

The method of applying enables individuals to show off their creative side in an authentic way, according to TikTok. When publishing TikTok resumes, the applicant can use #TikTokResumes in their caption. TikTok’s popularity exploded in 2020 when more individuals were stuck at home due to the COVID-19 pandemic and spent more time online and using apps.

“TikTok Resumes is officially open and accepting TikTok video resumes,” Nick Tran, global head of marketing at TikTok, said in a statement. “We’re humbled to be able to partner with some of the world’s most admired and emerging brands as we pilot a new way for job seekers to showcase their experiences and skillsets in creative and authentic ways. #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.” 

Executive Summary

The pilot program with video resumes is an innovative step for retailers that have increasingly looked for new ways to attract talent. From on-the-spot interviews by women’s clothing boutique chain francesca’s to a hybrid hiring event by Kroger, retailers are testing out new ways to fill roles. 

And the number of open roles has reached a recent high--with the industry seeing large swaths of the workforce departing their roles at the same time companies are recruiting as their stores reopen. To compete with other companies also hiring, retailers are increasing wages and adding signing bonuses and other incentives. Target, for example, has upped its starting wage to $15 per hour and doled out five rounds of bonuses to its staff throughout the pandemic. 

For companies with big following on the social media app, there’s a big opportunity to tap a pool of talent that is already connected online.

Exec summary

TikTok resumes is available on the app through the #TikTokResumes hashtag and at The program is only accepting applications from July 7-31.