Target to find workers in tough employment market using Chipotle, TikTok

Best known for its lip-sync teenager and cute pet trick quick videos, TikTok is now a reliable spot to find Gen Z workers.

Chipotle pepper, the goal, WWE And Shopify Is one of the companies affiliated with TikTok Resumes, a pilot program that allows job seekers to submit video resumes on social platforms. Recruitment is yet another way for companies to connect with potential employees as the war for talent intensifies.

Restaurants, bars and fast food chains are finding it Especially difficult to hire staff Let go at the beginning of the pandemic to replace them. Many of these workers are reluctant to return to work and are still on the sidelines or have left the industry altogether.

Chipotle Chief Human Resources Officer Marissa Andrada says the restaurant chain already had 1.6 million followers on TikTok when considering the idea of ​​partnering with the platform in her video resume.

“We follow crazy brands and it’s always great to see what the fan videos are,” Andrada said.

The majority of Chipotle restaurant employees are Gen Z and Millennials, so “Why don’t you devote yourself to their energy?” Andrada said. “TikTok resumes are the way they interact with them the way they already like to connect with us.”

With the rise of career and work-related content on social media platforms, Andrada said making people show their creativity is an effective way for companies to find the right people. “Looking at their excitement and passion for our cooking, we understand what this person will be like as a team member. This is different from accepting resumes and applications,” she says. Told.

Workers at the Chipotle restaurant serve customer orders in Miami, Florida.

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Restaurants, bars and fast food chains are doing everything they can to bring workers back to their facilities now that people are more comfortable going out and eating indoors.

Denny’s We conclude what is called the “American Diner Recruitment Tour”. This is an initiative to hire 20,000 restaurant-level employees at both our own restaurants and franchise restaurants nationwide. A 53-foot food truck travels historic Route 66 for a week, with multiple stops to help potential workers fill out applications and get a free pancake breakfast for it. I made. CEO John Miller Told CNBC Earlier this month, finding enough workers was one of the biggest challenges as the country emerged from the pandemic blockade.

You see their excitement and passion for our cooking and understand what this person will be like as a team member.

Chipotle Chief Human Resources Officer Marissa Andrada

The numbers emphasize his claim. According to the Ministry of Labor, restaurants and bars increased employment by more than 500,000 from March to June, but the industry’s unemployment rate remains high, reaching 10% in June.

Even raising wages is not always the answer.National Federation of Independent Businesses June Job Report It shows that 46% of small business owners report jobs that they couldn’t fill even with high compensation.

Coast-to-coast interview

In addition to TikTok’s video resume, Chipotle is casting a wide range of nets for new workers. On July 15th, all restaurants held a coast-to-coast career day. According to Andrada, the goal is to hire 15,000 employees to assist staff in existing locations and 200 additional new locations planned by the end of 2021.

Higher wages are another means that restaurants, bars and fast food chains use to seduce workers. In recent months, many have announced plans to raise hourly wages and cover tuition payments, giving workers more vacation. All of this is to attract and retain workers.

McDonald’s Recently announced Raise the hourly wage, Give workers paid leave and help them cover their employees’ tuition. At the end of May, Chipotle announced that it would raise its average hourly wage to $ 15. We also introduced an employee referral bonus of $ 200 for crew and $ 750 for apprentices and general managers.

Darden Restaurant, Olive Garden parent companyAnnounced in the spring that it plans to give hourly restaurant workers a one-time bonus and spend about $ 17 million to raise wages. Hourly workers earn at least $ 10 per hour, including tipping income. The hourly wage in January will rise to $ 11, and the hourly wage in January 2023 will rise to $ 12.

Target to find workers in tough employment market using Chipotle, TikTok

Source link Target to find workers in tough employment market using Chipotle, TikTok

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