Chipotle has started accepting TikTok video resumes to encourage Gen-Z to apply for jobs at the burrito chain

People crowd in front of a fast-food counter with a lighted Chipotle sign
Order up, King of Prussia Mall. Mark Makela/Reuters
  • Chipotle is among several big brands to have begun accepting TikTok videos as resumes.
  • On Wednesday, TikTok launched a video resume service to compete with LinkedIn.
  • It’s “essential” to “directly engage with Gen-Z,” a Chipotle exec said.
  • See more stories on Insider’s business page.

Chipotle has started accepting TikTok videos as resumes for job applications, continuing a cultural shift in US retail towards meeting applicants on their own terms.

“Given the current hiring climate … it’s essential to find new platforms to directly engage in meaningful career conversations with Gen-Z,” Marissa Andrada, Chipotle’s chief diversity, inclusion, and people officer, said in a statement Thursday.

The move comes as US retailers struggle to find staff amid the nationwide labor shortage. Jobless claims took an unexpected leap upward last week and unemployment in June was more than 2 percentage points above pre-pandemic averages, according to the Bureau of Labor Statistics.

One in every three hospitality workers weren’t expected to return to their pre-COVID jobs. Employees were telling their employers to “shove it” at a record pace. And an estimated 95% of workers were thinking about quitting.

TikTok on Wednesday began rolling out its resume site, LinkedIn has long allowed users to post video resumes.

“Don’t be afraid to let your personality shine through,” TikTok said in its “do’s and don’ts” for the new site.

A slate of retailers on Saturday morning had job openings posted on the new TikTok site. Among them were Target, Abercrombie & Fitch, and Forever 21.

Chipotle built one of the most successful brand pages on TikTok, with more than 1.6 million followers. It’s been busy posting guacamole making, Chipotle-bag dressmaking, and customers using extra-long forks.

“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,” Andrada said.