TikTok for work? How social media is changing the workplace

The use of social media in the office is no longer taboo. In fact, it may become the norm.

Workplace social media doesn’t begin and end with traditional platforms like LinkedIn. It can encompass a wide range of mediums, including Twitter, Instagram and even newer, flashier entrants like TikTok. Those platforms aren’t reserved for any one demographic of workers — each is evolving to serve them all.

That evolution just might revolutionize the way employers and employees approach work, according to Jonathan Javier and Jerry Lee, CEO and COO, respectively, at career consulting group Wonsulting. Wonsulting not only helped TikTok develop their career channel TikTok Resume, but was the first company to pilot the service on the video-focused social network to aid users with recruiting and job searching.

Read More: Gen Z has embraced TikTok Resumes. What about everyone else?

“A lot of people were like, how do I make one? Is this only for Gen Z? Is this for baby boomers?” Lee says. “And that was really interesting because a lot of the different roles weren't just for Gen Z — they were for a lot of different, more senior roles as well.”

For years, social media has been viewed as a threat to companies instead of a resource. But now, 80% of workers are using social media on the job — 50% of whom are already posting about their company online, according to data from employee advocacy platform Everyonesocial. Employee content reaches 561% further than official company channels and sees 800% more engagement, demanding the attention of employers.

Lee and Javier recently spoke with EBN about their experience with different social media uses and what it means for the future of work.

Why are so many companies turning to new social media outlets to revamp their workplace strategies?
Lee: When we've talked to our recruiting partners, it really breaks down into two key pieces. One is that companies that historically have been unable to bid now have a fighting chance to stand against [larger companies], because they're able to showcase a little bit more about their culture, a little bit more about the work that they do and, more importantly, the people that [an applicant would be] working with. So now when you've applied to a company that you haven't heard about, you get to know a little bit more about the culture and the team and the type of work that they do before you even get a chance to work there.

And the second thing, on the job seekers’ side, it lowered the barrier of entry for people to stand out in the recruiting cycle. Historically, top companies recruit from the top schools and top backgrounds — you must have Harvard or McKinsey or Goldman Sachs or Google on your resume for us to consider your application. But now we're seeing a shift from that power move from the traditional path towards the non-traditional path of people who were able to showcase their passion and a lot of the work that they've done to companies through TikToks and other social media outlets.

Read More: Is TikTok the trick to recruiting Gen Z talent?

Javier: We've seen a lot on LinkedIn or even on TikTok, people making posts regarding their rejection stories or regarding their own job search and documenting that journey. We call this reactive recruiting, and it's basically opportunities coming to you instead of you always having to seek opportunities. So what happens is a lot of people will see these people's posts on TikTok and LinkedIn, and then will reach out to them directly and be like, ‘Hey, I have this position open, would you like to interview?’ So it's not just the job seeker simply applying to jobs now. You're building a personal brand on social media.

LinkedIn has proven itself to be a fixture in workplace social media, but what is the staying power of TikTok and Twitter and Instagram?
Lee: It's only going to get bigger. TikTok is a great leading example, as well as Twitter, of how companies can use social media to do two things, the first of which is to showcase culture. For example, Duolingo historically has been thought of as just an app. But now, if you look at their TikTok presence, you can immediately see that they get a lot of work done, but also they have a lot of time they can spend on their culture. On Twitter, you see accounts like Wendy’s. For them their page very much focuses on noticing people a lot. They're very in touch with Gen Z, which speaks a lot about their culture.

And second, from a talent acquisition interest perspective, companies are going to use social media to differentiate themselves beyond just offering a large compensation package. We're starting to see a lot more companies tap into that, and it wouldn't be surprising if applicants see companies have a significantly bigger presence on social media platforms.

We would be remiss to not mention the ways in which social media can be professionally harmful. How can companies keep boundaries intact? 
Lee: [Social media] has to walk that fine balance between two variables. On one axis you have how controversial they can get and on the other how they make sure they are still cognizant about making sure they don't get canceled. So being able to walk the fine line across those two variables is going to be extremely important. And for the brands that do it well — Duolingo, Wendy's, Slim Jim on Instagram — they're the ones that are going to succeed.

Javier: I’m hoping for more support from companies in helping their employees make content. I remember talking to a client and she was like, “My company doesn't even want me to make a LinkedIn or create content in general because they're uncomfortable with it.” A lot of these individuals are usually representing the company in a good light. So I think setting those guidelines on what employees should expect from the company in terms of barriers and boundaries will be important. Especially with more employees making content — or wanting to make content — on platforms like career TikTok.