Indeed has partnered with TikTok to launch a six-month campaign that brings Millennials and Gen Z job seekers in Singapore access to available job opportunities. The job site also launched a TikTok channel to cater to the increasing needs and expectations of Gen Zs and Millennials in the job market.
Titled “You Better Work, Boss”, the campaign’s key message encourages youth job seekers to discover their dream job and apply for employment through Indeed’s “seamless” and “user-friendly” job search option.
The campaign was led by research findings which reveal the altering relationship between Millennials and Gen Zs and work as they expect employers to strive hard to attract and retain their employees. Indeed told MARKETING-INTERACTIVE that it also found a trend in jobseekers and employers promoting themselves and their skills on TikTok to seek gigs and jobs.
“Videos highlighting particular skills such as coding or even make-up and personal grooming are well-received on the platform. Gen Z is a group that is very expressive on social platforms and TikTok is their ‘go-to’ to voice out their opinions on diverse issues. We wanted to tap on this trend and cater to Gen Z and help them explore job opportunities with our seamless and user-friendly job search options on the platform,” Indeed’s spokesperson explained.
Indeed’s new TikTok channel will feature diverse content on various trending issues such as mental health and recognising work stress. The initial content will be produced by local TikTok influencers such as @jamielimyy, @ianjeevan and @ainlovescode.
Indeed is planning to collaborate with the influencers to produce an “A Day in the Life of” series, which will show how some professions work, conversations about how to get ready to enter the job market and new jobs. The channel will also dive into the future of work and what it will change for the younger generations.
Nishita Lalvani, marketing director of Indeed India and SEA, said: “We want to support the aspirations of Gen Z and Millennials who will make up a large part of the workforce soon. They are set to have a 50 to 60-year career ahead of them, and we foresee the need to help this group of workers navigate the jobs sector whilst staying true to their beliefs.”
Gen Z workers prioritise a positive work-life balance. They seek work environments that are empathetic and diverse, offer learning opportunities, and align with their core values. “Indeed’s new TikTok channel is aimed at helping to bridge the gap between Gen Z and PMET employers and help everyone find common ground where businesses and employees can thrive together,” said Lalvani.
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