Published: July 2024
Introduction
If you haven't heard of #WorkTok, it's time to get up to speed. As Gen Z increasingly enters the workforce, their perspectives and experiences become more prominent to anyone who wants to understand the zeitgeist of industry. Being digital natives and naturally more vocal, they are increasingly taking to social media platforms like TikTok to share their experiences under this trending hashtag (#WorkTok). #WorkTok encompasses a range of workplace-related content, from career tips to candid discussions about job dissatisfaction. With Gen Z set to comprise 30% of the workforce by the end of this decade, understanding #WorkTok is crucial for employers looking to engage and retain this generation.
What is #WorkTok?
#WorkTok is a collective term for the work-related trends, experiences and discussions happening on TikTok. Young professionals are using this platform to voice their work experiences, frustrations, and expectations. While these can cover ways to network in the workplace and career tips, they can also be around the negative aspects experienced. Employers started taking notice when these shared conversations start taking a turn for the worse as secret recordings of dismissals and retrenchments started trending on social media platforms calling out employers. Trends like #ActYourWage, #BareMinimumMondays, #RageApplying, and #JobShiftShock reflect a growing discontent with traditional work practices and highlight issues such as burnout, fair compensation, and work-life balance. For instance, #ActYourWage, which has over 665 million views, encourages employees to only perform duties they are compensated for, challenging the norm of going above and beyond without additional pay.
Key Themes in the Gen Z #WorkTok trend
Fair Compensation: Movements like #ActYourWage emphasize the importance of fair pay for work done. Employees are voicing that they should only perform duties they are compensated for.
Work-Life Balance: Hashtags like #BareMinimumMondays promote maintaining a balance between work and personal life to prevent burnout.
Job Mobility: Trends such as #RageApplying and #JobShiftShock highlight employees' willingness to switch jobs frequently in search of better conditions and satisfaction.
What Leaders Need to Know
The shift seen in #WorkTok trends represents more than just employee dissatisfaction—it signals a deeper discussion about compensation and expectations. Movements like #ActYourWage have redefined what it means to "quit," shifting from a negative connotation to a conversation about fairness and equity in the workplace. Clear expectations, open communication, support, and trust are essential to prevent disengagement.
What That Means for You
Negative #WorkTok trends often stem from a lack of trust and appreciation. Here are some actions to consider to address these issues:
Build a Fair Pay Structure: Regularly review and adjust salaries to ensure fairness and address any inequities, particularly for early-career employees.
Invest in Culture: use tools and processes that help shape and build a stronger more connected culture.
Open Communication: Use company-wide meetings or anonymous surveys to gauge employee sentiment about wages, benefits, and work conditions.
Manage Your Employer Brand: Develop a strong social media presence to shape your company culture narrative and address any negative mentions professionally.
Assess Work-Life Balance: Evaluate your company’s expectations regarding work hours, communication times, and deadlines to ensure they are realistic and fair.
The Power of #WorkTok
Research underscores the importance of addressing these issues. Understanding and addressing the concerns raised in #WorkTok trends can create a more engaging and supportive workplace culture.
Conclusion
#WorkTok is more than just a social media trend—it's a reflection of the evolving expectations and values of the modern workforce. By understanding and addressing the issues highlighted by these trends, employers can build a more inclusive and fair workplace, ultimately reducing turnover and increasing employee satisfaction. Dive deeper into #WorkTok and discover how you can leverage these insights to improve your company culture.
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