Brands are turning to employee-centered ads to appeal to potential Gen Z employees. By tapping into “authenticity and relatability” through employee testimonials, companies are aiming to increase interest amongst Gen Z to potentially recruit to their workforce. For example, Chipotle used this strategy in a recent campaign on channels including TikTok, Twitch, and Instagram where they focused on employees’ candid testimonials about their experiences working for the company. The VP of brand marketing at Chipotle says “It was important for us to feature this authenticity that our employees have for our brand and what they do every day.” YPulse research shows that Gen Z job hunters often both network and seek job opportunities on social media. (Digiday)
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