Chipotle targets Gen Z applicants on TikTok; seeks 15,000 new hires

Chipotle Mexican Grill is among the first companies to leverage the new TikTok Resumes feature.

Due to the competitive labor market, the fast-casual restaurant chain is continuing to experiment with new methods of meeting potential job applicants. Chipotle is now allowing candidates to post TikTok video resumes via the TikTok app or on the dedicated TikTok Resumes site. Candidates must use #TikTokResumes in their caption when publishing their video resume. The program will accept submissions through July 31.

In addition, Chipotle will host its second "Coast To Coast Career Day" on July 15, with the goal of hiring an additional 15,000 employees to meet current demand and accommodate future growth. Applicants can reserve July 15 interview times at Chipotle restaurants across the country, which will feature designated waiting areas for interviewees.

"Given the current hiring climate and our strong growth trajectory, it's essential to find new platforms to directly engage in meaningful career conversations with Gen Z," said Marissa Andrada, chief diversity, inclusion and people officer. "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."

In June 2021, Chipotle increased wages resulting in a $15 average hourly wage and starting wages ranging from $11 to $18 per hour. Since the start of 2021, Chipotle says it has hired more than 82,000 employees and had more than 4,200 promotions among its restaurant staff.

Chipotle Mexican Grill Inc. had over 2,800 restaurants as of March 31, 2021, in the U.S., Canada, U.K., France, and Germany; and is the only restaurant company of its size that owns and operates all its restaurants.