Why brands like Chipotle, JetBlue are spotlighting employees in ads as they seek Gen Z talent for fall
In a strategic move to attract — and potentially recruit Gen Z employees — brands are now placing their own workforce at the forefront of their advertising campaigns.
By showcasing their employees’ experiences and perspectives, these companies aim to resonate with the younger generation, harnessing the authenticity and relatability of firsthand testimonials to build a stronger connection and appeal to the Gen Z talent pool. For example, Chipotle is looking to recruit potential Gen Z employees for its fall season — the food-chain wants to fill more than 7,000 open career opportunities across the United States — and has started to highlight its employees with its short form content.
Chipotle’s move, similar to that of Footlocker last year, kicked off on August 28 with spots on linear and connected TV, Twitch, TikTok and Instagram. The latest ad spots showcase current Chipotle employees delivering testimonials about their experiences working for the chain. Furthermore, the brand intends to harness the power of social media, using behind-the-scenes content strategically tailored to engage the Gen Z audience.
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Source:: Digiday
