(Getty; Illustration by The Real Deal)
The Gen Z office worker down the hall isn’t talking to themselves all day—they’re probably making a TikTok.
More young office workers are taking to the social media platform to glamorize the daily routine of coming to the office, the New York Times reported. While these workers aren’t being paid for the promotion, they’re essentially doing the bidding of landlords desperate to bring employees back to the office after the pandemic disrupted.
These videos make the everyday seem more exciting, more romantic. Some videos show the amenities of a company’s office, but others create a flattering portrait of things that might seem more trivial, like pouring a fresh cup of coffee and taking it to your desk. Some videos are even scored with soothing songs, making a demanding commute feel like a breeze.
Office TikToks are gaining ground, especially among young users of social media platforms, some of whom still haven’t set foot in a traditional office due to the pandemic. Meena Kirupakaran’s “day in the life” video on HarperCollins Canada has received more than 300,000 views. A similar video from Alison Chen at Microsoft’s San Francisco office has amassed 143,000 views and counting.
Not everyone appreciates the posts. Comments on the videos claim that the depictions do not show much work actually being done. The videos can also glamorize companies at a time when workplace situations are more complex than can be seen on a single person’s screen, such as the strike for better pay and benefits at HarperCollins.
Although they don’t actively encourage the posts, office owners and companies stuck with leases are more appreciative of TikToks. Colleagues could get over their positions and get new energy to come into the office. Job seekers, meanwhile, could see the benefits of working for a particular company and pursue a career with it.
Office owners will take the wins where they can get them. Office occupancy was significantly weakened during the pandemic and has not shown much life in recent years. Every time Labor Day rolls around, companies raise hopes for an office revival, only to see the dreams come to a screeching halt.
The latest Kastle Back to Work barometer recorded an average occupancy rate of 37.8 percent across 10 major markets Kastle Systems tracks with swipe data. Major markets where occupancy was below 40 percent included Chicago, New York, San Francisco and Los Angeles.