Tillmann Prüfer is a member of the editor-in-chief of “Zeit-Magazin”.
I read in the New York Times that Tiktok creators, as the people who regularly publish small films on the social media platform are called, have found a new field of activity: their jobs.
They film in the office, show tea varieties in the tea kitchen or the water dispenser. And of course the beautiful view from the office window. Apparently, the way to work is also something special. The beautiful light in the morning, the trees by the side of the road: With the right video filter, even a somewhat dull office job can look like a yoga retreat.
Work is now something romantic, mindful. And if you’re a Tiktok creator, you can also film the steaming cup of tea next to the keyboard in such a way that you feel like you’re breathing in the haze of the wide world.
Of course, this makes life a little easier for employers. They used to have to shoot image videos. Perfectly lit offices were shown in imposing tracking shots, and the whole thing was provided with a lot of staffage and, of course, fast-paced music.
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When employers wanted to show what a great company they are, they didn’t just present the water dispenser in the office, but the large shelves in logistics centers, their excavators, which are unique in the world, or something else impressive, mostly large.
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The employee should feel that by being employed they are part of something very powerful that promises a glorious future for themselves. Actually, the companies didn’t look like companies at all, but like large social movements, driven by dreams and ideals.
Watching these videos made you dizzy as you had to ask yourself whether you had enough dreams and ideals to be able to keep up in a world like this. What if you’re just someone who likes to fill out Excel spreadsheets and send out appointment invitations?
It’s much, much better if employees themselves record videos of how fulfilling a job in the office can be and draw attention to how great the light falls through the western glass front at 4 p.m. and what beautiful shadows the office plants then cast throw the wall.
Wouldn’t that encourage others to apply for a job there much more than any recruiting videos? Like the office plant, however, it also has a downside. Shooting a good video is now the best way to endear yourself to the bosses as an employee. Now that companies know how to use Tiktok — through their employees — the pressure will quickly mount.
You will then be asked at the appraisal interview why no fan video has actually been posted yet. All employees will quickly reach for their smartphones when the weekly fruit basket is delivered. Hopefully someone will get to work then.
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