What’s new on #WorkTok?

What can HR learn from the latest #WorkTok trends?

Just as the world of work has constantly evolved, so too has the world of #WorkTok. The app now features hashtags including #ActYourWage, #BareMinimumMondays, #RageApplying and #JobShiftShock.

These trends show Gen Z employees’ dissatisfaction with their jobs, as well as how far they are willing to go for the compensation they are awarded.

We asked HR what employers can learn about their Gen Z employees from these trends.

Gen Z is set to make up 30% of the workforce by 2030. Meanwhile there were around 23 million TikTok users in the UK in 2023; over 40% of users are Gen Z (aged 18 to 24 years old), according to communications platform Profile Tree.

This is enough reason for employers to pay attention to WorkTok trends, explained Riannon Palmer, CEO of communications agency Lehm-un.


Read more: What is #WorkTok?


“Employers need to pay attention to the trends. They are an indication of a huge cross-industry issue, as Gen Zs are dissatisfied with their jobs,” she told HR magazine.

“We have seen a huge rise in Gen Z workplace social media trends. Simultaneously, we have seen an increase in the number of people reporting stress in the workplace. 

“Young people are letting out their frustrations with these social media trends. The young generation is not putting up with poor work conditions but is demanding more with their social media-based protests.”

 

#ActYourWage and #BareMinimumMondays

The hashtag #ActYourWage has more than 665 million views on TikTok, and is used to encourage employees to fulfil the bare minimum requirements on their job without working extra hours or taking on further responsibilities. 

Similarly, the hashtag #BareMinimumMondays has 2.6 million views and shows employees doing as little as possible on a Monday while meeting the minimum responsibilities of their role.

These trends signpost the value that Gen Z employees place on fair compensation at work, commented Oli Coles, co-founder and CEO of DEI comparison website Windō.

Speaking to HR magazine, he said: “What’s clear from these trends is that Gen Z highly values fairness, balance and transparency at work. An insistence on valid concerns – fair compensation and healthy work-life balance – are illustrated by trends including #ActYourWage or #BareMinimumMondays.”

Employers should make changes to their workplace culture in response to these trends, Coles recommended.

“Employers should view these trends not as indicators of laziness but as signals of deeper values and a call to change workplace culture,” he added. 

“Addressing concerns raised by #ActYourWage or #BareMinimumMondays involves offering competitive salaries, flexible work options, fostering open communication and improving work-life balance.”

 

#RageApplying and #JobShiftShock

Employers who do not meet the expectations of Gen Z could be subject to #RageApplying. With over 19.7 million views, this trend shows disgruntled employees sending out a high number of applications to different jobs after a negative experience at their current job.

This shows that Gen Z employees are not willing to stay at organisations who are not providing development opportunities or prioritising mental wellbeing, explained Sirsha Haldar, general manager of HR payroll and software provider ADP UK.

He told HR magazine: “#RageApplying illustrates Gen Z's low tolerance for negative work experiences and their readiness to seek better opportunities quickly. 

“It’s evident that this particular generation places a high value on training, development, and career progression, and prioritises mental health by avoiding burnout. 

“To retain talent, employers should strive to create a positive and supportive work environment, characterised by transparent communications and the use of Smart goals (specific, measurable, achievable, relevant and time-bound).”


Read more: Employers trying and failing to hire Gen Z


A survey by recruitment firm ManpowerGroup (11 June) found that 45% of UK managers intended to hire workers below 25 years old in Q3 of 2024. However 96% of employers experienced challenges engaging workers with less than 10 years of work experience.

#JobShiftShock, which has 1.7 billion views, shows employees’ disappointment when they experience changes at work, such as when they move jobs, role, team, or company.

Improving communication during recruitment could help organisations retain Gen Z talent, Haldar commented on this trend.

“#JobShiftShock underscores the gap between job expectations and reality, emphasising the need for transparent communication and realistic job previews during recruitment and onboarding,” he added.

“To improve Gen Z's experience, employers should understand what really matters to this generation, support comprehensive onboarding, and foster a positive and engaging workplace culture

“Flexibility in work arrangements is crucial, and transparent communication about roles and expectations is key. Incorporating DEI initiatives and consistent feedback mechanisms will also help in attracting and retaining Gen Z employees.”