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On TikTok, Emily Durham is a content creator with over 200,000 followers. She also works as a senior recruiter for Intuit. Durham’s following on the social platform and her success show how influencers and content creators on TikTok can strengthen a company’s recruiting efforts.

“Having a social presence has been a game changer for me from a professional perspective,” Durham said. “Probably half of the candidates that I reach out to have responded with, ‘Oh my god, I follow you on TikTok,’ especially with early career talent or when I’m recruiting for other HR roles at Intuit.”

Durham said while she doesn’t post Intuit-specific content, the company’s trust and open-mindedness about her TikTok presence allows her content to be mutually beneficial for her and Intuit. Her TikTok presence gives potential candidates familiarity and recognition that often leads them to apply and be interested in roles at Intuit.

TikTok influencers help recruit desired candidates

When you think about how people previously searched for jobs, it’s most likely they turned first to their local newspaper for open roles. When the internet came onto the scene, people began searching on sites like Indeed, Monster, ZipRecruiter, and eventually LinkedIn.

Now, especially with younger audiences, companies can use TikTok to advertise open roles and reach candidates, like Gen Z and millennials, said Erin Lazarus, director of solution architects at SHL, a data and insights platform for talent acquisition and management. An influencer promoting open roles can help increase the impact of a company’s recruiting effort.

“Gen Z and millennial audiences, from a value perspective, appreciate authenticity. What we used to think of social content, which was previously over-edited, commercial-like content, doesn’t resonate with those audiences,” Durham said. “In fact, you have about two to four seconds before a millennial or Gen Z social media consumer will scroll past your video.”

Durham said companies can hire influencers, who are real and authentic, to post content about what it’s like to work at a company and why someone should work there.

“Influencers have trust and credibility with their audiences, and they’ve become what I think of as the signal through the noise,” Lazarus said. “In the digital world, opportunities are nearly endless, and that level of choice creates so much noise around us.”

Lazarus said influencers help employers increase the signal of their opportunities and cut through the noise to reach a more targeted audience, and TikTok is one of the mediums to reach audiences the fastest.

Finding the right type of TikTok influencer

Lazarus said companies interested in using TikTok influencers to promote jobs, must first distinguish between the different types of influencers and which ones have the right following to reach ideal candidates.

“The first category is celebrities, and there are fewer celebrities promoting jobs than other types of influencers. Another type of influencer is content creators or bloggers, like who we follow on TikTok and Instagram,” Lazarus said. “A third category, where most influencers are likely living for recruitment efforts, is industry leaders and thought leaders.”

These categories are not siloed, and influencers can exist across these distinctions. Influencers can have large or small followings, they can be community leaders, and they can specialize in a specific topic or niche area. With Durham’s specialty in career coaching and job searching advice, she can be described as a thought leader in that area on TikTok.

“Thought and industry leaders could be local from a geographical perspective or from an industry perspective,” Lazarus said. “These are also influencers that can operate both online and in person in a professional setting to help with recruitment efforts.”

It’s also important to ensure that your company’s TikTok influencers have a following relatively located to the locations you’re hiring for, said Daniel Blaser, a senior content manager at Workstream, a recruiting and hiring platform for local businesses and restaurants to fill hourly and deskless roles.

Blaser said companies, especially local businesses, don’t necessarily need to tap into influencers with millions of followers to recruit for open jobs. Companies can engage with influencers, of any scale, that can reach their targeted group of potential employees.

“Anyone can be an influencer if they have an engaged following, and there are people that have an engaged following for whoever you want to connect to, as a business, and in your hiring efforts,” Blaser said.

Blaser added that companies can even have their existing employees post videos or content on TikTok and become an influencer for their business. The focus should be on how well the content resonates with audiences.

How to start leveraging TikTok influencers

Influencers can be hired, if a company is looking to reach an existing following from a content creator like Durham, or influencers can be created, like Blaser suggested, from existing employees who may find a new following.

Lazarus said influencers on TikTok, and all social platforms, can advertise your company’s recruiting efforts in their short videos, in sound bites on podcasts, or in advertisements in newsletters, wherever the influencer’s following reaches.

“A company should ask: Who is my target audience? What kind of candidates am I looking for? How do I reach them? What media are they consuming?” Lazarus said. That helps you figure out: Who are the trendsetters in the areas I’m recruiting for? How do I get in touch with them?

Lazarus said this is a growing and exciting trend in recruitment and talent acquisition. Social media recruiters play a strategic role in the talent strategy of an organization, she added, and it can help ensure they’re bringing in the best talent and lead them to get creative in approaching talent.

“There are so many different ways you can get creative, as long as you’re highlighting the voices of the authentic people at your organization,” Durham said. “That’s where you’re going to see impact and benefit. You’re going to see absolutely nothing if you’re an organization first and a people-company second.”

Lazarus said TikTok influencers can also help companies increase diversity and reach underrepresented populations, because this type of recruitment reaches candidates through their trusted sources that they’re already consuming.

“We have an opportunity as organizations to really compete for the best talent out there to increase diversity, create more inclusion, and bring ourselves to where those pipelines are,” Lazarus said. “These platforms help us create a diverse, enriched pipeline of candidates from every walk of life.”

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Merriam-Webster declares ‘slop’ its word of the year in nod to growth of AI

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Merriam-Webster declares 'slop' its word of the year in nod to growth of AI

The logos of Google Gemini, ChatGPT, Microsoft Copilot, Claude by Anthropic, Perplexity, and Bing apps are displayed on the screen of a smartphone in Reno, United States, on November 21, 2024.

Jaque Silva | Nurphoto | Getty Images

Merriam-Webster declared “slop” its 2025 word of the year on Monday, a sign of growing wariness around artificial intelligence.

Slop is now defined as “digital content of low quality that is produced usually in quantity by means of artificial intelligence,” according to Merriam-Webster’s dictionary. The word has previously been used primarily to connote a “product of little value” or “food waste fed to animals”

Mainstream social networks saw a flood of AI-generated content, including what 404 Media described as a “video of a bizarre creature turning into a spider, turning into a nightmare giraffe inside of a busy mall,” that the publication reported had been viewed more than 362 million times on Meta apps. 

In September, Meta launched Vibes, a separate feed for AI-generated videos. Days later, OpenAI released its Sora app. Those services, along with TikTok, YouTube and others, are increasingly rife with AI slop, which can often generate revenue with enough engagement.

Spotify said in September that it had to remove over 75 million AI-generated, “spammy tracks” from its service, and roll out formal policies to protect artists from AI impersonation and deception. The streaming company faced widespread criticism after The Velvet Sundown racked up 1 million monthly listeners on without initially making it clear they produced their songs with generative AI. The artist later clarified on its bio page that it’s a “synthetic music project.”

According to CNBC’s latest All-America Economic Survey, published Dec. 15, fewer respondents have been using AI platforms, such as ChatGPT, Microsoft Copilot and Google Gemini, in the last two to three months compared to the summer months.

Just 48% of those surveyed said they had used AI platforms recently, down from 53% in August.

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PayPal applies to form bank that can offer small business loans and savings accounts

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PayPal applies to form bank that can offer small business loans and savings accounts

PayPal CEO Alex Chriss speaks at the Global Fintech Fest in Mumbai, India, on Oct. 7, 2025.

Indranil Aditya | Nurphoto | Getty Images

PayPal said Monday that it has applied for approval to form PayPal Bank, which would be able to offer loans to small businesses.

“Establishing PayPal Bank will strengthen our business and improve our efficiency, enabling us to better support small business growth and economic opportunities across the U.S.,” PayPal CEO Alex Chriss said in a statement.

The U.S. Federal Deposit Insurance Corporation will review an application proposing the establishment of PayPal Bank, along with Utah’s Department of Financial Institutions, PayPal said.

The company, which owns popular payment app Venmo, hopes to also offer interest-bearing savings accounts to its customers, the statement said. PayPal already makes credit lines available to consumers and has been trying to expand its roster of banking-like services as it competes with a growing number of fintech companies that are aiming to take business from traditional brick-and-mortar banks.

Shares of PayPal rose 1.5% in extended trading following the announcement.

In October, PayPal said quarterly revenue increased 7% year over year to $8.42 billion, more than analysts had expected. But in 2025 the stock has slumped about 29%, while the S&P 500 index has gained almost 16% in the same period.

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Tesla stock closes at 2025 high after Musk confirms driverless Robotaxi tests underway in Austin

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Tesla stock closes at 2025 high after Musk confirms driverless Robotaxi tests underway in Austin

A vehicle Tesla is using for robotaxi testing purposes on Oltorf Street in Austin, Texas, US, on Sunday, June 22, 2025. The launch of Tesla Inc.’s driverless taxi service Sunday is set to begin modestly, with a handful of vehicles in limited areas of the city. Photographer: Tim Goessman/Bloomberg via Getty Images

Tim Goessman | Bloomberg | Getty Images

Nearly six months after launching a limited Robotaxi service in Austin, Texas with safety drivers in the car, the company says it’s testing driverless vehicles in the city without humans on board.

“Testing is underway with no occupants in the car,” CEO Elon Musk wrote in a post on his social network X over the weekend.

Shares of Tesla rose 3.6% to $475.31 at the close of trading on Monday. The stock is now up 18% for the year, and is about 1% off its record reached in December 2024.

For more than a decade, Musk has been promising Tesla investors and customers that the company’s electric vehicles will soon be upgradable to self-driving cars, capable of serving as unmanned robotaxis, or of completing a cross-country trip without any human intervention.

While that still hasn’t happened, the company unveiled a Robotaxi-branded ridehail app and service in Austin in June, and a separate car service in the San Francisco Bay Area soon after.

On Sunday, Tesla’s official account wrote in a pair of posts on X, “The fleet will wake up via over-the-air software update,” and “Slowly then all at once.”

“And so it begins!” wrote Ashok Elluswamy, Tesla’s vice president of AI software, in a post on X, in response to a video that had been posted by someone else of what appeared to be driverless vehicle in Austin.

Tesla hasn’t said when it will be able to operate a ride-hailing service without human safety supervisors or drivers on board. But it may have still have a long way to go.

Elon Musk interviews on CNBC from the Tesla Headquarters in Texas.

CNBC

Tesla reported that, as of mid-October, seven collisions had occurred in the vehicles in its Austin fleet. The cars include ADS, or automated driving systems, which are not yet widely available, and human safety supervisors in the passenger seat or behind the steering wheel.

The self-reported data Tesla filed with the National Highway Traffic Safety Administration indicate that the collisions were not severe.

Philip Koopman, emeritus professor at Carnegie Mellon University and an autonomous systems safety researcher, said in an email that with such a small fleet, there should have been fewer than seven reportable accidents, “especially considering that there is a safety supervisor in each one whose job is to prevent crashes.”

Tesla’s Robotaxi fleet in Austin was comprised of 30 or fewer vehicles as of October. Musk has said the company intends to double that to 60 by the end of 2025.

Koopman noted that Tesla has chosen to hide the “narrative description” of all their crashes in the reports to NHTSA, so there’s no way for the public to know what transpired with each collision.

Tesla didn’t respond to a request for further information.

In Texas, autonomous vehicle makers are currently permitted to test or use their cars on public roads as long as they comply with traffic laws under the state’s transportation code. The Texas Department of Motor Vehicles told CNBC in an email that it “does not have direct authority related to autonomous vehicle regulation and therefore cannot speak to current activities” regarding Tesla. 

Regulatory requirements in Texas will change in 2026 with the implementation of its Senate Bill 2807, which the Texas legislature passed earlier this year. As of May 28, 2026, autonomous vehicle operators in Texas will require an authorization from the DMV for commercial use of their self-driving vehicles on Texas roads. 

California’s DMV and Public Utilities Commissions confirmed that Tesla has not yet applied for permits needed to conduct driverless testing in the state without a human at the wheel, or to operate a commercial robotaxi service.

In the autonomous vehicles market, Tesla lags behind Alphabet’s Waymo in the U.S., and Baidu-owned Apollo Go and WeRide in Asia. Those companies are all operating commercial ridehailing robotaxi services in major markets.

Correction: A prior version of this story had an incorrect closing price for Tesla’s stock.

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