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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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Nvidia’s Jensen Huang softens his ‘China will win the AI race’ remark to FT

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Nvidia's Jensen Huang softens his ‘China will win the AI race’ remark to FT

Jensen Huang attends a reception for the 2025 Queen Elizabeth Prize for Engineering, at St James’ Palace in London, Brirain, Nov. 5, 2025.

Yui Mok | Via Reuters

Nvidia CEO Jensen Huang reportedly told the Financial Times on Wednesday that “China is going to win the AI race,” only to release a notably softer statement soon after. 

The prolific tech leader was speaking on the sidelines of the FT’s Future of AI Summit, where he warned that China would beat the U.S. in artificial intelligence thanks to lower energy costs and looser regulations.

The comments, which CNBC could not verify independently, would represent Huang’s starkest warning yet that the U.S. is at risk of losing its global lead in advanced AI technologies. 

However, several hours after the FT published its report, Nvidia issued a separate statement from Jensen on an official X account. 

“As I have long said, China is nanoseconds behind America in AI. It’s vital that America wins by racing ahead and winning developers worldwide,” he added.

Huang has long stated that the U.S. can stay ahead in the AI race if it keeps developers reliant on Nvidia’s leading AI chips — an argument the CEO has used to lobby against export restrictions on his company’s sales to China. 

Following meetings with U.S. President Donald Trump in July, it seemed that Huang’s efforts had paid off, with Washington agreeing to ease some of its chip curbs. 

Under the plan, Nvidia and competing AI chip company AMD had agreed to pay the U.S. government 15% of their Chinese revenues from sales of existing AI processors tailored for the market.

However, Beijing has since shut Nvidia out of the market as it conducts a national security review of its chips, with Huang stating that the firm’s market share has been reduced to zero

It remains unclear whether China will allow any of Nvidia’s chips to return, as officials push domestic tech companies towards its domestic AI chip alternatives. However, some experts have speculated that Beijing is using Nvidia’s market access as leverage in trade negotiations or to push Washington for wider access to advanced semiconductors.

Huang was in South Korea last month, during Trump’s meeting with Chinese President Xi Jinping. Highly anticipated trade talks between the two leaders did not yield any concessions from either side on chip policy. 

According to The Wall Street Journal, Trump had initially sought to discuss a request by Huang to allow sales of a new generation of AI chips to China. However, top officials rallied against the idea, the Journal reported, citing anonymous current and former administration officials familiar with the matter.

Now that Nvidia’s access to China remains frozen, it appears Huang is shifting his attention to other matters he considers essential to Nvidia’s growth and the AI race. 

In the interview with the FT, Huang reportedly expressed concerns that the West, including the U.S, was being held back by “cynicism” and excessive regulation — contrasting that with China’s energy subsidies aimed at lowering costs for local developers using domestic chips.

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Chinese autonomous driving firm Pony.ai sees shares drop 12% in Hong Kong debut

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Chinese autonomous driving firm Pony.ai sees shares drop 12% in Hong Kong debut

A Pony.ai autonomous car.

Pony.ai

China’s Pony.ai on Thursday saw its shares drop over 12%, while rival WeRide fell nearly 8% as the autonomous driving companies began trading in Hong Kong.

Pony.ai and WeRide, which are already listed in the U.S., raised 6.71 billion Hong Kong dollars (about $860 million) and HK$2.39 billion, respectively in their initial public offerings.

The companies are striving to keep pace with larger competitors such as Baidu‘s Apollo Go in China and Alphabet‘s Waymo in the U.S. amid growing interest in autonomous technologies.

Pony.ai and WeRide, both headquartered in Guangzhou, China, stated that funds would go toward scaling efforts, and the development of Level 4 autonomous driving — a measure of driving automation that does not require human monitoring or intervention under specific environments. 

WeRide CEO Tony Xu Han told CNBC that proceeds from the latest fundraising would also be used to boost the company’s artificial intelligence capabilities and data center capacity.

The listings in Hong Kong come as the companies seek to expand outside of China, where they have already begun operating fully autonomous robotaxis in some cities. 

The new regions include the Middle East, Europe and Asian countries such as Singapore. They have yet to receive full approvals to operate their robotaxis in most of those regions.

In the U.S., both companies are aiming for a partnership with California-based Uber to allow them to deploy their robotaxis on the firm’s ride-hailing platform after receiving regulatory approval.  

However, their U.S. plans face headwinds as earlier this year the government finalized a rule effectively banning Chinese technology in connected vehicles, including self-driving systems. 

“With the uncertainty in the markets around the world and the fact that there would be intense scrutiny on a Pony or WeRide trying to enter the U.S. market, a dual listing is a lot about risk mitigation,” said Tu Le, founder and managing director at Sino Auto Insights. 

He added that the listings were also an acknowledgement that it’s gonna take a lot of capital and an endorsement of a market outside the U.S. for Pony.ai and WeRide to succeed.

In U.S. trading on Wednesday, shares Pony.ai closed down about 2%, while WeRide fell 5.3%.

Hong Kong IPO shift

Pony.ai and WeRide’s competing listings highlight a recent trend of Chinese companies seeking dual listings in Hong Kong, which has been a bounce-back year for the city’s IPO market.  

The companies received approval from Hong Kong regulators to dual list in mid-October. 

“For the HK stock exchange, clustering the listing at the same time helps to reinforce investor perception of HK as a tech-hub for Asia-focused technology companies,” Rolf Bulk, equity research analyst at New Street Research told CNBC. 

In May, Chinese battery manufacturer and technology company CATL completed a secondary listing in Hong Kong, raising $5.2 billion in the world’s largest IPO so far this year.

The growing trend emerges amid geopolitical tensions and regulatory uncertainty in the U.S. 

According to New Street Research’s Bulk, the Hong Kong listings for Pony.ai and WeRide will help the companies gain access to Asia-based capital and expand their presence in China and the region.

“However, it will do nothing to advance the progress of their technology stack and regulatory approvals in Western markets. If anything, gaining approval in Western markets may be more challenging with a HK secondary listing,” he added. 

The listings could also help the firms keep up with competitors such as Baidu‘s Apollo Go in China and Alphabet‘s Waymo in the U.S., which currently have larger fleets. 

“Pony and WeRide are right up there among the global leaders,” said Sino Auto Insights’ Le. “WeRide has diversified their service portfolio a bit more but they both see Uber and the Middle East as two viable partners in their ability to get more pilots launched outside of China.”

“Investors should pay special attention to how their technology evolves with AI and other new tools becoming more mainstream,” Le said.

— CNBC’s Elaine Yu contributed to this report.

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Microsoft letting employees raise concerns about products after Middle East controversy

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Microsoft letting employees raise concerns about products after Middle East controversy

Microsoft President Brad Smith speaks at a press conference at the Representation of the State of North Rhine-Westphalia about future visions for the development and application of artificial intelligence in education in NRW in Berlin on June 4, 2025.

Soeren Stache | Picture Alliance | Getty Images

Microsoft is giving employees a way to raise concerns about the uses of its technology after controversy emerged over the company’s work in the Middle East.

An internal portal for Microsoft’s 200,000-plus workers now includes an option to request a “Trusted Technology Review,” Brad Smith, the company’s president, wrote in a memo that was disclosed in a securities filing on Wednesday. It’s designed for bringing up misgivings about the ways Microsoft builds and uses technology, he said.

“Our standard non-retaliation policy applies, and you can raise concerns anonymously,” Smith wrote.

The move comes weeks after Microsoft stopped providing some services to an Israeli defense unit. In August, The Guardian said the Israeli Defense Forces’ Unit 8200 had built a system in Microsoft’s Azure cloud for tracking Palestinians’ phone calls as part of the country’s invasion of Gaza, leading Microsoft to investigate the newspaper’s assertions.

Employees protested the company’s work with Israel, leading to firings and resignations.

Microsoft’s business has been on a tear, with its stock reaching a record last week, as OpenAI and other companies have deepened their reliance on Azure for running artificial intelligence models. Yet there’s been internal stress due to layoffs, return-to-office mandates and controversy surrounding Microsoft’s contracts.

A media report in July also described the U.S. Defense Department’s dependence on Microsoft engineers located in China.

Microsoft, which celebrated its 50th birthday in April, now sees opportunities to boost its governance.

“We are working to strengthen our existing pre-contract review process for evaluating engagements that require additional human rights due diligence,” Smith wrote.

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Microsoft president: 'Huge' challenge and great opportunity as global economy enters a new phase

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