1st Jun 2022
3 Min Read

PODCAST | Ep.5 TikTok killed the tick box

Elle Bradley-Cox
Elle Bradley-Cox
World Changers

In the past year, video has become the most influential global communication medium, thanks in no small part to the meteoric rise of TikTok. Leaders and brands that relied on carefully copywritten statements and artfully curated PR stunts are being challenged to show a more authentic voice, on camera, to prove they really practice what they preach.

So, what does this mean for communication teams?

Russ Norton chose this theme as World Changer for our 2022 report. Later in this episode, we chat with Max Mukhin, diversity, equity, and inclusion business partner at Deliveroo. But, before that, Russ and Elle got together with colleague, senior consultant William Carnegie to explore how TikTok killed the tickbox.

Want to skip to a specific section? Here‘s what we talked about:

      00:00 Intro to the episode and roundtable with Elle, Russ and Will

      01:17 Russ, why do you love TikTok so much?

      02:44 Is TikTok just a place for hot takes and outrage?

      06:25 What are the crossover opportunities for internal comms?

      08:47 What advice would you give to a leader looking to emulate the TikTok style of comms?

      12:32 What are the risks of this approach to communicating?

      18:55 What barriers get in the way of being more open about our diversities in the workplace?

      30:18 Interview with Max Mukhin, diversity, equity and inclusion business partner, Deliveroo

      29:02 We're seeing more job roles in the D&I space - what's driving it?

      33:50 Is just recruiting a D&I person enough? What's it really going take to drive some more meaningful change?

      42:10 It's the time of year when companies change their logos to rainbows - how do you feel about this?

      44:01 How can leaders be better allies?

      48.29 Who do you nominate as your 2022 World Changer?

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