Following the Covid-19 pandemic, corporate office culture content, especially on TikTok, has skyrocketed in popularity. Trends like “Day in the Life” and “GRWM” (Get Ready With Me) have Gen Z users showcasing corporate environments, perhaps even romanticising them. Unlike millennials, who experienced corporate culture differently, Gen Z’s perspective is shaped by hybrid working and the rise of TikTok.

An article in The Times in April noted that TikTok has reported over 880K views on the hashtag #corporatelife, proof that this trend isn’t slowing down anytime soon.

The article highlights that many Gen Zs entered the workforce during or just after the pandemic, while others were still in education. With remote work limiting in-office experiences, TikTok has given them a glimpse into corporate life, fuelling trends like these. For PR and comms professionals, this shift presents an opportunity to connect with audiences in more authentic and culturally relevant ways.

This piece explores how this trend reflects Gen Z’s perception of work culture, how TikTok’s algorithm promotes it, and what the future holds for this style of content—and crucially, how brands and comms teams can thoughtfully tap into it.

TikTok as a career and lifestyle platform

TikTok has evolved far beyond its dance trends and comedic skits — it’s now a cultural powerhouse, shaping narratives around work, lifestyle, and education. The rise of corporate culture content has allowed creators to carve out new niches, offering a modern-day take on office life.

While previous generations saw work as purely professional, Gen Z is blending it with personal expression. By turning corporate life into engaging content, they’re redefining traditional 9-to-5 jobs and shifting workplace narratives.

For brands, this is a key moment to rethink employer branding strategies. Showing up in these spaces with relatable, human-first content can build awareness, boost credibility, and even drive recruitment. PR teams should think beyond traditional LinkedIn posts, short-form video, day-in-the-life content, or staff-led mini-series can all play a role here.

Why does the content perform well?

The answer is simple: it places audiences at the heart of the story. Playing on the theory of escapism, this type of relatable content makes light of otherwise mundane routines. It also fuels aspirational aesthetics, such as the ‘corporate girl’ or questionable ‘finance bro’ trend, further driving its popularity.

TikTok’s algorithm is clearly pushing ‘office core’ content, with strong engagement signals supporting this. Beyond the high hashtag view counts, frequent comments like “More of this, please!” indicate strong audience demand, reinforcing the algorithm’s promotion of similar content. Pair that with a series-based strategy, and you’ve got a winning formula.

For PR practitioners, this is a cue to lean into series-based content that mirrors this structure, such as weekly insights from your team, office rituals, or relatable memes. The more consistent and native-feeling the content, the better it performs.

The rise of EGC

Recently, we’ve seen a surge in employee generated content, with staff exhibiting main character energy as the face of the company’s TikTok. Brands like SheerLuxe have capitalised on this by dedicating content series to office culture, employees, and key personalities within the company.

This strategy has enhanced brand visibility, boosted engagement, and even strengthened recruitment efforts. The Times’ article also said many interns turn to TikTok to scope out company culture, including the all-important vibe of the Christmas party.

Social teams should consider how they can safely enable this type of content. That could mean sourcing internal creators, setting social media guidelines, or creating toolkits for staff to co-create brand-safe but personality-led posts. Done well, this can humanise a brand in a way that traditional campaigns rarely can.

The risks of unfiltered office content

While this trend presents opportunities, it also comes with risks. Privacy and security concerns arise if employees inadvertently share sensitive company information, posing potential reputational damage. Additionally, unfiltered content can expose workplace tensions or toxic office culture, leading to employer repercussions. Overly curated content, on the other hand, may create unrealistic expectations.

Brands need to strike a balance, encouraging authentic content while safeguarding their integrity. This is where PR and internal comms teams can work in tandem to establish clear parameters: what’s encouraged, what’s off-limits, and how to respond if something unexpected goes live.

The future of corporate content on TikTok

A key takeaway from this trend is the rise of corporate influencers. Many have moved beyond traditional platforms like LinkedIn, using TikTok as a diversification strategy, proving that corporate content isn’t just for LinkedIn anymore.

To summarise, the ‘corporate girl’ and ‘finance bro’ aesthetics aren’t going anywhere anytime soon. Instead of clocking out, brands should lean in. As more corporate creators go viral, new content formats will continue to emerge. We’ve already seen the rise of corporate storytelling, with brands like ASOS and Google leading the charge.

One thing is clear: Gen Z is reshaping the workplace, one TikTok at a time. For brands, this isn’t just a fleeting trend, it’s a new cultural touchpoint. Those who understand it and find ways to show up authentically will be best placed to connect with the next generation of talent, consumers, and brand advocates.