We used to gather around water coolers. Now we scroll. Fast.
A quick tap, a 15-second video, a bold overlay of text, a sharp hook – and boom – you’re either engaged or you’ve already swiped away. Welcome to the era of short-form content, where the way we communicate is shaped not by age, but by platforms. And it’s not just for influencers and dance challenges anymore.
We often talk about Gen Z as the driving force behind this shift, and yes, they’re bringing fresh energy into the UK workforce. But let’s be real: it’s not just Gen Z. This is about how everyone engages now. Technology has changed the rules of communication, and attention is no longer a given. It has to be earned.
GenZZZZ might be sleeping on your content, but so might everyone else.
Snackable, scrollable, and straight-up honest
Today’s employees, regardless of what generation they’re filed under, expect more than corporate polish and five-paragraph mission statements. They want communications that are quick, clear, and real.
If your internal comms strategy still hinges on PDF newsletters or intranet updates buried six clicks deep, it might be time to rethink. Short-form video, inspired by TikTok and Instagram Reels, sets a new bar: informal yet purposeful, visual yet personal, and quick yet meaningful.
It’s not about being trendy. It’s about being truthful.
And yes, there’s still a place for longer form and more structured content. But people need more than that, and an unpolished, grassroots approach will do most of the time.
What people actually want at work
Forget labels. Here’s what modern employees respond to:
- Authenticity over polish: That manager with a selfie-cam update often lands better than a slickly produced corporate video
- Relatability over hierarchy: Show the people behind the job titles
- Speed over perfection: Relevance has a shelf life. Don’t wait three weeks for sign-off
This isn’t a Gen Z thing – it’s a 2026 thing.
UK organisations already getting it right
Some organisations are already speaking this new language and seeing the benefits:
- NHS England: Local trusts have used TikTok to show “day in the life” clips from nurses and paramedics, breaking down myths and humanising roles.
- BT Group: Their early careers team uses short-form video to highlight flexible working, diversity, and development opportunities, making it feel natural and relatable.
- Octopus Energy: From the CEO’s casual updates to unfiltered staff videos, they’ve nailed a tone that’s transparent, trusted, and totally unpretentious.
How to bring TikTok energy into your comms (no dancing required)
Here’s how to get started. No ring light or film crew needed:
- Start with stories: Record short videos of employees explaining what they do, what they’ve learned, or why they love where they work. Keep it under a minute, and don’t overthink it.
- Pass the mic: Empower employees to be content creators. Give loose prompts and trust them to speak in their own voice.
- Reframe the big stuff: Got a new policy or initiative? Break it into a short video series or visual snippets instead of a wall of text.
- Use what you’ve got: A smartphone and tools like CapCut or Canva can take you a long way. It’s about clarity, not cinematography.
A final word on culture
This shift is not about chasing TikTok trends or being “down with the kids.” It’s about aligning with how we all communicate now: fast, real, and human.
And while there’s still a place for depth, structure, and thoughtfulness, the everyday drumbeat of employee comms doesn’t need a script, a sign-off queue, or a shoot in the boardroom. Sometimes, the most powerful message is the one filmed during a coffee break.
Want help bringing this to life?
We love turning culture into content. And we’re always up for a brainstorm (or even a cameo). Let’s chat.
