John Deere has found a unique title for the person in charge of its TikTok account. The maker of agricultural equipment has put out a search for a Chief Tractor Officer, who will manage the brand’s nascent short-form video hub.
The Chief Tractor Officer position — or “the best job ever,” as John Deere’s posting put it — will work across social channels on multiple platforms, including TikTok. Applicants are asked to include a 60-second video that shows the style they would bring to the John Deere TikTok operation.
John Deere is far from the first brand to turn social media production into an executive position. Increasingly, companies have tapped Gen Z creators to run social accounts. Some, like Jack in the Box, have even given on-screen gigs to those pseudo-social media managers.
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To try out that hiring process itself, John Deere put together a star-studded call for applications, which it uploaded as the first-ever video on its official TikTok account. The clip includes cameos from some well-known athletes, like Brock Purdy, Gabby Douglas, and Tyrese Haliburton, as well as creators like iJustine and Tariq the Corn Kid.
@johndeere Ready for the gig of a lifetime? Click the link in our bio to apply! Big thanks to our friends @Colton McKivitz @Tyrese Haliburton @Gabby Douglas @Anna Frey @Tariq (Cornkid) @CorporateNatalie @iJustine @BuildWitt @Laura Farms @Zach Johnson ♬ original sound – John Deere
“Behind every part of our daily lives — from your breakfast, to your clothes, to the roads you drive on — there are unsung heroes behind the scenes with a story to tell,” said John Deere exec Jen Hartmann in a statement. “The role of the Chief Tractor Officer isn’t just about creating content, it’s about creating compelling stories about the people and industries supporting all of us.”
Hartmann told AdAge that the Chief Tractor Officer campaign is John Deere’s first partnership with celebrities across its 187-year history. Will those endorsements get Gen Z excited about the brand’s new position. Submissions for Chief Tractor Officer opened on April 16 and will be accepted until April 29.
