TikTok to grow in Dublin from 20 to 1,100 employees

Social media phenomenon TikTok to increase employment from 20 to 1,100 workers in just one year.

TikTok, one of the fastest growing social media platforms on the planet, is to grow from 20 to 1,100 workers in Dublin within a year, with 900 roles in place and 200 roles being added in the next three months.

The short form video platform is establishing a Trust and Safety Hub in Dublin.

“Brands are a welcome part of the TikTok community and no matter how big or small your business, we believe your brand deserves to be discovered here”

This follows news in August that TikTok selected Dublin for its €420m data centre. At the time we pondered if more investment was coming as the social media giant has been also scouting locations for its international headquarters.

TikiTok already has nearly 900 employees in Dublin today, and the company said it expects to create at least another 200 roles over the next three months, bringing our total headcount in Ireland to over 1,100 by January 2021.

“In less than a year, Ireland has rapidly become a vital centre for both our European and global operations,” said Vanessa Pappas, interim head of TikTok.

“Its strong pool of skilled and diverse talent, booming digital and technology sector, and rich heritage of arts and culture, make it such an attractive base for a platform that prides itself on being an inclusive home for creative expression. It was an honour to meet with the Taoiseach yesterday to talk about our incredible growth in Ireland, future plans and the thriving community of Irish creators that have embraced TikTok.”

Digital capital of Europe

The move adds more laurels to Dublin’s reputation as the digital capital of Europe. Dublin is already home to the international/EMEA headquarters of Google, Facebook, LinkedIn, Twitter, Microsoft to name a few.

“At the beginning of 2020, we established our EMEA Trust & Safety Hub in Dublin, to sit alongside Mountain View and Singapore as one of three regional centres designed to further enhance our localised approach to content policy,” explained Cormac Keenan, Head of Trust & Safety, TikTok.

“The goal of this team in Dublin is to ensure our overall approach complements local culture and context, and work closely with regional regulators, policymakers, government and law enforcement agencies in pursuit of the highest standard of user safety possible.

“Beginning with fewer than 20 people at the start of the year, there are now nearly 600 people based in Dublin fully dedicated to keeping people on TikTok safe. Our entire user safety strategy, decision-making and enforcement function for Europe and the UK are led by this experienced team, with senior leaders spanning functions including policy-making, product and process, incident management and quality assurance, as well as experts in areas such as minor safety and hate speech.

“The rapid growth of this function complements the extraordinary growth of our community. Today, over 100m people in Europe are active on TikTok every month and we want to ensure that as this community continues to grow, we are doing everything we can to keep TikTok as a safe space for positive, creative expression,” Keenan said.

Keenan said that Dublin is home to TikTok’s growing commercial operations. “Brands are a welcome part of the TikTok community and no matter how big or small your business, we believe your brand deserves to be discovered here. We believe that SMBs are the backbone of the global economy and the engines of growth in Europe. Ireland is the designated hub of our European SMB business, with a head of SMB and expanding team dedicated to supporting businesses to engage the TikTok community and grow their business.”

The new was welcomed by Tánaiste and Minister for Enterprise, Trade & Employment, Leo Varadkar, TD.

“This is a major expansion of TikTok’s business functions here in Ireland, especially in the all important areas of trust and safety, data protection and privacy.  I am delighted that TikTok has chosen to expand its operations here, and to this degree, creating 900 roles to date and with the promise of an additional 200 by the end of January. It is further proof that Ireland is a location of choice for technology innovators.”

IDA Ireland CEO Martin Shanahan, Td, said the rapid expansion of TikTok’s operations I Dublin speaks to the strengths of Ireland’s offering, in particular its skills pool and vibrant tech ecosystem.

“It puts Tik Tok’s Irish site at the centre of its global operations and in doing so, demonstrates huge commitment by the company to Ireland. Growth in job numbers – from just 20 at the beginning of the year to 900 today and with a further plan to reach 1100 over the next three months is particularly welcome. I wish TikTok continued success with its operations here.”

By John Kennedy (john.kennedy3@boi.com)

Published: 11 November, 2020