How TikTok supports its employees with a full benefits and discounts program, plus the flexibility to design specific incentives

TikTok wanted its employees to feel the backing of a daily value proposition: discounts in relevant categories, everyday benefits and experiences that added to their day-to-day. The baseline, as in any tech company competing for talent, was offering a robust and easy-to-use experience.

On top of that, the team needed flexibility to design targeted incentives based on business needs. For example: a lunch voucher program focused on strengthening in-office attendance, with very specific usage rules.

That dual requirement — broad benefits for everyone + targeted mechanics when needed — is usually solved with two separate platforms. TikTok wanted it to be one.

maslow operates a benefits and discounts program for TikTok accessible to the entire workforce. Employees access a broad catalog of partners across food, retail, travel, wellness and entertainment, with offerings worth using every week.

On top of that base, the platform enables designing specific mechanics with precise rules. For the lunch voucher program, two conditions were set: the benefit unlocks only for employees who come into the office and can only be redeemed for food. That modeling capacity lets the company direct targeted incentives without opening a new project every time.

The result is a broad value proposition for every employee, complemented with targeted incentives when the business needs them. One platform, two capabilities.