When it comes to recruitment and talent attraction, brands often focus their activities on ‘professional’ social networks such as LinkedIn. Other platforms such as TikTok are ignored, seen as purely for entertainment purposes – but could they have value for recruitment? 

TikTok may well be the home of prank videos, dance challenges and other frivolous content, but it’s also a marvellous medium for storytelling. This makes it a powerful tool for brand building and talent attraction, and some forward-thinking brands are already making good use of it to engage potential candidates.  

The video platform is also incredibly popular, with over 100 million monthly active users in the US alone – many of whom use TikTok on a daily basis. The platform’s popularity skyrocketed during the pandemic, with the number of active users growing by a huge 800% between January 2018 and August 2020.  

It was around this time that TikTok for Business was launched. This opened up new marketing opportunities for brands aiming to target the platform’s core user group – millennials and Gen Zs.  

With such a huge and growing following, employers would be foolish to ignore TikTok’s potential for recruitment. 

TikTok for talent attraction  

There are a number of ways employers can harness the reach and appeal of TikTok to raise their brand profile and attract the next generation of candidates. Here are just a few: 

Offering digestible career advice   

Employers and recruiters can appeal directly to young people entering the workforce, or those about to, with essential career advice. For example, a series of interview or CV tips with recruitment experts, where the critical info can be digested in under 60 seconds.  

This usage of TikTok goes beyond entertainment, and offers educational value to users. It also positions your brand as a credible authority in its field, helping to build trust and an engaged following. So, find the hashtags that employees within your industry are talking about, and gear your content around these topics.  

Showcasing your brand  

What is it really like to work for your organisation? This is the kind of insight your brand’s TikTok content can offer, a behind-the-scenes look at your company culture. For younger audiences, this is just as important as career opportunities, and it can help to build your employer brand. 

Remember though that people love TikTok because it’s about connecting through shared experiences. Successful videos on the platform aren’t those that are professional or overproduced. You’ll need to ensure your content has that much-needed ‘realness’ and authenticity, so bring in your real-life team members and let them express their stories in their own words.   

Launching hiring campaigns 

Through initiatives such as the #TikTokResumes program helping job seekers to connect with employers, the platform is helping bring candidates and recruiters closer together. Brands can get to know more about the next generation of talent, and broaden the reach of their brand awareness and hiring campaigns.  

Using TikTok directly for hiring can also pay off, but you have to pitch the content right. A prime example of a successful campaign is the US restaurant chain Chipotle Mexican Grill, who saw a 7% increase in the number of applicants after posting on TikTok. The campaign racked up over 71,000 likes, thanks to the funny, entertaining and ‘shareable’ nature of the content.   Need expert help with your next hiring campaign? Get in touch with our recruitment marketing specialists here at Bristow & Hardy.

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