How and Why Are Companies Using TikTok for Recruiting and Should You?

Companies using TikTok for recruiting Young people waiting for an interview StudySmarter

In the dynamic landscape of recruitment, finding innovative ways to attract top talent is essential for staying ahead of the competition. Lately, Social media platforms have become increasingly popular for sourcing candidates. One platform that has gained significant traction in recent years is TikTok. Yes, you read that right – TikTok, the short-form video app that has taken the world by storm. Many companies are using TikTok for recruiting, but why should you consider using the platform for your recruiting endeavours?

As of 2021, TikTok has over 1 billion active users worldwide. The majority of TikTok users fall into the younger generations: 41% of users aged between 16 and 24 years old. Let’s delve into the benefits and strategies of incorporating TikTok into your hiring efforts.

In this article, we will cover:

Why should you use TikTok for recruiting?

The first reason why you should use TikTok for recruiting is its immense reach and popularity, particularly among younger audiences. With over a billion active users worldwide, TikTok has become a cultural phenomenon. It has captured the attention and imagination of Generation Z and millennials. These digital natives are the future workforce, and by leveraging TikTok, you can tap into their unique preferences and habits.

Captivating a new generation of job seekers

Unlike traditional job boards or career websites, TikTok provides a refreshing and engaging approach to recruitment. Its short video format, often accompanied by catchy music or creative editing, allows you to showcase your company’s culture, values, and job opportunities in a visually appealing way. Companies using TikTok for recruiting can meet potential candidates on the platforms they already frequent, they can establish a stronger connection, and increase their chances of attracting top talent.

Authenticity and transparency

One of the key elements that sets TikTok apart from other social media platforms is its emphasis on authenticity. Recruiters show much confidence in the power of positive employer branding in recruitment. TikTok’s users value real and relatable content, making it one of the most popular employer branding tools to showcase your company’s culture and employer brand. Companies using TikTok for recruiting can provide a behind-the-scenes look at their workplace. They can also highlight employee testimonials, and even share funny or memorable moments that embody the company’s unique spirit.

By embracing transparency, you build trust with potential candidates, allowing them to get a glimpse into your organisation’s inner workings. This level of authenticity not only attracts talent who resonate with your company’s values, but also filters out those who may not be the right fit. Ultimately, TikTok enables you to create a genuine connection with jobseekers. This increases the likelihood of finding candidates who align with your company’s culture and objectives.

Targeted audience segmentation

When it comes to effective recruitment, targeting the right audience is crucial. TikTok offers powerful tools that allow you to precisely segment and target your ideal candidates. Leveraging its advanced algorithms and user data, you can narrow down your reach based on factors such as location, interests, skills, and even job preferences.

Companies Using TikTok for Recruiting Someone staring at a phone with TikTok open StudySmarter
TikTok offers very powerful targeting tools to reach your audience.

Whether you’re looking to attract creative professionals, tech-savvy individuals, or entry-level talent, TikTok’s advertising capabilities enable you to tailor your content to specific demographics. This level of precision targeting ensures that your recruitment campaigns reach the most relevant individuals, maximising your chances of attracting high-quality applicants.

Strategies for successful TikTok recruitment

TikTok’s engagement rate is notably high, with an average engagement rate of 29% for videos posted by brands. Let’s explore some strategies to ensure your TikTok recruitment efforts are successful.

Create compelling and engaging content

The key to capturing the attention of TikTok users is to create content that is both compelling and engaging. Keep in mind that TikTok is a platform known for its entertaining and creative videos. When developing your recruitment content, think outside the box and find ways to showcase your company’s personality and values in a way that resonates with your target audience.

Consider incorporating trends, challenges, or popular TikTok formats into your recruitment videos to make them more relatable and shareable. For example, you could create a video showcasing a day in the life of an employee, highlighting the exciting aspects of working at your company. Or you could create a fun and interactive challenge related to a specific job role or industry, encouraging users to participate and showcase their skills.

Remember to keep your videos concise and visually appealing. TikTok’s short-form video format requires you to grab the viewer’s attention within the first few seconds. Use captions, text overlays, and catchy music to enhance your message and make your content stand out in users’ feeds.

Encourage user-generated content

One of the most powerful aspects of TikTok is its ability to foster user-generated content (UGC). Encouraging users to create and share content related to your company and job opportunities can significantly amplify your recruitment efforts.

Consider launching challenges or campaigns that invite users to showcase their skills, creativity, or unique perspectives. For example, you could create a challenge where participants demonstrate how they would tackle a specific work-related scenario or problem. By incentivising participation with prizes or recognition, you can motivate users to engage with your brand and potentially attract top talent.

When users create UGC related to your company or recruitment campaign, be sure to engage with and amplify their content. Respond to comments, share their videos, and feature standout submissions on your company’s TikTok page. This not only increases user engagement but also creates a sense of community and encourages others to participate.

Collaborate with influencers and employees

Influencer marketing has become a popular strategy across various social media platforms, and TikTok is no exception. Partnering with relevant TikTok influencers who align with your industry or target audience can help expand your reach and credibility.

Identify influencers who have a significant following and whose values align with your company’s culture. Collaborate with them to create engaging content that showcases your company’s unique selling points and job opportunities. Influencers can provide a fresh perspective and introduce your brand to their followers, who may be potential candidates for your open positions.

Additionally, don’t underestimate the power of your own employees as brand ambassadors. Encourage them to create and share TikTok content that highlights their experiences, achievements, and why they enjoy working for your company. Employee-generated content can have a powerful impact on potential candidates, as it demonstrates the positive work environment and opportunities within your organisation.

Measure and optimise your results

TikTok offers valuable analytics tools to measure the effectiveness of recruitment campaigns. Monitoring metrics such as video views, completion rates, shares, comments, and click-throughs helps identify successful patterns and refine the strategy accordingly. Experimenting with different approaches, content formats, and calls-to-action can increase engagement and conversions. Incorporating TikTok into recruitment strategies allows companies to attract top talent by showcasing their culture and job opportunities, leveraging trends and popular formats, and encouraging user-generated content and audience engagement.

Using TikTok for recruiting provides a unique opportunity to connect with a new generation of job seekers. The platform’s vast reach, emphasis on authenticity, and powerful targeting capabilities make it an effective tool. Building a sense of community through user participation, launching challenges and collaborations, and leveraging social proof with influencers and employees can expand the reach and attract top talent. Success stories from companies like Chipotle highlight the platform’s potential. By staying true to company values, being creative and authentic, and adapting strategies based on data-driven insights, TikTok can unlock new recruitment opportunities and gain a competitive edge in talent acquisition.

Companies embracing TikTok for recruitment

TikTok has gained significant popularity as a platform for recruitment, and several companies have successfully leveraged its features to attract top talent. To illustrate the effectiveness of TikTok for recruitment, let’s begin by taking a look at Chipotle, the renowned fast-casual restaurant chain and a few other notable examples of companies that embraced TikTok for their recruitment efforts.

Chipotle: Setting the trend with “TikTok resumes”

Chipotle, the renowned fast-casual restaurant chain, made headlines with its innovative “TikTok Resumes” campaign. The company invited job seekers to submit video resumes on TikTok, showcasing their skills, creativity, and passion for joining the Chipotle team. The campaign received an overwhelming response, with thousands of applicants submitting their video resumes in various entertaining and engaging formats. Chipotle effectively tapped into the creativity and authenticity of the TikTok platform, revolutionising the traditional resume submission process and attracting attention from job seekers worldwide.

Companies Using TikTok for Recruiting Screenshot of a video of a Chipotle recruiting campaign StudySmarter
Chipotle’s “TikTok Resumes” campaign received an overwhelming response.

Source: TikTok

Chipotle’s use of TikTok not only generated significant buzz, but also provided the company with a vast pool of talented candidates. By embracing the platform’s unique features and aligning their recruitment strategy with the preferences of younger audiences, Chipotle demonstrated how TikTok can be a powerful tool for sourcing talent.

The Washington Post: Showcasing behind-the-scenes journalism

The Washington Post, a prominent news organisation, has embraced TikTok to provide a behind-the-scenes look into the world of journalism. They use the platform to showcase their reporters, photographers, and editors in action, giving job jobseekersseekers a glimpse into the exciting and fast-paced nature of their work. The Washington Post effectively utilises TikTok to highlight the skills, dedication, and professionalism required in the field of journalism, attracting potential candidates who share their passion for storytelling and news. The Washington Post’s TikTok account has accumulated over 1 million followers and 28 million likes as of September 2021.

Gymshark: Inspiring fitness enthusiasts

Gymshark, a leading fitness apparel brand, has tapped into TikTok’s vibrant fitness community to connect with potential talent. They use TikTok to showcase their products, fitness challenges, and highlight their company culture. By collaborating with fitness influencers and creating engaging content related to health, wellness, and fashion, Gymshark effectively positions itself as an attractive employer for fitness enthusiasts. Gymshark’s TikTok account has over 6 million followers and 190 million likes as of September 2021. Through their TikTok presence, Gymshark attracts candidates who align with their brand’s values of active lifestyles and self-improvement.

Companies Using TikTok for Recruiting Screenshot of a Gymshark video on TikTok StudySmarter
Through their TikTok presence Gymshark attracts candidates who align with their values and have an active lifestyle.

Source: TikTok @Gymshark @boaksfit

LNJ Recruitment: Engaging with job seekers

LNJ Recruitment, a UK-based recruitment agency, understands the power of TikTok in reaching a diverse talent pool. They utilise TikTok to create informative and engaging content, providing job-seeking tips, interview advice, and showcasing available job opportunities. LNJ Recruitment’s TikTok content has garnered millions of views and engagement from jobseekers looking for tips and guidance. LNJ Recruitment’s TikTok presence allows them to establish a personal connection with jobseekers, offering valuable insights and guidance while positioning themselves as experts in the recruitment industry.

These examples demonstrate how companies using TikTok for recruiting across various industries have successfully harnessed the platform’s capabilities to attract talent, showcase their employer brand, and engage with potential candidates in a unique and compelling way. By leveraging TikTok’s creative features, authenticity, and targeting options, these companies have effectively differentiated themselves in the competitive recruitment landscape.

As you consider incorporating TikTok into your own recruitment strategy, take inspiration from these successful examples and think creatively about how to showcase your company’s unique selling points, culture, and job opportunities. Embrace the power of TikTok to capture the attention of your target audience and create meaningful connections that lead to successful recruitment outcomes.

Potential challenges and limitations of TikTok for recruitment

Companies using TikTok for recruiting might also need to consider the potential challenges and limitations associated with using the platform. Understanding these considerations will help you make informed decisions and develop strategies that address these potential hurdles. Here are some key challenges to keep in mind:

Limited video length and content format

TikTok’s short video format, limited to a maximum of 60 seconds, may pose a challenge when it comes to conveying complex job requirements or detailed company information. It requires concise and impactful messaging, which may not always align with the depth of information typically provided in traditional recruitment channels. While creativity is essential, it’s important to strike a balance between capturing attention and effectively communicating essential details.

Target audience limitations

Although TikTok has a massive user base, it’s primarily popular among younger demographics, particularly Gen Z and millennials. If your target audience includes professionals from older age groups, executive-level candidates, or individuals in specific industries that may not be as active on TikTok, reaching them effectively through the platform could be challenging. Companies using TikTok for recruiting must assess whether their target talent pool aligns with the demographic makeup of TikTok users.

Brand reputation management

TikTok’s content is primarily user-generated, and while this can be advantageous for showcasing authenticity, it also means that there is less control over the content associated with your brand. In some cases, inappropriate or negative content may surface, potentially impacting your company’s reputation. Employing diligent monitoring and moderation strategies, as well as establishing clear guidelines and expectations for user-generated content, can help mitigate these risks.

Limited tracking and analytics

Compared to more established platforms like LinkedIn or traditional recruitment channels, TikTok’s analytics capabilities are relatively limited. The platform provides basic insights such as video views, likes, and comments, but more detailed metrics and conversion tracking may not be as readily available. This can make it challenging to measure the direct impact of TikTok recruitment efforts and determine the return on investment (ROI) compared to other channels.

Cultural fit and content appropriateness

TikTok’s culture and content trends are constantly evolving. It’s crucial to ensure that your recruitment content aligns with the platform’s culture, values, and user expectations. Misaligned or tone-deaf content can result in negative responses or a lack of engagement. Companies using TikTok for recruiting need to stay up to date with TikTok trends and maintain a deep understanding of their target audience to create content that resonates positively.

By considering these challenges and limitations, you can develop a comprehensive recruitment strategy that maximises the benefits of TikTok while addressing potential hurdles. Assessing the suitability of the platform for your target audience, adapting content formats and messaging to fit within time constraints, and implementing strong brand reputation management practices will help navigate these challenges effectively.

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