TikTok might not be the first platform you think of when it comes to showcasing your company culture. In this blog post, we’ll talk you through why TikTok is a worthwhile tool for recruitment and share a case study of a successful TikTok recruitment campaign.
If you think TikTok is all about silly dancing, you're falling behind the curve. And, as the emphasis on the importance of company culture in the recruitment process grows, recruiters need to stay ahead of the game if they want to attract top talent using TikTok.
With more than a billion monthly active users worldwide, the short-form video sharing app is changing the way companies communicate their values, work environment and employee experiences.
In this blog post, we're going to take a look at why TikTok is a worthwhile tool for recruitment, how to showcase company culture on TikTok and what the best recruitment content on TikTok looks like.
There are so many benefits to using TikTok for recruitment that it’s hardly surprising it’s taking off in such a big way. These include:
Interested in the potential of TikTok for recruitment? Get in touch.
We’ve established why TikTok is a useful platform for recruitment. Now let’s take a look at how to make the most of it to attract candidates who share your values and vision.
The most important thing to keep in mind when setting out to create content for TikTok is that what you produce needs to be authentic. It is not the platform for perfectly polished corporate videos. So, if you build in TikTok into your recruitment marketing strategy, you need to focus on getting the right content for the right platform.
TikTok is the place to share genuine behind-the-scenes footage and real employee stories that give viewers a feel for what working at your company is actually like. Let your employees be the stars of your TikTok content–you could encourage them to create videos from within their workplace and then work with your recruitment marketing company to develop it into content that will resonate with, and amplify, your employer brand.
You could create job announcements–short, eye-catching videos to announce open positions, giving potential candidates a glimpse of the role and the company culture. Or consider hosting employee Q&A sessions where employees from across the business answer questions about their experience of working for your company.
One trend we’ve spotted is that increasingly employer and corporate brand are overlapping on TikTok. Imagine an unboxing video put together by a shoe retailer, for example, where an employee opens a new product, simultaneously giving a glimpse into the enthusiasm and expertise of the employees, and the quality of the product.
Keep an eye out for trends like this–tapping into them is a great way to keep your content engaging and relevant. And use hashtags strategically to make your content more discoverable for your target audience.
Interested in hearing more about using TikTok for recruitment? Get in touch.
So that you can see how your organisation could use TikTok for recruitment, we’ve put together a hypothetical case study. It shows how the team at The Whistling Pig, a hypothetical hospitality outlet in central London, used TikTok to recruit new colleagues nationwide when it decided to expand. The recruiters were keen to attract candidates who would fit their team culture and share the aim of delivering exceptional customer experiences.
The team at The Whistling Pig created a TikTok account and started posting a mix of content to showcase the company culture and exciting work environment. This included:
The Whistling Pig's TikTok recruitment campaign succeeded because of the engaging content which resonated with their target audience, and the team received applications from around the country which helped them to open all their new sites. The new hires brought fresh energy and creativity to the team, and they all fitted right into the team as they were already aligned with the company’s culture after following the TikTok account.
For ideas about how TikTok could work for your brand, please get in touch.