Showcasing Company Culture on TikTok

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.

Fiona Kyle
Created on
September 19, 2023
Average time to read:

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.

Why TikTok is a worthwhile tool for recruitment

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:

  • Extensive reach. TikTok has 3.7 million UK users, so recruiters can connect with a large audience of potential candidates.
  • Engaging younger demographics. The majority of TikTok users (but not exclusively, by any means) belong to Gen Z and younger Millennials, making it the perfect platform for targeting job seekers in these age groups.
  • Encouraging creativity. TikTok's features mean that organisations can communicate their culture and values in innovative and entertaining ways, helping them stand out to potential candidates.
  • Potential for going viral. TikTok favours content with high engagement so, once you start getting likes, your reach can go stratospheric.

Interested in the potential of TikTok for recruitment? Get in touch.

What's the best recruitment content on TikTok?

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.

How do companies use TikTok?

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:

  • Behind-the-scenes videos. The team shared clips that captured the fun and vibrant atmosphere of their workplace. They featured staff members, from chefs to waiting staff, showing off their skills and sharing their passion for the job.
  • Employee spotlights. The account put team members in the spotlight, giving them an opportunity to talk about their experiences working at The Whistling Pig. This allowed potential candidates to get an insight into the company culture and understand what it's like to be part of the team.
  • Recruitment challenges. The Whistling Pig created TikTok challenges related to hospitality roles, such as "#WhistlingBartender" and "#WhistlingChef", encouraging users to share their skills and creativity. By taking part in these challenges, applicants could show off their talents to try to attract the attention of the hiring team.
  • Job postings. The Whistling Pig shared job listings as TikTok videos, making it easy for interested candidates to find the details and apply. These posts were designed to be engaging and informative, including eye-catching visuals and concise descriptions of job requirements and benefits.
  • Collaborations with influencers. The Whistling Pig partnered with local influencers who shared their own experiences at the hospitality outlet and encouraged their followers to apply for open positions. These influencers also participated in the recruitment challenges, boosting their visibility.

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.

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