TikTok can help companies engage with the youngest generation in the workforce, Gen Z, better than ever before. With hashtags like #JobSearch and #CareerTok amassing billions of views, the platform is a goldmine for organizations seeking to attract young talent.
From leveraging #CareerTok influencers to showcasing behind-the-scenes glimpses of company culture, TikTok offers unique avenues for finding and engaging with potential hires.
Recruiters are innovating with hashtag challenges and interactive content to drive engagement and make the hiring process more accessible. So what do employers need to know? Should we put all of our eggs in the TikTok basket?
What is #CareerTok?
Given that 40% of Gen Zers go to TikTok rather than a search engine like Google when looking for information, it’s no surprise that they’re searching for career information on the platform too.
The #JobSearch hashtag has 4 billion views, and #CareerTok a further 2 billion, so it’s no wonder that organizations are realising that this is a valuable platform to attract Gen Z hires.
From hiring #CareerTok influencers to post about open roles, ideal for niche hires, to establishing company TikTok pages, it’s a platform that can be used to find great talent.
How to hire on TikTok
If you’re regularly hiring Gen Zers, as your customer base and talent pool, create a profile that shares the reality of your day-to-day. Embrace current trends, and encourage followers to be part of the conversation.
@sheerluxe Meet the team & their roles at SL… #meettheteam #coworkers #sheerluxe ♬ original sound – SheerLuxe
Recruiters are creating hashtag challenges that drive engagement with their content. This could include challenges for developers to #CodeIn60Secondss or inviting medical professionals to take part in a dance challenge.
One hugely successful example of a hashtag challenge comes from Chipotle who went viral for encouraging jobseekers to submit video resumes and this method was quickly trialled by other US-based chains such as Target and Shopify. This got Chipotle trending on the platform while also creating a more accessible application process for workers without a straight-cut resume or lots of work experience.
Meanwhile, Google has a different tact. Rather than creating their own content, they encourage employees, and sometimes even invited influencers, to create a variety of “day in the life” videos. This content probably wouldn’t work on other platforms but garners millions of views on TikTok.
@milliet24 This must be the best job ever.. I saved the best thing till last 😍 #vlog #google #dayinmylife ♬ original sound – Millie T ☠️
Employers can also promote hiring events on TikTok, giving candidates insights into what to expect, what jobs are being advertised, and what they might want to prepare in advance. Some of these posts rely solely on organic reach, whereas others might use TikTok ads so that they can promote to custom audiences in a specific state or city or with a specific set of interests.
Finally, engage with relevant influencers. This could be someone who talks on a relevant topic such as tech, healthcare, or nursing, or someone who has an audience you want to tap into. This strategy will always come with costs attached, but most influencers will have a pre-created media pack which will give you an indication of costs.
@hannagetshired and if you’re not target listing companies to apply to… well we need to have a conversation #hiring #hiringnow #whoshiring #findajob #findatechjob #jobseeker #jobsearch #jobsearchtips #jobsearchhelp #greenscreen ♬ original sound – hanna gets hired
What are the downsides of using TikTok to recruit talent?
TikTok is not a platform that is used by everyone. 60% of TikTok users are Gen Z, and the older the audience, the less likely they are to be using the platform. If you’re looking to hire for more senior positions, TikTok might not be the right place to look.
TikTok is also designed to be a fun place, to absorb content that’s frivolous rather than career-driven. Without proper testing, it would be foolish to spend big on TikTok ads.
Only about half of the platform’s users share content themselves, around 50% have never posted a video, so asking for video resumes can exclude a lot of people. Make sure there are other ways to apply for roles as if the role you’re hiring for doesn’t require video creation moving forward you don’t want to miss out on great talent.
Should TikTok be the only place to hire?
In short, no. Our head of data science James Neave explains that “TikTok will not overtake traditional recruitment methods, but rather, will likely supplement tactics like job board postings and LinkedIn ads.” For many of the reasons above, TikTok can diversify your talent pool, but TikTok alone will actually reduce the diversity of the hires you can be.
TikTok should be a place where organizations stay authentic. The content needs to be far less polished than it is on platforms like LinkedIn as Gen Z cares about values and culture more than any other generation. That’s why employee-led content in particular performs so well.
A TikTok ban
While there’s been much buzz lately regarding a potential TikTok ban in the US, the situation is still developing. The House of Representatives recently passed a bill that could lead to a ban if TikTok’s parent company, ByteDance, doesn’t sell its US operations. The future of the bill in the Senate and any potential actions by the company are yet to be seen. A ban, if enacted, could significantly impact hiring strategies for companies targeting this audience.
A final note
TikTok presents an unparalleled opportunity for companies to connect with the youngest generation in the workforce, Gen Z. By leveraging influencers, embracing interactive challenges, and providing behind-the-scenes glimpses of company culture, recruiters can engage with potential hires in innovative ways. While TikTok can diversify talent pools, it should not replace traditional recruitment methods but rather complement them, ensuring a balanced approach to hiring in the digital age.
Read more: Top talent leadership trends for 2024