Building an Employer Brand on TikTok from A to Z

What is TikTok? 

How does TikTok work? 

Why use TikTok for recruitment? 

Tip 1: Show, don’t tell 

Tip 2: Aim for organic growth 

Tip 3: Work with influencers 

Tip 4: Every second counts 

Tip 5: Go beyond entertainment 

Tip 6: Be original  

Tip 7: Post consistently 

What is TikTok?  

TikTok is a short-form video sharing platform. Originally known for hosting videos of teenagers lip-syncing and dancing, TikTok has considerably diversified its content in recent years to become one of the most popular apps for all audiences. Trends, tutorials, challenges, memes, food, animals, art, fashion, business, you name it, it’s all on there, and so is the possibility to connect with hordes of job seekers. 

How does TikTok work? 

TikTok’s algorithm keeps users engaged by identifying their interests, predicting their preferences and feeding them increasingly relevant videos. Its content recommendation system and user interface have actually been imitated by Instagram, Facebook, YouTube, and Spotify. And while it is no surprise for TikTok’s successful recipe to be replicated by video-sharing platforms, you might be surprised to learn that TikTokification has even reached Google Search! In fact, nearly 40% of Gen Z prefers using TikTok for search over Google, and Google is subsequently changing some features in hopes of retaining and attracting younger audiences.  

Why use TikTok for recruitment? 

With 20% of Gen Z spending more than 5 hours a day on TikTok, you might be missing out if your hiring strategy doesn’t include this platform. In fact, it is now officially the favorite app of people under 40. With its enormous user base and popularity, TikTok is brimming with potential for employers. Given the platform’s relatively recent launch, it is possible that your competitors are not yet using it or using it inefficiently (for example by creating content that Gen Z would consider ”cringe”), giving you a chance to get in early before it gets too crowded.  

TikTok’s fun and creative aura gives you the opportunity to humanize your brand and show your originality. It’s a place to build a reputation which will resonate with younger audiences and make them remember you when they search for a job.   

Tip 1: Show, don’t tell 

The point of social media is to be social. So start by getting your team on board. Featuring your colleagues on TikTok can increase views and engagement, especially if content is posted from their accounts and not only from the company’s account. Employee-generated content can drive brand awareness, create recruitment opportunities, build brand trust, help employees increase their thought leadership, foster a sense of belonging among your workforce, and increase your follower count.  

What’s more, studies suggest that pictures and videos with people tend to perform better than those without, so don’t be afraid to show your faces and your awesome work life on TikTok. For example, let viewers catch a glimpse of what it's like to work for your organization by posting a #dayinthelife TikTok from an employee’s account.  

Tip 2: Aim for organic growth 

While TikTok has a comprehensive advertising feature, studies have shown Zoomers are more advertising-resistant than previous generations. Knowing this, it’s a good idea to begin your TikTok journey without paid advertising. Start growing your page organically by posting regularly, engaging consistently with your audience and providing content they genuinely love to watch and share. Valuable content is favored by the algorithm and gets recommended without the need for payment.  

If you do decide to eventually take the paid route, keep in mind that every ad on TikTok is immediately skippable (for now). As to not disrupt the content viewing experience, any TikTok recruitment ad you create has to harmonize with what the user expects and is used to. For this, you can leverage the power of influencer marketing.  

Tip 3: Work with influencers 

Instead of running ads, you can put your funds towards a more Zoomer-appropriate avenue such as influencer marketing. The benefits of this path are manifold: influencers tend to have an established and loyal fanbase, their recommendations are trusted, and they are expert social media content creators. Before messaging an influencer, study their content well.  

Pick creators whose message and tone align with yours, as they can become an ambassador for your employer brand. When partnering with influencers, it’s good to create content that highlights your mission and the greater purpose of your organization so that even people who don’t work in your industry can be touched by its message. 

Tip 4: Every second counts 

Content gets consumed very quickly on TikTok. It’s best to hook the user right away, i.e. in the first few seconds. Unlike other formats, there is no time for larger context or lengthy introductions. Get straight to the point in the first 5 to 8 seconds. Speak quickly and shorten your content as much as possible (cut pauses and filler words like ''um''). In an era of fast-paced content consumption, we must appeal to users’ short attention spans to avoid the dreaded scroll! 

Tip 5: Go beyond entertainment 

It’s important to create meaningful content that users will want to save for later and/or send to their friends, as both of these actions will increase engagement rates and brand awareness. Funny is good, but worthwhile is better. For instance, you can share insights, stats, data and tips about your industry or your company in your TikTok videos.

Tip 6: Be original 

TikTok is fun, so get in on the action. You can hop on the popular trends and memes, or even create your own! The possibility to go viral is always there, for individuals and businesses alike. You can start a challenge (for example, a dance or a storytelling challenge) and invite users to follow along. And now that augmented reality filters are available to all TikTok users, you can create a branded AR filter to familiarize people with your brand and entice them to join your ranks in a fun manner.  

In the vein of originality, don’t post a video on TikTok that you’ve already posted elsewhere because it could deter people from following you on both channels and this practice is actually discouraged by the algorithm, which rewards original videos. 

Tip 7: Post consistently  

The TikTok algorithm will show your content more the more you post, so try to publish at least one video a week. While it is important for every video to provide value, don’t stress too much about perfection. Transposing your employer brand to TikTok could mean for instance chopping up one piece of content into several smaller, bite-sized videos which you can schedule for the next weeks. And remember that it’s completely normal for some videos to perform better than others. Consistency is key to building and maintaining an audience.