You probably think that TikTok is just a fun little app full of entertaining content and can’t possibly be used for professional recruitment – but you couldn’t be more wrong! With the highest social media rates across all other social platforms, TikTok is quickly becoming the go-to medium for a lot of markets.
Over 40% of TikTok users are under 25 years old – which means they are a part of Gen Z, currently entering the workforce (and changing the game!). If you are recruiting for graduate roles or work within sectors filled with young people, you need to jump on the TikTok train. TikTok is also a great platform for igniting your creativity and is filled with inspiration that you might just need if you’re in a bit of a rut with your content.
What you need to know about TikTok in 2023
Because TikTok is such a fast-growing and still very new platform, it changes quickly over the years. Whilst it started getting popular with 15-second, fun, dancing videos, nowadays it’s moving into a more mature direction. One of the biggest changes that happened recently is the update allowing users to post videos that are up to 10 minutes long – suggesting that the platform is favouring longer educational content. And although the fun dancing trend videos are still popular, TikTok seems to have content for all ages and many different genres - meaning it won’t be hard to find recruitment inspiration or find an audience for your content.
Classify your content
With TikTok upgrading its SEO features, the way you tag and describe your videos matters – and a lot of people are now using the platform as a search engine, looking for tips and tricks in their niche of interest. That’s a space for you to paint yourself as an expert – just make sure the topic of your video is tagged correctly, as well as mentioned in the text you put on screen! If you do this right, your content will meet the desired audience as the TikTok algorithm is very accurate at getting the content to the people who are looking for it.
A great way to figure out what is currently popular on the platform within your niche is by typing a phrase related to it into the search bar and filtering the videos by most liked. Whatever appears on the top is content that performs well and is related to your market – so it’s easy to simply mimic it with a touch of your own personality.
Alter the trends to your recruitment niche
One of the best things about TikTok is the presence of trends – and those change every single week, if not every day! Trends are a great way to get noticed across the platform and grow your following – as long as you do them right. Look at what is trending and see if it would work for recruitment. Finding a funny voice clip or sound that you then adapt to a relatable work situation might just help you stand out. However, don’t just jump on trends for no reason – make sure they actually relate to what you’re trying to say.
Humanize your brand
TikTok is a great place to showcase the human side of your brand – the behind-the-scenes content, office tours, day in the life of a recruiter… The possibilities are endless. Yes, people want to work with serious brands - but also showing that you’re down to earth, relatable, and fun is key to attracting young talent. A great way to go about it is following some of the other recruitment agencies that are killing it on TikTok right now and taking a page from their book. People love to know who stands behind the brand name, what your work life looks like, and how the office functions. Content that shows real-life situations is currently on the rise, so make sure to be raw, honest, and personal! With 82% of job seekers actually considering the employer’s brand and company culture before applying, it’s more important than ever to show clients and candidates why your agency is the one to work with.
Another quick way to grow on TikTok is by collaborating – whether it’s with other recruiters or the client you’re currently sourcing for, two accounts combined will always have a better reach than one. It’s also another really good way to share knowledge and ideas to create the best content. Check out which one of your clients has an active TikTok account and cross-promote together!
To learn about how to create a top-notch social media strategy for recruitment, make sure to read our eBook below!
As Senior Digital Marketer at Firefish, Amy keeps our Firefish customers up to date with the latest news from the Aquarium.