How to use TikTok for recruiting

Most of us know TikTok as a platform for viral entertaining videos, but it has recently become more versatile than just that: It’s now making a big impact in recruitment as a popular tool for career and job discovery. This is remarkable because TikTok has over a billion users — especially Millennials and Gen Z — who are expected to form about 75% of the global workforce by 2025.

TikTok is actively focusing on tapping into this market by launching initiatives like #TikTokResumes, which can connect employers with a large and diverse pool of talent. As the new generation demands a fresh approach to recruitment, TikTok does just that. Let’s take a look at how this app is changing recruitment, how TikTok Recruitment functions and some practical tips for recruiters.

What is TikTok Recruiting?

TikTok Recruiting uses short-form videos to introduce job openings along with offering a peek into company culture. This approach is unique because it blends entertainment with professional opportunities, and gives an insight into what it’s really like working for a particular company. And so, those approaching recruitment through this platform get access to a large pool of young creatives who might be interested in their opportunities. Engaging, creative videos resonate well with this crowd, which makes videos like a typical day at the office or employee testimonials a great opportunity for recruiters to attract potential employees in this personal manner.

But, how exactly does TikTok help your recruitment efforts? Here’s a detailed look:

Quick, engaging content

TikTok's format is perfect for quick, engaging videos that capture attention right away, and grabbing a viewer's interest within the first few seconds is crucial. For example, a 15-second video that highlights an exciting project or a fun team event can make a strong impression quickly.

Viral reach

TikTok is built to amplify content reach. A creative job ad on TikTok can spread much faster and wider than traditional ads, simply because the platform encourages sharing and interaction. For instance, a TikTok challenge related to a job role can engage potential applicants and rapidly increase visibility.

Real connections

TikTok values authenticity, so companies get to show their true culture in a relatable way. This is especially appealing to Gen Z and Millennials, who look for transparency and authenticity in potential employers more than any other generation. A video tour of the office space or a day-in-the-life video from a current employee can give a genuine peek into what it’s like to work at your company.

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How to Use TikTok for Recruiting

TikTok recruitment strategies can help your company stay relevant and evolve based on current hiring trends and connect with younger demographics in an authentic and entertaining way. Here's how to make the most out of TikTok for finding great candidates:

1. Employer branding

Using TikTok can help you to give a real taste of your company's culture, values, and the cool benefits you offer. The aim is to create videos that tell and show why someone would want to work with you.

Here are some fresh employer branding ideas on TikTok:

• Weekly work vibe videos: Forget the usual day-in-the-life post. Mix it up with a week-long series showing different work vibes, from brainstorming sessions to coffee breaks and even the fun Friday wind-downs, and give a full picture of life at your company. Here’s how Guardian Protection, a security company gives you the full picture of what their team is all about.
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• Team challenge clips: Get your team to jump on trending TikTok challenges with a work-related twist. It’s a fun way to show your company’s personality and how your team gets creative together. Here’s how GrowWithHiredly’s team had fun with it.
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• Spotlight on culture: Make quick clips that explore what makes your company’s culture stand out. Do you have a green initiative or team volunteer days? Show that off to attract like-minded folks. Here’s how an employee sees Henkel’s work culture.
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• Perks in action: Instead of listing your perks, bring them to life. Show a snippet of an employee workshop or the team enjoying those famous office snacks. It's about making those benefits real for viewers.
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• Not-your-average testimonials: Use TikTok’s unique features like duets or stitches for employee testimonials. Maybe have employees share a fun fact about their job or show how they’ve grown at the company, making it interactive and genuine. Here’s an example of how StaffVirtualCareers makes it relatable.

Keep it real and engaging on TikTok to draw in the right crowd and show them why they'd love being part of your team — in your own unique way.

Take a look at how Walmart and Google are killing it with their TikTok employer branding. Both accounts have racked up millions of followers by showing what it's like to work there in a fun and relatable way.

2. Leveraging influencers for company promotion

Influencers are great for getting your company's message out there and boosting your employer brand. They can showcase your brand to the right audience better and usually cheaper than standard ads. When they share real stories about working with you, it pulls in people who are both interested and a good fit for the job. In fact, studies show that influencer marketing brings in 11 times more return on investment (ROI) than other digital ads.

Here’s how to pick the right influencers:

• Check for value alignment: Make sure the influencer’s values match your company’s. Their content should naturally resonate with what your brand stands for.
• Look at engagement, not just followers: An influencer with high engagement rates is more valuable than one with a lot of followers but little interaction.
• Industry relevance: Choose influencers who are known in your field or have an audience demographic that you want to target.
• Quality and authenticity: Go for influencers who consistently produce high-quality content that’s authentic and not overly promotional.

3. Finding potential candidates with TikTok Resumes

A TikTok Resume is a 60-second video where the candidate showcases their job experience, skills, personality and creativity. And, by adding the #TikTokResumes hashtag, they make sure that their video reaches the recruiters. Here’s an example of what a TikTok resume looks like. For businesses, it's a chance to see what potential employees are like in real life, not just on paper. It’s important to note that his feature is currently available only in the US.

Best practices to make your TikTok job ad attract the right resumes:

• Make your job ads pop: Treat your TikTok job ads like your best content. Use eye-catching visuals and straight-to-the-point messages to grab attention.
• Show off your work environment: Share videos that show what it's like at your workplace. Highlight the cool aspects of your culture and what sets your company apart.
• Talk to your audience: Don't just drop a video and disappear. If someone takes the time to comment, chat back. Also, dive into the #TikTokResumes hashtag to see who's out there and start conversations.
• Be clear on how to apply: TikTok's great for getting noticed, but make sure you tell viewers how to take the next step. Add a link to your profile or give them an email to reach out to for applying.

4. Utilising hashtags to discover talent

Hashtags are essential on TikTok to make your content stand out, and they're incredibly useful for recruitment, too. By using job-specific hashtags like #GraphicDesignerJobs or broader industry tags such as #TechTikTok, you can help your job postings reach the eyes of potential candidates actively looking for these opportunities or those passionate about the field. Think about kicking off a unique hashtag for your hiring campaign, too, something like #JoinOurTechTeam, to keep all related posts grouped together and easy to find.

When it comes to getting job seekers on board with using hashtags, it's all about clear communication. Encourage them to include specific hashtags in their video resumes or when they share content relevant to your job openings. Mention these in your job ads and posts to let them know which tags to use, such as #YourCompanyNameHiring. 

You can also boost engagement by highlighting and sharing content from candidates who've successfully used your hashtags. This approach not only gives them a nod for their effort but also signals to other job seekers how they can catch your attention — and makes it easier for you to spot talent amid the bustling activity on TikTok.

5. Highlighting the application process

When you're hiring on TikTok, it's really important to explain how to apply in a straightforward way. That's because TikTok users like quick, easy-to-digest info and aren't there to jump through hoops just to find out how to send in their job applications. 

By making the application steps clear and simple, you fit right into what TikTok users expect, making them more likely to actually go ahead and apply. This way, you cut down on confusion, make it super easy for them to apply right away, and match the quick, snappy vibe of TikTok — upping your chances of getting more applications. 

Here's how to nail it:

• Create step-by-step videos: Whip up some videos that walk viewers through applying. Think of doing a simple screen record showing where to click on your site to apply and what info they need to fill out. The aim is to make it as easy as pie.
• Use clear calls-to-action: End every video with a no-miss call-to-action. Say something like “Swipe up to apply” or “Hit the link in our bio for details.” This is like giving viewers a nudge on what to do next.
• Direct them for more info: TikTok's all about quick hits, so you won't fit every detail in one go. Be sure to point viewers to where they can learn more, like your careers page or a specific job post. Stick these links somewhere they can't miss, like in your profile bio.

Key takeaways

TikTok is undeniably transforming recruitment, with its strong appeal to younger audiences such as Gen Z and Millennials. Companies using TikTok can grab the attention of top young talent and engage with them in meaningful ways.

As you consider refreshing your recruitment strategy, remember that specialised platforms like WeAreDevelopers can complement your efforts on TikTok by providing direct access to a concentrated pool of tech professionals. This targeted approach ensures your job ads land in front of the right audience, enhancing the efficiency and effectiveness of your recruitment drive. Ready to make your tech roles stand out?

Explore our IT recruiting services and see how we can help boost your hiring strategy. Join Europe’s largest and most trusted developer community, where the best, vetted talent is looking for their next opportunity.