Millennials are quietly growing to become the largest generation in the workforce of many countries in the world. Curiously, this generation has an entirely different outlook on what recruitment is all about. They’ve learned to value themselves and what they’re bringing to the table, and this could make recruiting top talents challenging for employers who remain die-hard fans of traditional employee recruitment strategies.
The recruiters that have been able to record any success in this age are those that have learned to treat recruitment like marketing. Rather than waiting for the top talents to come to them, they employ the proactive approach by selling themselves to prospective employees, just as they would to potential customers. Social media is a major part of this novel approach, and countless companies have recorded great success on LinkedIn, Twitter, and Facebook.
However, there’s a much less heralded platform that’s quietly making the waves- TikTok. Before diving into how you can maximize the platform for recruiting top talents in your industry, here’s a summary of what the TikTok app is all about:
What is TikTok?
TikTok is a social media platform that thrives on short videos. The original purpose was for users to create lip sync videos, but it has expanded into something of a social sensation for individuals of all ages. Millennials and Gen Z, of course, form the dominant demography of users.
Perhaps what makes the TikTok app unique among similar apps is that it’s the first social media platform that originated in China to go mainstream. Between January 2018 and Mar 2019, TikTok was the most downloaded app on the iOS App Store. Currently, the app boasts more than 500 million active users who login to TikTok and stay for an average of 52 minutes per day.
How can you build your employer brand on TikTok?
If you wish to attract new talents via TikTok, you have to create content that projects your work environment in a good light. Here are a few tested and trusted strategies you can employ:
Show that there are no airs
The new generation of workers prefer workplaces where everyone is equally valued, irrespective of age or rank. Your TikTok videos have to reflect this if you are to attract top talent. For example, showcase your CEO and other highly placed staff getting on the app and having fun like other workers would do. This sends a message that your top management is approachable, and they know a thing or two about current trends, making them more likely to show interest in your company.
However, this is not to say that the top management should dominate your TikTok videos. Prospective workers could see this as pretentious, and it would be a huge turn-off. And that brings us to the next point.
Give your employees the spotlight
To get the best result, your employees should be in control of your TikTok account. The content they upload should revolve around what it’s like to work at your company. Obviously, they’ll focus on the good sides, but a bit of the not so great experiences can be woven into videos that’ll make viewers laugh.
The goal is to let people in on what a typical workday is like at your company, and viewers would appreciate the authenticity. Moreover, they get to know it’s not a bed of roses in there. Not like it is anywhere, though.
Showcase your EVP
After letting people in on what being a worker at your company looks like, the next question they’re likely to ask is your employee value proposition. What are you doing to attract employees and more importantly, to what extent are you willing to go to retain them?
Again, your employees should be the ones in charge, and they shouldn’t try too hard to make people see what they’re doing. Simply showcasing honest, behind-the-scenes clips of what life is like at your company should be enough. Remember, TikTok is a ‘playful’ platform first and foremost, and your videos will only be a hit if there’s an element of humor in it.
Make the best out of hashtag challenges
Hashtag challenges are proven to work on TikTok. Top brands such as Guess, Ralph Lauren, Macy’s, and many others have created viral hashtag challenges on TikTok and reaped incredible rewards. Your company can also benefit from this tactic. For example, you can create an internal hashtag challenge that all your workers would key into. If the TikTok videos are creative and there’s enough buzz around it, it could encourage potential applicants to choose you.
When trying to build your employer brand on TikTok or any other platform, it’s vital to adopt strategies that work for the longer term. Do not be in haste to see results, and even when they do not come as early as you hope, review your strategies, and keep at it. The fact is that the majority of TikTok users are potential job seekers. If you can study your target audience and create platform-specific content that resonates with them, your company would, no doubt, reap the rewards.