In today’s world of technology, the ubiquity of social media may seem like it has been there forever. But did you know that the first recognizable social media platform was only created in 1997? Even then, the concept of social media did not pick up until the early 2000s when sites like Friendster and Facebook gained traction as more people started registering themselves onto the platform. While some of these sites are still relevant today, others have dwindled to be replaced by new ones. One of the newer and more popular ones today will be the short-form video app, TikTok.
Holding the top position for the most downloaded app worldwide in May 2021, TikTok is used primarily by millennials and Gen Zs. Almost 80% of TikTok-ers are below 39 years old - so, if you are looking for a way to reach these generations of individuals, you know where to go!
TikTok first garnered popularity for its insane dance challenges and in-app filters. But as more users climb on board this platform, the content shared is becoming more diverse as well. Gone were the days when TikTok was used only for entertainment purposes. Now, professionals are using the platform to share useful how-to’s for the budding generation who are entering the workforce soon. Likewise, promising young talents are also using this platform to get some tips for their career growth and even to look for job opportunities. Sounds like a great platform to recruit your potential hires, right?
Hiring on TikTok may sound unconventional but it is likely to become a norm in the near future. In this article, we will discuss ways in which the social media app can be used for professional goals and how you, as an employer, can leverage this to amp up your hiring strategy!
The Up & Coming Working Population - Gen Z
Before we get started, let’s talk about our up and coming working generation - Gen Z. In case you’re unsure, this is the generation of people who are born in the year 1997 to 2015, which means they have either just started working or will eventually start looking for jobs in the coming years. More notably, they make up the bulk of our hourly workforce and should undeniably be your hiring manager’s target market. This is especially so if your business depends on hourly staff who are usually college students looking for a side income to support their living expenses.
Individuals from Gen Z are known as our first “digital natives” - that is to say, they grew up with technology, and live and breathe them. So it is unsurprising to know that more than half (60%) of TikTok users in the US are Gen Z-ers. And with 74 million people making up this generation in the US next year, Gen Z-ers will be the trendsetters of the country as they will form the largest generation of all.
That being said, if you are looking for ways to reach this particular population, using TikTok as your broadcasting platform should be on your list of considerations. After all, what better strategy than to be where your target audience is at, right?
Going Beyond Entertainment
Getting interview and career tips
We’ve mentioned how TikTok users are using the app to get professional tips when securing a job. Sure, there are other ways one can do that even without using the app. So what makes the content on TikTok any different?
Well, for one, educational content posted on TikTok are more digestible and engaging. According to Ms. Ordonez Celi, the key point for her was being able to learn a lot in just 15- or 60- seconds. These videos are often created by experts in the field and can usually be found under the hashtag #CareerTok. Ms. Emily Durham, a senior recruiter at Intuit, for example, decided to upload videos to equip interviewees with basic interview skills after encountering many candidates who were lacking them. Below is one of her TikTok uploads.
Using it as a recruitment platform
Aside from its purpose of spreading useful advice, TikTok has also recently come up with a pilot program that can help job seekers connect with employers using the hashtag #TikTokResumes. Though most of its users are still young and lacking experience, they will eventually be looking for jobs, be it as a full-time working adult or as a part-timer who is still going through college. In other words, it provides hiring managers with another recruitment platform to attract the younger generation.
The program allows users to directly apply to a group of companies, which includes Chipotle and Target, by submitting a video resume using the app. This allows recruiters to get to know the applicant better as their personality will likely be reflected in their videos. As a guide, the TikTok Resume page will also feature outstanding video resumes and users who create content relating to career advice.
Example of #TikTokResumes
Using TikTok as one of your recruitment platforms is particularly useful if your business has slowed down due to the COVID-19 pandemic. Staffing your store can be difficult as most are not ready to get back to work. However, by using an alternative platform, you are able to widen your reach for candidates and possibly gain more success in hiring employees for your business. What’s more, you can even make hiring more interesting for you with the unconventional recruitment process.
Incorporating TikTok into Your Hiring Strategy
With programs such as #TikTokResumes being implemented, naturally, TikTok serves as a viable platform for you to hire hourly employees. But how does this improve your hiring strategy? Well, for one, it allows you to learn more about your candidate and thus lets you decide whether he/she is the right fit for the job. And as we’ve mentioned before, the majority of the Gen Z population are on it. By utilizing TikTok, you are increasing your brand awareness and broadcasting your hiring campaign to more people.
Using TikTok for hiring has proven effective for some brands. Chipotle, for example, saw a 7% increase in the number of applicants last August after posting their recruitment video. This was part of the fast-food brand’s recruiting strategy to hire 10,000 new employees. And it does help that their content was hilarious and entertaining enough to rope in more viewers and ultimately, allowing the video to reach a wider audience. Check out their TikTok video below.
So how exactly should you start using TikTok as a recruiting platform? Here are three easy steps you can follow to ensure that you reap the full benefits of the app:
1. Set goals for your campaign
First and foremost, set a goal for your TikTok hiring strategy. Is your main purpose to increase your number of applicants by garnering a wider reach through social media? Or do you wish to create higher brand awareness?
If it’s the former, you may consider creating video content that shows the step-by-step application process. If you are using automated hiring tools such as those provided by Workstream, you can even show how streamlined your hiring process is by portraying the minimal steps they have to take to apply for a position. Setting a goal helps to steer you in the right direction when planning your content calendar.
2. Plan your budget wisely
After you’ve set your goals, decide where you want to spend your money. To gain followers on TikTok, you would first need to get your content in front of as many users as possible. You can do this either via TikTok advertising or through influencers.
When done right, TikTok advertising will help you achieve a higher reach by targeting users who engage in content categories that are related to your brand. And if they like your content, they will come back to stay updated with your page, and might even share your videos with other users. Eventually, you would not need advertising after gaining a loyal following.
As for the use of influencers, Candice Beck, Senior Manager of Social and Digital at Chipotle, advised getting someone who is a genuine fan of your brand so that they can create authentic content. Ensure that their followings engage with their posts as well since the main point of employing influencers is so that your brand is able to get a more widespread audience.
3. Post the right content
Before you dive straight into creating content for your company, be sure to set your brand’s voice as you would want to ensure that your content is in line with it. For example, if your company is looking to hire people with a sense of humor, upload comedic skits to reel them in.
You may also consider reposting your employee’s content. Create a catchy hashtag and encourage your staff to use it whenever they post something relevant to your brand. This not only reflects the company culture but will also inspire new content if the hashtag takes off.
TikTok has gained many users in recent years, most of whom are Gen Z-ers. As they are the ones who will be joining the workforce soon, having your hiring campaign on TikTok may actually be more effective than using traditional methods. With initiatives such as #TikTokResumes, this unconventional way of hiring allows you to know your applicants a bit better through videos. Likewise, they will also have a better idea of your company culture through your company’s TikTok account. If you are a hiring manager looking for hourly workers, consider utilizing TikTok for your recruitment. You’ll never know, this approach might just become the norm in the near future.
For more insights on the hiring industry, subscribe to our blog here.
Zakiyah is a freelance content writer. She’s a lifelong learner, looking for opportunities to expand her horizons whenever she can. She loves traveling, playing volleyball and reading up on general developments in the industry.