TikTok, with over 1 billion users worldwide, has evolved beyond mere dance challenges and lip-synced videos. It has now become a talent pool that recruiters cannot afford to ignore.
Curious about how you can make use of the platform in recruiting? Read on!
What is TikTok recruiting?
TikTok recruiting is the strategic use of TikTok, a popular social media platform, to attract, engage, and connect with potential talent.
Known for its short and creative video content, the platform offers recruiters a unique avenue to interact with a primarily younger demographic, including Generation Z and millennials.
What should be your target TikTok demographics?
TikTok’s user base skews young, but it’s not just for kids anymore.
Many professionals use it to network, learn, and even hunt for job opportunities.
The platform has a near-even split between male and female users, making it easier for recruiters to build a diverse candidate pool.
The platform is particularly popular in North America, Asia and Western Europe.
So, if you’re recruiting for roles in these regions or are open to remote candidates from these areas, TikTok could be a gold mine.
How to streamline your outreach on TikTok with targeted job ads?
TikTok’s ad platform offers a range of targeting options, from age and gender to location and interests. This allows you to get your adverts in front of the right people.
Here are a few tips for crafting effective job ads on TikTok:
- Remember, it’s a video-first platform. Creating engaging video ads is a must to stand out and attract prospective hires.
Make sure to use the 9:16 ratio for your video dimensions. If you aren’t too savvy with your skills, you can feel free to outsource the same. Platforms such as Biteable offer video-making services to recruiting agencies and other organizations for their business efforts online.
On the other hand, to widen your viewership, using the Duet feature on Tiktok can allow you to create a video alongside another user’s video, enhancing engagement and reaching a larger audience.
- Including a clear call to action, like “Apply now” or “Learn more” in your job ads can guide potential candidates to the next step, whether that’s visiting your website or applying for an open role.
- Ad formats offer a uniqueness that can make your job ads stand out. Experiment with different formats to see what works best for your hiring needs.
- Monitoring your ad performance and making necessary adjustments is essential. This could involve tweaking your ad copy, changing your targeting options, or experimenting with formats.
Best time to post on TikTok: Leveraging analytics for optimal engagement
Recruiters can use TikTok’s native analytics [follower activity, follower location insights and customizable data range] to determine when and where potential candidates are most active on the platform.
This becomes essential especially for recruiters who are targeting candidates in specific regions. Tailoring posting times to match peak activity hours in those locations ensures that content reaches the desired audience when they are most likely to engage.
Here’s a quick rundown of the best posting times in Eastern Standard Time (EST) to help recruiters target potential candidates across different time zones more effectively.
– Monday: 6 AM, 10 AM, 10 PM
– Tuesday: 2 AM, 4 AM, *9 AM
– Wednesday: 7 AM, 8 AM, 11 PM
– Thursday: 9 AM, *12 AM, 7 PM
– Friday: *5 AM, 1 PM, 3 PM
– Saturday: 11 AM, 7 PM, 8 PM
– Sunday: 7 AM, 8 AM, 4 PM
Note: The above timetable is taken from Influencer Marketing Hub. Times marked with an asterisk (*) are known for particularly high levels of engagement. These times may vary for different brands, so you need to be wise with your choices!
TikTok resumes: Are they a new-age recruitment tool?
1. What is ‘TikTok resumes’?
TikTok resumes is a feature that enables candidates to apply for jobs using short video clips directly on the app.
It goes beyond the traditional text-based resume format, allowing applicants to showcase their creativity, character, and commitment.
2. What’s in it for recruiters?
This offers recruiters a fresh and creative way to attract and assess talent rather than just sifting through a list of their accomplishments.
They can gain unique insights into an individual’s inventiveness and practical communication skills by evaluating them promptly.
Hashtags are a powerful tool on this networking platform. They’re a way for users to engage with each other, show off their creativity, and have fun.
For recruiters, they’re an opportunity to get noticed by prospective job seekers. So, when posting new job openings on TikTok, don’t forget to use hashtags.
Here are a few tips:
- Use industry-specific hashtags to reach professionals in your field.
Example: #TechJobs, #HealthcareCareers, #MarketingProfessionals
- Include skill-specific hashtags to attract candidates with the skills you’re looking for.
Example: #PythonDeveloper, #DigitalMarketingExpert, #NursePractitioner
- Consider location-specific hashtags to target candidates in a specific area.
Example: #NYCJobs, #HiringInChicago, #JobsInLA
3 proven strategies for recruiters to build a strong employer brand on TikTok
1. Showcase your company culture
Use TikTok to reveal your company’s values, work culture, and environment. Share authentic content like candid videos and employee testimonials.
Here’s what you can do:
- Share office tours, post team-building activities, and even share snippets of workplace and office celebrations.
- Provide a day-in-the-life glimpse and make potential candidates feel connected to what it’s like to work at your organization.
- Encourage your employees to create and share content about their work experiences.
- Regularly highlight and celebrate your employees’ achievements on TikTok.
These show applicants that you value and appreciate your employees, contributing to a positive candidate experience.
2. Produce trending content and engage with your audience
Create content that resonates with your target audience, ranging from professional job-related tips to light-hearted videos reflecting your company’s personality.
- Engage with the TikTok community through comments, challenges, and collaborations.
- Utilize features like #hashtag challenges to enhance your PR and marketing campaigns.
- Use the content creation strategy to your advantage, where the ideas for your content are driven by what your specified audience is looking for. Analyze views, address queries and approach feedback.
3. Ensure your messaging is consistent across all your posts
Your messaging should be unified across all TikTok content, aligning your recruitment strategy with your business’ overall identity.
By fostering a recognizable and robust employer brand, you can effectively attract top talent.
How to measure your TikTok recruiting success?
1. Define your objectives
Set your goals for recruiting on TikTok.
Are you aiming to increase brand awareness, drive application submissions, or attract a specific type of candidate? Clear objectives will guide your measurement strategy.
2. Analyze audience insights
Keep checking on TikTok’s demographic insights to ensure your content resonates with your target audience. Also, consider the quality and relevance of those followers. If you’re trying to attract specific candidates, adjust your content accordingly.
You can also consider using a TikTok Pro account, which gives you an even more in-depth and detailed analysis of these automated insights.
Go beyond basic metrics like views, likes, shares, and comments. Analyze the engagement rate, watch time, and click-through rate to understand how your content resonates with your target audience.
Track the conversion rate of viewers to applicants. Incorporate UTM parameters and tracking links to accurately measure how many applications are originating from TikTok. This data provides insights into the success rate of your job ads on the platform.
3. Implement A/B testing
The A/B testing method requires you to experiment with different content variations and posting strategies.
This testing strategy can help you make informed decisions regarding what works best for your specific audience by eliminating guesswork and relying on proof to analyze your own success.
4. Time to hire
Monitor the time it takes to move candidates from TikTok to the hiring stage. A shorter time-to-hire may signal an efficient recruiting process on the platform.
On the other hand, a higher number means that the strategy needs to be put under retrospect.
5. Cost-per-hire metrics
Compare the investment in TikTok recruiting (ad spend, content creation, etc.) against the number of successful hires.
Analyzing the cost-per-hire helps in determining the financial ROI and efficiency of your TikTok recruiting strategy.
6. Evaluating quality of hire
Ultimately, the success of your TikTok recruiting strategy should be measured by the quality of the hires you make.
Monitor the performance and retention rates of hires made through TikTok to assess your strategy.
7. Utilizing third-party tools
Third-party TikTok analytics tools like Sprout Social, Pentos, HypeAuditor, and Social Insider can further refine recruiters’ understanding of these metrics, considering factors like engagement rate and evolution.
This advanced insight helps recruiters create a more targeted and effective TikTok strategy, aligning with the platform’s user behavior and preferences.
Are there any challenges or risks associated with recruiting on TikTok?
While TikTok can be a valuable platform for recruiting, there are challenges to be aware of:
- Negative feedback: Like any social platform, you might encounter negative comments or feedback. Prepare how to respond professionally and positively.
- Content quality: TikTok’s creative nature means competition for attention is high. Your content should be visually appealing, engaging, and concise.
- Cultural sensitivity: Be mindful of cultural and social sensitivities. Missteps can harm your brand’s reputation.
- Privacy concerns: Respect privacy when sharing employee stories or content. Obtain proper consent and avoid revealing sensitive information.
- Platform changes: TikTok’s algorithm and features can change, impacting your content’s visibility. Stay adaptable to updates.
Frequently asked questions
1. How can I get started with TikTok recruiting?
Begin by creating a TikTok for Business account and familiarizing yourself with the platform’s features.
Develop a recruitment strategy that aligns with your goals and target audience for a successful start.
2. Should recruiters partner with influencers or employees for creating content?
Partnering with influencers or employees can enhance your TikTok recruiting efforts. Here’s how to decide:
Influencers: Collaborating with TikTok influencers can help increase your content’s reach among their followers. Find influencers whose audience aligns with your target candidates.
Employees: Showcasing your employees and discussing their roles and experiences can provide authentic insights into your company culture. It helps build trust with potential candidates.
Consider a mix of both strategies for a well-rounded approach to your content.
Happy recruiting!
