Employers are using TikTok to connect with Gen Z talent, according to James Neave, head of data science at Adzuna. However, it is not replacing traditional hiring platforms.
Experts who analyze jobseeker data suggest that companies without a presence on TikTok may overlook potential talent, especially for younger individuals, Gen Z, known to love the platform. As per Neave, Gen Z relies on TikTok for various searches, so, unsurprisingly, the platform is also a "go-to" for career questions and advice.
The Rise of #CareerTok
The #jobsearch hashtag on TikTok has an impressive 4 billion views. In comparison, #CareerTok has almost 2 billion views, noting how companies utilize their TikTok profiles to promote job openings and attract potential candidates. Some have even collaborated with influencers on "CareerTok" to share job opportunities and provide insights into company culture, albeit with a polished presentation. For instance, Google works with a few TikTok influencers to showcase life at the company rather than running an official corporate account. These influencers offer a peek into working at Google by sharing behind-the-scenes videos.
A Two-Way Conversation Recruitment
This trend is not a one-way conversation either. Employers are leveraging social media's inclusive features to prompt job seekers to reach out to them as well. Neave highlights Chipotle's 'TikTok Resumes' initiative, where jobseekers were invited to submit video resumes. This campaign received thousands of applications worldwide, with Target and Shopify also testing this recruitment approach.
Recruiters are using hashtag challenges to boost involvement, which involves users creating a 30-second video clip about why they would excel at the company, and it is a unique approach to recruitment, says Naeve.
TikTok's Brand Awareness
Employers are also utilizing TikTok's features like the ads manager, which displays content to specific users based on factors like location. This allows companies to pay to ensure their job ads reach relevant audiences as part of their recruitment efforts.
In general, TikTok is excellent for boosting brand visibility and making job seekers aware of a company, even if it is not their primary platform for job applications, explains Neave.
Duolingo proved this. A previous conversation with the company's Gen Z social media manager, Zaria Parvez, revealed how businesses can engage audiences using trendy internet culture references. Parvez, a strong advocate for TikTok, provided valuable insights.
Roadblocks to TikTok Hiring
Neave cautions that while TikTok can be useful for recruitment, it should not be the sole platform relied upon, suggesting it might not be ideal for hiring senior specialist positions but can be effective for finding entry-level roles. Using TikTok for hiring can efficiently screen candidates comfortable with the platform; hence, understanding your target audience is the key. Many TikTok users are there for entertainment rather than job searching, so campaigns may reach irrelevant viewers, potentially wasting time and money.
Secondly, TikTok's user base tends to be younger, which may restrict the range of talent you reach. Most employers understand they will not get many older C-suite professionals by posting on TikTok, so they typically use platforms like LinkedIn and job boards instead.
TikTok is Only a Supplement, Not an Alternative
Neave suggests that while TikTok will not replace traditional recruitment methods, it may complement strategies like job board postings and LinkedIn ads, offering a fresh approach to attracting Gen Z talent, known for being challenging to reach through traditional hiring methods.
It is important to recognize that not all Gen Z individuals are alike. Some might not be receptive to the idea of being recruited through TikTok, which HR managers should consider. Neave advises against requesting video submissions, as not everyone is comfortable creating video content, especially if the job does not require it. His final advice for companies venturing into CareerTok is to remain authentic, emphasizing the importance of transparency regarding salary, benefits, and office expectations, as Gen Z values organizational values and culture. Ideally, companies should encourage employees to share their content to provide an authentic portrayal of a typical day.
