TikTok for Recruitment: Can it Attract the Right Talent? Since TikTok launched, the way we tell stories, create and deliver messages through short videos has changed dramatically. TikTok has become one of the most popular social media platforms in the world, with over one billion active users. By the end of 2024, Indonesia will be the country with the most TikTok users in the world. This is according to Oberlo, as quoted by cnbcindonesia.com. The number reached 157.6 million. Indonesia surpassed other countries such as the United States (120.5 million), Brazil (105 million), Mexico (77.5 million), and Vietnam (65.6 million).
Today, TikTok is not only used for entertainment, but also for business purposes and organizational management. One of them is to recruit employees. But can TikTok really be an effective tool for recruiting top talent?
TikTok for Recruitment: Can it Attract the Right Talent?
Some companies have utilized TikTok. One of them is Target Corporation (Target). The US retailer uses the #TargetCareers campaign on TikTok to attract young people. The company, which was founded in 1902, showcases the work environment, work benefits, and employee experience so that employees have an idea of what it’s like to work there. Another example is Chipotle Mexican Grill launching the #CareerChipotle campaign to recruit new employees. They utilized the trend of creative short videos to attract potential applicants. The campaign managed to create a lot of engagement. NASCAR also utilized TikTok to recruit. NASCAR is a family company that organizes various racing events. It is currently the largest auto racing promoter in the United States (US). NASCAR uses TikTok to reach out to the younger generation with videos that showcase the behind-the-scenes work experience in the racing world.
Compared to other social media, such as Instagram, X (formerly Twitter), and Facebook, TikTok is unique. What makes companies target TikTok to utilize in recruiting employees?
Young people
TikTok is often associated with millennials and generation Z. As we know, these two generations are increasingly dominating the workforce. They are also fond of social media, especially those that are seen as fresh and dynamic like TikTok. By using TikTok, the company wants to be seen as able to understand the needs, tastes and aspirations of young people.
The next reason is related to the breadth of reach and the specificity of the target. User interests are the basis of the social media algorithm that was first launched in 2016. Therefore, the content is easy to reach the right audience. This includes those who are not looking for (new) jobs but are potential in terms of qualifications.
Creative content is another reason. Through TikTok, the company’s vision, mission and culture can be conveyed creatively and compellingly. This, of course, attracts the attention of job seekers. This is in contrast to traditional job advertisements, which many Generation Z members find boring.
So, how can companies utilize TikTok to recruit employees? First, provide an overview of the company’s work atmosphere. From here, candidates can understand the company’s values and culture. This can be known, for example, through videos that describe the daily habits and activities of employees in the company.
Through TikTok, companies can create more engaging videos to advertise job vacancies. So it is not only in the form of text. In the advertisement, it can briefly describe the position required, the requirements, and the duties and responsibilities of prospective employees.
Since it started with TikTok, the rest should too. That’s what some companies think. This means that candidates must respond to the vacancy advertisement through TikTok as well. Companies ask employees to send TikTok videos as part of the selection. From the video, companies can assess the competence of prospective employees.
Consider the Benefits and Drawbacks
There are a number of advantages to utilizing TikTok for recruitment. The most valuable is reputation. The company will be known as a creative, innovative and progressive workplace. This will strengthen the company’s employer branding. In fields that demand high creativity such as technology, media, design, and marketing, recruiting through TikTok is appropriate. Through TikTok, companies can see first-hand the process and results of candidates’ work. In terms of cost and time, it is also more efficient.
However, utilizing TikTok to recruit also has its drawbacks. Applicants may compete to submit their creative videos to attract employers. However, as with conventional recruitment, not all of them match the company’s needs. In fact, it may happen that candidates are more busy creating content than demonstrating their ability to work in the position required by the company. Another disadvantage is that the short duration of the video does not adequately illustrate the candidate’s abilities.
Demographic factors are also an obstacle. As is known, most TikTok users are the younger generation. In terms of mastery of technology, they are indeed better. But not necessarily in terms of experience, especially for certain positions. Meanwhile, the generation above them is not too familiar with TikTok. In terms of credibility, many companies consider TikTok inappropriate for “serious” or “weighty” matters such as recruitment. Many still see TikTok as a social media for entertainment. The content is “light” only.
TikTok for Recruitment: Can it Attract the Right Talent?
Category: Human Capital & Talent Management
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#NASCAR #creative content #algorithm #reputation #employer branding
