In a tight talent landscape with countless companies competing for job candidates, you need an effective marketing strategy to differentiate your employer brand. That’s where recruitment videos can change the game.
Think about it: Recruitment videos are more dynamic and engaging than your run-of-the-mill static content. As a result, they’re an amazing asset for brand storytelling, highlighting your company culture, and showing potential job candidates what it’s like to work with your company.
Where should you start your video marketing campaign? Once you’ve finished working on your YouTube strategy, it’s time to move on to TikTok. As a fast-paced, short-form video platform, TikTok isn’t just for dance challenges and cute animal clips. With the right strategy at your fingertips, it can be a powerful tool to reach a wide audience of talented candidates who might be the perfect fit for your company.
So, how can you use TikTok to market to potential job candidates? Here are some engaging, scroll-stopping video ideas to drive skilled candidates to your company.
Keep It Lighthearted and Engaging
Above all else, potential candidates are scrolling through TikTok for entertainment, so it’s essential to embrace the platform’s lighthearted and fun nature. While you’re a recruiter on a mission, remember to keep your recruitment marketing content casual and engaging.
Not sure where to start? Highlight the lighter side of your workplace through office tours, team outings, and sit-downs with your current employees. When you share behind-the-scenes moments that showcase your company’s unique personality, you’ll attract job candidates who resonate with your culture. Alternatively, if you want to take advantage of the latest TikTok trends, try creating a fun dance challenge related to your company culture.
Showcase Employee Stories
Maybe you’ve already shared blog posts highlighting your company culture, but nothing speaks louder about your organization’s work environment than your employees themselves. According to marketing statistics, 84 percent of consumers value recommendations above all forms of advertising—and the same holds true for job candidates.
Try posting short video clips of your current team members sharing their work experiences, on-the-job challenges, and success stories. TikTok videos are typically between 15 and 60 seconds long, so you’ll need to get your message across quickly by sharing quick snippets. Let your current team members talk about why they love working for your organization and what makes it a great place to grow professionally.
At the end of the day, authenticity goes a long way on TikTok. Make sure your videos reflect your company’s true values and culture, and don’t be afraid to let your team shine.
Highlight Perks and Benefits
Before potential job candidates consider a position at your company, they want to know what’s in it for them—and that’s where TikTok can be your MVP. Try using TikTok to drive interest in your company by showcasing the unique perks and benefits your company offers. Short, attention-grabbing videos that highlight your company’s benefits can leave a lasting impression on potential candidates, helping you stay top of mind when they’re ready to hit the Apply button.
Whether it’s flexible work hours, wellness programs, or team-building retreats, visually demonstrate how your organization takes care of its employees. When it comes to highlighting your benefits, don’t be afraid to think beyond traditional benefits like health care and retirement plans. What benefits do you offer that your competitors don’t? How can you provide value to potential candidates?
Create a Hashtag Challenge
TikTok is famous for its challenges, and you can tap into this trend to engage potential job candidates. To start, create a challenge that aligns with your company’s values or industry and encourages TikTok users to participate. For example, if you’re hiring a salesperson, challenge candidates to share their best customer service experience.
TikTok challenges aren’t just about fun; they’re also a brilliant way to spot talent and identify individuals who are genuinely passionate about their field. At the same time, hashtags are a great way to increase the visibility of your videos on TikTok.
Try using popular hashtags related to your industry or job openings, as well as creating your own challenge hashtag to encourage user-generated content. And if you’re not ready to create your own hashtag, you can always try hopping on other trending hashtags to drive visibility. The right hashtags can put your company on the map, even if the challenge isn’t directly related to recruiting.
Offer Job Insights and Candidate Tips
Tap into your recruitment expertise to provide valuable career insights and tips on TikTok. After all, you’re not just using TikTok to attract top talent; you also want to build trust with your talent pool to stay top of mind. For example, you might short videos that offer advice on acing video interviews, resume writing, or tips for career growth. This way, you’ll show potential job candidates what to expect during the hiring process and help set them up for success.
By providing helpful content, you’re also establishing your authority in the industry and building trust with potential candidates, making them more likely to consider your company for future opportunities. Plus, you’re humanizing your brand by showing candidates that you genuinely care about their success. Here, you can also ask your current employees to talk through their interview process with your company and provide tips for future job candidates.
Collaborate With Influencers
Influencers are the star of TikTok, and partnering with relevant influencers can expand your reach significantly. Of course, collaborating with influencers can be difficult if you’re recruiting for a smaller organization, but finding influencers and brand advocates in your local community can make all the difference for potential job candidates.
To find the right partners, look for influencers whose audience aligns with your target candidates and collaborate on content related to careers, workplace culture, or industry trends. In addition, try partnering with influencers in your industry to create sponsored content promoting your job openings or company culture. This collaboration can boost your credibility, raise awareness of your employer brand, and attract a pool of potential candidates who already trust the influencer.
Include a Strong Call to Action
It’s easy to get caught up in video production and editing, but don’t forget to include a clear call to action in your videos. At the end of your video, be sure to direct interested job candidates to your company’s career page or a specific job listing.
Remember: You want to make it as easy as possible for interested individuals to apply and provide contact information for any inquiries. If you don’t already have a mobile-friendly careers website and job application process, simplify this process for job candidates since most TikTok users will land on your website from a smartphone. Ultimately, your main goal is to convert those views into job applications.
Engage Your Ideal Job Candidates
Contrary to popular belief, TikTok isn’t just for entertainment. With an effective video marketing strategy, you can turn TikTok into a valuable tool for connecting with the future employees of your company. By combining creativity and authenticity, you can market your company to potential job candidates and create a pipeline of top-tier talent.
Ready to amplify your social media presence with TikTok? Schedule a discovery call with our team to make the most of your recruitment strategy and grow your company with skilled job candidates.
