TikTok for employer branding and your recruitment

Are the candidates using TikTok for their job search?

While TikTok is primarily known as a platform for short form entertainment content, it has also emerged as a potential tool for job searching and career development. However, it is still a relatively new concept and not yet widely adopted as a job search platform compared to more traditional job search websites and social media platforms.

Some users have started using TikTok to share their job search journey, highlighting their skills and qualifications and showcaseing their personality to potential employers. This has led to the emergence of hashtags such as #careeradvice, #jobsearch and #hireme on the platform.

However, it is important to note that TikTok is not yet a mainstream job search platform and should not be relied on as the sole source for job opportunities. It can be used as a supplemental tool in your job search strategy, but candidates should still continue to use established job search methods such as job search websites, professional networking platforms like LinkedIn and job portals like findjobhub.com

But to state that TikTok cannot be used in terms of talent attraction would be a mistake. TikTok is a good way of making brand awareness and starting the journey for the upcoming applicants. Let's see how TikTok can be used in a proper way.

TikTok for employer branding

TikTok can be a valuable tool for employer branding if used effectively.

As one of the fastest growing social media platforms, TikTok offers a unique opportunity to reach a younger and more diverse audience.

Here are some tips for using TikTok for employer branding:

1. Highlight your company culture: Use TikTok to showcase your company's culture, values and working environment. Share videos of your employees at work, participating in team building activities and enjoying company events. This can help potential candidates get a better sense of what it's like to work at your company

2. Show off your employees: Encourage your employees to create TikTok videos that highlight their experiences working for your company. This can be a great way to show potential candidates what it's like to work for your company from the perspective of current employees

3. Use TikTok to share job postings: Encourage your followers to apply. You can make these videos fun and engaging by using music, special effects and other TikTok features

4. Use hashtags: Use relevant hashtags to help your videos reach a larger audience. For example, you could use #careers, #hiring, #yourcompanyname or #graduateprogramme to attract job seekers who are actively looking for employment

5. TikTok users value authenticity: It's important to be genuine in your videos. Don't try to create videos that are overly polished or scripted, instead aim for videos that feel natural and authentic

Meanwhile, not all target groups are active on the TikTok platform, so let's check out some stats.

Is TikTok effective for all target groups?

According to a study (Statista.com) conducted in January 2023, around 21.5% of TikTok's worldwide audience consisted of women aged 18-24, while approximately 17% were male users of the same age group. The platform's audience was also made up of 17% female users aged 25-34 and 15% male users in the same age group.

TikTok has over 1 billion active users worldwide but is most popular in Asia, with China and India being the largest markets. However, the app has also seen significant growth in the United States and other Western countries. There is no reliable data available on the number of TikTok users specifically in Denmark.

Overall, TikTok's user base is predominantly young and highly engaged, making it a valuable platform for brands looking to reach a younger audience like generation Z.

If we dig into the Danish job market and the use of TikTok for employer branding purposes you can check out some of the major brands.

The best Danish brands on TikTok

Let's see how five of the biggest Danish brands are using TikTok for employer branding:

1. Novo Nordisk is a global healthcare company based in Denmark, it has a strong presence on TikTok with over 4,500 followers. The company uses the platform to showcase its company culture, highlight its employees and share information about its products and services

2. Maersk is a global shipping company with Danish origin, it has over 3,500 followers on TikTok. The company uses the platform to showcase its working environment, highlight its employees and share information about its industry

3. Grundfos, a global pump and water solutions company with a headquarter in Denmark, has over 2,000 followers on TikTok. The company uses the platform to showcase its products, highlight its employees and share information about its sustainability efforts

4. Carlsberg with the slogan: "Probably the best beer in the world", is a global beer brand based in Denmark, it has over 15,000 followers on TikTok. The company uses the platform to showcase its brand, highlight its employees and share information about its products and services

5. Novozymes is a global biotechnology company based in Denmark, it has over 3,000 followers on TikTok. The company uses the platform to showcase its company culture, highlight its employees and share information about its sustainability efforts

Now you are ready to make an employer branding campaign on TikTok yourself.

How to make a TikTok employer branding campaign?

Creating a TikTok employer branding campaign can be an effective way to showcase your company culture and attract potential candidates.

Here are some steps you can take to create a TikTok employer branding campaign. The following seven points are important to gain success.

1. Define your goals: Determine what you want to achieve with your campaign. Do you want to showcase your company culture, highlight your employees, or promote job openings? Defining your goals will help you create content that is relevant and engaging to your target audience

2. Identify your target audience: Determine who you want to reach with your campaign. Are you targeting recent graduates, entry level job seekers, or experienced professionals? Understanding your target audience will help you create content that resonates with them

3. Develop a content strategy: Create a plan for the types of content you want to create and how often you will post. Consider using a mix of formats, such as employee spotlights, behind the scenes glimpses of your company, and fun challenges that showcase your company culture

4. Collaborate with employees: Encourage your employees to create content for your TikTok campaign. This can help showcase your company culture from the perspective of current employees and make your campaign more authentic and relatable

5. Use relevant hashtags: Help your content reach a wider audience. Consider using hashtags such as #careers, #hiring, or #jobsearch to attract job seekers who are actively looking for employment

6. Engage with your audience: Respond to comments and engage with your followers to build a community on TikTok. This can help you create a positive brand image and attract potential candidates

7. Track your results: Monitor the performance of your TikTok employer branding campaign to determine what is working well and what can be improved. Use metrics such as views, likes and shares to gauge the success of your campaign

It might be a bit overwhelming, so if you would like a piece of expert advice, you may click on the button below.

Then you will be invited to an online meeting which is free of charge.