Person holding a cellphone that displays the TikTok icon with text below reading "Why Top Brands Are Using TikTok for Recruitment (and You Should, Too)

Why Top Brands Are Using TikTok for Recruitment (and You Should, Too)

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Why Top Brands Are Using TikTok for Recruitment (and You Should, Too) 1016 528 Sprockets

With nearly 100 million active users in the U.S. alone, TikTok is the latest social media phenomenon. But the fastest-growing social media platform in history is used for so much more than trendy challenges, complex dance moves, and cute pet videos. Top brands like Chipotle and Target have taken to TikTok to recruit potential hires during the labor crisis. Read on to discover what has caused this shift in strategy and why TikTok may be the future of recruitment.

Top brands are also using Sprockets to predict applicant success! Our AI-powered solution reveals which potential hires will perform like your best team members, ultimately boosting employee retention by an average of 43%.

 

Audience Is Key

There are currently 65 million Gen Zers in the U.S., and they will account for 30% of the workforce by 2030. It’s crucial to think the way they do in order to create an effective, lasting recruitment strategy. Some people might say that Gen Z is obsessed with TikTok — they make up over 60% of the platform’s user base. This tech-savvy generation spends around six hours a day on social media, with TikTok being one of their favorite platforms. Targeting Gen Z job seekers on TikTok can widen your applicant pool, empowering you to spend less time searching for your ideal hire. TikTok also targets Gen Alpha — those born after 2010. This generation is still too young to work, but they will be applying for hourly positions in a few years. It’s never too early to prepare! 

Hiring With TikTok Resumes

For the most part, Gen Zers grew up in a digital world surrounded by answers at their fingertips. They don’t want to waste countless hours updating their resumes only to be turned down or, worse, left hanging altogether. The current hiring process is ineffective as it lacks an understanding of an applicant’s passion and personality. TikTok recently launched a pilot program targeting Generation Z, where job seekers were asked to submit a video instead of a resume. As of September 2021, #tiktokresumes has over 343 million views. 

Check out this example of a TikTok resume created by University of Washington student, @makena.yee.

The Difference Between TikTok and Other Social Media Platforms

The purpose of other social media platforms used to recruit applicants is mainly informative, while TikTok’s purpose is entertainment. What makes the video-sharing platform so unique lies in its ability to bridge the gap between applicant and recruiter through shared experiences. It’s “a way to engage with [job seekers] in a way they already like to connect.” The short, 15-second videos allow applicants to highlight their passion and energy in an exciting way. 

TikTok Recruiting Tips

If you decide to hop on the bandwagon and create a profile, you might wonder where to start. Here are a few tips to seamlessly reach your audience:

  • Follow Trends
    • TikTok trends ebb and flow, so it’s important to stay up to date. Take the time to scroll through your “For You” page to see what is trending. 
  • Use Hashtags
    • Similar to other social media platforms, including hashtags in the caption or comment of your video will help target your intended audience — job seekers. It’s important to have a mix of broad and industry-specific hashtags. For example, #jobsearch has over 165 million views and #workingatmcdonalds has 3.1 million views, but they might both be valuable additions to your post.
  • Interact With Others
    • Be sure to like, comment, and share when you see a video that catches your eye — your applicant will appreciate it. Making TikTok videos takes time and creativity. Plus, establishing a connection before an interview is always a bonus. 
  • Duet/Stitch
    • Create a video and enable duet and/or stitch options. For those who are not familiar with these TikTok terms, dueting a video allows users to post a video alongside your original TikTok, and stitching lets users take a part of your original video and add it to their own. 

Replicate Your Top Performers

Similar to TikTok, Sprockets’ solution bridges the gap between talent and opportunity by finding the common thread between your best employees and incoming applicants. Plus, our platform is trusted by top brands like McDonald’s, Taco Bell, and Visiting Angels. On average, our customers see a 43% increase in employee retention, and you could achieve similar success!