Forget LinkedIn, Get TikToking

Okay, confession time. I was looking at my screen time the other day and realised how much of my life I spend on TikTok – I won't share the exact time, it's rather embarrassing! But it did get me thinking about the amount of consumer marketing you see on there, how much I buy because of it (four out of five users consider a purchase after seeing it on TikTok, don’t you know!), and how this success shouldn't be contained to consumer marketing – it's time to spread the love to Employer Branding.

I mean, think about it. TikTok has absolutely exploded in recent years. It's become the go-to platform for entertainment, connection and even shopping. But what many businesses don't realise is that TikTok can also be a powerful tool for employer branding.

It's easy to dismiss TikTok as just a platform for silly dances and viral trends (guilty as charged!). However, it's so much more than that. With over 1 billion global users, TikTok is a melting pot of diverse communities, interests and voices. This makes it the perfect place to reach a large and engaged audience, including potential employees.

The Power of TikTok for Employer Branding

• Massive Reach: TikTok has a huge global audience, which means your employer branding content has the potential to be seen by a ridiculous number of people. We’re talking a billion, people!
• High Engagement: TikTok users are highly engaged with the platform – seriously, have you seen how long people spend on that app? This means your content is more likely to be seen and interacted with.
• Creative Format: TikTok's unique format allows you to create fun and engaging content that showcases your company culture and values. Think less corporate video, more hilarious office antics. And guess what? Ads on TikTok get re-watched 1.8x more than any other platform. Boom!
• Authenticity: TikTok users value authenticity, so it's important to be genuine and transparent in your employer branding content. No one likes a try-hard.

How to Use TikTok for Employer Branding

• Showcase Your Company Culture: Give potential employees a behind-the-scenes look at what it's like to work at your company. Share videos of your team having fun, participating in company events or just generally being awesome.
• Highlight Employee Stories: Let your employees be your brand ambassadors. Encourage them to create TikTok videos about their experiences working at your company. Think testimonials, but way more fun.
• Create Engaging Challenges: Launch TikTok challenges that encourage users to engage with your brand and learn more about your company. Who knows, you might even go viral!
• Partner with Influencers: Collaborate with relevant TikTok influencers to reach a wider audience and promote your employer brand. Think of it as influencer marketing but for jobs.

TikTok is Not Just for Consumer Marketing

While TikTok is undoubtedly a powerful platform for consumer marketing, it's also a valuable tool for employer branding. In fact, research has shown that TikTok ads are more likely to be re-watched and result in a higher intent to buy than ads on other platforms. So why not use that to your advantage and get people excited about working for you? TikTok ads’ entertainment focus results in a 15% higher intent-to-buy than other platforms – told you!

The Science Behind TikTok's Success

TikTok's success can be attributed, in part, to its ability to deliver dopamine. The app's endless stream of entertaining content keeps users coming back for more. This not only makes people happier but also more connected and healthier (apparently!). It’s scientifically proven, people!

Don't Miss Out on the TikTok Opportunity

If you're not already using TikTok for employer branding, you're missing out on a huge opportunity. With its massive reach, high engagement and creative format, TikTok can help you attract top talent and build a strong employer brand.