Why should TikTok be part of your mass recruitment sources?

TikTok is the fastest-growing social network in the world, surpassing Instagram, while Snapchat seems to have completely disappeared from the radar. It is the dominant platform for people aged 18-35, and 40% of that population now uses it as a search reference, even ahead of Google. This shift has opened new opportunities for companies in their mass recruitment strategies, allowing them to connect with candidates in a more dynamic and effective way.

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TikTok: A perfect recruitment source for your employer brand

Its rapid growth and ability to attract a younger audience make TikTok an essential tool for high-volume recruitment. It's no longer just about posting on job boards; companies are now leveraging TikTok ads to capture the attention of candidates who might not be actively looking for a job.

The focus on employer branding via TikTok signals much faster and more candidate-friendly selection and hiring processes. Talented individuals are discerning and expect a high-quality candidate experience.

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Connecting with passive candidates

One of TikTok’s biggest advantages is its ability to reach passive candidates—those who are not actively seeking new employment but can’t resist an attractive opportunity that appears in their feed. This is where recruitment ads on social media excel: they allow companies to showcase themselves in an appealing, dynamic, and visually impactful manner.

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The importance of Paid Ads

While it’s possible to build a solid organic presence on TikTok, paid video ads offer significantly higher returns. A small investment in ads allows you to reach thousands of viewers from specific geographic and demographic groups. These ads allow companies to create content specifically designed to attract candidates, using audience targeting to ensure that the message reaches the right people.

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→ Did you know that 73% of leading companies in the U.S. are already using videos as a recruitment strategy? However, in Latin America, this number is much lower, which presents a unique opportunity to stand out in the region.

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A recruitment video ad is not just any clip; it’s a powerful tool to strengthen your employer brand and improve your cost per applicant. Videos help you authentically showcase your company culture, which can make candidates feel connected to your organization from the very beginning.

Effective content includes videos that highlight day-to-day life at the company, showcase benefits, and advertise job openings. These formats not only attract more applicants but also humanize your brand, which is essential for attracting high-quality candidates.

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How to use TikTok for recruitment

To succeed on TikTok, it’s crucial to understand the platform’s unique context. The best-performing videos on this platform usually follow these principles:

• Vertical format and selfie style: This format feels more natural and makes your content seem closer and more authentic.
• Short and concise: TikTok is a fast-paced platform, so your videos should reflect that. Aim for clips around 10 seconds long.
• Humanized content: Videos made by regular users often perform better than professionally produced, high-quality content. Surprisingly, candidates prefer content that feels more real and accessible.

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Connect your recruitment CRM to TikTok

Given the massive number of leads that TikTok can generate, it’s essential to have a system in place to manage these contacts in real time. Connecting your CRM (Candidate Relationship Manager) to TikTok is a must to keep up in a fast-paced environment. A tool that captures and filters candidates in real time will be crucial to filling your vacancies quickly.

→ Pro Tip: To maximize conversions, avoid traditional application processes and use instant messaging platforms like WhatsApp, especially in Latin America, to connect more efficiently with candidates.

Read more about how to use WhatsApp as a recruitment platform.

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Metrics to measure the success of your TikTok strategy

Finally, you can’t improve what you don’t measure. Be sure to closely track your cost per hire and cost per applicant on TikTok. Remember, the key to success on this platform is fast interaction and direct connections with candidates.

It’s important that recruitment marketing doesn’t just focus on clicks and impressions; it should be focused on generating actual hires. This is relevant whether you manage marketing in-house or work with an agency. Monitoring this metric will show if you’re effectively targeting the right audience with your ads.

TikTok is transforming the landscape of mass recruitment. Take advantage of this platform to connect with the next generation of talent by using authentic, targeted content that humanizes your brand and helps you stand out in an increasingly competitive market.

Would you like to learn more? Connect with our Social Media and Recruitment Advertising Specialists and schedule a demo to see how you can capture the most applicants in the shortest amount of time.

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