Working with TikTok’s algorithm is essential for driving organic engagement

TikTok’s popularity continues to soar despite concerns about data privacy, and recruiters are taking notice. The social media platform has over 1 billion monthly active users and solid reach to users in the U.S. aged 18 and up, making it an attractive space for recruitment. Companies ranging from giants like Target to small mom-and-pop shops are leveraging TikTok to find job candidates. However, the key to success is creating the right campaign for the right job.

Working with TikTok’s algorithm is essential for driving organic engagement. While organic reach can be effective, it requires regular posting to feed the algorithm. For smaller businesses that may not have the time or resources to produce regular content, partnering with influencers or employees who have built-in audiences can be a workaround. Companies can work with influencers to promote content about what it’s like to work for a particular company or leverage employees who have TikTok followings already.

Paid promotions on TikTok can be effective for entry-level roles, but the platform’s promotion platform can be more limiting than on other social media platforms. TikTok only allows users to choose one interest for paid promotions, which can be limiting for more specific job roles. However, paid promotions can be highly effective in grabbing attention and leading someone into the recruiting process.

Companies should be aware that potential job candidates are likely to research the brand’s social media platforms when considering job opportunities, including TikTok. Having TikTok videos that showcase work culture and values can be a good way for companies to project their culture and values to potential candidates. TikTok can be a supplemental component of a broader social media strategy, but it is important to consider where the audience is spending their time and where to allocate recruitment resources.

Emily Durham, a TikTok creator with more than 200,000 followers and a senior recruiter for Intuit said that she posts all kinds of videos, from dating advice to info on job interviews. She’s not exactly pushing content about working for Intuit, but her presence still lifts the company’s profile.

She said: “Having a social presence has been a game changer for me from a professional perspective. Probably half of the candidates that I reach out to have responded with, ‘Oh my god, I follow you on TikTok,’ especially with early career talent or when I’m recruiting for other HR roles at Intuit.”

Debbie Walton, Editor at TALiNT Partners commented: “I think it’s tricky using a personal social media profile for work purposes. If the posted content doesn’t align for an employer brand or is deemed offensive (very possible these days) to anyone, it will not only reflect poorly on the organisation, but also the employee. Proceed with caution.”