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On TikTok, Emily Durham is a content creator with over 200,000 followers. She also works as a senior recruiter for Intuit. Durham’s following on the social platform and her success show how influencers and content creators on TikTok can strengthen an organization’s recruiting efforts.
“Having a social presence has been a game changer for me from an expert perspective,” Durham said. “Probably half of the candidates that I reach out to have responded with, ‘Oh my god, I follow you on TikTok,’ especially with early profession talent or after I’m recruiting for other HR roles at Intuit.”
Durham said while she doesn’t post Intuit-specific content, the corporate’s trust and open-mindedness about her TikTok presence allows her content to be mutually useful for her and Intuit. Her TikTok presence gives potential candidates familiarity and recognition that always leads them to use and be enthusiastic about roles at Intuit.
TikTok influencers help recruit desired candidates
When you consider how people previously looked for jobs, it’s most probably they turned first to their local newspaper for open roles. When the web got here onto the scene, people began searching on sites like Indeed, Monster, ZipRecruiter, and eventually LinkedIn.
Now, especially with younger audiences, firms can use TikTok to advertise open roles and reach candidates, like Gen Z and millennials, said Erin Lazarus, director of solution architects at SHL, a knowledge and insights platform for talent acquisition and management. An influencer promoting open roles will help increase the impact of an organization’s recruiting effort.
“Gen Z and millennial audiences, from a worth perspective, appreciate authenticity. What we used to consider social content, which was previously over-edited, commercial-like content, doesn’t resonate with those audiences,” Durham said. “Actually, you could have about two to 4 seconds before a millennial or Gen Z social media consumer will scroll past your video.”
Durham said firms can hire influencers, who’re real and authentic, to post content about what it’s wish to work at an organization and why someone should work there.
“Influencers have trust and credibility with their audiences, they usually’ve develop into what I believe of because the signal through the noise,” Lazarus said. “Within the digital world, opportunities are nearly countless, and that level of alternative creates a lot noise around us.”
Lazarus said influencers help employers increase the signal of their opportunities and cut through the noise to achieve a more targeted audience, and TikTok is one among the mediums to achieve audiences the fastest.
Finding the proper kind of TikTok influencer
Lazarus said firms enthusiastic about using TikTok influencers to advertise jobs, must first distinguish between the different sorts of influencers and which of them have the proper following to achieve ideal candidates.
“The primary category is celebrities, and there are fewer celebrities promoting jobs than other varieties of influencers. One other kind of influencer is content creators or bloggers, like who we follow on TikTok and Instagram,” Lazarus said. “A 3rd category, where most influencers are likely living for recruitment efforts, is industry leaders and thought leaders.”
These categories aren’t siloed, and influencers can exist across these distinctions. Influencers can have large or small followings, they could be community leaders, they usually can concentrate on a particular topic or area of interest area. With Durham’s specialty in profession coaching and job searching advice, she could be described as a thought leader in that area on TikTok.
“Thought and industry leaders could possibly be local from a geographical perspective or from an industry perspective,” Lazarus said. “These are also influencers that may operate each online and in person in an expert setting to assist with recruitment efforts.”
It is also essential to make sure that your organization’s TikTok influencers have a following relatively positioned to the locations you are hiring for, said Daniel Blaser, a senior content manager at Workstream, a recruiting and hiring platform for local businesses and restaurants to fill hourly and deskless roles.
Blaser said firms, especially local businesses, don’t necessarily must tap into influencers with thousands and thousands of followers to recruit for open jobs. Firms can engage with influencers, of any scale, that may reach their targeted group of potential employees.
“Anyone could be an influencer in the event that they have an engaged following, and there are those who have an engaged following for whoever you would like to hook up with, as a business, and in your hiring efforts,” Blaser said.
Blaser added that firms may even have their existing employees post videos or content on TikTok and develop into an influencer for his or her business. The main focus ought to be on how well the content resonates with audiences.
Easy methods to start leveraging TikTok influencers
Influencers could be hired, if an organization is looking to achieve an existing following from a content creator like Durham, or influencers could be created, like Blaser suggested, from existing employees who may discover a recent following.
Lazarus said influencers on TikTok, and all social platforms, can advertise your organization’s recruiting efforts of their short videos, in sound bites on podcasts, or in advertisements in newsletters, wherever the influencer’s following reaches.
“An organization should ask: Who’s my audience? What type of candidates am I in search of? How do I reach them? What media are they consuming?” Lazarus said. That helps you determine: Who’re the trendsetters within the areas I’m recruiting for? How do I get in contact with them?
Lazarus said this can be a growing and exciting trend in recruitment and talent acquisition. Social media recruiters play a strategic role within the talent strategy of a company, she added, and it may well help ensure they’re bringing in the perfect talent and make them get creative in approaching talent.
“There are so many alternative ways you’ll be able to get creative, so long as you are highlighting the voices of the authentic people at your organization,” Durham said. “That is where you are going to see impact and profit. You are going to see absolutely nothing in case you’re a company first and a people-company second.”
Lazarus said TikTok influencers may also help firms increase diversity and reach underrepresented populations, because any such recruitment reaches candidates through their trusted sources that they are already consuming.
“We have now a possibility as organizations to actually compete for the perfect talent on the market to extend diversity, create more inclusion, and convey ourselves to where those pipelines are,” Lazarus said. “These platforms help us create a various, enriched pipeline of candidates from every walk of life.”