How TikTok influencers are helping companies recruit new workers

On TikTok, Emily Durham is a content material creator with over 200,000 followers. She additionally works as a senior recruiter for Intuit. Durham’s following on the social platform and her success present how influencers and content material creators on TikTok can strengthen an organization’s recruiting efforts.

“Having a social presence has been a game changer for me from a professional perspective,” Durham mentioned. “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.”

Durham mentioned whereas she would not submit Intuit-specific content material, the corporate’s belief and open-mindedness about her TikTok presence permits her content material to be mutually helpful for her and Intuit. Her TikTok presence offers potential candidates familiarity and recognition that always leads them to use and be eager about roles at Intuit.

When you concentrate on how folks beforehand looked for jobs, it is almost certainly they turned first to their native newspaper for open roles. When the web got here onto the scene, folks started looking on websites like Indeed, Monster, ZipRecruiter, and finally LinkedIn.

Now, particularly with youthful audiences, firms can use TikTok to promote open roles and attain candidates, like Gen Z and millennials, mentioned Erin Lazarus, director of answer architects at SHL, an information and insights platform for expertise acquisition and administration. An influencer selling open roles may also help enhance the influence of an organization’s recruiting effort.

“Gen Z and millennial audiences, from a value perspective, appreciate authenticity. What we used to think of social content, which was previously over-edited, commercial-like content, doesn’t resonate with those audiences,” Durham mentioned. “In fact, you have about two to four seconds before a millennial or Gen Z social media consumer will scroll past your video.”

Durham mentioned firms can rent influencers, who’re actual and genuine, to submit content material about what it is prefer to work at an organization and why somebody ought to work there.

“Influencers have trust and credibility with their audiences, and they’ve become what I think of as the signal through the noise,” Lazarus mentioned. “In the digital world, opportunities are nearly endless, and that level of choice creates so much noise around us.”

Lazarus mentioned influencers assist employers enhance the sign of their alternatives and reduce by way of the noise to achieve a extra focused viewers, and TikTok is likely one of the mediums to achieve audiences the quickest.

Lazarus mentioned firms eager about utilizing TikTok influencers to advertise jobs, should first distinguish between the several types of influencers and which of them have the best following to achieve preferrred candidates.

“The first category is celebrities, and there are fewer celebrities promoting jobs than other types of influencers. Another type of influencer is content creators or bloggers, like who we follow on TikTok and Instagram,” Lazarus mentioned. “A third category, where most influencers are likely living for recruitment efforts, is industry leaders and thought leaders.”

These classes will not be siloed, and influencers can exist throughout these distinctions. Influencers can have massive or small followings, they are often neighborhood leaders, they usually can focus on a particular matter or area of interest space. With Durham’s specialty in profession teaching and job looking recommendation, she could be described as a thought chief in that space on TikTok.

“Thought and industry leaders could be local from a geographical perspective or from an industry perspective,” Lazarus mentioned. “These are also influencers that can operate both online and in person in a professional setting to help with recruitment efforts.”

It’s additionally vital to make sure that your organization’s TikTok influencers have a following comparatively positioned to the areas you are hiring for, mentioned Daniel Blaser, a senior content material supervisor at Workstream, a recruiting and hiring platform for native companies and eating places to fill hourly and deskless roles.

Blaser mentioned firms, particularly native companies, do not essentially must faucet into influencers with thousands and thousands of followers to recruit for open jobs. Companies can have interaction with influencers, of any scale, that may attain their focused group of potential workers.

“Anyone can be an influencer if they have an engaged following, and there are people that have an engaged following for whoever you want to connect to, as a business, and in your hiring efforts,” Blaser mentioned.

Blaser added that firms may even have their current workers submit movies or content material on TikTok and develop into an influencer for his or her enterprise. The focus ought to be on how effectively the content material resonates with audiences.

Influencers could be employed, if an organization is seeking to attain an current following from a content material creator like Durham, or influencers could be created, like Blaser instructed, from current workers who might discover a new following.

Lazarus mentioned influencers on TikTok, and all social platforms, can promote your organization’s recruiting efforts of their brief movies, in sound bites on podcasts, or in commercials in newsletters, wherever the influencer’s following reaches.

“A company should ask: Who is my target audience? What kind of candidates am I looking for? How do I reach them? What media are they consuming?” Lazarus mentioned. That helps you determine: Who are the trendsetters within the areas I’m recruiting for? How do I get in contact with them?

Lazarus mentioned this can be a rising and thrilling development in recruitment and expertise acquisition. Social media recruiters play a strategic function within the expertise technique of a corporation, she added, and it could actually assist guarantee they’re bringing in one of the best expertise and cause them to get artistic in approaching expertise.

“There are so many different ways you can get creative, as long as you’re highlighting the voices of the authentic people at your organization,” Durham mentioned. “That’s where you’re going to see impact and benefit. You’re going to see absolutely nothing if you’re an organization first and a people-company second.”

Lazarus mentioned TikTok influencers may also assist firms enhance variety and attain underrepresented populations, as a result of this kind of recruitment reaches candidates by way of their trusted sources that they are already consuming.

“We have an opportunity as organizations to really compete for the best talent out there to increase diversity, create more inclusion, and bring ourselves to where those pipelines are,” Lazarus mentioned. “These platforms help us create a diverse, enriched pipeline of candidates from every walk of life.”