The Hidden Mystery Behind Download Tiktok Videos
Okay, after hearing about all of the TikTok recruiting buzz, I thought it was finally time to take a deep dive into it. I am not a TikTok user, so I thought for the purpose of this blog, I must download the app! Upon login, I was immediately blasted with a video. It took a moment to orient myself as random videos flashed on my screen, but soon after I was swiftly navigating around the app. I checked out trending hashtags and videos, then unexpectedly, I found myself laughing aloud! From men doing dramatic jumps off of ledges for pizza rolls waiting for them at home, to a woman recording a video about the co-worker you are annoyed with during Zoom® meetings, I was easily (and quickly) entertained.
I then decided to get serious, and search for “career advice”, since that was a recent hashtag trending on TikTok (and that is probably a bit more relevant for this blog than a video showing someone running home for pizza rolls.) What I thought would be a series of more serious videos, were actually more videos that made me laugh out loud! I wasn’t expecting career advice to be both educational and entertaining! Could TikTok really be a good place for recruiters to dabble into, I thought?
In this blog, we will take a look at what TikTok could mean for recruiters: Is it really the right platform to be recruiting on? What are the benefits of using it? What kind of videos do you post on it? What are somethings you need to consider before using it? We will look into all of these questions and even explore the rumored new job service that TikTok is currently piloting.
First, what is TikTok?
Before downloading the app, I knew what TikTok was, but you never really know how it works until you use it first-hand. If you are very much not familiar with TikTok, it is a social media application that allows you to create short form videos. To your videos you can add effects, filters, increase speed, add a background, splice videos together, and more! If you are viewing videos, you can view by topic, trending hashtags, search for hashtags or topics, and even follow users. You will find all sorts of videos on the application from dancing videos, to pranks, to how to videos, to videos for just pure comedy. There is not one type of TikTok video out there!
That’s cool, but what’s all the buzz about?
In 2020, TikTok became the most downloaded app worldwide, overtaking Facebook, Instagram, and Zoom.(1) The App Annie State of Mobile report shows TikTok is currently on track to hit 1.2 billion active users in 2021. Demographic wise, 78% of TikTok users are under 39 with 30% falling between the ages of 20-29 based on a recent report published by Statista.(2) While the age group is younger, what is important to note is that Millennials and Gen Z’s are becoming the largest demographic in the workforce as Baby Boomers retire. Millennials have already become the largest group of professionals in the U.S. Labor Force, making up 1/3 of employees.(3)
If one thing is for certain from these stats, TikTok usage is rapidly on the rise, especially for younger generations. Companies want to be able to get in front of the right candidates for opportunities, which is why more staffing and recruiting companies have flocked to TikTok, where the largest demographic in the workforce is spending their time.
How are companies using TikTok for recruitment?
Despite what the statistics show, TikTok can still seem like an unusual place to spend time recruiting candidates. How do you approach potential candidates on TikTok? What kind of videos should you post? Below are a few different video ideas that companies can try to attract talent:
Promote Jobs Using Hashtags
HBO promoted a job on TikTok using the hashtag #HBOMaxsummerintern and received 300 applications.(4) The clothing brand Hollister also experimented with TikTok to recruit job applicants. They created a promo video with singer Montana Tucker to encourage applications for a social media position. Job applicants were encouraged to use the hashtag #HCoHireMe and post a video that brings a t-shirt to life.
While you may not be a large corporation like HBO or Hollister, these are good examples of some of the ways you can use hashtags on TikTok to either complement a video you are posting about a job or encourage others to post a video using your hashtag.
Tips and Career Advice
Companies can also post videos offering job search tips and career advice. When I searched for “career advice” on TikTok, a whole plethora of videos popped up! The ones with the highest views though made the videos engaging. They don’t necessarily have to be comedic, but you want them to be fast-paced and captivating. Videos that are 60 seconds or less are ideal. TikTok videos can only be 15 seconds long (when recording on TikTok), but you can string 4 15 second videos together. You can make these videos interesting by adding text, filters, and backgrounds. If you are stringing 15 second videos together, you can even consider using different backgrounds or shooting them from different locations.
This was an entertaining video I came across featuring tips on rewriting a retail resume! It’s engaging, comedic, but also really informative and offers good advice on ways to improve a retail resume.
Behind the Scenes/Day in the Life
Another kind of video that staffing and recruiting companies can record are “Behind the Scenes” or “Day in the Life” videos. These can be videos that either feature your company or a client you are looking to fill a position for. If you want to promote your company, you can feature recruiters as brand ambassadors discussing how the process works when candidates work with your company. You can even feature videos discussing the benefits of working with your company and how you can help them.
On the other side of things, staffing and recruiting companies can take videos for their clients about a job discussing the “day in the life” of that position and “behind the scenes” information on how it would be like working for that company.
Brand Awareness and Challenges
Companies can also post videos for just pure brand awareness! Is there anything fun you are doing at your company that is different and would make you stand out from your competitors? Perhaps it’s celebrations you are having at your office that highlights your company culture. Or maybe there is a challenge you are having at your office that you want to extend to others. Chipotle was one of the first companies to attract talent by going viral.(5) The company posted a video that showed an employee landing a lid on a food container. This led to a lid-flip challenge that produced over 110,000 video submissions. Snaptik Chipotle recognized TikTok’s impact on brand awareness and landed up creating a recruiting strategy just for TikTok.