Why recruit on TikTok

Why Recruit On TikTok

TikTok has become the most downloaded app in the world 🌍, the most visited site and the number one destination for short-form mobile video content. If you’re a recruiter, this is big! You can increase brand visibility to new audiences without ever having to bring your dancing shoes 🩰 (unless you want to). In our recent webinar TikTok 101, we talked to Alexandra Theofankis (Agency Partnership Manager at TikTok) to debunk TikTok myths, answer your questions and find out why TikTok is essential for talent acquisition, engagement and retention. Here are some of the biggest takeaways from that conversation. 

TikTok is more than dance trends and teenagers 

Here’s a surprising statistic, 53% of TikTok’s audience is 25 years and older. Fresh grads and future interns are scrolling through videos searching for entertaining, relatable content. TikTok is home to a slew of creators who focus on helping the community navigate their careers. The hashtag #jobtok has 184 million views 🤯! 


Use TikTok for talent acquisition by showing off your day-to-day employee culture; what people can expect when they apply and get hired. You can engage potential talent by showing a “Day in the Life” of an employee to demystify prevailing stereotypes about that role. Another good tactic is to let people know about personal development opportunities available – it helps with talent retention and showcasing your company’s culture.

Reach your new audience

TikTok is a discovery streaming platform, similar to Netflix. People come to TikTok to be entertained. Here are two types of ads you can use to capitalise on this:

  •  Organic: With these ads, you create videos within the platform, and get followers to meet you and build your audience organically. People see your ad in the Followers section of their feed. 


  • Paid – These are ads that are paid that appear in TikTok’s discovery hub of content – the For You section or #foryoupage #fyp. Your ad will appear on the feeds of people who would most likely find your content interesting i.e., potential candidates. You can reach your audience where they live without chasing followers to get video views on TikTok.

Start recruiting applicants and leads  

When setting up your TikTok campaign, here’s a few things you need to know to move potential job seekers along the recruitment funnel: 

  • Use TikTok Pixel to track website data – To run ads, you need to install the TikTok Pixel which is similar to the Facebook Pixel. It’s a piece of code you install on your website to track visitors and gather data. You can use this data to target audiences. Check out our whitepaper on how to track applications here.

  • Hone in on your targets  – TikTok has a wide range of demographics to choose from. You can create ads that pinpoint the age range, language, interests, etc. criteria that are required for job positions. 

  • Experiment for best results – Your ad may perform differently according to your audience. Switch up creative assets such as images or copy and use A/B testing to figure out what is most impactful. 

  • Generate leads with lead-gen ads – These are ads where people click on & enter their contact info to a form. Afterwards they get an email with a link to a vacancy page followed by an application. In our experience you get more leads when you use this format. 

  • Follow creative best practices – Get inspiration from TikTok’s Creative Center. Here you can explore the best ads on TikTok. Also, grab attention by making the first 3 seconds of your video count and don’t make your video too short. Your video length should be at least 10 seconds. Share authentic shots or videos of your company to get viewers really engaged.

  • Set a budget of at least 20 euros a day  If you’re testing ads to find the right targets, a budget of 20 euros or more would help cover this cost and allow for time for you to optimize your campaign for best results. 

Wrapping Up 


TikTok offers a valuable space for recruiters to reach new audiences through engaging video content. From growing your recruitment outreach to increasing engagement among all audiences, TikTok is a tool every recruiter should have in their arsenal. 

Click here to watch the webinar recording for more detailed insights on how you can boost your recruitment campaigns.