TikTok: The secret employer branding weapon
How are Employers using TikTok
TikTok’s demographic and growth, now is as good of a time as ever to start creating buzz around your employer brand. TikTok is currently one of the few existing platforms yet to be saturated with marketers and ads.
See how some employers are using TikTok…
Guess
One of the earlier employers to get into TikTok was Guess.
They teamed up with TikTok to launch a targeted campaign towards Millennials and Gen Z in the U.S.
Guess launched #InMyDenim as a challenge to increase sales and give TikTok their first real footing in the U.S.
This hashtag challenge has generated 38.7 million views.
Ralph Lauren
Ralph Lauren was the first luxury brand to use TikTok’s sponsored hashtag challenge plus feature. The challenge asked users to post videos of themselves using or wearing Ralph Lauren products, and include #WinningRL.
This hashtag generated 734 million views.
Macy’s
Macy’s took full advantage by promoting a back-to-school challenge (#AllBrandNew) that encouraged students to post videos wearing back-to-school outfits.
This hashtag generated 1.6 billion views.
Walmart
This employee’s handle is @cameronfromwalmart
The Washington Post
How to build your Employer Brand on TikTok?
Creating content on new channels is never easy. Using what we have learned from Instagram, Facebook, Snapchat and Youtube, some similar content strategies can and should apply.
Some things never change…Focus on your People!
Similar to other visual and video dominant platforms, TikTok is an app that will work in your best interest when you focus on your people and work life culture. An interesting take would be to showcase even your CEO or Founder getting on the app and showing his/her more human side. With a creative take, it would be beneficial to show that CEOs and Founders are not so scary and that they can get involved in a younger platform to. It would make an employer seem less daunting and more interesting for potential applicants.
Heck, if I saw any CEO creating content on this platform, I would immediately show more interest in that company!
Give your employees the spotlight…Employee Take-Overs
Allow your employees or teams to take control of your TikTok account. Let them show what being an employee at your company is like. Employees should share the team activities that go on during the day, the competitive ping pong matches during lunch or even the random stretching hours! The goal is to showcase a typical day at your workplace while also being creative and fun in your short videos!
Remember, don’t be shy and don’t try to be perfect! Raw, authentic footage is what will attract not just top Talent but the right Talent to your company.
What every candidate wants to know…Showcase your EVP!
By providing an authentic and honest behind the scenes view of what life is like at your company, it will be easier for potential applicants to see themselves working for you. More importantly it will even allow you to showcase your EVP throughout different demographic groups. By being so open and straight forward, you will only attract Talent that sees themselves working for you. That is what you want right?
Use what works and apply it to your Employer Brand…Hashtag Challenges!
As a means to promoting employee engagement and workplace happiness, imagine a company having an internal hashtag challenge going around. It would create more buzz around your company while aiming to encourage potential applicants to apply as well! Take what is already proven to be successful on the platform and give it a business minded twist!