How to Use TikTok to Burnish Your Employer Brand – Inc.

Broadcasting a strong employer brand has long required going beyond an insightful career page. However these days you're likely missing out if your hiring needs aren't clearly displayed on TikTok, too.
Boston-based money manager Fidelity is among the first financial giants to dip its toes into TikTok. Since setting up its account @fidelity in June 2021, it has since amassed over 17,000 followers and almost half a million likes. The brand not only shares the "first day of work" behind-the-scene videos, but also introduces its employees in a fun way that humanizes the business.
"Candidates are spending upwards of eight to nine hours researching specific companies before they decide to apply and one of the places where they are researching is on social media," says Adam Robinson, CEO of Chicago-based talent management firm Hireology. 
The ByteDance-owned platform has witnessed a rise in career-related content recently, with 1.7 billion views on the hashtag #joblife and 72 billion views on the hashtag #smallbusiness to date. 
If you're not already using TikTok to buff up your employer brand, here's how to get started:
Millennials are more likely than any other generation to turn to social media to discover more about companies. Before sending out the posts, take a second to consider which hashtags you're adding to the post to engage a wider audience. Conduct an audience analysis to ensure your target demographic is interacting with the tags. Here are a few common career-related hashtags you could search:
Since TikTok users are generally younger than users on other social media platforms, this is a great channel to promote your internship and new grad opportunities.
Check out examples from Chipotle and The Washington Post to see how they've built a successful recruitment strategy on social. Asking your new hires to talk about their experiences at the company is a great way to promote the internship programs and show off your company culture.
Besides promoting your job opportunities on the platform, TikTok allows you to spotlight your team members' unique personalities and talents. Applicants tend to be interested in the team and should a video help them get to know their potential future colleagues, that might just be your best selling point.


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