More applicants! Social Media Recruiting via TikTok & Instagram

In today’s digital era, social media has not only influenced our personal lives, but also the way companies find and recruit their employees. In particular, platforms like TikTok and Instagram have become indispensable tools in the field of recruitment. In this article, we take a look at the opportunities these platforms offer to find qualified employees and how agencies can use these channels effectively.

TikTok, Instagram or? Current user numbers

Before our look at TikTok and Instagram, here are the current user numbers, compared to other social apps. Instagram and TikTok are approaching the top of the rankings.

Statistic: Most popular social networks worldwide as of January 2023, ranked by number of monthly active users (in millions) | Statista

Source: Statista

TikTok and Instagram are becoming more relevant as a resume and in the application process as described on ExpressVPN:

“Companies are seeing the value of social media in recruiting and hiring is occurring through so-called ‘casual social media’ platforms (not LinkedIn).”

What? Personal recruiting and not on LinkedIn? Exactly!

Find employees with TikTok

TikTok, originally known for short, entertaining video clips, has become a global phenomenon, attracting users of all ages. The younger generation in particular has chosen the platform as their preferred source of information and entertainment. With millions of users worldwide, TikTok offers a unique opportunity to reach potential employees who may not be accessible to traditional recruiting channels.

Who do you reach on TikTok (users and age)

TikTok’s user:s are diverse, but the platform mainly attracts young people aged 16 to 34. This provides an opportunity to reach Millennials and Gen Z, who are increasingly entering the job market. Companies can use this to present themselves as attractive employers and specifically address the values and interests of these young talents.

Agencies and TikTok recruiting: insights into the process

Agencies that specialize in TikTok recruiting use the creative nature of the platform to help companies find employees. They create engaging and informative videos that showcase company culture, career opportunities, and benefits. These videos can go viral and appeal to a wide range of potential candidates.

Example TikTok campaign: training for German supermarket chain

A German supermarket chain decided to use TikTok for their apprentice recruitment. In collaboration with an agency, they created short videos in which current apprentices shared their experiences. These videos were tagged with the campaign hashtag and encouraged young people to apply for the apprenticeship positions. The campaign garnered thousands of views and resulted in a significant increase in applications, with the support of data-driven TikTok ads.

Employee Booster: TikTok Ads

To reach people aged 17 to 28 on TikTok, select the target audience accordingly in Ads Manager. Use In-Feed ads, TopView ads, or Branded Hashtag Challenges. Create entertaining and engaging content that reflects trends and interests of the target audience. Integrate a clear call-to-action and monitor click-through rate and engagement. Optimize based on performance. Consider visual effects, music, and motion that are characteristic of TikTok. Limit ad frequency to avoid oversaturation. By following these steps, you can create effective TikTok ads and successfully target young users.

How to place an ad on TikTok?

  1. Define target group: In Ads Manager, select the age group 17-28.
  2. Choose ad type: Choose In-Feed, TopView or Hashtag Challenge.
  3. Creative content: Create fun, trendy videos with music and visual effects.
  4. Call-to-action: integrate clear call to action, e.g. “Buy now” or “Learn more”.
  5. Monitor performance: Track click-through rate, engagement, and conversion.
  6. Optimize: Adjust ads based on results to increase effectiveness.

More about advertising and our agency:

Find employees with Instagram

Instagram, one of the most popular platforms for visual content, offers companies the opportunity to address potential employees in a creative and authentic way.

Who do you reach on Instagram (users and age)

The platform attracts users of all ages, with a focus on the 18-44 age group.

How does an agency work in Instagram recruiting?

In Instagram recruiting, agencies rely on aesthetic posts, stories, and live videos to capture the attention of users. This content often showcases the work environment, team dynamics, and diverse career opportunities within the company. By using relevant hashtags and location tags, companies can increase their reach and target potential applicants.

Example Instagram campaign: employees for American café chain

An American coffee shop chain wanted to expand its workforce and decided to use Instagram to find employees. The agency created a series of story posts in which employees talked about their daily experiences. By using interactive features such as polls and questions, users were able to engage directly with the company. The campaign led to an increase in applications and promoted the company’s image as an attractive employer.

Employee Booster: Instagram Ads

As effective as benefits of TikTok Ads are, so are Instagram Ads. Read more here: