TikTok employer branding

Three tips to boost your employer brand on TikTok

Resources / July 27, 2021

Short-form video can be a powerful tool to boost your employer brand, giving potential recruits a glimpse into your company's culture and benefits in a way that is authentic and relatable. Increasingly, employers are looking to video platforms like TikTok, Instagram Stories, Snapchat and more to showcase their workplace in a visually dynamic way. As you embark on this, keep the following ABCs of employment branding on TikTok in mind.

Employer branding videos on TikTok give a behind-the-scenes glimpse into your company in a way that is authentic and relatable

The ABCs of employment branding on TikTok

Authenticity

Short-form employer branding videos on TikTok are effective because they are relatable to the audience. They give a glimpse inside your organization in an unvarnished way, free from the corporate messaging and gauzy production value that is a turnoff to millennials and Generation Z workers. When real workers showcase their employment experiences at the company, it provides a reference point to potential recruits that they can relate to ("This person is a normal person like me") and the message they deliver about why they work for you, and what they think about their experience, becomes all the more impactful.

Branding

This authenticity is powerful and can drive home important messages about your company's culture, values, business strategy, and employer differentiation. However, it's not without risk empowering your employee ambassadors to speak on your behalf opens the door to missteps and off-brand comments. To mitigate this, you can consider broad guidelines to employee creators on content guidelines and expectations. Better though is instilling a culture of trust with your employee ambassadors they can trust you to give them latitude about the content they'll post (even if the slightly irreverent TikTok format is uncomfortable by traditional employer brand expectations) and in return, you can trust them to represent the brand and its values appropriately. An initial expectations and boundary-setting meeting can be helpful in this example.

Setting boundaries and expectations in a culture of trust can help your employer TikTok videos stay on-brand
Setting boundaries and expectations in a culture of trust can help your employer TikTok videos stay on-brand

Content

Employment branding videos can highlight why your organization is a compelling opportunity in a variety of different ways. Consider some of the ideas below on areas you can focus on in your employer branding videos:

  • Benefits. Hone in on some of the benefits your company offers to workers, and consider dedicating a video to one benefit (or even an aspect of a benefit), versus trying to tackle all of them at once. Ideas can include: on-site fitness facilities, remote work opportunities, community service opportunities, employee discounts, health benefits and more.
  • Coworkers. We all know that job satisfaction is influenced by the people we work with. Encouraging your workers to showcase the teams they're part of, and the support and camraderie they experience can help further your employer brand. You could include featuring a thoughtful welcome gift a manager provides as part of new employee onboarding. Or you could go behind-the-scenes and showcase how you celebrate employee achievements at a team party.
  • Job content. Every job has interesting and intriguing aspects about it, and pulling back the curtain on this can engage and motivate candidates. Brainstorm with your team the most interesting micro-aspects about your work, and narrow in on those for TikTok-style employer branding videos. For example, taking the viewer behind-the-scenes into your warehouse to view a new employee learning how to drive a forklift could be an amusing experience not usually seen (and could showcase the patience of a manager in teaching).
  • Employee development. Research indicates that one of the primary things Gen Z employees are looking for in a job is the ability to grow and develop their careers. Consider having your employees showcase some of your mentoring or learning & development programs as a result.
Focus in on content areas - like benefits, coworkers, job content and employee development - to feature in your TikTok employer branding videos
Focus in on content areas - like benefits, coworkers, job content and employee development - to feature in your TikTok employer branding videos

Employer branding videos can be a powerful tool to give a glimpse inside your organization to potential employees. Although giving viewers an authentic, behind-the-scenes can be intimidating from a brand perspective, cultivating a culture of trust (along with some boundary setting) can help your employees stay on-brand. In addition, honing in on micro-elements of your company's workplace experience whether that be benefits, coworkers, job content and more can provide ideas you can use to jumpstart your TikTok employer branding video strategy.

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