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.
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.
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.
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:
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.