TikTok is becoming an increasingly worthwhile tool for recruitment, especially within the hospitality industry.
With over 1 billion monthly users, it’s more than likely that your current and future employees are already part of the TikTok user base. This is reason alone to utilise the platform to develop your company culture and identity as well as to discover, attract and hire potential candidates.
The Caterer recently reported that a TikTok campaign from BM Caterers drove a 900% increase in visits to its recruitment website.
TikTok discoverability
If you are currently recruiting on LinkedIn or Instagram but ignoring TikTok, it’s important to note that the hashtag, #hospitality has 984.4m views on TikTok, 5.3m posts on Instagram and 927 posts on LinkedIn. Additionally, the hashtag, #hospitalityindustry has 152.2m views on TikTok, 482k posts on Instagram and 744 posts on LinkedIn.
And with 40% of Gen Z preferring to search on TikTok over Google, there should be no question of entering the TikTok space in a bid to attract talented candidates.
So how could you execute TikTok for recruitment purposes?
First and foremost, the style of content matters. Authenticity wins on TikTok, so anything that feels natural will be valuable to viewers. Whether you’re entertaining or educating, make sure your videos are organic and reflect your company in a genuine manner.
How to shape your content for recruitment
- Put the spotlight on your current employees. As hospitality is a people-centric industry, your employees should be front and centre of your video content.
- Showcase testimonials and inspiring stories on how your team members have progressed within the industry and the opportunities available to them.
- Provide useful insight for potential candidates such as what skills the hospitality industry looks for when hiring certain roles.
- Humanise your brand through behind the scenes content. Show off what makes your company special and how it feels to be part of your team.
AXJ is a London-based digital marketing agency dedicated to bringing hospitality brands to life. If you're looking to create impactful recruitment campaigns on TikTok, get in touch.
