What are the pros and cons of using TikTok for recruiting millennials and Gen Z?

TikTok can be a valuable platform for recruiting millennials and Gen Z due to its massive and highly engaged user base. With over a billion active users, many of whom are young adults and teenagers, TikTok offers an opportunity to reach a large and diverse audience. The platform's emphasis on short-form video content can help employers showcase their brand and culture in a creative and engaging way, helping to attract top talent and build a strong employer brand. The platform's algorithmic approach to content distribution can help employers target their messaging to specific demographics and interests, ensuring that their recruiting efforts are as effective and targeted as possible.

While it can be utilized for recruiting, it does come with some drawbacks. Firstly, standing out and capturing attention on the platform can be challenging due to other content. Creating original, authentic, and engaging content is key, along with producing high-quality videos that resonate with your target audience. Moreover, you'll need to consistently stay active, interact with followers, and engage potential candidates. It's also important to consider that TikTok may not be the most fitting platform to communicate information about your company, job openings, and application process. Redirecting viewers to other channels like your company/career website might be necessary to provide comprehensive information and encourage applications.

While TikTok offers many benefits for recruiting millennials and Gen Z, there are also some potential drawbacks to consider. Firstly, the platform's content can be unpredictable and difficult to control, which may make it challenging to ensure that messaging is consistent and aligned with your employer brand. The platform's content is primarily short-form video, which may not be the most effective format for conveying complex or detailed information about job opportunities or company culture. Finally, the platform is still relatively new and untested as a recruiting tool, which may make it difficult to measure the effectiveness of recruiting efforts on the platform and to determine ROI.

You should use TikTok for recruiting in the sense that it is an extraordinarily powerful tool to promote your employer brand, culture, and a behind-the-curtain look at what a day in the life is at your organization. TikTok can highlight authentic, relatable stories - especially if you empower everyday employees to tell their story on the platform. When using employer brand ambassadors, set a framework of how they ought to represent the brand and give them the tools and training to do it effectively. Celebrate cultural evangelism and recognize those efforts! Educate audiences on how to learn more, who to reach out to if they are interested in joining, and then monitor and be responsive in those channels.