Employers are betting their next great job candidate is on TikTok

"Developing content for such channels is a natural extension of businesses' employer branding, which in turn ties into their recruitment efforts, experts told HR Brew. Over the last decade or so, "there has been a real evolution" to focus on the "employee experience" when developing an employer brand, rather than how the general public perceives the company, said Adam Stafford, CEO of the recruitment marketing firm Recruitics."

"When thinking about their "employee value proposition," companies now try to give prospective employees an idea of what it's like to work at their firm. These efforts to craft more authentic employee value propositions accelerated during the "war for talent" that followed the Covid-19 pandemic, as businesses scrambled to keep up with hiring demand. But even as the labor market has slowed, they've held on, because "candidates actually are demanding a more accurate representation of the employee experience," he added."

Companies are using non-traditional social platforms such as Instagram, TikTok, and Snapchat to connect directly with potential candidates and extend employer branding into recruitment. Employer branding has shifted toward showcasing the employee experience and conveying an accurate employee value proposition that demonstrates what it's like to work at a firm. These efforts intensified during the post-Covid "war for talent" as businesses faced acute hiring demand, and many maintained them as candidates began demanding more authentic representations of workplace life. College graduates increasingly seek "day in the life" videos and authentic content, with 73% saying such content would make them more likely to apply.

Read at HR Brew