2023-05-17 08:30:25
Attracting talents and valuing one’s people are the essential elements that positively influence the image of an organization, removing stereotypes and prejudices that can limit a company’s potential as an employer.
How is this possible today reimmaginare l’employer branding?
TikTok thought regarding it, through a research carried out in collaboration with Kantar and previewed at JoyRiders – the TikTok executive forum dedicated to the CEOs and CMOs of the most important companies in Italy, which aims to investigate people’s perception of the role of TikTok as an employer branding platform and educate companies regarding the potential of digital as an effective platform in this area.
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TikTok: a good ally in building the corporate image
Digital platforms are the key to successful employer branding – 83% of users have in fact expressed interest in seeing this type of content. The theme of employer branding therefore intertwines perfectly with TikTok: according to 77% of the users interviewed, doing employer branding on TikTok allows you to get to know a company betterits culture and its values, contributes to changing their perception, to better prepare for an interview and to receive job offers.
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“We are very satisfied with the results that emerged from the analysis, as they perfectly reflect TikTok’s positioning as a platform that focuses on authenticity and creativity in the creation of content, conveyed in a credible and real language. Our goal is to help companies build their authentic image, showing their potential in attracting and retaining talent. On TikTok all types of content from the lightest to the most busy ones become engaging and help people better understand the values of companies, life in the office and opportunities for growth and permanence” – he has declared Giuliano CiniBrand Partnerships Director per TikTok Italia e Grecia.
TikTok helps organizations position themselves as a “great place to work”: 70% of users say that creating an employer branding storytelling on the platform might change people’s perception of the companymaking it appear more innovative (75%), with a strong identity (72%), attentive to attracting and retaining talent (72%).
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The role of TikTok in all stages of job hunting
Immediately following specialized digital platforms (57%) and personnel search agencies (52%), digital platforms are the most popular channels (47%) in the field of job search. On TikTok indeed #jobsearch hashtag racked up 2 billion views and #jobsearchtips over 246 million.
Research and exploration on the platform means discovering new jobs and being inspired to find further career opportunities.
In fact, 24% of people on TikTok have discovered new companies they didn’t know regarding before and 37% wanted to learn more regarding working at a particular company.
TikTok is the place where engagement generates action, in fact, in 71% of cases users on TikTok have had an engaging experience, 6 users out of 10 are motivated to send a job application and 37% have visited the site of that ‘agency.
On TikTok, the hashtag #careertok has racked up 1.4 billion views.
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The uniqueness of TikTok to attract and retain talent
What type of content do users like most on the platform?
Those related to job offers in 50% of cases, advice on how to obtain an effective CV or how to prepare for an interview, storytelling related to flexibility and the importance of work-life-balance, and finally content on life At the office.
The hashtag #lovemyjob has racked up over 7 billion views.
Authenticity is the way to go to create a connection between talents and organizations: people in the company are the key to authenticity, in fact 1 out of 3 users prefer content with employees who expose themselves as testimonials of the company.
>>Are you ready to fully explore the explosive potential of TikTok? Discover the TikTok Marketing course in web live from May 22nd <
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