TikTok has emerged as a strategic channel through which firms can communicate their employer branding and engage with the younger generation of workers coming of age, generation Z. Given that TikTok is a short video platform, it provides a great way to explain why your company is a good one to work for.
Here are some essential tips for creating TikTok videos that enhance your employer branding:
Focus on Entertainment
Entertainment is the cornerstone of TikTok. An entertaining video can positively shape how job seekers perceive your employer brand. Entertainment is a key factor in engagement for younger audiences, especially Generation Z. Here’s how to add entertainment value to your videos:
Use Visual Effects: Smooth and appealing transitions, lively effects, and innovative cutting engage the audience in watching.
Incorporate Music: Ensure you use popular or happy songs related to the message you pass through the videos.
Add Humor: Some humor is always good to include to make the content more personal and to be shared more often.
Tell a Story: Your story can be based on employees’ real-life experiences or any moment in your company’s workplace. Storytelling is a method for engaging an audience and creating an easily remembered message.
Even lesser-known employer brands can attract significant attention if the videos are engaging and fun. Highlight the human side of your company to promote a positive emotional connection.
Provide Useful Information
Entertainment gets the attention, but information keeps it. Here is how to attract potential candidates: try to think like one of them. What information would they like to get to know about your company? Some key areas to focus on include:
Career Opportunities: Exhibit jobs and the employment progression within your company.
Personal Development: Emphasize training opportunities, mentorship, or other avenues to help employees develop their skills.
Employee Benefits: Some special benefits include flexible working hours, medical check-ups, and team-building exercises.
Corporate Culture: Share with your audience what it is like to work for your company and how it regularly embodies its values.
This means that by creating and delivering content that your target audience needs, you create preference and distinction. Reason-based information is a trust builder and helps candidates visualize themselves as they work for your company.
Maintain Credibility
Employer branding can only be effective if credibility is a key factor. The audience should think your content represents your company’s identity and character. Here are some tips to ensure your communication remains credible:
Be Transparent: Actual employees should be employed for the study instead of fabricated situations. Candidates value honesty.
Show Diversity: Use different employees and their views to show the organization is inclusive.
Stay Consistent: Ensure that the values you post in your TikTok videos reflect the image your employer brand wants to portray.
Highlight Achievements: To strengthen trust, share employee testimonials, awards your company has won, or milestones you’ve achieved.
Authenticity leads to trust, orientation, and identification; that is, the audience recognizes the source of the communication and the message. It also sets your employer brand apart in a competitive environment.
Avoid Irritation
You may irritate or lose your target audience when creating uninteresting content for them. To avoid this, you must deeply understand your audience’s preferences, needs, and pain points:
Conduct Research: Watch your audience’s behavior to determine what type of content they will most likely engage with on TikTok.
Tailor Your Content: Tie your videos to their interests and dreams. Avoid generic messaging.
Respond to Feedback: Listen to the comment and review it. Criticism can be useful in making a necessary change.
Creating relatable content reduces the likelihood of mismatched expectations and enhances engagement. Additionally, it shows that you genuinely care about your audience’s thoughts.
Focus on Quality
As for TikTok, quality is essential both on visual and textual levels. People will decide to continue watching a video within the first three seconds. Here’s how to ensure high-quality output:
Create Strong Intros: Open with a scene or question to immediately capture the audience’s interest.
Leverage Effects: Apply effects and filters offered by TikTok to your videos.
Use Varied Perspectives: Use various types of shots and motion to help enhance the visual interest of your material.
Keep It Short and Sweet: It is imperative to make TikTok videos short but with a big impact. Do not overwhelm them with too much information, though.
By keeping high-quality videos, you can make your videos to be of high quality and professionally produced.
Align with Brand Management
Your TikTok employer branding initiatives should be integrated with your company’s general brand management plan. Thus, using the same style on all platforms strengthens brand recognition and improves the company’s image. To achieve this:
Define a Clear Message: Determine what information you would like to get across regarding your employer branding.
Follow Brand Guidelines: Ensure consistency in using the company colors, logos, and tone of voice.
Coordinate Content: The following guidelines can help you create content supporting your other TikTok marketing and branding activities.
Measure Impact: The engagement rate on TikTok can be measured through analytics to understand which type of content is successful and needs to be replicated.
This way, your employer branding complements the rest of your corporate communication and forms a consistent picture.
TikTok Ideas for Employer Branding
To bring the above tips to life, here are some content ideas for your TikTok employer branding:
Employee Spotlights: Record small clips of your employees and ask them why they enjoy working for your company.
Day-in-the-Life Videos: Describe how many activities a day involves in your organization for various positions.
Behind-the-Scenes Footage: Give a sneak preview of team activities, workplace, or manufacturing procedures.
Q&A Sessions: Answer frequently asked questions about your corporate culture, recruitment, and career opportunities.
Challenges and Trends: Follow the various trends on TikTok and ensure that you incorporate your company’s persona and values.
Success Stories: Mention cases of employees who performed well or have grown in your company.
Conclusion
TikTok is a powerful tool in employer branding, enabling the company to find potential candidates and display the company’s culture. By entertaining, informing, building credibility, not annoying, assuring quality, and being consistent with the brand, great TikTok videos can be made to reach the target audience. You can likely source talent from TikTok and create a powerful and positive perception of the employer brand on this social network. Learn more about: EMPLOYER BRANDING
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