Cutting through the noise

Let's spill the tea on the massive shift we're seeing in recruitment. We all know LinkedIn is a massively powerful tool here, but what about other social channels?

You're hearing the buzz? TikTok, Instagram, and the scramble to attract top talent. Clients are talking about it, maybe even asking for it, but often with a side of confusion. And I get it. As someone in the trenches of social media for years, I've seen firsthand how rapidly the landscape shifts. What's trending one day is old news the next. But trust me, TikTok and Instagram are a fundamental shift in how we attract top talent.

These visual platforms, with their emphasis on storytelling and short-form video, have changed the game. We're operating in an attention economy where candidates, particularly younger ones, are used to consuming content in quick, engaging bursts. 

Crucially, the way people search for information is evolving. Increasingly, platforms like Instagram and TikTok are becoming search engines in their own right, with users relying on keywords within the apps to find what they're looking for.

And let's not forget the elephant in the room: artificial intelligence. AI is rapidly evolving, with tools like TikTok's AI Creative Assistant helping creators generate and optimise content, and major brands like Coca-Cola using AI-driven marketing campaigns. This evolution is influencing how we approach recruitment, with "AI-powered SEO tools" and "automated content optimisation" becoming increasingly important.

This deep dive, compiled by me, Alex, social media expert at DNA, explores how TikTok and Instagram have gone from social media playgrounds to essential recruitment tools. We'll look at why they're so effective, the unique opportunities they offer, and how you can use them to connect with the top talent you need.

So, grab a cuppa and get ready to discover how to transform your recruitment strategy.

TikTok for Recruitment: Showing the Authentic Reality

TikTok, the king of short-form video, driven by trends and creativity, offers potential candidates an unfiltered look at your company culture and the day-to-day of specific roles. Think of it as a raw, engaging "day in the life" that resonates with today's savvy job seekers. TikTok is massively popular with Gen Z and Millennials, a key demographic for many entry-level and early-career positions, who aren't always hitting traditional job boards but are living on their feeds. 

Forget those corporate job descriptions. TikTok lets you showcase your company's personality and values in a way that feels real and relatable. It's about showing, not telling, and building trust through genuine content. I've seen this work wonders for industries that struggle with outdated perceptions, giving you the chance to redefine your sector and showcase the passion and innovation within your teams.

TikTok's algorithm is incredibly effective at getting content in front of the right people, even without a huge following. Your employees are your most powerful storytellers. When they create content that showcases their experience at the company, it's incredibly compelling and builds serious credibility with potential candidates. This isn't just about reach; it's about your ability to create engaging content. We know this is something we pride ourselves on; we don't just dabble in social trends, it's in our DNA.

And as users increasingly use TikTok search to find information, including potential employers, optimising your content for search is crucial. AI plays a role here, with tools emerging to help creators generate and optimise content for the platform.

To make the most of TikTok for recruitment, consider these tactics:

• Behind-the-scenes: "A day in the life" videos, office tours, and glimpses into team projects.
• Role-specific: Highlighting the actual skills, tools, and responsibilities of a particular job.
• Culture in action: Team events, celebrations, and everyday interactions that demonstrate your values.
• Employee stories: Letting your people share their unique experiences and career journeys at your company.
• Keyword optimisation: Incorporate relevant keywords into video captions, descriptions, and on-screen text to improve discoverability in TikTok search.
• AI-powered optimisation: Explore tools that leverage AI to analyse content performance and suggest improvements.

Instagram for Recruitment: Building Your Employer Brand Through Visual Storytelling

Instagram, a visual powerhouse driven by photos and videos, is a potent tool for showcasing your employer brand – what it's really like to work at your company – and attracting candidates through highly targeted advertising. Instagram allows you to convey your company culture, values, and work environment in a way that's both compelling and instantly engaging. 

Instagram lets you target very specific demographics (age, gender, location, interests) to reach your ideal candidates. This level of precision is crucial for ensuring your message reaches the right people and maximises your ROI. Instead of just going after people actively looking for jobs, we get to hit a much wider audience here – people who are already on the platform and, you know, actually interested!

Content created by your employees can be repurposed for ads to boost authenticity. When potential candidates see real employees sharing their experiences, it resonates far more powerfully than any polished marketing message. It's social proof at its finest.

Like TikTok, Instagram is becoming a search engine. Optimising your profile and content with relevant keywords can increase visibility in searches and attract candidates who are using the platform to explore potential employers. Tools like Google's Performance Max and Meta’s Advantage+ ads are also using AI to optimise ad delivery.

To effectively use Instagram for recruitment:

• Maintain an active and visually appealing company profile that showcases your employer brand.
• Share photos and videos that highlight your workplace, your people, and your company culture.
• Use Instagram's advertising tools, enhanced by AI, to reach specific candidate demographics with visually compelling ads.
• Use employee-created photos and videos in your ads and on your company profile to showcase those authentic employee experiences. At DNA, we run an employee advocacy programme which crushes this; it’s something we’ve built a whole framework around, and it’s proven to work.
• Incorporate relevant keywords into your profile bio, captions, and hashtags to improve discoverability in Instagram search.

By understanding the unique strengths of TikTok and Instagram, the evolving way people use them to search, and the growing influence of AI, we can develop smart and effective recruitment strategies that reach the right people in ways that feel both modern and genuine. The challenge lies in learning how to use AI tools effectively and efficiently while ensuring personal touches, emotion and human connection aren't lost, which is exactly what we do at DNA.

These platforms aren't just for sharing memes or pretty pictures; they're powerful tools for building your employer brand, showcasing your company culture, and attracting the top talent you need to thrive in today's competitive market.

If you're excited about the possibilities of TikTok and Instagram for recruitment, get in touch with us. We can help you develop a tailored strategy that aligns with your specific needs and goals, and we'll guide you every single step of the way.