The use of TikTok has taken off like wildfire recently and many companies have incorporated the video-sharing social network into the social media portion of their employer branding efforts.
TikTok allows people to create short-form (usually around one-minute) videos with music in the background. The content is short, and to the point. But, if you use it the right way, it can be impactful.
If you're a company on the fence about TikTok, or not sure about how to use it, here are some great examples of how companies are using it to promote their brands.
Work It Daily
At Work It Daily, our goal is to break down all barriers and give people easy access to online career coaching. TikTok not only helps us reach new audiences, but it's another great way for us to interact with job seekers in need of advice.
Job seekers will send us questions, mostly about job openings in particular industries, and we'll point out some companies that are hiring and what positions they're looking to fill.
It's quick and easy information. And if it's useful, job seekers can follow up and look into the opportunity deeper.
Work It Daily has also used its TikTok account in the past to give advice on basic job search questions, such as resume, cover letter, and job interviews.
Are you interested in posting some job openings on Work It Daily's TikTok?
##Boorito is back! We’re passing out 500K BOGOs on social from 10/29-10/31. Use in the Chipotle app/online any time 10/31. Terms: chipotle.com/boorito.♬ original sound - Chipotle
Chipotle is one of the early companies to use TikTok for fun and to promote its products. The popular Mexican grill's account features content from employees, customers sharing their Chipotle experiences, appearances by celebrities and TikTok influencers, and contests.
In 2019, Chipotle really left its mark on TikTok with a contest associated with National Avocado Day. The company received around 250,000 videos with the hashtag #GuacDance of people dancing to the Guacamole Song. The company has done several more TikTok campaigns that have gone viral.Chipotle TikTok strategy has been lauded for connecting with Gen Z (Born 1997-2010) audience, and coming across as an authentic brand.
The Washington Post
In a time where there are many serious news stories in the world, the Washington Post uses its TikTok account to show the lighter side of news. The award-winning media outlet still uses its website and other social media accounts to report on all the important stories in the world, but the paper's TikTok account offers a slight reprieve and a peek behind the curtain.
Initially, the Post used its account to capture humorous everyday newsroom happenings. Since the COVID-19 pandemic, the account has doubled-down on humor with funny work-from-home stories, and finding a way to put a humorous spin on some of the daily news stories.
By using TikTok, the Washington Post allows its audience a brief escape, while remaining at the forefront. It also allows the media company an opportunity to connect with a younger audience.
A theme many good TikTok accounts have in common is that they keep it light and fun, and this is especially important when you're dealing with a complex subject like health and fitness.
With fitness advice, it could be easy to over do it, and have the information go over people's head, but Gymshark tries to keep its advice pretty simple, while splashing in some humor. It's enough to grab someone's attention, and then lets them decide if they want to learn more.
Gymshark also mixes in humorous videos about common everyday scenarios that gym-goers often face, and inspirational content. Perhaps most importantly, Gymshark establishes a consistent presence on TikTok by posting content daily.
TikTok Is A Great Way To Connect With Generation Z
As mentioned above, one of the major benefits of TikTok is connecting with new, and younger audiences.
Gen Z likes to absorb its information from multiple outlets, including social media. Having a TikTok account could gain your company an advantage with Gen Z for these reasons:
- Many job seekers use the platform frequently.
- It shows that your company is modern and can keep up with the times.
- It allows them a fun way to connect with your company.
- You can use the fun videos to guide them to important links about your company.
You may find that your company's existing employer branding and social media are already strong and you're not ready to incorporate TikTok into your plans. That's fine—you don't want to rush into anything you're not ready for. Just know that TikTok appears to be here to stay and companies will continue to find ways to use it to their advantage.
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