Using TikTok as a job marketing channel?

You're already running a job marketing campaign on Instagram and Facebook. So why would you bring TikTok into your campaign as well? In this article, we map out all the pros and cons for you.

TikTok's reach

The biggest advantage of TikTok is that your reach with this channel is huge. TikTok counts no fewer than 5 million active users, and that number just keeps growing. At first you might think: is my target group even there? A big assumption is that most TikTok users aren't working yet. But that's not true! The target group most active on TikTok is between 18 and 35 years old (see table). Young professionals, in other words! That's why TikTok can be very useful when you're looking for this target group.

Active TikTok users by age group

• <18 years
  10%
  0.5 million
• 18-35 years
  70%
  3.5 million
• 35+
  20%
  1 million
• Total
  100%
  5 million

I can hear you thinking: OK, but will these people actually see my ad? They certainly will! TikTok has the best algorithm of all the social media platforms. This means there's a good chance the target group you've set up will actually see the ad. And unlike Instagram and Facebook, you can specify the target group by age and gender. On the other hand, TikTok can't target a specific area, while Instagram and Facebook can. The search area is always set to the whole of the Netherlands. That makes TikTok less suitable for companies looking for staff for a specific location. But for companies with locations across the Netherlands, this channel offers interesting opportunities!

Type of ad on TikTok

Earlier we touched on which age groups are active on TikTok. The biggest group is between 18 and 35 years old. These people are usually just starting out on the labour market. This means this target group is mainly interested in side jobs, internships or entry-level roles. Think of hospitality staff, production workers, mechanics and so on. These 'low-threshold' profiles work well on TikTok. One example is a successful campaign we ran for Frame Offices. In this campaign, we were looking for a Junior hospitality manager & Community manager. You can see the results of the campaign below!

Competition on TikTok

Facebook and Instagram have been around much longer than TikTok. This means lots of companies already advertise on Facebook and Instagram, so competition is high. Unlike Facebook and Instagram, competition on TikTok is low, because not many companies advertise on TikTok 'yet'. As a result, your ad stands out much more than on Facebook and Instagram. But watch out: TikTok is becoming more and more popular among employers too. So stay ahead of your competitors and make the most of this competition that's low, for now!

Here's the TikTok campaign we ran for Frame Offices:

Applicants

795

Cost per applicant

6.89

Placements

9

Cost per hire

€498

TikTok advertising costs

The minimum advertising budget for TikTok is €20 per day. That's a lot higher than for Facebook and Instagram. But don't forget: TikTok has a much bigger reach and more clicks (CMP). The CPM on TikTok is around €1. That's about 5 times cheaper than advertising on Facebook ads. So this offers big opportunities!

Hopefully you now have a better idea of how TikTok can be used for your organisation. To finish, here's a short rundown from our advertising specialist Colette of the pros and cons we see in our campaigns!

"Colette, when would you recommend TikTok for recruiting staff, and when not?"

• Yes: if you want to reach a young target group;
• Yes: if you're looking for staff for a low-threshold profile (hospitality, call centre, production etc.);
• Yes: if the quality of candidates on FB/IG isn't good enough;
• No: if FB/IG is going well and has a lower CPA (cost per application);
• No: if you're looking for staff for a more demanding profile (management role, specialist, university level etc.);
• No: if you're looking for staff for a specific location.

Would you like advice on what TikTok could do for your organisation? Then get in touch with us!