TikTok becomes a new recruitment space for companies

Job offers are popping up on the social network, paving the way for new recruiting methods.

Short videos, catchy music and colorful text? Here is the new method of recruiting companies on. This famous social network is attracting more and more young people, and has around 100 million monthly users in Europe. According to, the video platform reached 11.8 million unique monthly visitors in France last December. A real gold mine for companies looking for apprentices or for temp agencies.

A video to hire apprentice butchers

Between July and September 2020, launched a recruitment campaign aimed at future apprentice butchers. The goal? Publicize its recently founded CAP Boucher, and bring new profiles to the, created last year by the Système U group. “We did not have enough candidates for the start of the 2020 school year, so we decided to carry out a campaign on social networks and to seek young people directly where they are and where they interact.», Explains Tatiana Mercatante, HR manager for U stores. In connection with the start-up Bonanza, sponsored visuals were shared on TikTok, Facebook, Instagram and Snapchat. In total, the campaign raised awareness among 1.13 million young people, including 500,000 only on TikTok. Among the hundred or so prequalified candidates, about sixty were selected via the video platform, thus demonstrating its effectiveness.

To recruit butchers, Système U has designed three visuals to make young people want to apply. Bonanza

For Franck Magnan, co-founder of the start-up Bonanza, TikTok has a very efficient algorithm: “the social network is extremely precise in delivering content that matches the user, which allows us to deliver well-targeted advertising.“As part of the Système U campaign,”the videos were thus offered to users interested in food, animal husbandry, craftsmanship or catering tradesHe adds. To apply, people simply had to fill out a form embedded directly into the video. Thanks to the success of this campaign, Système U plans to repeat the experience for the next school year, with butchers, bakers, pastry chefs and fishmongers.

Strong interest from the temporary work sector

With the various confinements, the physical temping agencies had to close their doors, thus penalizing recruitments. The human relations group, Synergie, decided to launch on TikTok as soon as the first lockdown ended, last May. Guillaume Gritti, agency manager, specifies: “I posted a short video announcing our search for candidates in six difficult occupations. I was surprised by the impact, with a total of over 360,000 views, 5,500 likes, 300 comments and, within two weeks of publication, an influx of CVs, along with an unusual influx into the agency: profiles both qualified and outside our usual radars.With this initiative, a link has been established between social networks and real life, thus making it possible to break down the barrier between the recruiter and the candidate. “What works with TikTok is the naturalness and spontaneity, which other social networks do not have», Underlines Candice Gau, group’s digital communications manager.

On his account, Guillaume Gritti published a short video, viewed more than 360,000 times. TikTok screenshot

Recruitment of the future?

For businesses, TikTok is also a way to rejuvenate their brand image. “The DNA of the social network allows them to reinvent the way they address their audience and to develop authentic content, to engage in a more spontaneous and sincere discussion with their target. It is this new, direct approach that recruiters certainly appreciate on TikTok to find new talent.», Mentions the group. He adds that its contents “resonate in particular with complex targets such as generations Z and Y», Born between 1980 and 2010. Like Stéphanie, a student in BTS NDRC (negotiation and digitization of customer relations), several young people tried their luck using videos on the platform to apply for a work-study offer. For her, “companies, start-ups and especially those oriented in digital must make themselves known on TikTok to broaden their target.»

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