TikTok has become much more than an entertainment app. It’s now a discovery platform, a search engine and a career touchpoint for an entire generation. But is it really the right place for recruiting? And if so, how do you use it effectively?

Key Takeaways

• TikTok reaches talent pools that traditional channels no longer do

• Recruiting on TikTok requires a clear strategy and real authenticity

• Without planning and consistency, the platform can waste resources

• It’s not for every company – and that’s okay

Why TikTok is worth considering for recruiting

With millions of daily users, TikTok is a serious attention space – especially for Gen Z and younger millennials. These users don’t just scroll for fun; they discover brands, learn skills and explore career paths. That makes TikTok a relevant space for employer branding and early-stage recruiting.

Recruiting on TikTok doesn’t mean dancing or copying trends. It means using short-form video to tell authentic stories, give real insights into company culture and meet your audience where they are.

Takeaway: TikTok works best where traditional job boards no longer resonate – but only if you speak the right language.

What works on TikTok – and what doesn’t

TikTok has its own logic, and corporate content often fails because it doesn’t follow that logic. Users aren’t looking for polished employer videos – they want real people, quick insights and personality.

What works well:

• Behind-the-scenes moments with your team

• Honest stories from employees

• Fast, visual storytelling with a clear message

• Humor and self-awareness

What doesn’t work:

• Corporate jargon and stiff messaging

• Repackaged LinkedIn videos

• Content without a point or personality

• Anything that looks too produced

Takeaway: TikTok rewards bold and authentic communication – not marketing polish.

What to consider before launching on TikTok

Before jumping into the platform, it’s crucial to assess whether your brand, audience and internal resources are a good fit. TikTok is not a one-off campaign channel – it requires ongoing creative work and fast response cycles.

Ask yourself:

• Is your audience active on TikTok?

• Do you have stories worth telling in video form?

• Can your team handle regular content creation?

• Is there internal support or external help for the channel?

A TikTok presence without a plan quickly becomes a missed opportunity.

Takeaway: A TikTok strategy only works if you have both direction and capacity.

Which roles you can attract on TikTok – and which you probably won’t

TikTok isn’t a recruiting solution for every job. If you’re hiring for senior engineering roles or B2B specialists, LinkedIn or other channels may be more effective. But if your target group includes digital natives, you might be exactly where you need to be.

TikTok works well for:

• Apprentices, students, early career talent

• Creative roles in marketing, design or media

• Candidates who live on digital platforms

Less effective for:

• Senior professionals with traditional career paths

• Niche specialists in highly regulated industries

• Candidates who avoid social media

Takeaway: TikTok is not your only channel – but it can be your best one for specific audiences.

Conclusion

TikTok is not the right fit for every company – and that’s perfectly fine. But if your audience is there and you’re ready to show your culture authentically, the platform offers enormous potential for visibility, engagement and long-term employer branding. Success doesn’t come from a single viral video, but from a consistent, well-crafted presence that feels human and real.

aurio

aurio does not operate on TikTok – but the example shows how important it is to meet talent where they truly are. aurio automates LinkedIn Active Sourcing, combining efficiency, relevance and personalization in a fully scalable process.

👉 Book your demo now and focus your recruiting where it matters most.