How A Tech Startup Attracted 7,500 Job Candidates Utilizing TikTok Movies

What would you do in case you had 7,500 candidates for jobs at your organization?

Most of us would really feel a bit overwhelmed, however then we’d begin attempting to determine how so many individuals determined to use. If you happen to’re Apple or Tesla it is sensible; for a small startup with about 250 workers that makes a gross sales scheduling app, it was fairly a stunning discovery.

The rationale all of it labored so nicely? They posted a handful of TikTok movies, then watched as a lot of them went viral.

Now, earlier than you scoff at that and are available to the conclusion that there will need to have been a dancing bear telling jokes or a celeb like Ryan Gosling concerned, the reality is much more puzzling. A startup referred to as Chili Piper posted movies of actual workers performing like actual individuals, usually with a trending music within the background and some well-placed captions.

“People engage with our TikTok videos because they showcase the perks of fully remote work and because we are early adopters of the platform in the B2B space—so we don’t have too much competition for the attention of this massive audience yet,” says Chili Piper cofounder and co-CEO Alina Vandenberghe. “Beyond that, we showcase a diversity of employees. When applying to a job, people want to see someone successful and happy who looks like them.”

Vandenberghe says the social media marketing campaign is multi-faceted. There’s a monitoring code that helps them decide that over 2,500 individuals utilized particularly due to the viral movies. But, additionally they related with candidates within the feedback and despatched a hyperlink to them to extend engagement. They tracked 1000’s of extra purposes from the TikTok movies as nicely, principally from individuals who mentioned they noticed a video in the course of the interviewing course of.

The stats are spectacular. One video particularly had nicely over 200,000 views. Chili Piper says there have been 1.3 million impressions on the marketing campaign in complete. The corporate had nearly 500 purposes in a single week, and a complete of seven,500 purposes they attribute to the TikTok movies.

The key to the success has to do with the authenticity of the movies. They’re, as Vandenberghe described them, enjoyable and foolish. They aren’t meant to be skilled, as if the corporate solely needs to listen to from staid, collared-up dignitaries.

“We have found, across all social media platforms, that sometimes the hyper polished produced look is perceived as an inauthentic sterilized corporate version of your brand,” she defined. “By mixing fun high-production-quality videos with authentic, phone-camera-shot videos, we create an image of a company run by real humans marketing to real humans.”

It’s attention-grabbing, too, that the marketing campaign didn’t simply result in extra consciousness concerning the firm. They really employed individuals to work for them, together with a current IT safety worker.

“We continue to experiment with different projects, but usually, virality for us (which means having 100k or more views on a video) strikes where trending audio coincides with showing the perks of remote work and diversity,” she says. “Chili Piper also has 50% female managers and executives and that resonates really well with our audience on the platform.”

Within the “good problem to have” class, the startup continues to be wading by way of candidates. Possibly a few of the new hires will even find yourself in a couple of extra TikTok movies.