'If you're just doing cringey content, you're not going to reach those people,' says director of social media on TikTok recruitment
Nearly 95% of Gen Z consider a company’s social media presence when deciding whether to apply, according to Zety. That means it should be a key consideration for HR leaders in attracting and engaging top talent.
Half-hearted social media strategies no longer cut it – not only because they can turn off potential talent, but they can also waste resources in an already strapped recruitment budget, according to As Meghan Meeker, director of social media at Brandwatch.
“If you are constantly putting out content that no one is engaging with, these algorithms see it as not valuable, so therefore they will not deliver it to people. It's a domino effect,” Meeker says.
“That’s another consequence of ‘Hey, we're putting money and effort and time into this, and it's not hitting.’”
According to the survey by resume builder Zety, almost half (46%) of Gen Z have secured jobs or internships through TikTok; Meeker explains how this growing trend means companies can no longer delegate social media recruitment to unskilled staff.
It’s a weak spot that she says many employers are prone to.
“Social teams, on the whole, are still pretty lean. Leadership isn't fully understanding the power of a really good, well-put-together social team,” says Meeker.
“I think they're still seeing it as ‘Oh, we can have the intern do that.’...
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