But what was once the haven for silly dances or funny filters is increasingly becoming not just a platform for entertainment, but a vital tool for all sorts of businesses –recruitment included. 

In an industry where every new connection is a potential candidate and the wider your reach, the larger your pool of talent, it’s vital to leverage every tool at your disposal, including social media. 

And while TikTok might not seem like the obvious choice, for recruiters in 2025 it could be key. Not only does it have a huge reach, opening up new audiences and new talent pools across a range of generations, it is also usable as a strategic tool, offering a searchable resource that allows companies to tap into trends, provide answers to people’s questions, and give recruiters and businesses a new way of communicating with the people they want to reach.

TikTok trumps everything else when it comes to search
“Recruiters are always looking for new ways to find top talent and one of those is TikTok,” says Graham Allsopp, managing director of video marketing agency Ark Media Group. “The fact it’s now a searchable platform means jobseekers are using it like Google to find career advice, opportunities and even recruiters.”

According to a study of 1,000 US consumers by marketing technology vendor SOCI last year, Instagram and TikTok now trump Google with Gen Z when looking for local services. Similarly, a study by media platform HerCampus found that 74% of Gen Z internet users take to TikTok for search, and 51% favour it over Google. 

Part of that is due to its short-form video content, which combines information with entertainment and helps create an engaged community and connect with candidates directly. 

“With Gen Z dominating the workforce, your agency needs to be where they’re searching and speaking to them in a language they understand and find engaging,” says Allsopp. “TikTok has over 1bn monthly users globally, many of whom are young, ambitious professionals ready for new opportunities. Short-form videos let you connect with them directly, showcasing roles and career tips in an engaging way, meaning you can expand your reach effortlessly.”

Consistency wins
While TikTok is perceived by many as casual and fun, that doesn’t mean videos shouldn’t be well-planned, strategic and well executed, says Allsopp. “We have had a lot of success on TikTok for a recruiter who has been trying to create a community of teachers and education staff by creating content that resonates with them, entertains and informs them, and encourages them to connect. They’ve seen their engagement flourish in the last 11 months, with some of the more recent videos hitting viral success.”

But while some businesses, brands and individuals think that one viral video will skyrocket them to success, the reality is often more challenging. 

“There are lots of businesses that go on TikTok and post for four weeks and may have some success, but while overnight success can happen for celebrities or influencers, it can be much harder for brands,” Allsopp says. “Frequent viral success and long-term growth takes consistency. It’s more than just creating funny videos – it’s about knowing the audience and creating content that has value and is relatable over a longer period.”

More than just videos
But if the battle was just about video content, why is TikTok such a great tool? According to Ark Media Group, it isn’t just about producing more mindless videos for the platform, but videos that will connect with the people they need to and resonate enough for them to act on what they’ve seen.

Part of that is due to the TikTok algorithm, which doesn’t just reward quality video content, but takes into account engagement, as well as elements like hashtags. Those hashtags not only help in industry-specific searches, allowing people to easily find terms in recruitment like #jobsearch, but reflect recruitment trends as they thrive on the platform. 

“Hashtags like #CareerTok and #JobTips have millions of views, proving TikTok’s influence in career-related searches and content,” says Allsopp. “If you want to attract candidates or showcase your company culture, TikTok is the place to do it.”

For Allsopp, the message is simple: “Don’t think TikTok is just for dances – it’s revolutionising how recruiters connect with talent. Get on board now and watch your talent pool grow like never before.”

For more information on the benefits of TikTok, check out Ark Media Group’s video here.

• Are you using TikTok already as part of your recruitment company’s social media strategy? If so, has it been working for you? And if not, are you thinking of dipping your toe in to try it out? Let Recruiter know so we can share your experiences!