TikTok made me apply - the social media recruitment wave

If you thought TikTok was just for dance trends and recipe hacks, think again – it’s now the front line of job discovery for Gen Z. As traditional hiring methods evolve, social media has become more than just a branding tool. It’s becoming the place where jobs are found, evaluated, and even applied for.

From scroll to submit

For younger jobseekers, CVs and job boards can feel outdated, overly formal, or disconnected from the real working world. Instead, they’re turning to platforms where they already spend their time – TikTok, Instagram, even Snapchat – to discover employers, explore work culture, and gauge authenticity.

In fact, according to Zety’s 2025 Gen Z Career Trends Report, nearly half of Gen Z jobseekers have secured a job or an internship through TikTok. Search #careertok or #jobtok and you’ll find everything from workplace tours and salary transparency to application tips and “aesthetic CV” walk-throughs. For this generation, it’s real-time, unfiltered – and far more engaging than a careers page.

Employer branding goes vertical

But it’s not just about posting job ads. TikTok has become a space for building employer brands – not with polished corporate videos, but with personality. Short, relatable content showcasing office life, team culture, and employee voices is what resonates. Candidates want to know what it feels like to work somewhere.

Is the vibe collaborative? Does leadership show up on screen? Can they see themselves there? The most effective employer brands are those that feel human, consistent – and scroll-stopping.

This is why TikTok content performs best when it’s native to the platform: humorous, authentic, and reactive. Gen Z has a strong radar for inauthenticity – and they’ll scroll past it in seconds. And it’s hardly surprising that businesses are taking this seriously, with reportedly lower cost per clicks it’s not a medium to ignore.

The brands getting it right

So, some organisations are already leading the charge:

• Ryanair has built a cult following on TikTok with dry, self-aware humour – and it’s working. Their mix of meme culture and job promotion appeals to candidates who value quick wit and fast-paced work.
• Duolingo’s TikTok presence, featuring its green owl mascot in chaotic, on-trend scenarios, has made them one of the most recognisable employer brands online. Behind the comedy sits a clear message: this is a creative, culturally tuned-in place to work.
• Even the British Army has used TikTok and Instagram to reshape perception, attract tech-savvy recruits, and build trust through storytelling.

Smaller companies are using the same tools to level the playing field. A simple “day in the life” video or team Q&A can reach thousands – sometimes millions – and build genuine interest from passive candidates.

What it means for employers

The takeaway? Social media isn’t just a place to promote roles – it’s a space to show who you are. For Gen Z, employer branding is now visual, interactive, and values-led. If your company isn’t showing up on their screen, it may as well not exist. “We work for a number of clients where we build integrated recruitment campaigns across social platforms. Being true to your company values, open and totally honest is an integral part of getting noticed by Gen Z – in fact, it’s one of the key things I tell clients when we start any campaign. Transparency is key.” Said Charlotte Jackson, Customer Success Director at crooton. 

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