What would you do for those who 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. When you’re Apple or Tesla it is smart; for a small startup with about 250 staff 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 should 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 staff appearing like actual individuals, usually with a trending tune within the background and some well-placed captions.
“Folks have interaction with our TikTok movies as a result of they showcase the perks of absolutely distant work and since we’re early adopters of the platform within the B2B house—so we don’t have an excessive amount of competitors for the eye of this large viewers but,” says Chili Piper cofounder and co-CEO Alina Vandenberghe. “Past that, we showcase a range of staff. When making use of to a job, individuals need to see somebody profitable and joyful who seems 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 linked 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, largely from individuals who mentioned they noticed a video throughout the interviewing course of.
The stats are spectacular. One video in particular 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 virtually 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 don’t seem to be meant to be skilled, as if the corporate solely needs to listen to from staid, collared-up dignitaries.
“We’ve got discovered, throughout all social media platforms, that generally the hyper polished produced look is perceived as an inauthentic sterilized company model of your model,” she defined. “By mixing enjoyable high-production-quality movies with genuine, phone-camera-shot movies, we create a picture of an organization run by actual people advertising to actual people.”
It’s fascinating, 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 proceed to experiment with completely different initiatives, however often, virality for us (which implies having 100k or extra views on a video) strikes the place trending audio coincides with exhibiting the perks of distant work and variety,” she says. “Chili Piper additionally has 50% feminine managers and executives and that resonates rather well with our viewers on the platform.”
Within the “good drawback to have” class, the startup remains to be wading by candidates. Possibly a few of the new hires will even find yourself in a couple of extra TikTok movies.