Most teams rush to post a few fun clips and hope applications show up. A durable TikTok recruiting strategy is a repeatable system that aligns content, distribution, and conversion.

• Define the outcome first. Pick one primary KPI for the next 90 days: qualified applicants, completed interest forms, or event RSVPs. Tie a numeric target to each.
• Choose the audience and message. Document the 3–5 questions the candidate cares about most: role expectations, growth path, pay transparency policy, interview steps, and team culture. Every video should answer one question clearly.
• Design content pillars. Three pillars work well: day-in-the-life, people and purpose, and practical how-to (interview tips, role FAQs). Rotate them on a simple calendar.
• Match format to intent. Use 9–15 second hooks to earn the For You feed, then 20–45 second explainers for depth. Add on-screen captions, clear CTAs, and native sounds.
• Build the bridge to apply. Your bio, Link-in-bio tool, and TikTok Ads lead formats should land candidates on a short, mobile-first page. Minimize form fields and pre-fill where possible.
• Measure the funnel end-to-end. Track views, 2-second hold, 50 percent view-through, profile clicks, link clicks, and started applications. Connect ad IDs or UTMs to applicant tracking so you can see cost per qualified applicant.

Here is a practical setup you can implement in a week and scale over a quarter.

• People and roles. One Hiring Marketing Lead sets goals and owns analytics. One Creator (internal employee or contractor) films and edits. One Talent Partner replies to comments and DMs daily and updates FAQs.
• Weekly workflow.
  1. Monday: Review prior week metrics, pull 1–2 insights.
  2. Tuesday: Script 3 short hooks and 2 deeper explainers using live candidate questions.
  3. Wednesday: Film in real work settings. Capture b-roll for future edits.
  4. Thursday: Edit, caption, and schedule. Add hashtags that reflect function and location, not trend spam.
  5. Friday: Post one video, run A/B on the hook for the strongest concept. Boost the winner with $20–$50 through TikTok Ads to targeted interest and lookalike audiences.
• Posting cadence. 3–5 posts per week is enough if each answers a real question. Consistency beats volume.
• Tech stack. TikTok account with Business tools, link-in-bio, simple landing pages, UTM templates, and pixel/Events API connected to your careers site or ATS.
• KPIs to manage. CPM and 2s hold for reach quality, view-through at 50 percent for content fit, profile click rate for intent, link CTR for clarity, application start rate for friction, and cost per qualified applicant for efficiency.

Use these creative patterns and tests to learn fast, while avoiding common mistakes.

• Open with context. Start with a plain-language hook: "Thinking about applying for a [role]? Here's the real day-to-day." Avoid jargon.
• Make the job tangible. Show tools, screens, locations, and teammates. Voiceover with concise steps. Add on-screen text for the three most important responsibilities.
• Credibility through real people. Feature hiring managers and teammates. Include names and titles on screen. Keep cuts quick and lighting natural.
• CTAs that feel human. "Curious? Tap the link for the full role and salary band." or "Comment 'JD' and we'll DM you the job description."
• Three experiments to run in month one.
  1. Hook A/B: problem-first vs benefit-first openers.
  2. Format test: front-facing camera vs screen-record tutorial.
  3. Offer test: fast-track interview link vs interest form.
• Common pitfalls. Trend-chasing that ignores your candidate's questions, overly produced videos that feel like ads, no link strategy, and measuring only views instead of applicants.