Why TikTok is Becoming a Valuable Tool for Recruiting Caregivers
Why caregiver recruiters shouldn't ignore the fastest-growing social media app to attract young talent.
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One billion people use TikTok every month. Eighty-five million people in the United States alone will use TikTok in 2022, and that number is expected to grow to 90 million by 2023.
The social media app blossomed in popularity during the pandemic when everyone was quarantined at home and looking for both entertainment and connection, and now, TikTok is a platform rife with opportunities for recruiting young and highly qualified caregivers.
What is TikTok and who uses it?
TikTok is a social media app where users—often called creators—can share short-form videos. It’s one of the fastest-growing social media apps and is particularly popular among Millennials and Gen Zers, who make up almost 60% of the labor force in the United States.
3 reasons why talent acquisition teams should use TikTok for recruiting caregivers
1. TikTokResumes and CareerTok
These are two of the biggest opportunities for caregiver recruitment the platform has to offer. With TikTok Resumes, job seekers can create video resumes, tag it with #TikTokResumes, and be discovered by hiring companies (like you!). Employers can refine their search by adding additional tags like #caregivers, #caregiverjobs, and #jobsearch.
#CareerTok is also full of career influencers—young people who offer tips on resume writing, job searching, interviewing, negotiation, and career growth—that you can partner with to grow your employer brand awareness among quality caregivers.
2. The competition is on its way
Recruitment marketing on TikTok is growing. The company created TikTok Resumes specifically to drum up employer interest, and major companies like Chipotle, Alo Yoga, Shopify, and Target now use the platform to recruit new hires. It’s only a matter of time before your competitors arrive too (if they haven’t already).
3. Your employees are already using it
It’s common to see TikTok users sharing fun videos of themselves and their colleagues at work. You can expand your reach on the platform by asking your team members to share videos of their workday experiences, or by helping them create the workplace content they want to and sharing it on your accounts.
@candaceandclea She loves to work and I appreciate her #tasktrained #servicedog #workingdog #fyp #servicedoglife #disabled #cute #lifeline #work #play #psa #foryou ♬ original sound - candaceandclea
4 tips for using TikTok for recruiting caregivers
1. Entertain, educate
TikTok audiences are looking for two things: to be entertained and to learn.
For this reason, build your TikTok recruiting content with education, not marketing, in mind. (You can market with paid ads—more on that below.) Give tips on how to write a great resume and how to nail an interview for a home caregiver role, or offer ideas for home health.
While it can be worth your time to directly promote job postings on your channel, that’s not how you’ll build a following. You’ll build a following if you can teach users something they didn’t already know and entertain them at the same time.
Consider how Mount Sinai Health System in New York City uses their TikTok channel to educate followers on healthy living, answer health FAQs, and introduce its team members.
@mountsinainyc #VocalHealth tips from speech pathologist, Sarah Brown! How to prep for your early morning meeting. @vocalhealth #Health ♬ original sound - Mount Sinai Health System
2. Build content with your youngest caregivers in mind
TikTok users skew young—Millennials and Gen Zers—so it’s not likely that you’ll capture a lot of veteran caregivers on the platform. Keep in mind, though, that the oldest Millennials are about 40 years old, so you may capture some pretty senior candidates here.
This might mean promoting internships and entry-level jobs over very senior leadership roles—but don’t forget to show caregivers how they can grow their career at your home health care agency and who you are as a mission-driven company.
Keep in mind that eighty-seven percent of Millennials say career growth and development opportunities are important, and Gen Z wants to climb the ladder quickly and is keen to job hop multiple times if that’s what it takes. Gen Z is particularly interested in jobs that have meaning at companies with a mission to make the world better.
3. Take them behind the scenes and get your current staff involved
Young members of the workforce are increasingly interested in company culture. Use TikTok to show them what it’s like to work at your agency and on your team—who they can expect to work with, the kind of career opportunities they’ll have, what your core values are, and how good work is rewarded, etc.
4. Create recruitment ads
Just like other social platforms, recruiters can buy ads to target specific audiences and job seekers across TikTok. Build your employer brand awareness, establish yourself as a thought leader, promote events, and advertise open caregiver jobs.
Need additional help with recruiting caregivers?
Coming up with a recruiting strategy and implementing it can be easier said than done. If you need a hand, reach out to Home Care Marketing Pros to see how we can help you with your social media and recruiting strategy!
