In today’s digitally driven world, TikTok has played a *major* role in recruitment, employee engagement, and brand building for thousands of businesses.
But with the increasing threat of a shutdown in various countries – especially as TikTok will be officially banned in the United States as of January 19th 2025 – businesses that leverage TikTok are facing a lot of uncertainty.
If TikTok closes its doors and loses influence, how will companies adapt their employer branding strategies? And why is this moment particularly critical for businesses to rethink their approach to talent attraction, company culture, and digital presence?
How does this impact Canadian businesses?
For Canadian companies who’ve been relying heavily on TikTok to engage with a broader audience, this could create significant challenges.
With over 170 million users in the US alone, and many of these users having no immediate replacement for TikTok’s content style, Canadian companies may find themselves facing a drastically reduced global reach.
This is particularly concerning for businesses who have relied on TikTok’s viral nature to promote products, attract talent, and build a company culture that resonates with a younger audience than most other platforms.
Time to Adapt: Rethink Your Employer Branding Strategy
The closure of TikTok calls for companies to rethink their entire strategy and how they plan to engage with talent.
Here’s 5 key steps we recommend Canadian businesses take to adapt and stay relevant.
1. Establish Your Brand Voice Across Multiple Platforms
If you’ve built your brand on TikTok’s fast-paced format, it’s essential to understand how that voice can be translated to other platforms. What defines your brand voice? Is it fun and informal? Informative and professional? Clear and approachable? Now is the time to define that voice in a way that can work across various platforms like LinkedIn, Instagram, Twitter (X), and even newer emerging platforms.
Example: Duolingo is a great case study of a brand that’s mastered adapting its voice across platforms. From playful memes on Twitter (X) to quirky and unfiltered posts on LinkedIn and Instagram, Duolingo has turned its employer brand into a memorable and relatable experience, on every platform.
For more helpful tips in developing a brand voice that resonates with your target audience, download our free Employer Brand Voice Guide!
2. Develop a Strong Employer Brand Narrative Across Platforms
Don’t just post content and hope it lands – share a clear narrative that reflects who you are as a company and why it’s a great place to work.
Give a clear intention of your company’s mission, values, and culture, and showcase what makes your organization unique. Make sure to align your brand messaging across all platforms and consistently share your story in a way that resonates with potential employees. Here are some quick tips:
- Showcase your company culture: Highlight what makes your workplace unique through employee testimonials, behind-the-scenes content, or stories that reflect the real day-to-day life at your organization.
- Emphasize your mission and values: Clearly communicate what drives your company and why job seekers should want to be a part of your journey.
Download our free Employer Brand Audit Tool for more helpful information and tips to develop an effective and consistent employer brand!
3. Leverage Other Social Media Platforms
Even as TikTok’s influence might start to fade as it becomes banned in the US, there are still many opportunities to connect with your target audience on other platforms. In fact, 79% of job seekers use social media platforms in their job search! Each platform has unique features that can help your employer brand message.
- LinkedIn: Use LinkedIn to connect with potential job seekers through thoughtful content, such as articles, videos, and employee spotlights. LinkedIn is the most natural platform for recruitment content and professional branding, since most job seekers are already using it!
- Instagram Reels & Stories: Instagram offers a platform to share short-form content that’s similar in tone to TikTok. Test out video formats to bring your employer brand to life in a creative, visual way!
- Twitter (X): While often seen as a more casual platform, Twitter can be used to engage in real-time conversations, highlight company events, or even showcase your brand’s unique personality.
4. Create a Careers Website
Don’t have a careers site yet? It’s time to build one! This dedicated site should be the heart of your employer brand, allowing potential candidates to easily discover your company culture, values, and open positions.
- Showcase your company culture and employee benefits: Include employee testimonials, photos, and videos that paint a picture of what it’s like to work for your company.
- Make it easy to apply: Ensure that the application process is simple, mobile-friendly, and accessible to a wide range of candidates.
5. High-Quality Content Creation
Create content that resonates with your target audience, beyond just job posts. This could include blog posts, case studies, or articles that demonstrate your company’s work, values, and impact. Show the human side of your business and how you are contributing to positive change.
Additional Tips for Building a Future-Proof Employer Brand
- Understand your target audience: Where do your ideal candidates spend their time online? What platforms are they using? Tailor your content to meet them where they are.
- Prioritize authenticity: Whether it’s a post or a video, ensure that your content feels genuine and relatable. Authenticity is key to building trust with potential candidates!
- Be patient: Building a strong employer brand takes time. While TikTok may have been great for quick viral growth, platforms like LinkedIn, Instagram, and Twitter require consistency and persistence to build momentum.
The Future of Employer Branding in Canada
The potential shutdown of TikTok serves as a wake-up call for companies that have relied heavily on the platform for employer branding.
It underscores the need for flexibility in your strategy and the importance of diversifying your presence across multiple platforms. While TikTok’s loss may feel like a major loss of a core audience, it’s also an opportunity to rethink how your company communicates its values, culture, and mission!
With that said, don’t give up on TikTok completely as a Canadian business. The platform still has a large Canadian audience. Use this moment to tailor your content more toward Canadian users and use TikTok’s uncertainty to encourage your followers to connect with you elsewhere, like Instagram or LinkedIn. Who knows, maybe TikTok will stay around a little longer – or maybe a new opportunity will emerge that makes it easier for your brand to grow.
Stay adaptable, stay creative, and keep building a strong employer brand that resonates across multiple platforms!
Not sure where to start in bringing your employer brand to life? We’re here to help!
Book some time with our team of specialists today.