How a tech startup used TickTock video to attract 7,500 job applicants

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What if you had 7,500 job applicants in your company?

Most of us will feel a little overwhelmed, but then we will start trying to figure out how many people have decided to apply. This is understandable if you are Apple or Tesla; For a small startup with about 250 employees that created a sales schedule app, it was quite an amazing discovery.

Because it all works so well? They posted a handful of tick-tack videos, then saw many of them go viral.

Now, before you ridicule it and conclude that there must have been a dancing bear telling jokes or involving celebrities like Ryan Gosling, the truth is even more confusing. Is called a startup Chile Piper Videos of actual employees acting like real people have been posted, often with a trendy song in the background and a few well-placed captions.

“People get involved with our TikTok videos because they showcase the benefits of working entirely remotely and because we are the initial adopters of the platform in the B2B space – so we still don’t have much competition to get the attention of this huge audience,” said Alina, co-founder and co-CEO of Chile Piper. In Vandenberg. “Outside of that, we show the diversity of the staff. When applying for a job, people want to see a successful and happy person look like them. “

Vandenberg says social media campaigns are versatile. There is a tracking code that helps them determine if more than 2,500 people have specifically applied for viral videos. Nonetheless, they linked to the candidates in the comments and sent them a link to increase engagement. They also tracked thousands of additional applications from TikTok videos, mostly from people who said they saw a video during the interview process.

The statistics are impressive. Especially a video There were over 200,000 views. Chile Piper says the campaign had a total of 1.3 million impressions. The company had about 500 applications a week, and a total of 7,500 applications they attributed to TikTok videos.

The secret of success lies in the authenticity of the videos. They are, as Vandenberg described them, funny and silly. They are not meant to be professional, although the company only wants to hear from people with stable, collar-up.

“We’ve found across all social media platforms that sometimes the hyper-polished product look is perceived as an uncertified sterile corporate version of your brand,” he explained. “By combining authentic, phone-camera-shot videos with fun high-quality-quality videos, we create the image of a company driven by real-people marketing to real people.”

Interestingly, the campaign didn’t just create more awareness about the company. They actually hired people to work for them, including a recent IT security worker.

“We’re experimenting with a variety of projects, but in general, for us, the virality (which means 100k or more views on a video) strikes where trending audio is matched by the benefits and diversity of remote work,” he says. “Chile Piper also has 50% female managers and executives and it resonates very well with our audience on the platform.”

In the “good problem to have” section, the startup is still circulating through applicants. Maybe some of the new recruits will end up in a few more videos.



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