Opportunity

A major employer in the United States, faced a challenge in engaging younger job seekers. The company needed a strategy to raise awareness among a younger audience and attract fresh talent to fill a range of roles. Traditional recruitment methods weren’t resonating with Gen Z and Millennials, who are increasingly turning to social media platforms like TikTok for

career insights, advice, and opportunities. Additionally, the niche nature of this client’s industry made it even harder to attract this younger demographic, as many were unfamiliar with the sector’s potential career paths. Our client needed a fresh approach to not only raise awareness of their services but to also educate and engage younger job seekers who might not have previously considered a career in this specialized industry.

Solution

• Influencer Partnerships: We identified and collaborated with industry-related influencers who shared their experiences and industry insights, helping raise awareness and credibility.
• TikTok Account: We launched a TikTok account, producing educational content that highlighted career opportunities, trends, and job tips. This positioned our Client as a thought leader while educating a younger workforce.
• Our Strategy: By implementing this strategy, we successfully introduced the career path to a new, engaged community. The content we produced not only raised awareness but also educated viewers about the industry, creating brand recognition and identifying potential job opportunities

Results

• In 9 months, our efforts introduced this employer to a new audience of qualified professionals who had not previously been exposed to the brand.
• We reached 98,000 people and generated 126,000 videos through 91 published reels–building strong brand awareness and engagement.
• These efforts also led to a 29% increase in organic search growth, $75k in hard sourcing savings, and a following that’s grown to 100,000.