In case you haven't heard yet, the popular video social app TikTok is launching a pilot program for major brands to connect them with job seekers who will promote themselves with a video resume. The news got a lot of mentions on major news outlets and was quite talked about across all social media.
Though many in our space seemed to criticize the move as a fad or stunt, I think that this might actually work.
Here’s why;
First let me say that this is only a pilot program ...TikTok is merely testing the waters to see if users and brands like it. Experimentation in the online recruiting space is important and as our resident "mad scientist" I love the initiative.
It's important for platforms to cook up new ways to connect people and I give TikTok kudos for trying something new.
Video is Pervasive
Secondly, we have seen countless attempts at making the video resume a relevant tool in the job hunt. But its time may have finally arrived with the TikTok news. Video is eating the world. It has become so pervasive in our lives that the next generation of job seekers has no qualms about showcasing themselves in a 30 second clip. The time may be right for this to work.
TikTok itself is more than just a music video app these days. Creators are teaching things and coming up with a variety of topics and channels. I now think TikTok is like a 30 second version of Youtube. You can find almost anything on it.
They also have a large user base. In 2020, the social video app had approximately 65.9 million users in the United States. This figure is projected to increase by 22 percent year-over-year, reaching 73.7 million users in 2021 (source: STATISTA). You need to 'fish where the fish are' as the saying goes.
Leads not Applicants
Thirdly, critics of this move are thinking about it from the wrong angle. This is not about hiring a bunch people off of a video resume. Rather it should be looked at as lead generation for your hiring funnel. TikTok job seekers are not submitting their video resume into your ATS. Instead you need to think of this as a sourcing and branding opportunity to connect with the next generation of candidate.
You can see an example of a #tiktoresume here. Users will be asked to create a video resume, hashtag it and then apply by simply copying a link to it onto the job app form via tiktokresumes.com - it will be up to the employer to then convert them into an actual applicant (if you choose to).
The program appears to have an end date of July 31st for people to apply.
Sure, videos are not the most bias free solution out there but the companies in the pilot program are hungry for new sources of applicants. There's a tradeoff there.
I bet most of you recruiting right now could use another source of applicants, right?
So let’s give TikTok Resumes a chance. Video resumes may just be here to stay as a candidates’ initial introduction to an employer they want to work for.