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The Importance of TikTok in Employer Branding - Should German Companies Invest in TikTok as an Employer Branding Tool?

  • Many companies are struggling with the decision of whether they should invest resources in the new app TikTok to communicate and develop their employer brand. Therefore, this thesis addresses, the question: Should German companies invest in TikTok as an employer branding tool? As this topic is not well researched yet, this work is based on individual opinions of HR professionals and opinions on the internet. There is no scientific verification of the accuracy of the statements made in this paper. To answer this question, interviews with 14 German HR experts have been conducted. Afterwards, the interviews have been summarized and evaluated. The results show that the answer to the research question depends on several factors. TikTok is considered as a suitable tool if the company’s DNA correspond to that of the application and if enough personal resources are available. Also, if the target group and their needs match the young audience and if the company has already gained experiences on social media. Furthermore, the uploaded content should be authentic and involve motivated representatives of the target group (age 16 to 24). The company must give those employees full support, trust and freedom. Nevertheless, they should also invest in their training and let them know what is desired. The content on TikTok should be informative, short, in the language of the audience and the company should act as an adviser. Employer branding content should be published infrequently and only once a community has been built. The app should be understood as an awareness channel and it should not be expected to bring many applicants immediately. Firms should weigh the positive and negative sides and use the above factors to decide whether TikTok fits their own company. The success of TikTok can be explained, for example, due to the dopamine release when watching videos on social media and the complex algorithm behind the app, which filters only relevant videos for the individual preferences of each user. Moreover, other hormones such as adrenalin and oxytocin are released, as well. The variety of sounds available and the possibility to share the content with other social media platforms, could also lead to a high popularity of the app. The short videos are favorable for the short attention span of social media users and not often being interrupted by any comments or advertisements makes watching TikTok videos fun.

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  • The importance of TikTok in employer branding

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Author:Aurelie Noyalet
Advisor:Armin Trost
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Date of final exam:2021/02/28
Release Date:2021/03/10
Tag:Employer branding; TikTok
Page Number:39
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Human Resource Management
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt