How TikTok influencers are helping companies recruit new workers
Loic Venance | AFP | Getty Images
On TikTok, Emily Durham is a content creator with over 200,000 followers. She also works as a senior recruiter for Intuit. Durham’s following on the social platform and her success show how influencers and content creators on TikTok can strengthen a company’s recruiting efforts.
“Having a social presence has been a game changer for me from a professional perspective,” Durham said. “Probably half of the candidates that I reach out to have responded with, ‘Oh my god, I follow you on TikTok,’ especially with early career talent or when I’m recruiting for other HR roles at Intuit.”
Durham said while she doesn’t post Intuit-specific content, the company’s trust and open-mindedness about her TikTok presence allows her content to be mutually beneficial for her and Intuit. Her TikTok presence gives potential candidates familiarity and recognition that often leads them to apply and be interested in roles at Intuit.
TikTok influencers help recruit desired candidates
When you think about how people previously searched for jobs, it’s most likely they turned first to their local newspaper for open roles. When the internet came onto the scene, people began searching on sites like Indeed, Monster, ZipRecruiter, and eventually LinkedIn.
Now, especially with younger audiences, companies can use TikTok to advertise open roles and reach candidates, like Gen Z and millennials, said Erin Lazarus, director of solution architects at SHL, a data and insights platform for talent acquisition and management. An influencer promoting open roles can help increase the impact of a company’s recruiting effort.
“Gen Z and millennial audiences, from a value perspective, appreciate authenticity. What we used to think of social content, which was previously over-edited, commercial-like content, doesn’t resonate with those audiences,” Durham said. “In fact, you have about two to four seconds before a millennial or Gen Z social media consumer will scroll past your video.”
Durham said companies can hire influencers, who are real and authentic, to post content about what it’s like to work at a company and why someone should work there.
“Influencers have trust and credibility with their audiences, and they’ve become what I think of as the signal through the noise,” Lazarus said. “In the digital world, opportunities are nearly endless, and that level of choice creates so much noise around us.”
Lazarus said influencers help employers increase the signal of their opportunities and cut through the noise to reach a more targeted audience, and TikTok is one of the mediums to reach audiences the fastest.
Finding the right type of TikTok influencer
Lazarus said companies interested in using TikTok influencers to promote jobs, must first distinguish between the different types of influencers and which ones have the right following to reach ideal candidates.
“The first category is celebrities, and there are fewer celebrities promoting jobs than other types of influencers. Another type of influencer is content creators or bloggers, like who we follow on TikTok and Instagram,” Lazarus said. “A third category, where most influencers are likely living for recruitment efforts, is industry leaders and thought leaders.”
These categories are not siloed, and influencers can exist across these distinctions. Influencers can have large or small followings, they can be community leaders, and they can specialize in a specific topic or niche area. With Durham’s specialty in career coaching and job searching advice, she can be described as a thought leader in that area on TikTok.
“Thought and industry leaders could be local from a geographical perspective or from an industry perspective,” Lazarus said. “These are also influencers that can operate both online and in person in a professional setting to help with recruitment efforts.”
It’s also important to ensure that your company’s TikTok influencers have a following relatively located to the locations you’re hiring for, said Daniel Blaser, a senior content manager at Workstream, a recruiting and hiring platform for local businesses and restaurants to fill hourly and deskless roles.
Blaser said companies, especially local businesses, don’t necessarily need to tap into influencers with millions of followers to recruit for open jobs. Companies can engage with influencers, of any scale, that can reach their targeted group of potential employees.
“Anyone can be an influencer if they have an engaged following, and there are people that have an engaged following for whoever you want to connect to, as a business, and in your hiring efforts,” Blaser said.
Blaser added that companies can even have their existing employees post videos or content on TikTok and become an influencer for their business. The focus should be on how well the content resonates with audiences.
How to start leveraging TikTok influencers
Influencers can be hired, if a company is looking to reach an existing following from a content creator like Durham, or influencers can be created, like Blaser suggested, from existing employees who may find a new following.
Lazarus said influencers on TikTok, and all social platforms, can advertise your company’s recruiting efforts in their short videos, in sound bites on podcasts, or in advertisements in newsletters, wherever the influencer’s following reaches.
“A company should ask: Who is my target audience? What kind of candidates am I looking for? How do I reach them? What media are they consuming?” Lazarus said. That helps you figure out: Who are the trendsetters in the areas I’m recruiting for? How do I get in touch with them?
Lazarus said this is a growing and exciting trend in recruitment and talent acquisition. Social media recruiters play a strategic role in the talent strategy of an organization, she added, and it can help ensure they’re bringing in the best talent and lead them to get creative in approaching talent.
“There are so many different ways you can get creative, as long as you’re highlighting the voices of the authentic people at your organization,” Durham said. “That’s where you’re going to see impact and benefit. You’re going to see absolutely nothing if you’re an organization first and a people-company second.”
Lazarus said TikTok influencers can also help companies increase diversity and reach underrepresented populations, because this type of recruitment reaches candidates through their trusted sources that they’re already consuming.
“We have an opportunity as organizations to really compete for the best talent out there to increase diversity, create more inclusion, and bring ourselves to where those pipelines are,” Lazarus said. “These platforms help us create a diverse, enriched pipeline of candidates from every walk of life.”
Hinge Health’s Enso product.
Courtesy: Hinge Health
Hinge Health, a provider of digital physical therapy services, filed to go public on Monday, the latest sign that the IPO market is starting to crack open.
Hinge Health uses software to help patients treat musculoskeletal injuries, chronic pain and carry out post-surgery rehabilitation remotely. The company’s revenue last year increased 33% to $390 million, according to its prospectus, and its net loss for the year narrowed to $11.9 million from $108.1 million a year earlier.
The IPO market has been quiet across the tech sector for the past three years, but within digital health it’s been almost completely silent, as companies have struggled to adapt to an environment of muted growth following the Covid-19 pandemic. No digital health companies held IPOs in 2023, according to a report from Rock Health, and last year the only notable offerings were Waystar, a health-care payment software vendor, and Tempus AI, a precision medicine company.
“We have many decades of work ahead,” Hinge Health CEO Daniel Perez said in the filing Monday. “We hope you join us on this journey.”
The company plans to trade on the New York Stock Exchange under the ticker symbol “HNGE.”
Perez and Gabriel Mecklenburg, Hinge Health’s chairman, co-founded the company in 2014 after experiencing personal struggles with physical rehabilitation, according to the company’s website.
Members of Hinge Health can access virtual exercise therapy and an electrical nerve stimulation device called Enso. The company claims its technology can help users improve their pain, reduce the need for surgery and cut down health-care costs.
The San Francisco-based company has raised more than $1 billion from investors including Tiger Global and Coatue Management, and it boasted a $6.2 billion valuation as of October 2021. The biggest outside shareholders are venture firms Insight Partners and Atomico, which own 19% and 15% of the stock, respectively, according to the filing.
Hinge Health’s dual class stock structure gives each share of Class B common stock 15 votes. Almost all of the Class B shares are owned by the founders and top investors.
Employees across more than 2,250 organizations, including Morgan Stanley, Target and General Motors, can access Hinge Health’s offerings. The company had more than 532,000 members as of Dec. 31, and more than 20 million people are eligible to enroll, the filing said.
Hinge Health declined to comment.
People wait in line for t-shirts at a pop-up kiosk for the online brokerage Robinhood along Wall Street after the company went public with an IPO earlier in the day on July 29, 2021 in New York City.
Spencer Platt | Getty Images
It was a bad day for tech stocks, and a brutal one for fintech.
As the Nasdaq suffered its steepest decline since 2022, some of the biggest losers were companies that sit at the intersection of Wall Street and Silicon Valley.
Stock trading app Robinhood tumbled 20%, bitcoin holder Strategy fell 17% and crypto exchange Coinbase lost 18%. Much of the slide in those three stocks was tied to the drop in bitcoin, which fell almost 5%, continuing its downward trajectory. The price of the leading cryptocurrency is now down 19% in the past month, falling after a big-post election pop in late 2024.
Beyond the crypto trade, online lenders and payments companies also fell more than the broader market. Affirm, which popularized buy now, pay later loans, dropped 11%, as did SoFi, which offers personal loans and mortgages. Shopify, which provides payment technology to online retailers, fell more than 7%.
JPMorgan Chase fintech analysts on Monday highlighted declining consumer confidence as a potential challenge for companies that rely on consumer spending for growth. In late February, the Conference Board’s Consumer Confidence Index slipped to 98.3 for the month, down nearly 7%, the largest monthly drop since August 2021. Walmart recently reported a shift away from discretionary purchases, underscoring the potential trouble.
“Our universe has modestly outperformed the S&P 500 since the election, but sentiment has soured of late on declining consumer confidence and signs of slowing discretionary spend,” the JPMorgan analysts wrote.
The fintech selloff follows a strong rally in the fourth quarter, driven by Fed rate cut expectations and hopes for a more favorable regulatory environment under the Trump administration.
WATCH: PayPal CEO Alex Chriss on opportunities for consumers and small businesses
Larry Ellison, chairman and co-founder of Oracle Corp., speaks during the Oracle OpenWorld 2017 conference in San Francisco on Oct. 1, 2017.
David Paul Morris | Bloomberg | Getty Images
Oracle issued quarterly results on Monday that trailed analysts’ estimates, but the company offered bullish comments on its cloud infrastructure segment.
Here is how Oracle did compared to LSEG consensus:
- Earnings per share: $1.47 adjusted vs. $1.49 expected
- Revenue: $14.13 billion vs. $14.39 billion expected
Revenue increased 6% from $13.3 billion in the same period last year. Net income rose 22% to $2.94 billion, or $1.02 a share, from $2.4 billion, or 85 cents a share, a year earlier. Revenue in Oracle’s cloud services business jumped 10% from a year earlier to $11.01 billion, accounting for 78% of total sales.
The company’s cloud infrastructure segment, which helps businesses move workloads out of their own data centers, has been booming due to demand for computing power that can support artificial intelligence projects. Oracle said revenue in its cloud infrastructure unit increased 49% from a year earlier to $2.7 billion.
“We are on schedule to double our data center capacity this calendar year,” Oracle Chair Larry Ellison said in a release. “Customer demand is at record levels.”
In January, President Donald Trump announced plans to invest billions of dollars in AI infrastructure in the U.S. in collaboration with Oracle, OpenAI and SoftBank. The first initiative of the joint venture, called Stargate, will be to construct data centers in Texas — an effort that is already underway, Ellison said during the announcement at the White House.
Oracle’s cloud and on-premises licenses business contributed $1.1 billion in revenue during the quarter, down 10% year over year.
Oracle also said it is increasing its quarterly dividend to 50 cents a share from 40 cents.
As of Monday’s close, the stock is down almost 11% year to date.
Oracle will hold its quarterly call with investors and will share its outlook at 5 p.m. ET.
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