What would you do when you had 7,500 candidates for jobs at your organization?

Most of us would really feel a bit overwhelmed, however then we’d begin making an attempt to determine how so many individuals determined to use. For those who’re Apple or Tesla it is sensible; for a small startup with about 250 staff that makes a gross sales scheduling app, it was fairly a stunning discovery.

The explanation all of it labored so properly? They posted a handful of TikTok movies, then watched as lots of them went viral.

Now, earlier than you scoff at that and are available to the conclusion that there should have been a dancing bear telling jokes or a celeb like Ryan Gosling concerned, the reality is much more puzzling. A startup known as Chili Piper posted movies of actual staff appearing like actual folks, usually with a trending track within the background and some well-placed captions.

“Folks interact with our TikTok movies as a result of they showcase the perks of totally distant work and since we’re early adopters of the platform within the B2B house—so we don’t have an excessive amount of competitors for the eye of this huge viewers but,” says Chili Piper cofounder and co-CEO Alina Vandenberghe. “Past that, we showcase a range of staff. When making use of to a job, folks wish to see somebody profitable and joyful who appears to be like like them.”

Vandenberghe says the social media marketing campaign is multi-faceted. There’s a monitoring code that helps them decide that over 2,500 folks utilized particularly due to the viral movies. But, additionally they related with candidates within the feedback and despatched a hyperlink to them to extend engagement. They tracked hundreds of further functions from the TikTok movies as properly, principally from individuals who mentioned they noticed a video in the course of the interviewing course of.

The stats are spectacular. One video particularly had properly over 200,000 views. Chili Piper says there have been 1.3 million impressions on the marketing campaign in whole. The corporate had virtually 500 functions in a single week, and a complete of seven,500 functions they attribute to the TikTok movies.

The key to the success has to do with the authenticity of the movies. They’re, as Vandenberghe described them, enjoyable and foolish. They aren’t meant to be skilled, as if the corporate solely desires to listen to from staid, collared-up dignitaries.

“We’ve got discovered, throughout all social media platforms, that typically the hyper polished produced look is perceived as an inauthentic sterilized company model of your model,” she defined. “By mixing enjoyable high-production-quality movies with genuine, phone-camera-shot movies, we create a picture of an organization run by actual people advertising to actual people.”

It’s fascinating, too, that the marketing campaign didn’t simply result in extra consciousness concerning the firm. They really employed folks to work for them, together with a latest IT safety worker.

“We proceed to experiment with completely different initiatives, however normally, virality for us (which suggests having 100k or extra views on a video) strikes the place trending audio coincides with exhibiting the perks of distant work and variety,” she says. “Chili Piper additionally has 50% feminine managers and executives and that resonates rather well with our viewers on the platform.”

Within the “good downside to have” class, the startup remains to be wading by way of candidates. Possibly a number of the new hires will even find yourself in just a few extra TikTok movies.