TikTok's U.S. shutdown impacts recruitment marketing strategies, prompting organizations to diversify their social media presence across platforms like YouTube, Instagram Reels, Facebook Stories, and Reddit to maintain candidate reach.
Key Takeaways
- TikTok's imminent shutdown affects 170 million U.S. users and an estimated $20 billion in revenue, forcing recruiters to rethink their social media strategies.
- Platform diversification is crucial for recruitment marketing success, and YouTube, Instagram Reels, Facebook Stories, and Reddit are viable alternatives.
- Organizations should maintain flexible strategies that quickly adapt to changes in the social media landscape.
The Supreme Court voted to uphold the TikTok ban starting Jan. 19, 2025. According to the Washington Post, Donald Trump had asked the Supreme Court to delay TikTok’s ban-or-sale law to give him an opportunity to act once he returns to the White House.
The social media landscape is bracing for a major shift as TikTok prepares to shut down its U.S. operations. With more than 170 million American users and an estimated revenue projection of $20 billion by 2025, TikTok has become a significant channel for recruitment marketing and employer branding.
TikTok, currently ranked #5 in usage among U.S. adults 18+, has experienced the most significant growth in usage since 2021. Today, one-third of U.S. adults report using the video-based platform, a 12-percentage-point increase from 2021.
Source: Pew Research Center & eMarketer
Adult TikTok users in the U.S. spend an average of 54 minutes daily on the platform, surpassing Instagram in time spent. According to eMarketer's forecast, TikTok is poised to overtake Facebook should the ban not be enforced.
Source: eMarketer
The Current Situation
TikTok executives have been actively preparing for various scenarios awaiting the Supreme Court decision released today. The platform is now scheduled to cease U.S. operations on Jan. 19.
The platform's internal memo suggests that even if a shutdown occurs, the company's infrastructure will remain intact, potentially allowing it to return to the U.S. market in the future.
Impact on Recruitment Marketing
This transition presents challenges and opportunities for talent acquisition professionals who have invested in TikTok as a recruitment marketing channel. The platform's unique ability to reach younger demographics has made it particularly valuable for hourly, entry-level, and early-career recruitment campaigns.
Alternative Platforms for Recruitment Marketers
The TikTok situation remains fluid, with several potential outcomes in play. While discussions continue about possible extensions through executive action and various acquisition proposals from prominent business figures, recruitment marketers must prepare for all scenarios.
TikTok ceasing operations underscores the critical need for media diversification in recruitment marketing. To ensure campaign continuity, it’s best to develop contingency plans for video content distribution across multiple platforms. According to Statista, while TikTok currently leads in short-form video preference, several viable alternatives exist.
YouTube
YouTube claims second place in both viewing preferences and average time spent, maintaining the highest reach with 234 million U.S. users. Its established infrastructure makes it a strong contender for recruitment marketing efforts.
- Efficient CPV (cost per view)
- Effective targeting
- Cost-effective
- Extensive reach and ease of searchability
- Extends shelf life of videos
- Multiple video lengths
- YouTube Shorts is the “TikTok version of YouTube”
Meta
Instagram Reels and Facebook Stories are natural successors to TikTok's short-form video format. Despite a mixed reception from current TikTok users, Meta's robust advertising platform and established infrastructure make it a practical choice for recruitment campaigns.
- Closest alternative to TikTok for short-form videos
- Extensive reach / audience
- Excellent if the goal is increasing video views
- Facebook audiences tend to skew toward a more experienced demographic
Reddit presents unique opportunities for reaching diverse talent pools, particularly with its ongoing testing of Feed and Conversation ads, which work best when run together because they have different benefits. This could provide recruiters with new ways to connect with specialized professionals.
- Expansive growth / reach with over 100,000 active communities
- Especially helpful to reach niche audiences
- New and advanced targeting capabilities
- Short form lead is coming soon (currently in beta)
- Video, image, and text-based ads available
Two other emerging channels are Substack and Neptune. While Substack has been discussed as a potential destination for content creators, its limited advertising capabilities make it less suitable for recruitment marketing purposes. Organizations should focus on platforms that offer comprehensive advertising solutions to maintain their recruitment reach and effectiveness, but they should also monitor emerging channels.
Neptune, an emerging female-founded social media platform, is described as being specifically designed for creators. It offers a strong sense of engagement and community. While user statistics remain undisclosed and the platform is currently ad-free, brands can still collaborate with creators for sponsored content.
Looking Ahead: Strategic Planning
TikTok's significant impact on user behavior cannot be ignored – over 40% of Americans now use it as a search engine, often preferring it over traditional browsers. With TikTok’s search functionalities going away, companies should ensure their Google Search campaigns are fully funded. According to Zippia, over 70% of job searches begin on Google.
Looking ahead, it’s best to develop a flexible approach that adapts to potential changes in the social media landscape. The key is to remain agile and ready to pivot while leveraging the most effective channels for reaching your target candidate pools.
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