How Indeed Used Edutainment to Grow Their TikTok Audience

Everyone has seen the headlines on The Big Resignation. Over the past few months, people from all industries and of all ages have been dusting off their resumes and looking for new opportunities as priorities shifted during the pandemic.

Career site Indeed spotted an opportunity in the madness to join the conversation on TikTok.

Last fall, from October to December, Indeed launched a campaign on the platform to help job seekers find new jobs. The career site tapped into #careertok, a section of TikTok focused on career advice, with “edutainment” content.

The goal was to grow Indeed’s audience on TikTok and drive traffic to its resume builder, salary calculator and advice site.

The videos included a list of high-paying jobs that don’t require a college degree, a “whiteboard series” that revealed in-demand job titles and salaries, and a series on finding job ideas online. based on interests.

@indeed These positions are in high demand! Check them out on #Indeed #JobSearch #InDemand ♬ Countless – Official Sound Studio
@indeed Trade with confidence! Watch our recent videos so you don’t have to ask yourself questions during a salary negotiation. #Indeed ♬ Too good Taylor Swift – TaylorswiftxFolklore
@indeed #TheresAJobForThat – Mix your creative and analytical expertise. Digital #strategists are in high demand! Learn more at! #Indeed ♬ Happy Music – Mystix Instrumentals

The ideas were generated from internal research which revealed that people use TikTok for much more than entertainment. Many use the platform to learn in a fun and digestible format, said Carmen Graf, vice president and head of global advertising and brand media at Indeed.

“We’ve found that, particularly among the younger generation, career advice and tips have consistently garnered us the most views and engagement,” she said, adding that 18- to 34-year-olds search in Indeed. the content on the job change most frequently.

The campaign, which was inexpensive to produce, helped Indeed grow its TikTok account from around 1,000 to nearly 38,000 in three months. Edutainment videos generated around 155,000 monthly views and increased social engagement by around 12% on average, compared to an industry benchmark of 8%.

More importantly, approximately 100,000 people clicked on the content to visit the Indeed website.

“The campaign finally [brought us] back to our mission of helping people find jobs,” Graf said. “We’re giving them tools and resources that will help them get that job done faster.”

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