IT Recruitment Goes Viral: Uliana Korolova on TikTok Recruitment
The labor shortage is, indeed, compounded by the challenge of attracting talent in the technology sector: every year, it becomes a little more onerous to attract elite talent genuinely. To break through a crowded market, the HR brand should be sufficiently strong to draw high-calibre candidates into the net. Ideally, people would even dream about joining your organization.
To meet this increasingly tough demand, IT companies have turned to several of these strategies: creating work environments that are in tune with what prospective employees believe to be benefits and other enticements to get them to choose such firms instead.
This is one of the best forms to encourage employees to apply for jobs in a company via social media marketing, namely, building an image for the organisation as an employer advertiser. But will it be that simple for an IT company to do the same?
To throw more light upon this subject, we approached Uliana Korolova, a marketing expert and specialist on organic brand promotion who has more than thirty successful projects in the tech area under her belt.
Experience in Promoting IT Companies Through HR Branding
She worked with different IT companies, whose performance majorly depended on organic promotion, focusing on HR branding and talent hunting for job openings. AllSTARSIT and LeverxGroup, among others, are recent clients in this area. Her TikTok videos usually boast millions of views every month from different countries. Using TikTok for the promotion of companies is evolving into a really strong organic marketing strategy that does not require any paid advertising. This platform uniquely allows one to get to a huge audience of targeted viewers simply by using high-quality video content.
Most Effective Formats and Approaches in Attracting New Developers
Among the main ones was producing content right in the office of the company so as to be more authentic about the character of the workplace and the environments under which the team is operating. Another major aspect was casting the company’s employees as ‘actors’, i.e., real individuals working at the company and emphasized in every video.
Videos that incorporate the team greatly increase trust in the brand as an employer and create an even greater sense of belonging among the team members. These videos are hence typical in that filming them and putting them on social media helps inform employees of their contribution to brand image building. Most employees regard the filming process with enthusiasm and present their ideas for possible video content.
The content formats are mostly related to real-life scenarios common among seasoned developers, but would also contain some educational material directed toward entry-level and mid-career professionals.
Results Companies Achieved by TikTok
It is difficult to measure the entire effect of HR branding within this first month, given that such projects take time to get results. However, just immediately after the very first viral videos, we began to see an influx of applications from programmers of all levels eager to gain job opportunities with our clients. TikTok soon became the prime social venue for both companies. For example, LeverX Group managed to gather a community of 45,000 followers there.
Main Factors Leading to Success
A number of core factors were in play to achieve these results. First: a solid promotion strategy and well-organised content schedule specifically oriented toward the TikTok audience. Then came active involvement on the part of the client’s team, ensuring that the client’s team was committed to consistent content posting. Consistency is key, especially for starting a new blog or establishing a brand presence. Last but not least, the IT specialist audience constitutes one of the most engaged and active groups on TikTok.
Amidst the ban of TikTok, there are still best anonymous ways to access the features of TikTok. Check out our complete list of TikTok Viewer Apps and Websites in 2025.