Could TikTok be a new recruitment tool?

It has been well documented that the hospitality industry has experienced challenges in the last few months due to staff shortages as a result of Covid-19 cases rising, as well as difficulties in finding suitable staff to fill vacancies. 

 

As a business we recruit seasonal staff to meet increased demand over the winter season, even though the best times to book ski lessons and snowboard lessons are actually in the summer when the slopes are quieter!  We employ qualified ski and snowboard Coaches and team members for our busy call centres, food and beverage departments, reception areas and to help our ski & snowboard rental equipment areas operate smoothly during the busy winter holidays.

 

Over the last few months, we were finding our UK recruitment activities, that have historically proved to be successful, were also being hindered in the same way as hotels and restaurants, so we decided to take a slightly different approach in how we use social media.

 

We have built a strong social media community over the years, however one platform we had not embraced up until the end of last year was TikTok.  Previously known for having a younger audience (from the age of 9 years) more and more people started adopting the platform during the Covid-19 lockdowns meaning the 3.7m active users in the UK are now from a far more diverse demographic and age group (the largest share of users – 26% - are currently aged 18-24 years).*

 

By filming some of our team members at work, doing what they do best, we were able to capture their passion for Snowsports as well as convey the personality of our brand in several short, punchy and original video edits focussed on filling our UK vacancies.  This tactic proved successful and also enabled us to get our brand in front of new audiences and new pairs of eyes who may not have yet begun their Snowsports journey, either as a guest learning to ski or snowboard for the first time, or potential future ski and snowboard coaches.  You can view our TikTok channel here - https://www.tiktok.com/@snozoneuk 

 

 

*https://www.socialfilms.co.uk/blog/tiktok-uk-statistics