Candidates are more critical of potential employers than ever before. They are the prize, and they know it.

The TikTok user base is massive, and they do an excellent job of drawing users back, with 90 percent accessing the platform daily. Once there, users spend an average of 52 minutes a day on TikTok. In addition, 40% of Gen Z prefer using TikTok for search over Google. I think it's safe to conclude the passive candidates you want to talk to are on TikTok. So there's value in breaking the recruiting mold and meeting candidates where they are—leading to more connections with the right candidates.