While TikTok faces mounting scrutiny in the US, with talks of bans, restrictions, and subsequent U-turns, the platform's influence on everything from culture to commerce - and now recruitment - remains undeniable. It’s come a long way since dance trends and viral memes catapulted it into the news cycle.

In 2025, Gen Z is projected to make up a quarter of the global workforce. Let that sink in. It marks a significant shift in the talent war—and the way your agency is going to have to attract fresh young talent is about to change.

Indeed, Reed and possibly even LinkedIn are set to be relics of the past, consigned to the recruitment graveyard. Why bother trying to attract new talent there, when that talent isn’t on those platforms? You might as well grab a handful of bank notes, and set them alight.

Instead, the new battleground is on TikTok; the platform where Gen Z are spending their time, and where agencies are increasingly focusing their efforts to attract the best talent.

The value of TikTok and having fun

This focus on TikTok for recruitment, on the surface at least, seems counterintuitive. The video platform is often branded as a haven of dance trends, influencers and the cause of “brain-rot” - far from the professionalism that LinkedIn brings.

However, the numbers are clear. Videos tagged #CareerTok have amassed over 2 billion views, while #jobsearch has clocked a staggering 4 billion views on TikTok. 

These hashtags aren’t just numbers—they reveal how Gen Z uses TikTok to research careers, connect with companies, and explore paths that align with their values. Gen Z isn’t drawn to perfection. They want good storytelling, connection, and authenticity. 

TikTok isn’t about corporate gloss—it’s about being real. And agencies should embrace this by showing their personality, their culture, their fun side and what really matters to them.

Showcase your culture, not just your opportunities

One of the most effective uses of the platform isn’t about selling job roles; it’s about showcasing what agency life is like behind the scenes. Gen Z doesn’t just want to know what they’ll do—they want to understand where they’ll do it, and the kinds of people they’ll work with.

At Komodo, this means focusing on organic storytelling that reflects the way the team genuinely works and connects. The content we share isn’t an act; it’s a reflection of a workplace where enjoying the environment, feeling heard, and being able to laugh together are values felt across every level of the team. This intentional approach helps potential recruits not only see our culture but feel it.

POV-style TikToks, for instance, are highly effective because they put the viewer in the shoes of a team member experiencing the agency environment. It’s low-fi, organic storytelling that shows the everyday realities of collaboration, team events, or even simple moments at work.

One example? A spontaneous TikTok conversation about Love Island turned into a connection that led to Komodo’s best hire yet. It was unscripted, simple, and thanks to the algorithm, it landed in a future employee's feed. They could have scrolled past—except they engaged, because the post spoke their language: casual, conversational, culturally relevant. You’re unlikely to make that kind of connection on LinkedIn.

TikTok also offers an opportunity to showcase leadership in a way that feels approachable rather than hierarchical. Sharing content that humanises leadership—whether it’s casual reflections on achievements in the office kitchen, light-hearted team-building moments (guess the voice games), or asking people what their “work love language is” —builds connection and signals to potential recruits that your workplace is inclusive and collaborative.

Videos that highlight routines, flexible work hours, and successes without overproduction demonstrate to potential employees that they’re entering a positive, transparent, and innovative workplace. These aren’t just recruitment videos but signals of accessibility, culture, and shared experiences and ethics.

The importance of shared values 

Those shared values are fundamental to Gen Z’s career choices. Many of them are looking not just at the paycheck but also for an employer, colleagues, and workplace that align with their personal ethics.

But all of this needs to come to life beyond a mission statement on a website, or at the bottom of a job description. Gen Z wants to see it in action. TikTok gives agencies the opportunity to show that they practice what they preach, in an organic and very real way. There’s no hiding behind well-crafted marketing ‘bullshit’.

Agencies can use TikTok to showcase any number of stories, for example around inclusivity, sustainability projects, mental health initiatives, or cultural celebrations. It means potential recruits see the “real you” as opposed to an overly curated brand image. 

Keep it real 

Ultimately, the key is simplicity: don’t overcomplicate your content. Let your culture shine through. Let team personalities lead the way. Have fun with it. And make Gen Z see themselves thriving in your story.

The next generation isn’t on TikTok just for entertainment. They’re using it to research companies, explore career paths, and discover workplaces where they feel they would flourish. If agencies embrace TikTok authentically they can connect with this dynamic talent pool in a way that offers a real advantage in the Gen Z talent war.