“Employees will choose someone they’ve seen on TikTok.” — digital marketer Uliana Korolova on HR branding through social media

-Rachel.C

Attracting and retaining new talent has always been a challenge for companies, which continuously seek innovative ways to improve their employer brand. With the rise of technology and the widespread use of social media, it is clear that one of the most crucial communication channels for engaging potential employees is social media—where they spend a significant amount of their time, often searching for new job opportunities alongside entertainment content.

Uliana Korolova, a digital marketer and expert in organic social media growth who has worked on HR branding for several IT and fintech companies, shares her insights on establishing a trustworthy employer brand through social media and attracting top talent with a creative approach.

Can you elaborate on this method of attracting new employees, and which types of companies can benefit the most from it?

You may not realize it, but many companies are already growing social media as a key resource for attracting new talent. We refer to it as the "native ad" of the company. A strong social media presence, paired with the right promotional strategy, helps to increase brand awareness, highlight the advantages of working for the company, build loyalty among potential employees, and—crucially—help your company stand out from competitors.

I would say that any company targeting working professionals can achieve results, as reports from Statista indicate that over 60% of social media users are between the ages of 25 and 50. This means that not only companies seeking to hire Gen Z candidates but also those targeting a broader range of age groups can find success.

For example, my clients—primarily in IT and fintech—target employees aged 25–40, and we consistently receive numerous inquiries from qualified candidates during our promotional efforts.

Which social media platforms do you recommend for promoting a company's employer brand?

We primarily use TikTok and Instagram, focusing on video content, as these platforms generate the most organic traffic today. Video content allows us to reach a broader audience while minimizing costs since we do not rely on paid ads in our campaigns. Additionally, organic growth gives a brand more credibility. While paid ads can attract an audience, reaching them through organic methods requires a level of quality and authenticity that sets exceptional brands apart. Achieving organic growth is straightforward in some ways but also challenging because it requires high-quality content.

I believe in an omnichannel approach for personal blogs and commercial accounts, where all communication channels share a unified strategy, tone, and themes. However, HR branding is different. Often, companies need to achieve multiple objectives through social media—building brand awareness as a service provider is usually a top priority, with HR branding being secondary.

In this case, I recommend distinct strategies for social media. Long-form content, such as YouTube videos or case studies on your website, can showcase your company’s services and business advantages. In contrast, short-form content on platforms like TikTok and Instagram can focus on employer branding—highlighting your team, the benefits of working at your company, and other content that resonates with a wider audience and attracts your target professional demographic.

Can you reach professionals in very specific fields through social media? How does organic promotion work in this context?

One of my clients is an investment broker, and their main target employees are investment experts with specialized education and experience. It’s a highly specific and narrow audience, but we successfully reached them through TikTok content. We created videos about the daily lives of our investment experts, showcased office culture, and incorporated engaging, relatable content. We also produced educational videos on the stock market, which allowed us to become one of the leading TikTok blogs in Ukraine in the field of investments.

Another example is LeverX Group, an international IT company that came to us with the goal of attracting new developers. We focused on IT-related topics, along with content highlighting office life. This approach yielded excellent results, and we not only began receiving job inquiries but also increased the brand’s TikTok following to 45,000 and became the most popular blog around tech companies in Europe.

What types of content are most effective for achieving the same success as your clients?

To achieve strong HR branding results on social media, I recommend combining the following types of content in your strategy:

• Expert insights and industry news relevant to your field
• Educational videos aimed at junior specialists
• Behind-the-scenes content showcasing your team’s office life
• Relatable entertainment content that resonates with your target audience

Is it essential for brands to use trends in their content strategy, and what is the correct way to integrate this kind of content into specific topics such as programming or finance?

Social media trends are essentially the things that capture people's attention and gain popularity across platforms for a while. They can include all sorts of content, like viral challenges, trending hashtags, memes, video styles, or even how brands interact with their followers. These trends often reflect what's going on in culture, tech, politics, or society, and they can be sparked by users, influencers, or brands themselves. 

It’s not necessarily essential for brands to incorporate trends into their content strategy, despite what some might think. While trends can certainly help boost visibility and engagement, jumping on every viral wave without careful consideration can backfire. For brands in specialized fields like programming or finance, trends need to be approached with extra caution. In these sectors, where accuracy and professionalism are paramount, using trends just for the sake of participation can risk undermining the credibility and authority that these brands have worked hard to establish.

The correct way to integrate trends into such content is by ensuring that they are relevant and align with the brand’s values, audience expectations, and expertise. Instead of simply adopting trends, brands should focus on adapting them in a way that complements their niche. For example, in programming or finance, a trend might be used to present complex ideas in a more accessible or engaging way, but it should never compromise the quality or accuracy of the content.

Ultimately, trends should enhance your brand’s storytelling without straying too far from your core message. It’s about balancing relevance and authority—leveraging trends to connect with your audience while maintaining the professionalism and expertise that define your brand. Consistency and quality should always come first, and trends should be used strategically to complement, not dominate, your overall content strategy.

I believe that trends should not be followed blindly without considering our marketing strategy, vision, and quality standards. It is essential to analyze each piece of content to ensure it aligns with our objectives and meets our requirements.

What is the key factor in your approach that has contributed to your clients' success on social media?

In organic growth, consistency is paramount. With my clients, we focus on long-term efforts to build their reputation on social media and achieve lasting results.

For companies and HR teams considering this approach to talent acquisition, I highly recommend setting long-term goals and creating a comprehensive strategy for sustained promotion. Organic growth won’t deliver immediate results, but with patience and consistency, it can position your company as a leader in your field.