From TikTok to Talent: Why Job Discovery Happens on Social, Not Job Boards

Remember when everyone thought the future of recruiting was job boards? That future came and went.

Today, only about 28% of people are actively looking for a job at any given time. That means if your recruiting strategy relies solely on job boards, you’re fighting for the sliver of talent that’s already in-market—while ignoring the much larger pool of passive candidates scrolling their feeds.

Here’s the shift: job discovery now happens on social media, not job boards.

Think about your own habits. You might not be looking for a new restaurant, but you see a TikTok review and suddenly you’ve got dinner plans. You weren’t searching for new sneakers, but Instagram served you a reel and now they’re in your cart.

The same thing is happening with jobs. People aren’t searching “open roles at aerospace companies” on Indeed. But they might see a trusted creator talking about the amazing projects their cousin’s working on at NASA, and now that company is on their radar.

This is why influencer-led recruiting works:

• It meets people where they already are. TikTok, Instagram, and YouTube aren’t distractions—they’re where your next hire spends hours every day.

• It creates curiosity, not pressure. Discovery content plants a seed so when the timing’s right, your company is top of mind.

• It feels natural. Job ads on a job board scream “transaction.” Influencer content feels like a recommendation from a friend.

Recruiters love to talk about “employer brand awareness.” But awareness doesn’t come from another polished careers video—it comes from discovery moments.

If you want your next wave of talent, stop shouting into the job board void. Start showing up where people already scroll. That’s where the discovery happens.