Month: April 2024

One of the most common questions I get asked by other business owners is whether getting investment from Dragons through Dragons’ Den guarantees success, and whether the experience is as daunting as it appears.
So, here’s my experience.
Honestly, I never applied to the show, and I never would have done, for several reasons.  Firstly, my own lack of confidence and secondly because we weren’t desperate for the money. We’d started an eco-gift packaging online business but at the time my ex-business partner, Robin had applied for the show, without telling me may I add we hadn’t begun trading. 
He thought he was doing a good thing, as he’d realised fairly early on that radio was his passion far more than packaging, but not wanting to let me down, he thought he would find me new business partners.
A surprise call from the BBC one morning, asking me what we wanted the potential investment for, left me raising eyebrows across the office as Robin mouthed “Blag it, I’ll tell you after.”  So, I did.  We needed stock, new premises, or at least that’s what I told the BBC researcher!
Before I really understood what was happening, we were sent for screen tests in London and then asked for a full business plan. The business plan was easy – numbers are my comfort zone.  Being in front of the camera much less my comfort zone.  Somehow, we passed all stages though and suddenly we had a film date in May 2008 at Pinewood studios.
We arrived at the studios at 7am on the day of filming and went straight into hair and makeup.  We were then placed in the Green Room with all the other entrepreneurs being filmed that day and told to wait. We waited all day.  At 5pm our BBC runner told us that filming had overrun and that we were to go home.  We would be called back.
Relief was mixed with frustration on the way home, along with doubts as to whether we’d actually get a call back.  But a week later we were back in hair and makeup and back in the Green Room…waiting.
We waited all day again, and then finally, last of the day, we were called into the Den.  We walked in to 5 unsmiling faces and were met with no pleasantries.  Straight into the pitch. Robin, the professional presenter suddenly got hit with nerves and the first clip aired by the BBC is me looking at him puzzled, wondering why he was struggling to speak!
The pitch did not go well.  The viewer sees 10 minutes tops.  We were actually in the Den close on 2 and a half hours, and it was brutal. Duncan Bannatyne was particularly brutal accusing me of being on a crusade, was told the business idea was pathetic and that his young daughter could make better products.  What no-one showed on air was that Duncan had sat picking the box throughout our presentation so of course the paper was going to peel off.
Half an hour into the pitch, I thought we had completely blown it.  We didn’t have anything that the Dragons look for – we had nothing patentable or design protected, we had no trading history and very few barriers to entry.  Anyone with a vague idea of how to run a website could easily set up as a competitor.  By this point we had been trading 5 months and had proven the concept, but we had no protection for our fledgling start-up.
In hindsight it sounds ridiculous, but because I thought we had no chance of getting investment, I had never thought of what the reality of taking investment would look like, and what impact it would have on us.  So, when Peter Jones and Theo Paphitis proposed that they would like to invest, I was so shocked, I didn’t know how to respond (insert my puzzled face from earlier.) They offered £60k for 40% of the business. We accepted on the spot.
The BBC crew commented afterwards that entrepreneurs who are successful are normally very pleased and that I didn’t look ecstatic. That’s because I was still trying to work out how it had happened!
What many people don’t realise is that whilst the Dragons may agree to invest on camera, this is only a provisional yes and subject to lengthy due diligence. Either the dragons, or I could pull out at any stage before completion.
I’m often asked how long the Dragons are involved. Very rarely is the investment in any form of loan.  It’s like shares in any other company and therefore the dragons are involved until an exit strategy is agreed, often in the form of selling the company on, or the original entrepreneurs buying the dragons out at a later stage.
The upside of being successful on the show is that you have an 8–10-minute free marketing pitch in front of an initial audience of 4 million viewers.  More than could ever be achieved without a huge advertising budget.  I couldn’t think of a better way to showcase your business in the UK whilst not having a huge budget behind you.
However, it’s a risky strategy.  The editing of those 2 ½ hours in the den is down to the BBC who are, after all, making TV and therefore things will be edited for “entertainment” purposes.  You have no say therefore on how you are going to come across, and if the dragons hate your product or service, it could be an uphill struggle post airing to gain credibility from other potential investors.
Neither does investment from the dragons mean instant success or a sudden opening of that “little black book” of contacts.
After our pitch was filmed, we were invited to a meeting with Peter’s and Theo’s teams, to talk about the way forward. It was decided at the end of the meeting that the Dragons were going to forward me the money and leave me to run the business with little interference.  This was honoured on both sides.  
Last valuation of Tiny Box Company was £15m.  Their return on initial £60k investment, if we were to sell? 9,900%.  And that doesn’t include the annual dividends.  Of course, that assumes we could find a buyer willing to pay that amount, and whilst gulping at the ROI, bear in mind that of 10 investments the dragons make, 9 are statistically likely to fail.
Would I do Dragons Den again? Yes, but I would go in having done a lot more research and making sure I was confident in my company valuation first. It’s also important to go in knowing what you expect the Dragons to bring to the table… after all, you’re looking for a partnership. 
Read more:
Dragons’ Den – Are we in or out?

In a flavorful victory, Innovative Bites Ltd, a food company, has emerged triumphant against the UK tax authorities, securing a ruling that exempts its “Mega Marshmallows” from VAT due to their classification as cooking ingredients rather than confectionery.
HM Revenue and Customs (HMRC) had appealed a 2022 decision by the first-tier tribunal (FTT), which had absolved Innovative Bites Ltd from paying a hefty £472,928 in sales tax on its marshmallow products. HMRC contended that the marshmallows should be subject to the standard 20% VAT rate, given their status as “sweetened prepared food which is normally eaten with the fingers.”
However, the upper-tier tribunal rejected HMRC’s arguments, affirming the FTT’s determination that the Mega Marshmallows were predominantly sold and purchased for roasting rather than immediate consumption as confectionery. Despite HMRC’s emphasis on the means of consumption, the judges sided with Innovative Bites, highlighting the marshmallows’ intended use in cooking and their subsequent physical transformation when roasted.
The judges emphasized that roasting the marshmallows led to a distinct change in texture and flavor, distinguishing them from standard confectionery products. They also took into account the seasonal consumption patterns, noting that Mega Marshmallows were more commonly consumed during warmer months, aligning with their intended use for roasting.
This case echoes previous legal disputes over the VAT status of food items, reminiscent of the famous battle over the classification of Jaffa Cakes as biscuits or cakes in the 1990s. Similarly, the recent ruling draws parallels to a case involving Glanbia Milk’s flapjacks, where the tribunal determined their VAT liability based on factors such as consumption habits and product characteristics.
Innovative Bites Ltd’s victory underscores the nuanced nature of VAT classifications in the food industry and sets a precedent for similar cases involving the tax status of culinary products.
Read more:
Victory for Innovative Bites Ltd as Judges Rule Marshmallows Not Subject to VAT

The US Senate has passed a bill that could result in TikTok being banned in America due to national security concerns.
Under the legislation, TikTok’s Chinese parent company, ByteDance, has nine months to divest its stake, or the app will be prohibited in the United States.
The bill will now be forwarded to US President Joe Biden, who has indicated his intention to sign it into law promptly upon its arrival at his desk.
TikTok has said that it does not currently have an immediate response to this development. Previously, ByteDance stated its opposition to any attempt to compel it to sell TikTok.
“This is significant,” remarked Doug Calidas, a technology expert at Harvard University’s Belfer Center, speaking to the BBC. “In a matter of weeks, they managed to pass legislation through both chambers, which is a rare occurrence. It’s remarkable to see such swift action on a matter of public concern.”
If the US succeeds in pressuring ByteDance to sell TikTok, any transaction would still require approval from Chinese authorities. However, China has pledged to resist such actions.
The process of blocking the app in the US could take several years, as legal challenges from ByteDance, likely escalating to the Supreme Court, would prolong the process.
The legislation grants the company nine months to divest TikTok, with an additional three-month grace period.
Additionally, there is the issue of identifying potential buyers capable of operating the platform, with the acquisition likely involving tens of billions of dollars, limiting the pool of potential purchasers.
Failure to sell within the designated timeframe could lead to the app’s prohibition in the country. The US cites concerns that TikTok could be exploited for espionage or propaganda purposes.
While TikTok collects similar data to other apps, the US is apprehensive about this data potentially falling into the hands of the Chinese government, a claim consistently refuted by the company.
US lawmakers may also face public backlash, as TikTok boasts over 170 million users nationwide.
Aid for Ukraine
The measure was part of a package of four bills, including military aid for Ukraine, Israel, Taiwan, and other US partners in the Indo-Pacific region.
The bill enjoyed broad support from lawmakers, with 79 Senators voting in favor and 18 against.
“For years, we’ve allowed the Chinese Communist Party to control one of America’s most popular apps, which was dangerously short-sighted,” remarked Senator Marco Rubio, the top Republican on the Intelligence Committee. “This new law will compel its Chinese owner to divest the app. It’s a positive step for America,” he added.
TikTok has raised civil liberties concerns in its defense.
Last week, the social media company argued that the bill would “undermine the free speech rights of 170 million Americans, devastate seven million businesses, and shutter a platform that contributes $24 billion to the US economy annually.”
TikTok maintains that ByteDance “is not an agent of China or any other country.” Additionally, ByteDance asserts that it is not a Chinese firm, pointing to global investment firms that own 60% of the company.
Its CEO, Shou Zi Chew, has stated that the company will continue to utilize “legal rights” to safeguard the platform.
Mr. Shou has faced questioning from Congress twice in less than a year, downplaying the app’s ties to Chinese authorities, both at the corporate and personal level.
TikTok has undertaken significant efforts to mobilize support against the potential ban, including a substantial lobbying campaign.
The platform has also urged TikTok users and creators to express opposition to the bill.
Carl Tobias, a law professor at the University of Richmond, told the BBC that an extended legal battle is probable, potentially lasting around two years.
He added that if a buyer for ByteDance’s stake is not secured within the nine-month period, it could further delay any action against TikTok in the US.
Read more:
TikTok Faces US Ban as Bill Set to Be Signed by Biden

New research finds that corporate travel spend in the UK is projected to increase in the next 12 months, with over half of SMEs planning to spend more on business travel overseas than they did last year.
The survey found that nearly half of those questioned cited meeting clients, customers and prospects in person as the main reason for their overseas trip. The top three benefits of such face-to-face interactions were enhanced collaboration, stronger customer/client relationships and increased sales/revenue, indicating the competitive advantages associated with in-person engagement.
The top destinations for SME business travel in the next 12 months are Europe, followed by North America and the Middle East.
‘Bleisure’ – combining work trips with leisure activities – is now a mainstay of SME travel, with nearly half of respondents extending the length of their business trip with leisure activity at the end. On average, SMEs extend their business trips by 2.46 days, showing a desire to unwind and explore a destination once their work commitments are over. Furthermore, over two fifths of respondents bring their partners or family members on an overseas trip, mixing their professional and personal lives while away on business.
With SMEs expecting to both travel and spend more, the research suggests sustainability is a growing consideration in setting travel policies and purchasing decisions. Over half of respondents say their business is taking steps to implement more sustainable business travel.  These include scheduling multiple meetings in the same trip where possible to reduce the number of flights taken, choosing transport providers or hotels that prioritise sustainability, and booking direct flights instead of multi-leg options to help reduce carbon emissions.
Kieran Hartwell, Managing Director of Travel Counsellors for Business, who commissioned the research, commented: “Our research shows that despite economic pressures, UK SMEs are planning to spend more on their overseas travel, underscoring the power and value of face-to-face connections and business relationships that champion the human touch at the very heart. Additionally, with increased flexibility around work schedules, it’s easy to see the appeal of a part work, part fun ‘bleisure’ trip and we are uniquely placed to support this trend, leveraging our expertise in both business and leisure travel, with over 500 Travel Counsellors working on both disciplines to deliver an all-in-one travel solution.
At Travel Counsellors for Business, our focus is on building personal relationships and redefining what care means in business travel by providing our SME clients with a highly tailored and concierge like service. “
When it comes to planning and booking overseas business trips, nearly half of SMEs use a travel management company (TMC).  Nearly a third cited saving company time as the biggest benefit of working with a TMC, followed by greater flexibility, and access to 24/7 customer support/emergency assistance.
Joe Whittle, Sustainability and Impact Lead at Travel Counsellors, said: “In order to help our clients travel more sustainably, we’re making sure that they have the data available to make lower carbon choices. From carbon estimates at the point of quotation on flights, through to in depth post-travel carbon reporting powered by Thrust Carbon; where clients want to travel with reduced emissions, we’re ensuring they have the data and expertise, from their Travel Counsellor, to do so. On top of this, we’re also using our Green Leaf label to flag where hotels have sustainability accreditations that are recognised by the Global Sustainable Tourism Council to help our clients choose more sustainable accommodation options.”
Read more:
New survey reveals over half of SMEs planning to spend more on overseas travel in the next year

Steven Bartlett, renowned entrepreneur and host of the highly acclaimed ‘The Diary of a CEO’ podcast, has announced the launch of Flight Studio, a pioneering global podcast media and technology company poised to revolutionise the industry.
Building upon Bartlett’s success with ‘The Diary of a CEO,’ Flight Studio aims to transform podcasting by combining innovative production techniques, audience growth strategies, and multi-platform expansion.
Flight Studio’s vision is to create podcast brands that contribute to a happier, healthier, and more fulfilling human experience. With a focus on category-leading experts across various content verticals, the company aims to provide a global audience with engaging and insightful content.
Key figures such as Davina McCall, Paul C Brunson, Dr. Tara Swart, Africa Brooke, and Kristen Holmes will be joining Flight Studio, bringing their expertise and unique perspectives to the platform. These new podcast brands will be scaled using Flight Studio’s proprietary data and experimentation approach, ensuring maximum impact and reach.
The company’s commercial offering includes multi-platform brand partnerships and equity opportunities through Flight Fund, a $100 million fund powered by Steven Bartlett and other successful entrepreneurs. Flight Studio will also leverage cutting-edge AI technology to enhance every aspect of the podcasting process, including audio translation into multiple languages.
Led by co-founders Georgie Holt and Christiana Brenton, Flight Studio boasts a team with extensive experience in global podcasting and media. With production studios in London, Manchester, New York, Boston, and Los Angeles, Flight Studio is poised to announce new show launches and talent acquisitions in the coming months.
Steven Bartlett, co-founder and Chairman of Flight Studio, expressed his belief in the company’s potential to redefine the podcasting industry, stating, “We have every core component ready to redefine the global podcasting industry with this new company.”
Georgie Holt, co-founder and CEO of Flight Studio, emphasized the company’s ambition to create valuable podcast brands that make a positive impact on a global scale.
Christiana Brenton, co-founder and CCO of Flight Studio, highlighted the company’s comprehensive commercial proposition, offering a media ecosystem for creators and brands unlike any other in the world.
With Flight Studio’s innovative approach and experienced leadership team, the company is poised to shape the future of podcasting and elevate the industry to new heights.
Read more:
Steven Bartlett Launches Flight Studio as he looks to revolutionise the Global Podcast Industry

Business groups, employers, and civil society organisations are joining forces to bolster voter turnout across the UK through the innovative Voter Registration Champions scheme launched by Citizens UK. With approximately 8 million people currently unregistered to vote, the initiative seeks to raise awareness and facilitate participation in the democratic process.
Leading business associations, including the British Chambers of Commerce, Federation of Small Businesses, and the Better Business Act, are rallying their combined membership, representing nearly 300,000 businesses nationwide, to endorse and participate in the Voter Registration Champion Scheme. The goal is to equip employees with the necessary information on voter registration deadlines, ID requirements, and polling day procedures, encouraging active participation in elections.
National Voter Registration Day serves as a pivotal reminder for citizens to ensure their voter registration status ahead of forthcoming elections. This concerted effort draws inspiration from successful voter engagement campaigns in the United States, where corporate involvement has played a significant role in boosting voter participation.
Jonathan Cox, Deputy Director at Citizens UK, emphasized the impact of businesses’ involvement in promoting voter engagement, stating, “The simple act of reminding your employees to register to vote, informing them of the new Voter ID rules, and encouraging them to vote on polling day will make a huge difference.”
Shevaun Haviland, Director General of the British Chambers of Commerce, highlighted the importance of local political decisions to businesses and communities across the UK, underscoring the Chamber network’s influential role in spreading awareness about voter registration and turnout.
Craig Beaumont, Chief of External Affairs at the Federation of Small Businesses, echoed this sentiment, emphasizing the pivotal role of small business owners and the self-employed in shaping political outcomes. With members representing a significant portion of the voting population, the Federation is leveraging its platform to encourage voter participation at both local and national levels.
Chris Smallwood, Owner of Anchor Removals and Storage in Greater Manchester, lauded the initiative, becoming the first employer accredited as a Voter Registration Champion. Smallwood emphasized the importance of businesses in supporting and educating citizens on the significance of voting, pledging his company’s commitment to promoting voter registration and facilitating employee participation on polling day.
Through collaborative efforts and grassroots engagement, businesses are playing a vital role in fostering a more inclusive and participatory democracy in the UK.
Read more:
Businesses Unite to Boost Voter Turnout in the UK

Train services across Great Britain are set to face significant disruptions in early May as the Aslef union announces a fresh series of rolling 24-hour strikes targeting multiple national rail operators.
Scheduled from May 7th to May 9th, the strikes will impact all operators contracted to the Department for Transport (DfT), affecting commuters and travellers across the country. The industrial action is part of a prolonged pay dispute, with Aslef highlighting the lack of pay increases for train drivers over the past five years as a central issue.
Despite earlier negotiations and an offer from the train companies, which included a two-year deal worth 4% annually but with associated changes to working conditions, Aslef members rejected the proposal. The union’s general secretary, Mick Whelan, emphasized that the offer fell short compared to increases offered to other sectors within the industry.
Whelan criticized the government’s stance, noting that the offer had been rejected following repeated strike votes. He highlighted the frustration among members, particularly given the protracted nature of the dispute.
The strikes will affect various operators under the DfT, with services to Wales and Scotland also expected to experience disruptions on relevant days. The strike schedule encompasses operators such as c2c, Greater Anglia, Great Northern, Thameslink, Southeastern, Southern/Gatwick Express, South Western Railway, Avanti West Coast, Chiltern Railways, CrossCountry, East Midlands Railway, Great Western Railway, West Midlands Trains, LNER, Northern, and TransPennine Express.
This latest wave of strike action marks the fourth week of rolling strikes staged by Aslef since December, reflecting a shift in tactics amidst the ongoing dispute.
Responding to the announcement, the Rail Delivery Group, representing train operators, criticized the strikes as unnecessary and detrimental to customers and businesses. The disruption comes at a challenging time for the railway sector, with taxpayers already contributing significant funds to sustain services amidst financial pressures.
Read more:
Aslef Announces Rolling 24-Hour Train Strikes in Early May Across Multiple Operators

TikTok has vowed to challenge any ban or forced sale of its US operations in court following the passage of legislation by the House of Representatives targeting the viral video platform.
The bill, part of a broader foreign aid package for Ukraine, Israel, and Taiwan, passed in the House with a vote of 360 to 58, heightening uncertainty about TikTok’s future in the US. Under the legislation, ByteDance, TikTok’s Chinese owner, is required to divest its stake in the American business or face a ban.
In response, TikTok’s head of public policy for the Americas, Michael Beckerman, informed staff in a memo that the company would contest the bill in court, asserting its unconstitutionality. Beckerman cited violations of the first amendment protecting freedom of speech and pledged to fight for the rights of TikTok’s 170 million American users.
This legal strategy mirrors a previous successful challenge against a state ban on TikTok. Last year, a district judge in Montana ruled that the state’s ban infringed on the free speech rights of users, highlighting the potential strength of TikTok’s legal argument.
TikTok continues to face scrutiny from US lawmakers and officials in Western countries over concerns about data privacy and the potential for Chinese government access to user data. Despite TikTok’s denials, critics argue that ByteDance could be compelled to share data with Chinese security services under Chinese security laws.
The platform’s commitment to legal action underscores the escalating tensions between TikTok and US authorities, with the outcome of the legislative push likely to have significant implications for the platform’s future operations in the country.
Read more:
TikTok Vows Legal Battle Against US Ban or Forced Sale Amid Legislative Push

By 2023, TikTok boasted an astonishing 1.7 billion users worldwide, comprising nearly a quarter of the global population. In the United States alone, the app had 150 million active users, while the UK counted over 23 million.
This exponential growth solidifies TikTok’s position as one of the leading social media platforms globally. Notably, almost half of Generation Z is active on TikTok, a demographic trend with significant implications, as we’ll delve into later.
The platform’s user engagement is remarkable, with over 1 billion TikTok videos viewed daily. Moreover, TikTok disclosed that nearly 1.5 million UK businesses leverage the platform to enhance their operations. Given these staggering figures, the surge in TikTok marketing is unsurprising. Perhaps it’s time for you to consider harnessing the power of TikTok for building your brand?
Finding your target audience on TikTok
When you think of TikTok influencers, who comes to mind first? Perhaps a Kardashian or another universally recognised celebrity, or maybe an unknown teenager dancing in their bedroom. But what about Laura Pomfret, Holly Holland, or David Poku?
Holly and Laura, known as @Financielle, and David Poku, under the handle @PokuBanks, represent a burgeoning trend known as #FinTok. As the name suggests, FinTok focuses on financial advice on TikTok. David delves into the risks of unregulated advice and offers tips to avoid online scams, while Holly and Laura simplify financial jargon and tackle questions like ‘should I rent or buy?’
Together, they amass over 350,000 followers, with the FinTok hashtag accumulating nearly 5 billion views. This underscores the diversity of niches on platforms like TikTok, where attentive exploration can uncover an engaged audience for any business.
TikTok videos reign supreme in content creation!
When it comes to posting videos on TikTok, insights from Sprout Social Media’s 2023 Index report offer valuable guidance on effective content strategies. Short-form video emerges as the top-performing format, unsurprisingly, given its high activity and engagement levels. Therefore, prioritising short-form video content is crucial for your TikTok channel, as Sprout’s report indicates its superior engagement compared to longer formats.
Moreover, the versatility of short-form videos allows for easy repurposing across other platforms like Instagram, amplifying their value. To further enhance your marketing efforts, consider leveraging dedicated paid advertising options through TikTok ads.
In essence, integrating video content into your content strategy is essential. But what does this entail in practical terms?
Crafting a tailored content strategy
When utilising TikTok for business, the specifics of your content will be entirely unique to your brand. Your TikTok channel serves as your platform to narrate your story in your distinctive brand voice, so embrace experimentation.
Many successful TikTok users approach content creation with an open mindset, recognising that testing and learning are integral to maximising TikTok’s potential. The platform’s algorithm can be unpredictable; a piece of content may initially receive minimal engagement, only to thrive upon reposting weeks later. Maintaining an open mind, a willingness to engage with trends and themes, and the confidence to accept that not every attempt will resonate are crucial for TikTok success.
As a business account, consider posting content that enhances brand visibility and awareness.
Develop content that embodies your core values
Be authentic. This is particularly important with TikTok for business. The most successful businesses and brands using TikTok are doing so without filters or pretence. It should be an honest portrayal of your corporate values. TikTok users want authenticity, so give it to them.
Tell your story
Whether you’re a local butcher, an emerging tech scale-up or a global mega-corporation, everyone has a story to tell. Use the platform to show and tell your story, knowledge and experiences to your TikTok community.
Showcase your people
Put your people front and centre.
Give them the latitude to create engaging content on their own terms (obviously with the businesses’ best interests in mind). This kind of user-generated content typically performs very well on TikTok and is a strong method of enhancing and amplifying employer brand.
Share knowledge and expertise
Try to teach your target audiences something they don’t know. Our FinTok examples above do an excellent job of breaking down complex subject matter into educational and easily digestible audio clips.
Entertain
Social media platforms are entertainment platforms. The content you put out into the world has to be entertaining. You have less than two seconds to hook in your target audience… so it has to be entertaining above all.
Collaborating with partners and creators
To further grow your presence, creator collaborations could be the next step.
You might not consider TikTok a defecto B2B platform… and you might be right. But, remember that not too long ago, neither was Facebook. Neither was Instagram.
The B2B creator and influencer space on TikTok is still emerging. Forward-thinking businesses can get in on the action early and explore partnerships with emerging creators, influencers, industry experts and thought leaders.
Again, look at the great example of FinTok, with billions of views all relating to financial advice. The odds are, that if you’re a business looking to engage with creators or direct users, there will be a pool of people out there for you.
When you do reach the stage of working with creators and influencers. There is yet more interesting data from Sprout Social, on the engagement rates of smaller creators:
5k-10k followers: 76.23%
10k-50k followers: 37.77%
50k-100k followers: 27.87%
100k-250k followers: 20.43%
250k-1m followers: 16.59%
1m+ followers: 12.69%
As the data shows, smaller-level creators are having much more cut-through with their audiences, when compared with higher-followed accounts.
TikTok and the talent crisis
The battle for young talent is a sector-agnostic challenge. But could TikTok be the answer to many-a-businesses recruitment woes?
In December of 2022, PR Week delved into this concept, with some very interesting anecdotal evidence, to prove that TikTok is already having a major positive impact on recruitment and employer brand.
Battenhall
“It’s been a huge driver of recruitment interest for us,” says Taja Woods, senior account executive at Battenhall. She adds that the agency’s most popular video was directly responsible for more than 50 job applications.
Here Be Dragons
“Every time we post something cool, within the next week our inbox goes mad. That’s normally people looking for their first job or an internship, so it really is Gen Z. These are people looking to enter the workplace for the first time, who’ve identified marketing as a discipline they might want to get involved in, and have looked it up on TikTok, found our channel and gone: ‘That’s a bit of me.’”
Emerge
“We have seen a significant increase in job applicants, new business and awareness as a consequence of our TikTok presence,”
TikTok offers business account users a platform to showcase their values, their culture and their ways of working in new, exciting and engaging content. The largest age demographic on TikTok is the 18-24 category, at 36%.
This younger audience is key demographic in the talent crisis and we can see from these three examples, that TikTok is already working to attract both potential candidates, new customers and new business.
If it’s working for them, then why can’t it work for you?
Initiating your TikTok business profile
TikTok stands out as a powerhouse among social media platforms, making it indispensable for enhancing yourdigital marketing efforts. Beyond mere video creation, leveraging TikTok for business can amplify your online reach, bolster brand visibility, and foster deeper connections with potential customers, teams, and target audiences, in conjunction with other social media platforms.
Moreover, the barrier to entry is remarkably low. You don’t need elaborate production setups or expensive equipment to create TikTok videos—all you require is a smartphone and a willingness to explore creative possibilities.
Read more:
Strategies and tips on using TikTok for business