On TikTok, you reach candidates with short videos, at a moment when they're not thinking about a new job. With SOAP, your job ad goes live on TikTok within five minutes, and the Targeting Agent decides who sees your video.
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TikTok is one of the fastest-growing platforms in the Netherlands. The platform grew to 4.7 million users, of whom 3.4 million use it daily. People mostly watch video there, giving you the chance to show in a few seconds what the job and your team really look like.
On TikTok, everything revolves around short, vertical video. A job ad comes to life there by showing the workplace and colleagues.
On TikTok, we often reach people who don't check job sites, but are open to a job that suits them.
Source: Nationale Social Media Onderzoek 2026, Newcom Research (n=6,685, people in the Netherlands aged 15 and over).
TikTok is often used for jobs where you want to reach a younger audience and where atmosphere and team play a role in the choice. This is an indication based on what we often see. Every job and region is different.
For example trainee nurses, vocational trainees and starter roles.
For example support workers and career changers into healthcare.
For example order pickers and warehouse staff.
For example shop staff, serving staff and kitchen staff.
For example production staff and operators.
For example side jobs for students and part-time roles.
You can use multiple channels per job. If you also want to reach experienced professionals or people returning to work alongside a younger audience, Meta can be a good addition. For higher-educated roles or managers, organisations often also use LinkedIn.
The Targeting Agent knows the options within TikTok. It reads your job ad text, translates it into an audience on TikTok, and uses data from earlier campaigns to adjust. You don't need to set anything up in TikTok yourself.
Picks out the role, the location and the required skills from your job ad.
Converts this into location, interests and viewing behaviour within TikTok.
Uses the results of earlier campaigns to see which audiences and videos produce applicants, and adjusts accordingly.
The Targeting Agent never selects on age, gender or background. In the Netherlands, you're not allowed to discriminate on these grounds when hiring, and that also applies to the audience for your ad.
A job ad video on TikTok should look most like a regular TikTok, not an advert. These are points we often see in videos that stand out.
Film in portrait format (9:16), so your video fills the whole screen.
Start straight away with the role or something eye-catching, so people keep watching.
A staff member talking about the job often comes across as more credible than a polished video.
Many people watch without sound. With subtitles, your message always gets across.
In AI Creative Studio, you create ads in the right format for TikTok.
The costs consist of two parts: your ad budget and the SOAP monthly fee. How much ad budget you need depends on the role, the region and how many other advertisers want to reach the same audience. With SOAP, you pay from €299 per month, with no markup on your ad budget.
Each channel has its own audience and its own ad formats. You can combine them per job. The table below is an indication of how we often use the channels.
| Feature | Meta | TikTok | |
|---|---|---|---|
| Often used for | Volume roles, for example in healthcare, logistics, cleaning and production | For example starters, vocational trainees and side jobs | For example higher-educated roles, technical specialists and managers |
| Audience | Broad, many age groups | Often a younger audience | Professionals |
| Ad format | Image, video, carousel | Video | Image and video |
| More information | Job ads on Facebook and Instagram | This page | Job ads on LinkedIn |
Not sure which channel fits your job? We discuss that in the Recruitment Strategy Call.
In a Recruitment Strategy Call, we look together at your job, your audience and which channels fit best. No obligation.