From Job Ads to TikTok Videos: WhatReally Moves People in Recruitment

Recruitment in the Past: Job Ads and Printed CVs

In the late 1990s, looking for a new job started on a Saturday morning with the newspaper on the kitchen table. The job section was filled with bold titles and classic phrases like, “We are looking for a dynamic and flexible team player.”

Nobody knew exactly what that meant, but everyone wrote a cover letter and printed their CV. Recruitment was simple, text-based, and focused purely on the vacancy itself.

Recruitment Today: Employer Branding Everywhere

Fast forward to today. Job seekers don’t start with the newspaper – they scroll through LinkedIn or TikTok. They watch flashy videos of employees waving at the camera or receive a referral link from a friend.

Companies have become marketers of their own culture:

• Work-by websites showcase company culture, growth opportunities, and employee stories.
• LinkedIn and podcasts highlight leadership vision and employee testimonials.
• Radio campaigns and online ads target passive job seekers during commutes.
• TikTok and Instagram clips show the Friday drinks or behind-the-scenes moments.

The vacancy is no longer the product. The employee experience is. The central question has shifted to: “Do you feel at home with us?”

The Human Process Behind Job Changes

Despite all the new channels, the human process of changing jobs has hardly changed:

1. It starts with a feeling – that small voice whispering, “Is this it? Do I want to do this in five years?”
2. Silent exploration – browsing vacancies, watching videos, asking friends about their experiences.
3. Comparison – weighing cultures, salaries, growth opportunities, and flexibility.
4. Decision – choosing the place where someone feels seen, heard, and able to grow.

This process is deeply emotional. Salary and job titles matter, but they rarely drive the final decision.

What Really Moves People

At TomorrowsLeaders, we see this every day. Candidates share things with us that they don’t dare tell their managers:

• Feelings of insecurity.
• Frustration about being stuck.
• Dreams of doing something completely different.

Why do they tell us? Because we provide a safe, neutral space. At work, people often fear it will be used against them, or they simply don’t feel there is room to say it out loud.

The Real Lesson for Employers

The glossy videos, podcasts, and campaigns can open the door. But what convinces people to join – or to stay – is something simpler: the experience of being safe to be themselves.

People don’t just want a job. They want to be heard. They want to matter as a person, not just as a role.

Conclusion: Technology Changes, Human Needs Don’t

Yes, recruitment has come a long way since the newspaper job ads. The channels have changed, the marketing is more creative, and the employer brand is central.

But the core is timeless: employees want growth, recognition, and the freedom to be themselves. Employer branding succeeds when it reflects that truth.