TikTok recruitment: blue-collar opportunities and pitfalls

TikTok works well for blue-collar recruitment because it allows you to reach passive jobseekers who aren’t actively applying for jobs, at a lower cost per application than on many other channels. The key is to use authentic, short videos filmed on the shop floor and to target specific regions and roles precisely. Without those two elements, you’ll simply be wasting your budget.

Does this sound familiar? Your job advert for mechanics, welders or drivers has been online for weeks, but applicants are few and far between. The people you’re looking for don’t check job sites, because they’re already in work. What they do do, though, is scroll through their phones every evening. That’s exactly where TikTok comes in as a recruitment channel.

Does TikTok really work for blue-collar recruitment?

Yes, TikTok works for blue-collar recruitment if your target audience consists of skilled workers whom you can attract with visuals rather than a lengthy job advertisement. In the Netherlands, TikTok reached over 4 million adults in 2024 (DataReportal, 2024), including a large group of technically and practically trained workers aged between 20 and 45.

Blue-collar roles such as mechanics, operators and drivers are over-represented among the shortage occupations: the majority of technical occupations experienced a significant or very significant labour shortage in 2024 (UWV, 2024). These people rarely apply for jobs actively, so you need to approach them where they actually are.

“Our campaign data shows that a good workplace video on TikTok often generates more qualified responses than a text advert, precisely because candidates can see straight away what the job is like,” explains a campaign specialist at FosFor.

What opportunities does TikTok offer for blue-collar recruitment?

The biggest opportunity lies in reaching latent candidates: people in employment whom you can’t reach anywhere else so cheaply and specifically. TikTok allows you to target by age, region and interests, enabling you to reach out to a welder in Zeeland or a driver in Brabant locally.

On the other hand, there are three specific advantages that set this channel apart for the blue-collar target group.

You reach people who aren’t applying for jobs

On job sites, you’ll only find people who are actively looking for work. On TikTok, you can reach a much larger group who seem content but are open to something better. That way, you can fill vacancies with candidates your competitors will never come across.

Images sell craftsmanship better than text

A technician wants to see what machinery they’ll be working with and how the team interacts. A 20-second video filmed on the shop floor conveys this more effectively than ten lines of job requirements. This makes your employer’s story credible.

Lower cost per application with good content

As competition on TikTok for recruitment is still limited, advertising costs are often lower than on LinkedIn. At FosFor, we fine-tune each campaign based on social recruitment content that works for the tech sector, so that the budget goes to the best-performing videos.

What are the biggest pitfalls on TikTok?

The biggest pitfall is posting a polished corporate video that feels like an advert. TikTok users scroll straight past that sort of content; the platform rewards authenticity, not adverts. Anyone who reuses their corporate video is wasting their budget.

Also, bear in mind these common mistakes:

• Wrong tone: It’s too formal, there are too many logos, and the stiff script make the video seem implausible.
• No clear next step: Without a straightforward application process, the viewer will lose interest before they even apply.
• Slow follow-up: A blue-collar candidate who responds today will be gone in three days. Speed is what determines whether you can secure their commitment.
• Send based on views only: A million views without any applications is worthless. Measure by engagement and quality, not just by reach.
• No mobile landing page: A five-screen application form immediately puts candidates off on TikTok.

Much of this wastage occurs later in the process. You should therefore also read about which Causes of drop-off in the candidate journey you can take away.

What sort of content works on TikTok for technical and blue-collar audiences?

Content that works shows the real work and the real people: short videos from the workplace, filmed on a mobile phone, featuring an employee speaking for themselves. Relatability and authenticity matter more than production quality.

Four formats that deliver consistent results for blue-collar recruitment:

1. “A day in the life of…”: a mechanic, operator or driver who shares a day in their life.
2. Workshop tour: a look at the machines, equipment and workplace.
3. Team and atmosphere: colleagues getting on well with one another, the break, the humour on the shop floor.
4. Specific benefit: timetable, indicative salary, training opportunities or commute – all set out clearly and concisely.

Base your message on what your target audience really values. Target audience data often shows that employers misjudge their own appeal. So start by target audience analysis for blue-collar vacancies before you start filming.

How do you set up a TikTok recruitment campaign?

Setting up a TikTok recruitment campaign involves five steps: defining your target audience, choosing your message, creating videos, setting up your targeting, and measuring and adjusting your strategy. If you skip step one, the rest won’t hit the mark.

1. Determining the target group and region: What sort of candidate are you looking for, and where do they live? Blue-collar recruitment is almost always regional.
2. Choosing a message based on data: Identify which benefit (timetable, security, growth) motivates your target audience.
3. Making videos on the shop floor: Short, genuine, featuring an employee speaking.
4. Setting up targeting: based on age, region and interests, and compares several videos against one another.
5. Measuring and adjusting: Focus on applications and quality each week, not on views.

This approach is in line with our data-driven approach, whereby we combine data from hundreds of campaigns with labour market and target audience data. This enables us to fill vacancies within 3 to 8 weeks on average, whilst you, as the client, only interview the 2 to 4 best candidates per month.

What is the difference between TikTok and other recruitment channels?

The difference lies in the target audience, content format and costs. The table below will help you choose which channel is best suited to which blue-collar profile. No single channel is universally the best; the right choice depends on your target audience.

For most blue-collar vacancies, a combination works best: TikTok and Meta to reach passive candidates, and Google for Jobs to capture active jobseekers. Take a look our results to see what a combined approach yields for each sector.

Frequently asked questions about TikTok recruitment for blue-collar workers

How much does a TikTok recruitment campaign for blue-collar workers cost?

The costs depend on the target audience, region and number of vacancies. TikTok often has a lower cost per application than LinkedIn due to limited competition in the recruitment market. It is usually more cost-effective than temporary staffing or recruitment and selection. Would you like an estimate for your situation? Book a no-obligation strategy meeting.

Does TikTok work for older professionals too?

Yes. Although the platform is known for its younger users, the 30 to 45 age group has grown significantly, and by 2024 TikTok had reached over 4 million Dutch adults (DataReportal, 2024). With age targeting, you can specifically reach the experienced professionals you’re looking for.

How quickly do you generate candidates via TikTok?

With a well-organised campaign, the first responses often come in within days. At FosFor, we fill vacancies within 3 to 8 weeks on average and handle the entire pre-selection process, so that you only interview the 2 to 4 best candidates each month.

Should I make the videos myself or outsource them?

Both are possible. Filming on the shop floor yourself produces the most authentic content, but targeting, testing and fine-tuning require knowledge of the labour market and the platform. A data-driven partner gets more out of the same budget and helps you avoid the pitfalls.

Is TikTok suitable for the maritime sector and shipbuilding?

Yes. It is precisely in specialised niches such as shipbuilding that visuals showcase the unique nature of the work in a way that a job advertisement cannot. Videos of shipyards, equipment and teams appeal to welders, pipe fitters and ship’s electricians who would not otherwise consider these roles.

TikTok isn’t a magic bullet, but it is a highly underutilised channel for reaching professionals who aren’t actively applying for jobs. Would you like to know whether it’s suitable for your vacancies and how to combine it with other channels? Find out how our data-driven approach works or Please get in touch to arrange a meeting.

Sources: DataReportal, Digital 2024 Netherlands; UWV Labour Market Information, 2024; CBS, Tension in the labour market.