Drive growth in job applications with strategic content marketing
Sector Alarm, a provider of home security services, aimed to enhance its employer brand among young adults. The company wanted to present itself to young people as an appealing and diverse workplace where they could learn valuable skills and enjoy themselves.
The target audience is best reached on TikTok. Young adults use social media for entertainment, but also to find information about careers and potential employers. The collaboration began in 2022 with TikTok strategy development, which defined the TikTok account's follower personas, channel promise, content types, and tone of voice. In early 2025, the strategy was updated with new content types and expanded to include Instagram and YouTube Shorts.
The target audience seeks career growth opportunities, flexibility, and a flat hierarchy in their professional lives. Young people appreciate a relaxed employer who prioritizes employee well-being and a positive workplace environment. We realized that Sector Alarm could engage young people by highlighting its key differentiator in its social media efforts: a strong, flat-hierarchical company culture and a workplace where people genuinely thrive.
Sector Alarm's content aims to entertain, inspire, and encourage interaction. The positive atmosphere and cheerful spirit of the workplace are evident across social media. The performers are the social media audience's potential future colleagues – Sector Alarm's own employees, from entry-level to CEO. Content is filmed at Sector Alarm's comfortable office. As self-development is crucial for the target audience, the content also provides insights into sales work and a glimpse into the earning and career progression opportunities available at Sector Alarm.
The content has successfully directed potential applicants from TikTok to Sector Alarm's career pages. The number of open applications – those not tied to a specific job opening – has doubled since the collaboration began. Employees featured in the videos have become recognizable faces on TikTok.
“Social media, and TikTok in particular, has emerged as a positive point in job interviews. Job applicants from our target audience have noticed it, and it has also encouraged them to apply for positions with us.”
