VDAB on TikTok: Do or Not? Yes, and Absolutely Yes!
Why did VDAB choose to focus on TikTok? Young people are the working generation of the future.
The Challenge
VDAB is the employment service of Flanders, supporting individuals in their job search, offering training programs, and guiding them throughout the process. Although you wouldn’t immediately associate VDAB with a platform like TikTok, it became clear that traditional channels were struggling to reach young people — the working generation of the future. TikTok, a platform where young people are highly active, presented an opportunity to reach them in a more direct and relevant way. The question was: what value could TikTok bring to the job search process, and how could we inspire young people to engage?
Our approach
We developed an "always-on" strategy with TikTok at its core to inspire young people about the labor market in an engaging and approachable way. By sharing tips, tricks, interviews, and leveraging trends, we aimed to inform and motivate without being overly directive. The content strategy was built around relevance, emphasizing authenticity and diversity, while showcasing real experiences from employees and employers. To maximize impact, the campaign extended beyond TikTok, with content adapted for platforms like Facebook, Instagram, Snapchat, and YouTube Shorts. Collaborations with influencers and creators provided behind-the-scenes insights into various jobs, highlighting hard-to-fill roles and connecting with diverse target audiences.
We create content that naturally integrates into any feed. From original productions to repurposed content for always-on strategies or targeted campaigns, we manage everything in-house.
Don't miss out on social commerce. We help you create strategies tailored to this goal while expanding into in-app shopping opportunities (beta), creator partnerships, content creation, and distribution.
TikTok and Reels have become the new Google. With younger generations using these platforms for discovery and solutions first, our mission is to capture their attention precisely where they're looking.
We build social strategies focused on short-form content. From comprehensive TikTok strategies to specialized approaches for creators, shopping, advertising, etc. — whether in an always-on context or for specific campaigns — we’ve got it covered.
We actively engage in conversations with your audience to understand their needs and preferences, fostering a deeper connection while staying reactive to cultural movements.
From defining strategy and budgets to media planning and execution, we ensure your distribution is spot-on when it comes to short-form advertising.
Match and manage, that’s what we do with creators for your brand from start to finish. From small creators to large audiences, and from product-focused UGC packages to brand ambassadors, we handle it all.
We manage your presence and content distribution across multiple key platforms.
We build social strategies focused on short-form content. From comprehensive TikTok strategies to specialized approaches for creators, shopping, advertising, etc. — whether in an always-on context or for specific campaigns — we’ve got it covered.
Imagine thousands of people creating with your brand. That's exactly what’s possible with our co-creation and social AR campaigns. We've organically reached millions, generating over 50,000 pieces of user-created content for brands.
Creative is the new targeting, especially when it comes to advertising assets. We create both ongoing and packaged ads, custom-tailored to align with your business goals.
The impact
We successfully gave both younger and older audiences a unique glimpse into various jobs, transitioning VDAB from a "pushing party" to a "requested source of inspiration." By employing this approach, we aimed to make VDAB highly relevant on social media. Additionally, we created memorable formats like VDABingo, which became instantly recognizable both online and on the streets.
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