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Introduction "It starts with TikTok" Campaign JR's Thoughts Rejoice's Thoughts Dhanya's Thoughts Conculsion Introduction We're only in January 2024 and already the biggest question in SEO has become “Is TikTok a Search Engine?” Over the past week TikTok launched a OOH advertisement featuring a search bar which captured many people’s attention, but the rise of TikTok and other social media platforms growing influence Is TikTok a Search Engine or Social Media Platform? 1 month in to 2024 and the biggest question in SEO has quickly become “Is TikTok a Search Engine?” Over the past week TikTok launched a OOH advertisement featuring a search bar which captured many people’s in attention, but the rise of TikTok and other social media platforms growing influence in this space actually began a couple of years ago. Back in 2022, Senior Vice President of Google, Prabhakar Raghavan, stated 40% of young people (Gen Z) were turning to TikTok or Instagram ahead of Google Maps or Google Search. HerCampus expanded on this with a survey in the US stating 73% of Gen Z were turning to TikTok as a search engine. TikTok also recently launched it’s “It starts with TikTok”, with the campaign appearing on some of the UK’s biggest billboards, across radio, podcasts, social and in-app, and on TV screens which shows how the impact searching on TikTok can bring. This shows how TikTok sees itself as bigger than just a Social Media platform and will continue to grow in the Search space. During the past week I was served an advert on YouTube as part of their expansion. We’ve also seen Google shift to incorporating TikTok videos in their SERPs (Search Engine Results Page). This means businesses can optimise a social strategy which will impact their SEO. As this is an area that’s quickly evolving, we asked some industry professional for their thoughts on TikTok and SEO for 2024: Do Search and Social Media need a more integrated approach in 2024? Should businesses prioritise TikTok over YouTube? How does TikTok impact discoverability? And who should be responsible for formulating the TikTok strategy (Social Media, SEO, Branding, Content, all of them etc...)? JR at Seen Connects shared his thoughts below: Do Search and Social Media need a more integrated approach in 2024? Absolutely, we’ve seen over the last 2 years how platforms are becoming more and more aware of how consumers are utilising apps like Instagram, TikTok and Pinterest as search engines. These platforms have continued to increase their search functionality to meet that demand. Also, with the changes we’ve seen in the SEO industry and social content even being served in the SERPs on Google, its important now more than ever to integrate search and social strategies. Should businesses prioritise TikTok over YouTube? It really depends on the business, target audience and content styles. My advice would be to do a deep dive into your target demographic and understand where they’re showing up. TikTok does over index across multiple audiences but if you’re trying to reach an older demographic YouTube might still be king for your business. How does TikTok impact discoverability? TikTok’s algorithm rewards content that is deemed entertaining, rather than most other platforms that built their algorithms on a social graph of engagement. This changed the game for discoverability on social, what was once reserved for the “social elite” has become available for everyone through the FYP. On top of this over the last 12 months, TikTok have pioneered social search with their new search functionalities and even released analytics on search. Google have even recognised the value of TikTok content by adding short form video content from the platform in search results – if discoverability is your goal, TikTok is the platform for you. And who should be responsible for formulating the TikTok strategy (Social Media, SEO, Branding, Content, all of them etc...)? In my opinion, it’s a joint effort – for too long all of these teams have worked in silo of each other but for brands to win they all need to work together. Social teams can learn a lot from SEO teams and visa-versa. Aligning on wider brand strategies across each business entity will definitely become more commonplace. Rejoice Ojiaku, an SEO professional, industry speaker and Co-Founder of B-DigitalUK shared her thoughts below: ·      Do Search and Social Media need a more integrated approach in 2024? Absolutely. The integration of search and social media is crucial in 2024. With platforms like TikTok influencing search behaviour, especially among Gen Z, businesses need to understand how social media content can enhance their search visibility. An integrated approach ensures that content strategies are synergistic, leveraging social media trends and search insights to create a cohesive online presence. It's not just about being found anymore; it's about being relevant and engaging where your audience is spending their time. ·      Should businesses prioritise TikTok over YouTube? This depends on the target audience and content style of the business. TikTok, with its short-form, highly engaging content, is a goldmine for capturing Gen Z's attention. However, YouTube's long-form content appeals to a broader demographic and is excellent for in-depth storytelling and brand building. It's not about choosing one over the other; rather, it's about leveraging each platform's strengths. For immediate engagement and trend-setting, TikTok is key. For comprehensive content and broader reach, YouTube remains essential. ·      How does TikTok impact discoverability? TikTok significantly boosts discoverability through its algorithm, which favours user engagement over follower count. This means even new or small brands can achieve wide visibility if their content resonates with the audience. Additionally, TikTok's content often ranks in Google SERPs, offering a dual benefit – visibility on both TikTok and Google. The key is creating content that is not only engaging but also optimized with trending hashtags, relevant keywords, and engaging narratives. ·      Who should be responsible for formulating the TikTok strategy (Social Media, SEO, Branding, Content, all of them, etc...) The TikTok strategy should be a collaborative effort. Social Media teams bring expertise in platform-specific trends and audience engagement. SEO teams can integrate search insights and keyword strategies. Branding teams ensure content alignment with the overall brand voice and image. Content teams contribute to creative storytelling and quality content production. A unified approach, where all these teams work together, results in a TikTok strategy that is not only engaging and trend-savvy but also aligned with broader marketing objectives. SEO Consultant Dhanya Nair shared her thoughts on the matter: Of late (on LinkedIn), the SEO community is up in arms about whether TikTok is a search engine. As a marketer and user, I use TikTok as a search engine, especially during the initial discovery stage of any search. This does not mean I only use TikTok. Search is not a linear process and rather than debating whether TikTok is a search engine or not, as marketers we need to have an integrated approach. As mentioned above, TikTok is great for discovery. As a consumer, I have discovered several upcoming brands, publications and even different hot takes on TikTok. The personalised algorithm is one of the main reasons why I keep going back to TikTok. That being said, my search ends up in Google. Because with Google you can understand a brand’s expertise and authority in the field. One of the main drawbacks of TikTok is there is no EEAT element (at least not yet) and it is difficult to establish the veracity of content. Especially for more serious topics, be it health, finance or even politics, searches still get completed in Google. The other drawback is there are still no tools out there that give organic search volume information. So, sometimes it can feel like you are throwing darts in darkness. So should you use TikTok or not? Gone are the days of siloed SEO work. Integrated teams and SEOs should already be using TikTok in their Search strategy. as I said search journey is rarely linear and to improve your brand visibility, your reach, and your bottomline have a cross-channel strategy. Our thoughts Businesses should utilise TikTok marketing as both an SEO and Social Media channel, which will require an integrated approach. If audiences are beginning to utilise TikTok as there go to Search Engine, then businesses will need to priorities this as a channel for their customers. Also with TikTok videos showing on Google SERPs this means content must be optimised to both channels, which can be challenging. TikTok is a way to signal “experience” by showcasing how actual users incorporate a businesses products and services in their daily lives. It’s an opportunity to help building brands. Also audiences sharing content (UGC) on different platforms such as TikTok and Pinterest will indirectly increase brand visibility, help build trustworthiness and develop authenticity, which can support a businesses SEO activities. Anyone arguing TikTok isn't a search engine should keep in mind YouTube SEO only searches within YouTube, Amazon SEO within Amazon and ASO on within a certain app store. Tiktok has quickly become a search engine, because users are using it like one, and because of this businesses will need greater integration between their Social Media and SEO teams, to find a new way of formulating a broader organic digital marketing strategy to reach audiences. Visit our services page for more information about how we can help your hiring needs. Or visit our Digital Marketing page for some of the areas we recruit across.

“New Year New Me” is a phrase we often hear. We approach many aspects of our lives with a new sense of purpose and perspective in the new year, feeling refreshed and reinvigorated, and when we think about this in the context of careers and work we often jump to new roles and career changes. But for those of us in recruitment, this is an ideal time to take this energy and direct it to reinvigorating and reassessing our approach to talent acquisition. As businesses take the time to review and refocus their strategies and goals, we are afforded an opportunity to ensure that our talent acquisition practices are also updated and in line with the current market and hiring trends. Job Descriptions Transparency is a key theme here: be upfront about salary ranges, benefits, and company culture to attract candidates who align with your values and expectations. This also includes transparency with flexible working policies; the post-pandemic landscape includes a host of options on offer, from hybrid or remote working to four day weeks. To remain competitive, be transparent about what you offer and be prepared to say why. If you offer hybrid, how many days in the office vs from home? If you don’t offer any remote working options, explain why and showcase any alternative benefits that offer work-life balance, like flexible hours or compressed workweeks. There is also a renewed emphasis on skills and outcomes, on highlighting the skills and abilities needed for a role and viewing through the lens of skills based hiring, rather than a laundry list of years of experience. Focusing on the outcomes and the impact that a candidate can have, and their role’s contribution to the organisation’s goals, will appeal to the candidates who value purpose and making a difference. Employer branding A strong employer brand is important, now more than ever. In this digital age candidates are well versed in doing their research on prospective employers, whether checking social media, testimonials or other platforms like Glassdoor.com. Employer reviews are researched in the same way you might scan through reviews on Trustpilot.com or Amazon.co.uk, before making a purchase. If you’re looking to attract top talent. this means ensuring that your organisation has a great reputation online, and the chatter is positive! Interview processes Taking a candidate-centric approach remains a top way to attract excellent candidates, including interview processes that focus on providing positive candidate experiences. This also includes offering virtual or hybrid interview formats, utilising video conferencing tools for initial screenings and interviews, implementing skills based assessments to evaluate candidates’ practical abilities without bias, and providing diversity and inclusion training to interviewers to ensure a fair and positive interview experience. Transparency is again an important element here – transparency with interview timelines, with feedback and with deadlines for decisions being made. Culture Company culture has become an important element for candidates, when assessing prospective employers, and it’s important for employers to understand this when trying to attract top talent. This means clearly defining and communicating your organisation’s values, mission and desired workplace culture. This means ensuring job descriptions, employer branding and recruitment messaging all align with the organisation’s culture to attract candidates with shared values. This means a commitment to diversity and inclusion, expressly communicating a commitment to the same and creating inclusive recruitment processes that welcome individuals from all backgrounds. Other strategies to highlight workplace culture include featuring employee success stories and testimonials in recruiting materials, sharing policies that support work-life balance and a healthy work environment, showcasing benefits such as wellness programs and mental health support, and outlining development opportunities for professional growth and continuous learning on the job, training programs, mentorship initiatives, leadership development programs and recognition mechanisms within the organisation. Whilst there are many more elements to consider, in addition to the above-mentioned, by staying attuned to these hiring trends and incorporating them into talent acquisition practices, organizations can better attract, engage, and retain top talent in an ever-evolving job market.

Wellbeing, diversity and inclusion are all hot topics, and something companies are often seen to advertise and promote. But amidst a lot of positive and thoughtful changes, there has also been a rise in “wellbeing washing”. What is “wellbeing washing”? "Wellbeing washing" is a term used to describe when companies claim to prioritize employee or customer well-being without actually implementing substantial changes or improvements in that area. It's similar to the concept of "greenwashing," where companies claim to be environmentally friendly without actually taking concrete steps to reduce their environmental impact. “Wellbeing washing” can involve making surface-level changes, such as offering wellness programs or creating marketing campaigns that emphasize well-being without addressing the underlying issues that impact employee or customer well-being. For example, a company might offer a meditation program for employees to reduce stress levels, but at the same time, they could be overworking employees, creating a toxic work environment, or offering inadequate compensation and benefits. The term "wellbeing washing" highlights the need for companies to be genuine in their efforts to promote well-being and to back up their claims with concrete actions. Companies that engage in wellbeing washing risk damaging their reputation and losing the trust of their employees and customers. But why would companies and businesses do this? Companies engage in "wellbeing washing" for a variety of reasons, including their public perception and their recruitment efforts. They may be concerned about their public image and believe that emphasizing their commitment to employee or customer well-being will improve their reputation. By promoting their well-being initiatives, companies may hope to be viewed as socially responsible and caring. Companies may also use wellbeing initiatives as a way to attract and retain talented employees. In a competitive job market, companies may see wellness programs and other well-being initiatives as a way to differentiate themselves from other employers and create a more desirable work environment. However, it's important to note that engaging in "wellbeing washing" can ultimately be counterproductive for companies if they don't follow through on their promises and take real action to improve employee and customer well-being. In the long run, genuine commitment to well-being is more likely to lead to positive outcomes for both the company and its stakeholders. So how can candidates avoid “wellbeing washing”? Do your research! You can research the company's reputation and track record regarding employee well-being, and check online reviews and ratings from current and former employees. Have a look for news articles or other sources of information that may shed light on the company's culture and practices. We also advise candidates to ask questions – interviews should be a two way process. As much as interviews are an opportunity for employers to assess whether a candidate is right for their organisation, they are also an opportunity for candidates to assess whether an employer or organisation is the right environment for them. During the interview process, try to ask specific questions about the company's well-being initiatives, such as what programs are offered, how they are implemented, and how success is measured. Asking for examples of how the company has improved employee well-being in the past can also be helpful. Transparency is a also a great indicator of intentions - genuine well-being initiatives are typically transparent and clearly communicated to employees. Candidates can look for evidence that the company values employee feedback and involves employees in the development and implementation of well-being initiatives. And last but not least – trust your gut! Trust their instincts and pay attention to any red flags or warning signs that a company may not be genuinely committed to employee well-being. If something seems too good to be true, it probably is!

International Women's Day is celebrated annually on March 8th to commemorate the social, economic, cultural, and political achievements of women and to call for gender equality. The theme of International Women's Day varies from year to year, but the overarching goal is to promote women's rights and empowerment globally. The history of International Women's Day dates back to 1908 when a group of women in New York City organized a demonstration to demand better working conditions, voting rights, and equal pay for women. The idea quickly spread, and by 1911, International Women's Day was celebrated in several European countries. So why is this day so important? International Women's Day is important because it provides a platform to highlight the ongoing struggle for gender equality and to raise awareness of the challenges that women face globally. It serves as a reminder of the progress that has been made in women's rights and the work that still needs to be done to achieve gender equality. International Women's Day is an important occasion to promote gender equality, celebrate the achievements of women, and call for continued progress towards a more just and equitable world for all. Which brings us on to the IWD 2023 campaign theme: #EmbraceEquity. According to www.internationalwomensday.com, “the campaign aims to encourage important conversations on Why equal opportunities aren't enough and Why equal isn't always fair. People start from different places, so true inclusion and belonging require equitable action”. What does “equality versus equity” mean? The terms "equality" and "equity" are often used in discussions about social justice and fairness, but they have different meanings. Equality refers to treating everyone the same regardless of their differences. In other words, equality assumes that everyone has the same starting point and the same needs, so everyone should be treated identically. Equity, on the other hand, recognizes that different people have different needs and circumstances, and therefore require different treatment to achieve fairness. Equity is about providing people with the resources and support they need to achieve equal outcomes. To illustrate the difference between equality and equity, imagine a scenario where three people of different heights are trying to watch a baseball game over a fence. If they are all given the same size box to stand on, the tallest person can see over the fence, the middle-height person can barely see, and the shortest person can't see at all. This is equality, but it doesn't result in fair outcomes. In contrast, if the shortest person is given a taller box than the other two, everyone can see the game equally well. This is equity, where each person has been given what they need to have the same experience. In short, equality means treating everyone the same, while equity means giving everyone what they need to be successful. The distinction is important because not everyone starts from the same place or faces the same barriers, and treating everyone equally may not lead to fair outcomes. By recognizing and addressing those differences, equity can help level the playing field and ensure that everyone has a fair shot at success. So what does “equality versus equity” mean, in the workplace? In the context of the workplace, "equality versus equity" means the difference between treating all employees the same versus recognizing and addressing the different needs and circumstances of individual employees to ensure that everyone has access to the same opportunities and outcomes. Treating all employees equally means giving everyone the same opportunities, resources, and benefits regardless of their individual differences or circumstances. However, this approach may not lead to fair outcomes, as some employees may face systemic or individual barriers that prevent them from accessing those opportunities. Equity in the workplace involves recognizing and addressing those barriers and providing additional support or resources to those who need it. For example, it may involve providing accommodations for employees with disabilities, offering flexible work arrangements for employees with caregiving responsibilities, or implementing diversity and inclusion initiatives to address systemic biases. The bottom line is: while equality in the workplace aims to treat everyone the same, equity recognizes that not everyone starts from the same place and may require different support and resources to achieve the same outcomes. By promoting equity in the workplace, employers can create a more inclusive and fair environment where all employees can thrive. But how do we improve gender equity in the workplace? Improving gender equity in the workplace requires a concerted effort by employers to address systemic biases, discrimination, and unequal access to opportunities and resources. Some strategies to improve gender equity in the workplace include: Address unconscious bias: Employers can provide training to help employees recognize and address their unconscious biases. This can help ensure that all employees are evaluated based on their skills, experience, and qualifications, rather than their gender or other personal characteristics Promote diversity and inclusion: Employers can actively recruit and retain women and other underrepresented groups in the workplace, and create a welcoming and inclusive workplace culture. This can help ensure that everyone feels valued and respected, and has the opportunity to succeed. Provide equal pay and benefits: Employers can ensure that their pay and benefits structures are fair and equitable for all employees, regardless of their gender. This may involve conducting a pay equity analysis and providing equal access to benefits such as healthcare, retirement, and time off. Offer flexible work arrangements: Employers can offer flexible work arrangements such as remote work, flexible schedules, or job sharing to accommodate the diverse needs and circumstances of their employees. This can help reduce barriers to employment and ensure that everyone has access to the same opportunities. Create mentorship and sponsorship programs: Employers can create mentorship and sponsorship programs to support the professional development and advancement of women and other underrepresented groups. This can help provide opportunities for career growth and increase diversity in leadership positions. Provide adjustments and accessibility: Employers can ensure that their workplace is accessible and provides adjustments for employees with disabilities. This may include providing assistive technologies, accessible facilities, and training for managers and coworkers on how to support employees with disabilities. By implementing these strategies, employers can create a more equitable workplace where all employees, regardless of their gender, have the opportunity to succeed and thrive. Ultimately, creating gender equity in the workplace benefits everyone by promoting fairness, diversity, and inclusion. By promoting equity in the workplace and society at large, we can create a more just and inclusive society where everyone has the opportunity to reach their full potential, regardless of their gender or other personal characteristics. Looking for new opportunities? You can register with us here and speak with one of our Recruitment Consultants who can offer free advice on how to improve your CV and help in your job search. Looking to diversify hiring for your team? You can contact us here and we can discuss our approach to help businesses improve their D&I Recruitment.

Hybrid working policies have continued to be a hot topic post-pandemic. There has been a clear shift from the pre-pandemic ‘nine to five’ paradigm, to an expectation of a hybrid working policy being offered, as a minimum. Solis Recruitment ran a poll with 374 respondents, asking what their preferred working pattern is (whether hybrid, remote or in the office). We found that 68% voted for a hybrid working pattern, 30% voted for fully remote, and only 2% voted for full time in the office. But where does Diversity and Inclusion come into the conversation? Attracting diverse talent requires the provision of accessibility, which is where the hybrid working model can make a real difference. We hear ‘work-life balance’ mentioned a lot, but there is more to it than that. There are many obstacles which can be somewhat alleviated with the flexibility that hybrid working offers, enabling employers to access talent and support workplace diversity, equality and inclusion. Commuting There is a lot of talk about ‘the rise of the super-commuter’ but what this can mean is that geographical limitations are less of a factor (within reason) when commuting less often. There is an increase in commuters travelling further than ever, because hybrid working patterns allow them to; they are willing to travel further afield because they only need to do it maybe 2 -3 times a week. We should also consider the continued ‘cost of living crisis’, and ever increasing travel costs. The costs of fuel and/or public transport can make a huge impact on the workforce. In theory hybrid working offers a reduction of these costs, which may make a notable difference to household incomes when you tally up the annual costs of travel, particularly in the current climate. Health Conditions For anyone with a physical or mental health condition, accessibility or practical barriers can be an issue when travelling into the workplace. The need for flexible working and hybrid working policies, has long been a topic of debate here. The flexibility of hybrid working, giving the option not to have to face a commute every day, can make a real difference. Having the flexibility to work around managing a condition, medical appointments, or any of the other factors involved, can mean the difference between being able to work at all on any given day. Having options and flexibility can alleviate the pressure or stress, and support the overall wellbeing of employees. Childcare, or any Carer Responsibilities The flexibility offered by a hybrid working model can make all the difference to those that have caring responsibilities. Most often childcare and school runs are the first thing to come to mind here, and it’s easy to see how hybrid working helps. Removing the commute time from a morning and evening routine allows time and space to drop off / collect children to / from school or other childcare facilities. The costs and logistics of this alone can be deal breakers when considering employment opportunities, whether it’s the additional cost of childcare before and after school, or the distance between home, school and the workplace. The assumption is that the group responsible for childcare is mainly, though not exclusively, comprised of women. Which means that flexibility in this area has a direct impact on gender diversity and inclusion. What do Employers gain? Offering flexible, hybrid working patterns, contributes to reducing barriers to entering the workplace and promoting inclusion. This in turn, means that employers have access to a larger and more diverse talent pool. And as we already know, there are countless benefits to increasing diversity and inclusion in the workplace. There are tangible benefits to a diverse and inclusive workforce, including new/different perspectives, a wider talent pool, increased innovation and creativity, improved performance, increased employee engagement, lower attrition, strengthening workplace culture and of course, supporting your brand as an employer. “Hybrid working is here to stay” – World Economic Forum Here at Solis Recruitment, we understand and support the need for diversity, equality and inclusion in the workplace. We provide D&I recruitment solutions to support and promote diversity, equality and inclusion when hiring, and would love to hear from you! If how to recruit for D&I professionals is something you are passionate about and would like support in, please do get in touch!