Indeed TikTok Content Strategy

As TikTok was exploding in popularity, brands were beginning to recognize its potential for authentic, culture-driven storytelling. Indeed saw an opportunity to engage job seekers on the platform in a fresh way — but needed a content strategy and production that was intentional, on-trend, and tied to measurable business outcomes.

Our team was tasked with building Indeed’s TikTok presence from essentially the ground up. We developed a full social media strategy including platform positioning, content pillars, editorial calendar, and creative production. We produced short-form video content rooted in job-seeker insights, leveraging trending formats and sounds to maximize discoverability and engagement. To close the loop, we implemented a reporting framework with KPIs and benchmarks that allowed us to measure performance, learn quickly, and refine the content approach.

My role was deeply hands-on across strategy and execution — researching TikTok trends, writing scripts, and directing content production to ensure it stayed both on-brand and platform-native. I collaborated with our digital team to establish target KPIs, introduced new social listening and reporting tools, and ensured performance data directly informed creative decisions. My role bridged creative and strategic leadership, helping Indeed enter TikTok with an authentic voice and measurable impact.

Key Metrics / Grew account to 40K followers.
Role / Account Director (HangarFour)
Client / Indeed