Logan Oh loves working at Pop! Promos (asi/45657), the Philadelphia-based supplier where she’s been for nearly a year. Frequently highlighted on Counselor’s Best Places to Work lists, Pop! Promos offers perks that include office kegs, bottomless cold brew and a dog-friendly environment.

When Oh learned that the company wasn’t getting as many applicants for open positions as it would have liked, she decided to take to TikTok to share a day in her life at the office. “What I love most about Pop! is the company culture, and I wanted to share that with people,” she says.

Her 86-second-long video showed Oh answering emails, attending an employee meeting and pulling samples to ship. But it also depicted the Gen Z sales support specialist grabbing her morning joe from the company’s coffee bar, playing with her dog, doing shots of tequila with the team to celebrate a particularly strong sales month, and participating in a paint-and-sip night with coworkers after hours.

@_loganoh

day in my life working at Pop! Promos 🤠 P.S we’re hiring! DM me if you’re interested 🥳 #philly #job #dayattheoffice

♬ FEEL THE GROOVE - Queens Road, Fabian Graetz

Oh has a modest following on TikTok – and has never gone viral in the past – but something about her simple video resonated with young job-seekers. Within hours of posting, the video had been viewed more than 30,000 times. In less than a week, it’s pushed past 83,000 views, with more than 15,000 likes. “Everyone in the office is calling me a celebrity,” Oh jokes.

More exciting than the viral fame, though, has been the flood of resumes filling Pop! Promos’ inboxes. “We were floored,” says Erin Reilly, founder and CEO, of the response. “Within 24 hours, we had over 120 candidates for our sales support role. We’re optimistic based on the preliminary resume review and phone screens that there are lots of potential candidates.”

Pop! Promos has no corporate presence on TikTok. “We had made the assumption that TikTok was generally a platform used by ‘the younger generation,’ so it didn’t seem like an obvious fit to reach our customers, and honestly, it still might not be,” Reilly says. Still, she adds, she was blown away to learn that some of her peers within the promo industry had found Oh’s video and were circulating it among their own teams.

With the historic U.S. labor shortage and so-called “Great Resignation” making hiring more challenging than ever, it makes sense to seek out novel ways to find qualified job candidates, whether that’s through short social media videos or something else. The key, however, is being authentic. Consider, Reilly notes, that Oh’s video monologue never once mentioned that Pop! Promos was hiring. The only place hiring is referenced is very briefly in the video’s caption.

“I think the beauty of the video was that it simply showcased our company culture and gave some insight into what we actually do on a daily basis,” Reilly says. “I think this experience helped teach us that there is so much more that goes into attracting talent, and that starts with showcasing your existing talent and giving potential candidates a peek behind the curtain.”