New research from 11 million posts reveals the cadence that drives the best visibility for employer brands

If you’re using TikTok to attract the next generation of talent, consistency beats cleverness. According to Buffer’s study of 11 million posts from 150,000+ accounts, the brands that post most predictably win — not because every video goes viral, but because frequent posting increases the odds one will.

The Sweet Spot: 2–5 Posts Per Week

Jumping from 1 to 2–5 posts per week delivers up to 17% more views per post. For recruiters, that could mean alternating between:

• Employee testimonials

• Behind-the-scenes culture clips

• Quick “day in the life” POVs

• Tips for applicants

You’re not chasing trends you’re building familiarity. TikTok’s algorithm rewards momentum, not perfection.

Posting More Helps — Within Reason

Going up to 10+ posts weekly can yield up to 34% more total views, but median engagement levels out. Think of it as buying more lottery tickets: you raise your odds, but every video still needs a clear message and authentic tone.

Pro Tip for Recruitment Marketers

• Capture moments from onboarding, team events, or career fairs

• Use real employees, not stock actors

• Pair each post with a strong employer-brand hook (“Grow with us,” “People first always”)

If you’re posting once a week, ramp to 2–3. It’s the most efficient way to grow reach and your talent pipeline.