Submitted by VaynerMediaAgency IPI Score 58/100

Using authentic comments in Gen Z spaces to drive job discovery

Community Management

VaynerMedia turned a single TikTok comment on a stranger's viral video into a creator collaboration for Indeed NL, reporting 2,981 new followers, up 127.9%.

1.5K+likes on Indeed's comment
+7555%increase in comment likes
2,981new followers for Indeed NL
+127.9%follower growth
1.1Mviews on the original TikTok
almost 300Korganic views on two follow-up videos

Case in 60 seconds

A tough entry-level job market makes it hard for a job platform to earn Gen Z trust, and job market communication in the real world feels impersonal.

On TikTok, job seeking can be an experience rather than a transaction, so Indeed needed to sound like a participant in Gen Z conversations rather than an advertiser addressing them.

Place comments from the Indeed NL account where Gen Z already spends time, and wait for a moment where a reply about work is genuinely on-topic.

Indeed replied to Younes' 1.1M view TikTok about doing age checks in a supermarket where he did not work with the line 'Next time you should apply first'. Younes then asked Indeed for help finding a job, producing two more videos about the search.

VaynerMedia reports 1.5K+ likes on the comment, 26 users suggesting jobs, almost 300K organic views across the follow-up videos with 191 comments, and 2,981 new followers for Indeed NL, up 127.9%.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Gen Z job seekers in the Netherlands, particularly entry-level candidates finding the market difficult, reached in the TikTok spaces they already use rather than through recruitment messaging.
Job market communication is impersonal and transactional, while the same audience treats TikTok as a place for candid, funny accounts of work.
Job platforms are functional utilities with little reason to be followed. Earning attention means being useful or entertaining in someone else's content, not broadcasting from your own.
Indeed acted as a participant in the conversation and then as a practical helper when the creator asked for one, which gave the brand a role beyond a listings site.
A brand reply that accepts and extends the joke reads as belonging in the thread. One that corrects or pitches reads as an intrusion and is scrolled past.

Creative & Execution System

Assets & channels

  • A single reply comment from the Indeed NL TikTok account
  • Two follow-up TikTok videos with the creator about finding a job
  • Ongoing comment placement in Gen Z TikTok spaces

Partners

  • VaynerMedia

Participation mechanic

  • Community members suggesting jobs to the creator in the comment thread
  • The creator approaching the brand for help, then documenting the search
  • Open commenting on the follow-up videos, 191 comments reported

Creator role

  • Younes originated the viral video and later collaborated with Indeed NL on the job hunt content
  • The comment community acted as informal job matchers

Results & Evidence

MetricValueResult type
Likes on Indeed's comment1.5K+engagement
Increase in comment likes+7555%engagement
Users suggesting jobs in the thread26engagement
Views on the original TikTok1.1Mreach
Organic views, two follow-up videosalmost 300Kreach
Comments on the follow-up videos191engagement
New followers for Indeed NL2,981audience growth
Follower growth+127.9%audience growth

Why VaynerMedia's strategy worked

  1. 1

    The comment was on-topic. The creator's video was already about work, so a job platform joining in was relevant rather than an interruption.

  2. 2

    The reply extended the joke instead of correcting it, which is what separates a brand that understands the format from one borrowing it.

  3. 3

    Community management ran as an acquisition channel rather than a service function, and produced an account-level follower gain at close to zero media cost.

  4. 4

    Because the creator approached the brand, the follow-up content had a real reason to exist and did not read as a paid placement.

  5. 5

    One well-matched reply on a 1.1M view video did more than broad commenting would have, which argues for selectivity over volume.

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