The Trump Media Revolution: Why Old Recruitment Channels Must Make Way

Something fascinating is happening at the White House. Trump's team is throwing traditional media rules overboard and welcoming influencers, bloggers, and podcasters to press conferences. A controversial move? Certainly. But there's an uncomfortable truth that we cannot ignore: the world has changed.

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The Hard Lesson from Washington

"Legacy media no longer have the influence they once had," says White House spokesperson Karoline Leavitt. She calls it a 'revolutionary media approach'. And while we can debate Trump's methods, he touches on a crucial nerve: you need to be where your audience is.

The Parallel with Recruitment

Take a critical look at your own recruitment strategy. How much of your budget is still allocated to traditional channels? To those trusted databases and job sites you've relied on for years? Meanwhile, your organization's target audience is massively scrolling through TikTok videos. 

The Numbers Don’t Lie

With 175 million European TikTok users, of which 54.3% are men, there is a quiet revolution taking place. Passive job seekers spend an average of 850 minutes per month on this platform. Not scrolling through vacaturebank.nl or Indeed.nl, but on TikTok.

Dare to Choose

It's time for a Trump-like drastic shift in your media mix. Not because it's trendy, but because it's necessary. Because just like in news consumption, there's one golden rule in recruitment: it's not about where you're comfortable, but where your audience is.

The New Reality

You can cling to old habits. To the familiar channels where you've become so skilled. But realize this: while you hesitate about TikTok, these are already the facts: 

 6 million Dutch users

 Of which 54% are men - Why this is important is because, during Meta's heyday, this was a huge challenge. Women prevailed there! 

TikTok is catching up to Meta’s platforms hard in terms of daily use. After all, there are only 24 hours in a day, and TikTok is winning the battle for minutes. 

A Revolution in Recruitment

Like Trump's team, we must dare to break tradition. Not out of rebellion, but out of necessity. Because whether you agree with his politics or not, one thing is clear: he understands you need to be where your audience is.

The Wake-Up Call

The message is clear. Dare to make room. Dare to shift budgets. Dare to let go of traditional channels in favor of new platforms. Your dream candidates aren’t going to wait until you’re finally ready for change. 

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My source used: 

https://www.ad.nl/buitenland/live-trump-president-twee-miljoen-ambtenaren-in-de-vs-krijgen-e-mail-met-afkoopsom-en-vraag-om-op-te-stappen~a8070050/