How do you make job hunting TikTok-proof? 

How do you make job hunting TikTok-proof?

Young job seekers no longer scroll through job sites, they scroll through TikTok. As the Flemish Public Employment Service, VDAB wanted to inspire, guide and connect with this generation. But to become top of mind with young people, VDAB needed to show up where they actually are and speak their language.

From job site to For You Page

With ‘Oedoededa’, we developed a TikTok-first strategy that combines humor and relatability with education. Our goal? To position VDAB as a modern and approachable partner that understands how young people learn and communicate. 

We applied a full-funnel approach, where organic content and targeted paid boosts reinforced one another. This way, we didn’t just build awareness. We built an active, engaged community. 

Scroll-stopping content with a professional twist 

Enter Timon Verbeeck, a Flemish content creator and master of TikTok humor. In each video, he humorously portrayed how young people sometimes mess up in their job search. Then, a VDAB expert took over to explain how to do it right, in a down-to-earth way. 

This duo dynamic struck the perfect balance between credibility and entertainment. With relatable scenarios followed by practical tips, all wrapped in an authentic TikTok format. 

To further boost engagement, we also replied to audience comments with video responses, turning questions from the community into new, tailored content. That kept the campaign relevant, personal, and interactive. 

The results

Over the course of a year, we published one ‘Oedoededa’ video each month. And with a limited media budget, the results were nothing short of impressive:

  • Our videos were viewed over 2.5 million times. 
  • We generated nearly 10,000 clicks to the campaign landing page. 
  • The cost per click (CPC) was just €0.11. 
  • We achieved more than 4,800 interactions. 
  • The account grew by 415 new followers. 
  • Around 1,100 people visited VDAB’s TikTok profile. 
  • And to top it all off, this campaign made it onto the shortlist for the 2025 Benelux TikTok Ad Awards.

With just twelve videos, we built both reach and real engagement. The combination of strong creative and smart distribution proved that we struck the perfect balance between fun and function, and that government communication doesn’t have to be boring. 

A real hire-five 🙌

 The strength of ‘Oedoededa’ lies in its tone: authentic, relatable and helpful. By combining humor with valuable insights, we lowered the threshold for young people to seek career guidance. And by collaborating with a true TikTok-native voice, we didn’t talk about young people, we talked with them.