Building a TikTok community from scratch and a custom AR filter
Building the Pracuj.pl community on TikTok from zero: a custom AR filter, on-trend content, and influencer collaborations — 95.4M views and 52.6k followers.
Our client
Pracuj.pl is Poland's leading recruitment platform, connecting employers with candidates at every stage of their careers. Beyond current job offers, it actively supports users' professional growth with valuable blog content and its own podcast, "Dobra robota." Each year it also runs the free Jobicon job fair.
The brand's core mission is to help people find work suited to their needs, skills, and personality — and to build an ethical work culture in Poland.
The challenge
The goal was to build awareness, recognition, and trust in the brand among the younger generation (ages 17–26).
- Adapting the communication style to the target group while keeping it natural and authentic.
- Creating video in two streams — humorous (trend-driven) and educational — to build the image of an expert and advisor.
- Setting up collaborations with young-generation influencers to promote the JOBICON job fair.
- Building a follower base practically from scratch.
Results
TikTok
Our approach
A community built from scratch
The Pracuj.pl profile was built entirely from zero. Growing a follower base was one of the key goals at the start of the collaboration. We approached it on two fronts: an effective communication strategy with a steady publishing rhythm, and an advertising strategy we rolled out and optimized to hit the goal faster.
The custom "Dream Job" filter
We created a dedicated AR filter that users could apply to their own videos. It proved hugely popular — even influencers reached for it despite no formal collaboration. More than six months after launch, the tool was still drawing user interest.
Educational content
We share practical tips on recruitment, writing a CV, legal matters, and general career growth. We create content that pairs real substance with a modern format, so the knowledge is accessible, engaging, and easy to digest.
Humorous content
We tap the latest trends, popular filters, and funny insights to deliver light, entertaining content that fits the platform. The humor builds on RTM posts and current trends, adapted to the profile's theme.
Active moderation
Activating content encouraged users to discuss and interact. As part of moderation, we also engage with other creators' content, which strengthens relationships, builds community, and extends reach.
Working with influencers
To promote the JOBICON Job Festival, we invite one-off collaborations with popular TikTok creators (e.g. @zetkacper — 1.1M followers, @stastrojanowski — 51k). The creators' authentic style and engaged communities translate into growing interest in the festival and attendance at the event.