Meet Team TikTok: How Lowe’s is Using Social Media to Entertain, Educate, and Attract 

Madelaine Vander Woude
Jan 26, 2024

The TikTok takeover is real! The social media site is quickly climbing to the top of the ranks when it comes to where people spend their time scrolling, clocking in at over 1.2 billion active users. You might be surprised to learn that some are Lowe's associates. In fact, a team of employees is using the popular app to reach a whole new audience for various verticals of the business. While the main Lowe’s TikTok account boasts over 160,000 followers and shapes snappy DIY content, other departments are getting in on creating clickable clips, too.  

Take the Talent and Acquisition team, for example. Cristian Barber, Social Media Manager of the T&A team runs the Lowe’s Careers TikTok and says the effective algorithm aids in reaching out to a whole new pool of job seekers.

TikTok is a channel we are looking to dive into because we want people to associate Lowe's jobs with fun and having a good time. TikTok is a channel where we can reach a younger audience and bring that entertainment value. We see our associates in stores having a good time, and this is a way for us to show the outside world.

Cristian Barber, Lowe's Talent Acquisition Social Media Manager

It's not just a tool to attract Lowe's hopefuls; eye-catching content like viral dances and trending challenges also creates a snappy and fun learning style for in-house associates. Lowe's Instructional Designer on the Pro Learning and Development team, Kelly LaCroix, says she uses the tool internally to keep employees engaged in new training techniques.

TikTok is an important tool that we can use to reach a wide range of people with different learning styles, and it just speaks to them. We want to have opportunities for them to learn quickly and easily.

Kelly LaCroix, Lowe's Instructional Designer, Pro Learning and Development

As Lowe's continues to tap into new ways to reach people, TikTok is trending towards more than just a social media platform but a space where businesses can connect with customers, recruit new talent, and entertain and educate employees. Expect to see the TikTok'ers of Lowe's as you scroll and give them some love with a double tap.