TALENT ACQUISITION

Zaria Parvez former Senior Global Social Media Manager Duolingo

DUOLINGO’ S approach to TikTok has always been a masterclass in social media marketing. Its TikTok strategy – developed by former Social Media Manager Zaria Parvez as a 23-year-old graduate Social Media Coordinator – hinges on creating offbeat content to centre the Duolingo Owl as an influencer in its own right. This approach, which combines viral content with a strong brand identity, has led to the company having more than 17 million TikTok followers, many of whom are highly engaged in its content. Duolingo is able to leverage this huge audience in its talent acquisition strategy by positioning itself as a fun, non-corporate environment to draw from youthfilled talent pools.

The company has previously said it looks for employees who meet its brand values of passion, creativity and quirkiness. By displaying these values within its social media strategy, the company is more likely to attract employees who resonate with them. This helps the company more easily find talent best aligned with its mission, facilitating long-term talent retention, with the average tenure for a manager at Duolingo standing at approximately six years.

TALENT STRATEGY

By developing a strong brand personality online, the company is attracting talent that can directly resonate with its values-led culture.