How are folks currently leveraging platforms like TikTok and SnapChat in their employer branding outreach to engage with upcoming Gen Z and Gen Alpha talent?

I agree with Matthias, there is more value in Instagram at the moment for employer branding. It's also a matter of ensuring that you have enough content if you are going to move across so many channels. It's actually a challenge to create enough content that works on all channels, they need to be so carefully tailored. 

Tested both at one point. None of them met the performance we see from Instagram. Targeting and segmentation are sub-par.

Instagram, X and Linked is predominantly used. 

we do not currently leverage Tik Tok, snapchat or instagram

I think it's very industry specific. I think the key is to understand the aspects of your buisness that are going to appeal to the GenZ and Gen Alpha people and to employ or identify someone on your team who can translate you buisness function, product or culture into shorts that incoperate viral trends. For instance I worked in the lumber insustry for a while and there was the trend where you jump and it cuts to outfit pieces being added. We reacreated this into a safety video showing added PPE for every transition. I currently work at a university and we get students to make recruitment tik toks and "day in the life" videos as part of their buisness classes! Check out Hawaiian Host on Insta they've done a super cool job of recently going viral.