TikTok career advice gains global traction
Job boards and polished LinkedIn feeds are losing ground to short-form video. Zety’s 2025 Gen Z Career Trends Report finds that “46% of Gen Z has secured a job or internship through TikTok.” That single data point underscores a wider shift: 52 percent of respondents now tap the platform for professional guidance, while only 34 percent still rely on LinkedIn.
Trust is high—perhaps too high. The survey notes, “92% trust TikTok for career advice, yet 55% admit to following misleading advice on the platform.”
Popular hashtags such as #CareerTok have catapulted trends like Job Hopping, Career Cushioning and Quiet Quitting into mainstream workplace vocabulary. More than half of those polled said they have practiced at least one of these tactics after seeing it online.
Despite the risk of bad tips, Gen Z gravitates to TikTok and Instagram for one clear reason: authenticity. Users say video walk-throughs of résumés, live salary negotiations and “day in the life” clips feel more transparent than traditional networking channels.
Company profiles face new scrutiny
The influence runs both ways. “95% say a company’s social media presence impacts their decision to apply,” the report warns. Young candidates are looking for proof of culture, diversity efforts and even employee-generated content before they hit submit. Nearly half said posts highlighting DEI initiatives would make them more likely to pursue an opening.
Brands that ignore this reality risk being ghosted. Gen Z respondents were twice as likely to seek career advice on Instagram as on LinkedIn, and 66 percent actively network with peers or mentors through the photo-sharing app. Recruiters are taking notice: employee “day-in-the-life” reels and behind-the-scenes tours are becoming as crucial as job descriptions.
The report also charts the rise of career-focused influencers. Three-quarters of Gen Z follow at least one creator who dishes out workplace guidance, with most influencers falling between ages 26 and 39. While these voices can demystify opaque hiring processes, 48 percent of respondents concede that constant success stories foster “unrealistic expectations about career growth or success.”
The new gatekeepers
With 78 percent convinced employers will scan their feeds during hiring, Gen Z is polishing personal brands as carefully as résumés. Social media has effectively become the first interview—and, increasingly, the final decision-maker for a cohort that grew up scrolling instead of cold-calling.
Edited by JM Nualla
Leave a comment