INTERNATIONAL: The rise of social media has transformed nearly every aspect of our lives—and job hunting is no exception. As organizations adapt to the digital age, they must recognize that Generation Z, now entering the workforce, is turning to platforms like TikTok, Instagram, and X (formerly Twitter) for career advice and job opportunities. This shift calls for reimagining how companies engage with potential candidates, emphasizing the need for a strong, authentic online presence. Here’s how social media reshapes career exploration for Gen Z jobseekers and why businesses must embrace the change.
TikTok: The new career resource
A recent survey from Zety featured on HRD Asia revealed a striking statistic – 92% of Gen Z job seekers trust TikTok as a source for career advice. Unlike traditional job boards or career counselling, TikTok offers a more dynamic and relatable approach to professional development. The platform’s short-form videos provide an accessible, entertaining, and highly engaging way for users to share career tips, job search hacks, and company insights. For many Gen Z individuals, TikTok has become a go-to resource, far beyond its roots as an entertainment platform.
Moreover, trends on TikTok such as job hopping (55%) and career cushioning (48%) are gaining traction among young workers, reflecting a broader shift in how this generation approaches their careers. But TikTok’s influence goes beyond advice—it’s also a powerful tool for job discovery. According to the report, 46% of Gen Zs secured a job or internship through TikTok, which indicates that social media is becoming an integral part of the hiring process.
From entertainment to employment
While TikTok stands out as a key player in career resources, other platforms also have a significant impact. Platforms like Instagram and X help jobseekers find opportunities and allow them to explore company cultures and values. 64% of Gen Z respondents found a job through Instagram, and 56% could do so on X. These platforms offer rich visual content and real-time interactions that appeal to a generation seeking information and authenticity in their job search.
This evolution in job-seeking behaviour highlights a fundamental shift — Gen Z no longer relies on traditional professional networks like LinkedIn alone. They are looking to social media for authentic content about workplace culture, values, and employee experiences. More than six in 10 Gen Zs said that content related to company achievements (62%) and workplace culture (61%) motivates them to apply. In contrast, 50% cited employee “day-in-the-life” videos, and 48% were drawn to diversity, equity, and inclusion (DEI) initiatives. This suggests that jobseekers increasingly prioritise workplaces that align with their values and beliefs.
Why companies must prioritise their social media presence
As social media platforms become integral in Gen Z’s job search process, companies must recognize the importance of enhancing their online presence. The report indicated that 95% of Gen Z jobseekers now consider an organization’s social media presence when deciding whether to apply. For businesses looking to attract top talent from this demographic, it’s no longer enough to post job openings on traditional job boards. Companies must engage with potential candidates through engaging, authentic, and creative content.
For instance, TikTok’s emphasis on short-form video content allows companies to showcase their brand, culture, and workplace atmosphere creatively. Businesses can make a lasting impression on potential candidates by tapping into trends and employing engaging visuals. “The platform’s algorithmic approach to content distribution can help employers target their messaging to specific demographics and interests, ensuring that their recruiting efforts are as effective and targeted as possible,” explained Dan Schawbel, Managing Partner of Workplace Intelligence, on LinkedIn.
Strategies for leveraging social media in recruitment
If companies want to harness the full potential of social media platforms like TikTok for recruitment, they must approach it strategically. Experts suggest several best practices for businesses looking to tap into this growing trend.
Understand the TikTok algorithm – Familiarize yourself with how TikTok’s algorithm works to maximize the visibility of your content. Engaging with trends and popular hashtags can help your posts reach a wider audience.
Create engaging content – Focus on creating content that resonates with your target audience. This could include behind-the-scenes footage, employee stories, and insights into your company culture.
Partner with Influencers – Collaborating with TikTok influencers can help you reach a broader and more diverse pool of potential candidates.
Use hashtags and participate in challenges – Jumping on viral challenges or creating your hashtag can help boost engagement and visibility.
Be authentic and relatable – Gen Z values authenticity, so focus on showcasing the true aspects of your workplace culture rather than polished corporate messaging.
In addition to these TikTok-specific strategies, companies can apply similar approaches to other social media platforms, such as Instagram or X. For example, ensuring your content reflects your brand’s personality, regularly sharing behind-the-scenes glimpses, and encouraging employees to share their experiences can help you build a stronger connection with job seekers.
Adapting to the new era of job recruitment
With Gen Z set to make up over a quarter of the global workforce in 2025, businesses can no longer afford to overlook the power of social media in recruitment. This generation values transparency, authenticity, and alignment with their values—qualities that can be effectively communicated through social media. By embracing platforms like TikTok, Instagram, and X, companies can attract Gen Z talent and stay ahead in an increasingly competitive job market.
As a career expert at Zety, Jasmine Escalera, noted, “Gen Z’s shift toward social media for career resources reflects a redefinition of professional networking, where authenticity and accessibility take precedence over traditional platforms.”
The key takeaway is clear — to attract the next generation of talent, businesses must meet them where they are—on social media.