Zety, a leading career service provider, recently unveiled the 2025 Gen Z Career Trends Report, offering a fascinating look at how social media is transforming job searches and career planning for Gen Z. Based on a survey of nearly 900 Gen Z employees, the report highlights the growing influence of platforms like TikTok and Instagram on career choices, job search strategies, and company perception.
With 46% of Gen Z securing jobs or internships through TikTok and 95% considering a company’s social media presence before applying, the findings reflect a shift in how this generation approaches career-building.
Key Findings at a Glance
- 46% of Gen Z have landed a job or internship through TikTok.
- 92% trust TikTok for career advice, though 55% admit to following misleading guidance.
- 76% use Instagram for career content—more than twice as many as LinkedIn (34%).
- 95% of Gen Z say a company’s social media presence impacts their decision to apply.
- Popular TikTok trends like Job Hopping (55%), Career Cushioning (48%), and Quiet Quitting (47%) influence Gen Z’s career mindset.
- 48% feel social media creates unrealistic expectations about career growth.
Social Media as a Career Hub
For Gen Z, social media has become a primary career resource, often replacing traditional tools like LinkedIn.
Platform Usage for Career Content:
- 76% use Instagram for career advice and job-related content—over twice as many as LinkedIn (34%).
- 52% turn to TikTok for career inspiration and networking.
- 66% connect with peers or mentors on Instagram, compared to just 35% on LinkedIn.
Hiring through Social Media:
- 46% have secured a job or internship via TikTok
- 64% on Instagram
- 56% on Twitter/X
The Rise of #CareerTok
TikTok has emerged as a dominant platform for career advice and trends, blending useful insights with viral, sometimes controversial guidance.
Top Career Trends Influencing Gen Z:
- Job Hopping (55%): Frequently switching jobs for better opportunities
- Career Cushioning (48%): Exploring backup roles while employed
- Quiet Quitting (47%): Doing only what’s required to avoid burnout
- Bare Minimum Monday (42%): Minimizing effort at the start of the week
- Act Your Wage (37%): Setting boundaries based on salary
- Rage Applying (21%): Mass applying to jobs after frustration
Despite their reliance on TikTok for career content, 55% of Gen Z admit to following misleading advice at times, underscoring the need for critical evaluation.
Gen Z’s Career Content Preferences
Gen Z is drawn to career content that aligns with their values, personal experiences, and practical advice.
Top Content Types:
- Career advancement advice (61%)
- Job search tips (60%)
- Personal success stories and day-in-the-life videos (57%)
- Workplace culture insights and DEI initiatives (50%)
- Industry trends and emerging tech topics (41%)
Social Media’s Impact on Hiring
For Gen Z, a company’s online presence plays a critical role in their decision-making process.
What Gen Z Looks for in Company Social Media:
- Company achievements (62%)
- Workplace culture content (61%)
- Employee day-in-the-life videos (50%)
- Diversity, Equity, and Inclusion (DEI) initiatives (48%)
- Job openings and hiring announcements (43%)
Personal Branding and Career Influencers
With 78% of Gen Z believing that employers check social media profiles as part of their evaluation, maintaining a professional online presence has become essential.
Gen Z also turns to career influencers for advice and motivation:
- 75% follow career-focused influencers on platforms like TikTok and Instagram.
- 84% prefer influencers aged 26-39, viewing them as more relatable and experienced.
- 48% strongly agree that social media creates unrealistic career expectations, making transparency and authenticity crucial.
As social media continues to reshape how Gen Z navigates their careers, companies must adapt their recruitment strategies and online presence to meet the expectations of this digitally native workforce. Platforms like TikTok and Instagram are no longer just for entertainment—they’ve become career hubs and talent pipelines for the future workforce.
