How Social Media Is Redefining Job Hunting for Gen Z Professionals

HR professionals should re-evaluate their organization’s social media presence and consider methods of outreach to Generation Z through social media to better recruit from this growing talent pool.

Social media has become an indispensable tool in the employment landscape, especially for Gen Z — people born between 1997 and 2012. According to a new research report from Zety, platforms such as Instagram are reshaping how job seekers connect with employers, find opportunities, and consume career advice. For recruiters and HR professionals, this shift presents both challenges and opportunities in reaching and retaining this tech-savvy demographic.  

Key Findings

The report reveals eye-opening trends about how social media has become intertwined with Gen Z’s career journeys.

• 46% of Gen Z has secured a job or internship through TikTok, showcasing how unconventional platforms are now gateways to employment. 

• Platforms like Instagram (76%) are far more popular among Gen Z than traditional tools like LinkedIn (34%) for career-related content and networking.  

• 95% of Gen Z evaluates a company’s social media presence before applying, with nearly half citing inclusion and diversity content as a positive. 

The Rise of TikTok and the Power of #CareerTok 

TikTok, newly available for download again and once synonymous with entertainment, has become a career hub thanks to #CareerTok, which refers to the vast selection of career- and job search-related content available on the platform.

• The study concludes that 92% of Gen Z trusts TikTok for career insights and information. 

• However, 55% admit to following inaccurate advice via the platform.  

What It Means for Recruiters and HR Professionals 

“It’s important recruiters acknowledge this trend is not likely to decrease in the near term,” said Jim Link, SHRM-SCP, CHRO at SHRM. “Having a keen eye on how and where job candidates are utilizing social media for the job search efforts should be high on the list of priorities.”

Because such a large portion of Gen Z considers an organization’s social media presence in their decision to apply for an opportunity, HR professionals should ensure that their organization has a strong, authentic digital appearance. They might consider showcasing the character and goals of their organization to connect with young professionals.

“To improve recruitment and talent sourcing, HR professionals can help employers build an engaging and authentic social media brand that showcases their mission, purpose, and values,” said Jasmine Escalera, Ph.D., career expert at tech company BOLD and author of Zety’s study. “HR professionals can use TikTok to highlight DEI [diversity, equity, and inclusion] efforts and workplace values. Nearly half of Gen Z job seekers say content about DEI initiatives increases their likelihood of applying, underscoring the importance of these efforts in attracting young professionals.” 

With social media being such a major source of career advancement content for Gen Z, companies should use these platforms to spotlight their positive culture and showcase their organization as the ideal place to work. Organizations should especially consider Instagram for these initiatives, as more than three quarters of Gen Z uses this platform to access career-related content.  

“HR professionals should acknowledge this trend and develop strategies to leverage these platforms by showcasing valuable insights into their company’s culture, growth opportunities, and commitment to employees. Highlighting what matters most to young professionals can help attract new talent and give companies a competitive edge,” Escalera said.

Nick Ferrara is a SHRM B2C content specialist.