TikTok becomes primary job search platform for Gen Z workers
New study shows 46% of Gen Z secured jobs through TikTok, as social media platforms outpace LinkedIn for career opportunities in 2025.
A comprehensive survey released today by career services company Zety reveals significant changes in how Generation Z approaches job searching, with TikTok emerging as a dominant platform for career advancement. According to the study conducted on January 14, 2025, which surveyed 896 U.S. Gen Z employees, 46% have successfully secured jobs or internships through TikTok.
The findings, published exactly four days ago on February 7, 2025, demonstrate a notable shift in professional networking preferences. Instagram leads as the primary platform for career-related content, with 76% of respondents utilizing it for professional purposes - more than double the 34% who use LinkedIn. The data indicates that 66% of Gen Z professionals prefer connecting with mentors and industry peers on Instagram compared to 35% on LinkedIn.
The study identified several established workplace behavioral patterns among Gen Z professionals. Job hopping, defined as frequently changing positions for better opportunities, ranks as the most prevalent trend at 55%. Career cushioning, where employees explore backup opportunities while employed, follows at 48%. The practice of quiet quitting, characterized by doing only required tasks, stands at 47%.
Social media platforms have become instrumental in the hiring process, with 95% of respondents considering a company's social media presence in their application decisions. Content highlighting company achievements influences 62% of potential applicants, while workplace culture content affects 61%. Day-in-the-life employee videos impact 50% of candidates, and diversity, equity, and inclusion (DEI) initiatives influence 48%.
The research uncovered a complex relationship between Gen Z and career advice on social media. While 92% trust TikTok for professional guidance, 55% acknowledge following misleading advice on the platform. Career content preferences show a clear hierarchy: 61% engage with career advancement advice, 60% seek job search resources, and 57% value personal experience narratives.
Personal branding plays a crucial role, with 78% of respondents believing employers evaluate candidates' social media profiles during recruitment. The influence of career-focused content creators is substantial, as 75% of Gen Z follows multiple career influencers. Among these influencers, 84% fall between ages 26-39, while only 22% follow creators under 25, and 12% follow those 40 or older.
The study methodology employed various question formats, including yes/no queries, scale-based assessments, and multiple-choice selections. Jasmine Escalera, career expert at Zety, states that Gen Z views social media as a trusted career resource, fundamentally altering how companies engage with potential employees.
The survey also examined specific content preferences among Gen Z job seekers. Industry trends and market updates interest 41% of respondents, while inspirational content attracts 16%. The data shows that 48% of respondents believe social media promotes unrealistic expectations about career progression and success.
For companies seeking to attract Gen Z talent, the research suggests focusing on authentic content that showcases workplace culture and professional development opportunities. Career advancement resources rank highest among content preferences at 61%, followed closely by practical job search materials at 60%.
The findings indicate that traditional professional networking platforms may need to adapt to changing preferences, as newer social media channels continue to gain prominence in career development. The study demonstrates that 64% of respondents have secured positions through Instagram, while 56% have done so through Twitter or X, alongside the 46% who found opportunities via TikTok.