46% of Gen Z Has Secured Jobs Through TikTok

For Gen Z, the traditional job search is a thing of the past. Zety’s 2025 Gen Z Career Trends Report offers a deep dive into how social media, specifically TikTok, is reshaping career decisions and job search strategies for the generation that grew up online.

Surveying nearly 900 Gen Z employees, the results show how these digital platforms have become vital career resources for this modern workforce in 2025.

Key Findings

• 46% of Gen Z has secured a job or internship through TikTok.
• 92% trust TikTok for career advice, yet 55% admit to following misleading advice on the platform.
• 76% rely on Instagram for career content, over twice as many as LinkedIn (34%).
• 95% say a company’s social media presence impacts their decision to apply, with 48% citing DEI initiatives as the type of content that would increase their likelihood of applying.
• Popular TikTok trends like Quiet Quitting (47%), Career Cushioning (48%) and Job Hopping (55%) continue to shape Gen Z’s career mindset.
• 48% feel social media creates unrealistic expectations about career growth and success.

Social Media as a Career Hub

Gen Z sees social media as an essential career resource, prioritizing platforms like Instagram and TikTok over traditional tools like LinkedIn:

• The majority of Gen Z (76%) use Instagram for career advice and content, over 2x more than LinkedIn (34%), while 52% use TikTok. 
• Gen Z is also more likely to connect with peers, mentors or industry professionals on Instagram (66%) compared to LinkedIn (35%).
• 46% have secured a job or internship via TikTok – 56% have done so on Twitter or X and 64% on Instagram.

What This Means: 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 Rise of #CareerTok

TikTok has become a dominant platform for career advice and trends among Gen Z, offering a mix of valuable insights and controversial guidance. While 92% of Gen Zers trust TikTok for career advice, 55% admit they’ve followed misleading advice on the platform.

Gen Z has widely embraced TikTok career trends, including:

• Job Hopping: Switching jobs frequently for better opportunities (55%)
• Career Cushioning: Exploring backup opportunities while employed (48%)
• Quiet Quitting: Only doing what’s required (47%)
• Bare Minimum Monday: Minimal effort to avoid burnout (42%)
• Act Your Wage: Setting boundaries based on pay (37%)
• Rage Applying: Mass applications after frustration (21%)

What This Means: TikTok has become a double-edged sword for Gen Z, offering both innovative career trends and a platform where misleading advice can significantly influence workplace decisions.

Career Content Preferences

From job search tips to DEI initiatives, Gen Z is drawn to social media content that provides tangible value, personal stories and a sense of connection. 

The type of content they engage with most includes:

• Job search resources (e.g., job postings, resume and interview tips) (60%)
• Career advancement advice (e.g., networking tips, professional development) (61%)
• Personal experiences (e.g., success stories, day-in-the-life videos) (57%)
• Workplace culture insights (e.g., company reviews, DEI initiatives) (50%)
• Industry trends and updates (e.g., emerging job market trends, AI topics) (41%)
• Inspirational/motivational content (e.g., affirmations, work-life balance tips) (16%)

What This Means: Career content that speaks to Gen Z’s real-world experiences, blending both practical advice and personal storytelling, is what they value most.

Social Media in Hiring

A company’s online presence matters:

• 95% of Gen Z consider a company’s social media presence when deciding to apply.
• Content highlighting company achievements (62%), workplace culture (61%), employee day-in-the-life videos (50%), DEI initiatives (48%) and job openings (43%) would increase their likelihood of applying.

What This Means: Social media presence has become a critical factor in attracting Gen Z talent, as they assess potential employers’ profiles based on transparency, values and workplace culture.

Influence of Personal Branding

With 78% of Gen Z believing that employers review candidates’ social media profiles as a critical part of evaluation, maintaining a polished and professional online presence is key amongst this generation.

The rise of career-focused influencers has further amplified this trend:

• 75% of Gen Z follows multiple career-focused influencers or creators on social media. 
• 84% say the career influencers they follow are between the ages of 26-39, while 22% follow those under 25 and 12% follow influencers aged 40 or older.
• 48% strongly agree that social media promotes unrealistic expectations about career growth or success. 

What This Means: For Gen Z, managing their personal brand on social media is both a strategy for career success and a response to the growing influence of career influencers on professional norms and expectations.

Methodology

The findings presented were obtained by surveying 896 U.S. respondents who are Gen Z employees (born between 1997 and 2012). The survey was conducted online on January 14, 2025. Participants were queried about their social media usage, preferences and involvement in career-related trends, responding to various question types, including yes/no questions, open-ended questions, scale-based questions gauging agreement levels, and questions that permitted the selection of multiple options from a list of answers.