Zety Report: Gen Z Career Choices in Age of AI, Social Media

Gen Z entered the workforce during unprecedented disruption, with AI, changing career expectations, and the rise of social media transforming how they approach work. 

The Gen Z’s Way of Work Report from Zety explores how this generation is redefining what it means to build a career—from pursuing stability in an AI-driven economy to crafting personal brands that resonate online.

AI and the Search for Career Stability

Gen Z and AI are now deeply intertwined, reshaping how young workers think about career longevity and opportunity.  Many are actively rerouting their careers by switching industries, upskilling, and turning to trade work. This has solidified their name as the “Reroute Generation.” 

Key findings from Zety’s Gen Z Reroute Report reveal: 

• Nearly two-thirds (65%) of Gen Z say a college degree won’t protect them from AI-related job loss.
• Over half (53%) are seriously considering blue-collar or skilled trade roles, viewing this field as the most AI-proof.
• 53% say social media influencers (e.g., TradeTok) impact their views on trade work.
• 43% have already changed or adjusted their career plans because of AI.
• 40% are teaching themselves new skills or earning certifications.

Digital Platforms Driving Career Decisions

Social media has become a primary tool for exploring jobs, networking, and evaluating potential employers. According to Zety’s Gen Z Career Trends Report, Gen Z is increasingly relying on these platforms to shape career decisions:

• 46% of Gen Zers have secured a job or internship through TikTok, and 92% trust the platform for career advice.
• 76% rely on Instagram for career content, more than twice the number of those using LinkedIn (34%).
• 95% consider a company’s social media presence when deciding to apply.

Personal Branding and the Influence of Career Creators

The Gen Z Career Trends Report also found that managing an online presence has become an essential strategy. Gen Z is particularly mindful of their digital footprint and follows career influencers to navigate the job market:

• 78% believe employers review candidates’ social media profiles during evaluation.
• Although 48% strongly agree that social media can create unrealistic expectations about career growth or success, 75% say they follow multiple career-focused influencers.
• The majority (84%) follow career influencers aged 26–39.

Gen Z’s outlook on work reflects a generation determined to create its own version of stability. By combining digital fluency with a drive to adapt, they’re pursuing careers that emphasize flexibility, authenticity, and continuous learning over traditional markers of success. 

As AI and social media continue to affect career paths, Gen Z’s priorities signal a future defined by reinvention and self-directed growth.

For press inquiries, contact Skyler Acevedo, public relations specialist, at skyler.acevedo@bold.com.

Methodology

The findings presented are compiled from two Zety reports conducted throughout 2025, surveying between 896 and 1,000 Gen Z employees in the U.S. Respondents answered different types of questions about their career development amid the rise of AI and social media, including yes/no; scale-based questions, where they indicated their level of agreement with statements; and multiple-choice, where they could select from a list of provided options.