Later, LinkedIn: Gen Z is using TikTok to find jobs

Recruiting Gen Z is critical for the future success of organizations, but it's proving to be tricky. Especially since young professionals aren't networking where recruiters are used to finding them — they're on TikTok.

The average young person spends 25% of their time awake scrolling through social media, according to a recent survey from writing and academic aid site EduBirdie, mostly looking to enrich their professional life. Seventy percent of Gen Z have scrolled through TikTok in search of career advice, with 19% claiming it's their main resource.

"TikTok is emerging as a powerful force shaping the career decisions of Gen Z," says Ksenia Hubska, the data lead at EduBirdie. "Influencers and TikTok stars have become the new role models [to young professionals], signaling a shift away from traditional institutions and reflecting a unique perspective on professional development that emphasizes creativity and a desire for freedom in their approach to careers." 

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While social media platforms like TikTok do offer viable insight and advice for young users, they're still not as reliable as official job search platforms like LinkedIn or Monster. In fact, only 42% of Gen Z users admit to always fact checking the information they get from TikTok, the survey found, with 71% of users genuinely believing that TikTok is a dependable source of knowledge. As a result, 55% reported struggling with misinformation issues both in their personal and professional lives.

Although depending on social media could result in negative consequences, 46% of Gen Z still said that the platform shaped their professional choices, according to EduBirdie. This means that organizations can still learn valuable lessons from TikTok and what it is that's attracting young talent to the social media platform, according to Hubska. 

"To connect with the younger generation, it's crucial to shape a positive online image, align company values with the influencers young people are turning to, and adapt recruitment strategies for diverse communication channels," she says. "Highlighting a creative and inclusive work culture and engaging authentically on social media can enhance appeal —  and it's going to be tough to get Gen Z excited about jobs without flexibility and self-improvement opportunities."

As for young professionals planning to keep social media platforms in their job search wheelhouse, Hubska encourages the use of non-traditional resources, just as long as they improve their checks and balances system. 

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"While TikTok can be a fun source of career advice, don't rely solely on it," she advises. "Cross-check facts from TikTok with reliable sources to ensure accuracy. Verify qualifications of content creators, and consider seeking guidance from professionals in your chosen field." 

In the end, TikTok can be a refreshing twist to the recruitment process. Hubska urges both applicants and recruiters to use the platform to primarily seek inspiration for what they want out of the process. For job seekers, the platform should act as a starting point to their research about their chosen careers. And for organizations, it can be a gateway to helpful insights into new and improved tactics that are missing from existing practices. 

"Recognizing the importance of fostering an environment that encourages creativity and inclusivity resonates with Gen Z," she says. "Staying flexible and adopting innovative recruitment approaches will be key to effectively attracting the next generation of talent."