The traditional recruitment methods of the past are passé. In 2025, young workers will be scrolling TikTok to find career advice and employment opportunities. The #CareerTok age has officially begun.
Nearly half of Gen Z (46%) have found a job through TikTok. 92% also trust this social media platform to provide career advice. Instagram is the preferred platform to connect with industry professionals or peers.
The findings are from Zety’s 2025 Gen Z Career Trends report. This survey surveyed over 900 Gen Z workers about the rise in #CareerTok.
This article reveals that TikTok’s #CareerTok trends have a profound impact on Gen Z’s career outlook. They include:
- Job Hopping: Changing jobs frequently to better opportunities
- Bare Minimum Monday – Minimal effort to prevent burnout
- Set boundaries based upon pay
This is a fascinating look at the digitally savvy generation and the future recruitment.
The recruitment rulebook is no longer relevant
The findings are significant because employers from all sectors are struggling to recruit the next generation. It is important that companies recruit and develop young talent in order to prepare themselves for the future.
Gen Z employees have unique digital skills, expertise and experience, all of which are essential for innovation. Also, they bring new perspectives that are essential for staying competitive in an ever-changing world. We need them, in a nutshell to future-proof UK business.
How can companies adapt their recruitment strategies in order to attract the next generation? I would say to go to them, don’t wait for them to come to me.
Five tips for retaining Gen Z workers.
1. Add value online
Zety discovered that 95% Gen Z look at a company’s presence on social media before deciding whether to apply or not. Share relevant and valuable content on social media.
You can do this by posting videos of your employees, sharing their authentic content, or providing CV and interview tips.
Don’t forget to include inspirational content such as “how to land your dream job” or “top tips on work-life balance”.
2. Make the process mobile-friendly and simple
Gen Z prefers non-traditional applications for jobs. They don’t want to be put off by long and outdated applications – they prefer speed and convenience.
You can streamline your strategy by offering one-click applications via LinkedIn or TikTok resumes, which are creative and short video-based applications. Keep your application forms short and straight to the point. Make sure that your career page is mobile-friendly.
3. Aligning your values
Gen Z employees are looking for companies that share their values. You can show your culture and achievements by posting short videos.
Make sure that your diversity equity and inclusion initiatives (DEI) are genuine and visible. According to Zety research, according to 48% of Gen Z employees who responded, DEI initiatives would make them more likely apply for a position at a particular company.
You should also highlight your sustainability efforts. Your company can stand out on the job market by highlighting its net-zero initiatives, employee-led sustainability programs or ethical sourcing.
Gen Z is also interested in your wellness programmes, particularly those that support mental health. Share employee testimonials on social media and workplace wellness initiatives that go above and beyond the standard perks.
Encourage your employees to participate in social or charity projects and then share their stories on social media.
4. Transparency and clarity are key.
In order to attract Gen Z, it is important that you clearly describe salary ranges and other benefits in your job advertisements.
Promote any mentoring programs, such as reverse mentoring, where Gen Z employees teach senior staff about tech trends and social concerns.
Promote online training or skill development. Tell people how proud you are of the investment your organization has made in staff training and development.
Use social media to share success stories about colleagues who have developed their careers in your company. This will help you build trust.
5. Work-Life Balance: Focus on the balance
Gen Z is not only looking for a healthy work-life-balance, but it’s also a must-have.
To attract this generation, employers should offer remote or hybrid working options.
Create a collaborative and inclusive work environment. Gen Z employees are looking for a place where they feel heard and valued. A culture that promotes personal time will build trust and make your company more appealing to younger candidates.
Future-proofing your workforce
The #CareerTok trend shows how social media has a huge impact on the next generation. Employers are increasingly using platforms like TikTok, Instagram and Snapchat to recruit new employees.
Leaders need to think differently and look beyond the traditional methods of hiring in order to attract and engage Gen Z.
By embracing the latest trends, not only will we attract top talent, but also future proof our workforce.
