46% of Gen Z finds jobs via TikTok: Zety study
GUAYNABO, PUERTO RICO — In a shift in job-seeking behavior, 46% of Generation Z has successfully secured employment opportunities through the social media platform TikTok.
This revelation comes from Zety’s 2025 Gen Z Career Trends Report, which surveyed 896 Gen Z employees online on January 14, 2025.
The findings underscore a fundamental shift in recruitment and career development, where digital platforms have become indispensable tools for professional growth and job searching in the modern workplace.
Social media’s career impact
The traditional job search landscape has undergone a dramatic transformation, with Instagram emerging as the preferred platform for career development.
An overwhelming 76% of Gen Z professionals turn to Instagram for career guidance, outpacing LinkedIn‘s 34% usage rate.
The trust in social platforms runs deep, with 92% of Gen Z placing their confidence in TikTok for career advice, though 55% acknowledge having followed misleading information on the platform.
Digital job-seeking behavior
The younger workforce has embraced several contemporary workplace trends, with 55% participating in job hopping and 48% engaging in career cushioning. These trends reflect a generation that prioritizes career flexibility and security simultaneously.
Company social media presence
For Gen Z job seekers, a company’s social media footprint has become crucial in their employment decisions. Ninety-five percent consider a company’s social media presence when deciding whether to submit an application. Content highlighting workplace culture (61%) and company achievements (62%) particularly resonate with these young professionals.
Career expert Jasmine Escalera notes that social media has evolved beyond entertainment for Gen Z, becoming an integral career resource. “This generation is redefining how companies interact with potential employees, and social media is often the first place they go to get a sense of what a company stands for and how it aligns with their values”.
