TikTok grows in popularity as 'career resource' for Gen Z jobseekers

Landing a new job on TikTok 

But social media's influence on Gen Z does not stop with these trends, as some were able to find a new job thanks to these platforms. 

According to the report, 46% of Gen Zs were able to secure a job or internship through TikTok. More than half of Gen Zs said they were also able to do it on Instagram (64%) and X, formerly Twitter (56%).  

"Gen Z is not just using social media for entertainment — they're turning to it as a trusted career resource," said Jasmine Escalera, career expert at Zety, in a statement. 

The report further found that 95% of Gen Z jobseekers are considering an organisation's social media presence when deciding to apply. 

More than six in 10 Gen Zs said social media content about company achievements (62%) and workplace culture (61%) motivate them to apply. The employee "day-in-the-life" videos (50%) and DEI initiatives (48%) are also strong drivers for this new generation of jobseekers.  

"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." 

Why recruit on TikTok? 

The findings underscore the importance of social media presence for organisations, especially on TikTok, when it comes to attracting Gen Zs, who are expected to comprise more than a quarter of the global workforce this year. 

Some experts on LinkedIn have noted that tapping into TikTok for recruiting can indeed help organisations reach a large and diverse audience of young people. 

"The platform's emphasis on short-form video content can help employers showcase their brand and culture in a creative and engaging way, helping to attract top talent and build a strong employer brand," said Dan Schawbel, Managing Partner of Workplace Intelligence, on LinkedIn. 

"The platform's algorithmic approach to content distribution can help employers target their messaging to specific demographics and interests, ensuring that their recruiting efforts are as effective and targeted as possible." 

In fact, TikTok launched in 2021 a pilot programme where employees can upload their video resumes for recruiting employers. Chipotle was one of the first brands to leverage the programme to recruit Gen Z applicants. 

"Given the current hiring climate and our strong growth trajectory, it's essential to find new platforms to directly engage in meaningful career conversations with Gen Z," said Marissa Andrada, who was Chipotle's chief diversity, inclusion, and people officer at that time. 

How to recruit on TikTok? 

But even without the pilot programme, employers can still utilise TikTok to find interested job applicants. Cristina Radu, who wrote from Smart Dreamers, offered the following advice: 

• Understand the TikTok algorithm   

• Create engaging content   

• Advertise your business   

• Jump on the latest trends   

• Create a hashtag challenge   

• Partner with influencers 

"Ultimately, TikTok can be a valuable addition to your recruitment marketing strategy, as long as you approach it strategically and with clear goals in mind," Radu said on the blog post. 

For other organisations targeting other social media platforms, Indeed suggested the following tips: 

• Determine your business goals 

• Enhance your recruiting and application processes 

• Set up separate accounts for recruiting efforts 

• Match your online tone to your brand 

• Share photos of your office and events 

• Make use of hashtags and publish regularly 

• Use personality 

• Ask followers and current employees to share 

• Get other employees to participate in social sharing 

• Check messages frequently and respond quickly 

• Monitor social media account metrics 

• Focus efforts on relevant niche social media networks