Traditional recruitment methods are so last year. In 2025, younger workers are scrolling through TikTok for career advice and job opportunities. The #CareerTok era has officially arrived.
Almost half (46%) of Gen Z have secured a job or internship through TikTok, while 92% trust the social media platform for career advice. They’re also choosing Instagram over LinkedIn as a place to connect with peers or industry professionals.
These findings come from Zety’s 2025 Gen Z Career Trends Report, which surveyed almost 900 Gen Z employees about the rise of #CareerTok.
It reveals how Gen Z’s career mindset is shaped by TikTok career trends shared on #CareerTok. These include:
- Job Hopping: Switching jobs frequently for better opportunities
- Bare Minimum Monday: Minimal effort to avoid burnout
- Act Your Wage: Setting boundaries based on pay
It’s a fascinating deep dive into the minds of this digitally-savvy generation, and the future of recruitment.
Throw away the recruitment rulebook
These findings are important because so many employers in various sectors struggle to attract the next generation of workers. Yet, it’s imperative that businesses recruit and develop younger talent to thrive and prepare for the future.
Gen Z employees bring unique digital skills, experience and expertise, which are all key for innovation. They also add the fresh perspectives essential to staying competitive in a fast-moving world. In a nutshell, we need them to future-proof UK businesses.
So, how can businesses evolve their recruitment strategies to attract the next generation of workers? My advice is to meet them where they are; don’t expect them to come to you.
Here are five tips to attracting and retaining Gen Z employees.
1. Add value online
Zety found that 95% of Gen Z check out a company’s social media presence when deciding whether or not to apply for a job there. So, make sure you are sharing relevant content online that adds value.
This includes posting career advice, CV and interview tips, day-in-the-life videos, and sharing authentic content from your employees to build credibility.
And don’t forget the inspirational content, such as ‘how to get your dream job’ or ‘top tips for work/life balance’.
2. Keep the process simple and mobile-friendly
Gen Z favour non-traditional job applications. Don’t put them off with long, outdated application processes – they want speed and convenience.
Streamline your strategies: Offer one-click applications on LinkedIn, or even TikTok resumes – these are short, creative, video-based job applications. Keep application forms brief and to the point. And make sure your careers page is optimised for mobile devices.
3. Align your values
Gen Z employees want to work for organisations that align with their values. Posting short videos about your company’s achievements and culture is a great way to show this.
Make sure your diversity, equity and inclusion (DEI) initiatives are visible and genuine. According to Zety’s research, 48% of Gen Z workers cited DEI initiatives as the type of content that would increase their likelihood of applying for a job at a company.
It’s also important to highlight your sustainability initiatives. Talking about your net-zero commitments, ethical sourcing or employee-led sustainability programmes can make your company stand out in the busy jobs market.
Gen Z will also want to hear about your wellbeing programmes, especially around mental wellbeing support. Use social media to share employee testimonials and workplace wellbeing initiatives that go beyond the usual perks.
Meanwhile, encourage your employees to get involved in charity or social impact projects, and share these stories widely on your social media.
4. Be clear and transparent
As Gen Z values honesty and clarity, you need to clearly state salary ranges and benefits in job adverts.
Outline career progression, and promote any mentoring programmes, including reverse mentoring – this is where Gen Z employees educate senior staff on tech trends and social issues.
Promote your online learning or skills training. Be proud of your organisation’s investment in training and developing your staff, and tell people about it.
Share success stories of colleagues who’ve developed their careers within your company on social media to build trust.
5. Focus on work-life balance
A healthy work-life balance isn’t just a nice to have for Gen Z – it’s a non-negotiable.
This generation expects more flexibility than previous generations, and to attract them, employers need to offer hybrid or remote working options where possible.
Create an inclusive and collaborative work environment – Gen Z employees want to feel valued and that their voice is heard. Fostering a culture that encourages personal time builds trust and will make your company more attractive to younger candidates.
Future-proof your workforce
The trend of #CareerTok shows the huge influence that social media is having on the next generation of workers. Platforms like TikTok and Instagram are now essential recruitment tools for employers.
To attract and engage Gen Z, leaders need to shift their thinking, and go beyond traditional hiring methods.
But by embracing new trends, we will not only attract top talent but also future-proof our workforce.
