Gen Z Relying on TikTok Influencers for Career Guidance: CareerTok Eclipses Traditional Career Centers Among Youth
In a surprising turn of events, social media platforms like Instagram, TikTok, and YouTube have become the go-to destinations for educational and career opportunities for young adults aged 16 to 24[1][3]. A study conducted by The Schultz Family Foundation and HarrisX found that a staggering seven in ten young adults now utilise these platforms, often substituting them for traditional job shadowing and mentorship opportunities that employers and institutions are failing to provide[1][3].
This shift towards social media is particularly evident in the realm of career exploration. Instagram, TikTok, and YouTube dominate daily use for career exploration, while LinkedIn, despite its professional nature, is less frequently used because social media feels more relatable and offers real-time, informal mentorship through short videos and live streams[3].
The study also highlights a significant mentorship gap as employers often don't offer enough internships or mentorships. As a result, young adults turn to social media for practical advice on career decisions, negotiation, and boundary setting[1][3]. Interestingly, only 16% of parents encourage using social media for career guidance, indicating a disconnect between young adults' usage and parents' perceptions of career advice channels[3][4].
Among the social media career influencers, Sam DeMase and Nav Karmacharya stand out. Sam DeMase, a career influencer, says her audience is dominated by questions rooted in stress, such as pivoting careers, standing out in a competitive job market, and negotiating offers in a shaky economy. Nav Karmacharya, a cybersecurity analyst, has attracted around 14,000 followers on TikTok, mostly students and early-career professionals[4].
Nav Karmacharya typically steers people away from credential obsession and toward hands-on experience, soft skills, and networking. He fields hundreds of questions daily about breaking into cybersecurity, with the most common question being about the certifications needed to break into the field[4].
Sam DeMase advises managers to identify and celebrate their team's strengths, even using tools like CliftonStrengths and dedicating recurring one-on-one time to professional development. CareerTok, in essence, is a workaround for the lack of internships and mentorship offered by employers[4].
Rajiv Chandrasekaran, managing director at the Schultz Family Foundation, stated that social media has become the new career coach for young adults. Dritan Nesho, CEO of HarrisX, stated that young adults are substituting day-in-the-life content on social media for job shadowing and real-life exposure[1].
However, this trend serves as a warning sign that traditional institutions are failing to adequately support youth in navigating the transition from education to work[1][3]. Employers and schools should study why #CareerTok resonates and rebuild support accordingly, investing in mentorship at scale, speaking human, not HR, empowering managers to coach, acknowledging fear, opening their doors digitally, and providing vetted resources, transparent pathways, and accessible internships.
Technology has integrated itself into various aspects of young adults' lives, with social media platforms like Instagram, TikTok, and YouTube playing a significant role in education-and-self-development, career-development, and lifestyle choices. For instance, influencers such as Sam DeMase and Nav Karmacharya offer practical tips and guidance on career decisions, negotiation, and boundary setting, while also emphasizing hands-on experience, soft skills, and networking. This underscores the urgent need for traditional institutions like employers and schools to not only embrace but also invest in mentorship at scale, speak in a more human, relatable language, and provide transparent pathways and accessible internships to support young adults in transitioning from education to work.
