TikTok Becomes a New Resource for Career Guidance: The Preference of Gen Z for Influencer Advice Over Educators
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In the digital age, social media platforms like TikTok have become a significant force in shaping career exploration and guidance for Generation Z (Gen Z). Traditional sources such as career counselors, parents, and educators are often falling short, leading Gen Z to turn to more accessible, relatable, and current sources of career information [1].
According to a recent study, 70% of Gen Z in the US seek career advice on social media, with platforms like TikTok and YouTube being popular choices [1]. This shift is largely due to a "broken marketplace" in career guidance, where traditional supports are seen as outdated or insufficient.
TikTok offers more than just career advice; it provides inspiration, with many young people aspiring to become content creators or influencers themselves. For example, the top career aspirations for Gen Alpha (younger than Gen Z) include becoming YouTubers or TikTok creators, reflecting a shift from traditional career dreams to digital entrepreneurship [2].
Real-world outcomes are also evident, with young creators like Katie Fang turning TikTok followings into careers, while still valuing formal education to enhance skills like digital marketing and critical thinking [2]. However, it's important to note that TikTok trends also highlight workplace cultural shifts and challenges, such as the "Gen Z stare," which may affect professional communication and soft skills in evolving work environments [3][4].
Career influencers on TikTok, like Nav Karmacharya and Sam DeMase, offer individualized guidance, clear roadmaps, and accountability, which young adults also expect from employers. Sam DeMase helps her audience articulate their "superpowers" to build a powerful resume, interview narrative, and value proposition, while Karmacharya provides guidance on breaking into non-technical cybersecurity roles [1].
However, the content on TikTok requires critical evaluation by users to navigate misinformation or overly simplistic advice. Universities, nonprofits, and employers need to step up to complement CareerTok with vetted resources, transparent pathways, and accessible internships to provide a balanced approach to career guidance [1].
Rajiv Chandrasekaran, managing director at the Schultz Family Foundation, claims that social media has become the new career coach for young adults due to traditional resources being misaligned and outdated. Dritan Nesho, CEO of HarrisX, states that young adults are substituting day-in-the-life content on social media for job shadowing and real-life exposure [1].
The mandate for brands and schools is to treat TikTok as data and respond to the questions flooding creators' DMs in their own channels with their own people, to reduce the need for young adults to seek out career guidance from peers and creators [1]. Instagram, TikTok, and YouTube are the dominant platforms for daily career exploration among the 40% who actively seek it.
In conclusion, TikTok and similar platforms have reshaped how Gen Z approaches career exploration by acting as accessible, relatable, and often more current sources of career information, guidance, and role models, complementing or sometimes replacing traditional career counseling systems [1][2]. Employers should study why CareerTok resonates and rebuild support accordingly, investing in mentorship at scale, speaking human, not HR, empowering managers to coach, and acknowledging the fear.
In the digital age, Gen Z turns to social media platforms like TikTok not only for career advice but also for education and self-development, aligning their lifestyle with the world of digital entrepreneurship. For instance, they seek advice on career development from influencers like Nav Karmacharya and Sam DeMase, while entertainment on these platforms inspires them to pursue paths in content creation.
Young adults, however, require vetted resources and a balanced approach from universities, nonprofits, and employers to complement the insights gained from CareerTok, as they navigate their career journeys while maintaining a strong focus on both formal education and social media platforms.
