How TikTok is reshaping the job hunt for Gen Z and millennials
Career advice is trending on TikTok, and it’s not just noise. Learn how it’s impacting recruitment and brand perception.
From thirst traps to thought leadership, TikTok has long been the go-to platform for viral content. But a new shift is unfolding. It’s quickly becoming a trusted source of career advice for Gen Z and millennials.
A recent survey conducted for Youngstown State University reveals that half of young professionals have used TikTok to get job search tips, and over 1 in 10 actually landed a job because of it.
This article explores how TikTok has evolved into an informal career coach, what it means for employer branding, and how marketers and recruiters can tap into the trend.
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Here’s a table of contents for quick access:
- TikTok’s surprising influence on job seekers
- Why Gen Z trusts TikTok over traditional career sources
- What marketers and recruiters should know
Patrecia Meliana
TikTok's surprising influence on job seekers
TikTok isn’t just shaping how young people consume content; it’s also changing how they search for jobs, prepare resumes, and cope with career anxiety.
According to the YSU study, 50% of young professionals use TikTok for career advice. Among Gen Z, that figure jumps to 66%, compared to 43% of millennials. And for 12% of all respondents, something they learned on the app directly led to a job offer.
This isn’t limited to one sector. In tech, 54% of professionals reported using TikTok for job advice, with nearly a quarter (24%) landing a role because of it. Healthcare and education professionals are in on it too, with usage rates at 53% and 47% respectively.
Hashtag strategies also play a role. Job seekers cited #jobsearch, #resumetips, and #careertok as the most helpful tags for discovering actionable advice.
Patrecia Meliana
Why Gen Z trusts TikTok over traditional career sources
Despite career advice being TikTok’s latest trend, young professionals are selective about which platforms they actually trust.
While LinkedIn remains the most trusted (48%), and job boards like Glassdoor and Indeed follow closely (44%), TikTok still earned a respectable 16% trust rating, beating out AI tools (18%) and formal career coaches (20%) in some cases.
Interestingly, TikTok also plays a psychological role in career planning. Around 18% of users said they use it as a “career cushion,” quietly upskilling, building job leads, or preparing for layoffs in the background. This is particularly common in tech (25%), where the job market remains volatile.
But it’s not all positive. One-third of respondents said TikTok made them feel “behind” in their job search after watching others post wins. Over one-third (34%) felt pressure to make their job hunt look aesthetic, polishing resumes or curating LinkedIn content to match platform expectations. Nearly one in ten even took a break due to burnout.
Still, 64% said TikTok’s career advice had never backfired. Just 8% reported a negative outcome.
Brandon T. Suss
What marketers and recruiters should know
Marketers and employer brand leads should be paying close attention. TikTok isn’t just a discovery channel for trends. It’s influencing how your future hires think, act, and plan their careers. Here’s how to get in front of the trend without falling into the noise:
1. Build your employer brand in TikTok-friendly formats
If you're trying to attract Gen Z, don't wait for them to come to your careers page. Show up where they scroll. Quick tips, office culture clips, and transparent Q&As about your hiring process can go a long way. Think less polished corporate video, more authentic TikTok energy.
2. Partner with career creators, not just influencers
Move beyond lifestyle influencers and look at creators who specialize in career advice. These are the new gatekeepers of Gen Z job-seeking behavior. Partnering with creators in the #careertok space could help surface your brand to relevant, motivated job seekers.
3. Watch for “career cushioning” as a signal, not a threat
If you're seeing quiet disengagement from younger employees, they might be preparing for change. Content on TikTok often encourages discreet upskilling or side-hustle building. Instead of cracking down, consider offering internal upskilling programs to retain top talent.
4. Rethink your LinkedIn strategy
While LinkedIn remains the top source of trust, it’s also a pressure cooker. Young professionals say they feel compelled to aestheticize their job searches there. This is your cue to ditch performative content and lean into real stories that highlight growth, mentorship, and transparency.
Whether it’s resume hacks or quiet career cushioning, TikTok is helping young professionals navigate a chaotic job market with humor, honesty, and hustle. For brands, recruiters, and marketers, the message is clear. If you want to understand the future of work, don’t ignore what’s happening on #careertok.
The smart move? Treat TikTok as an early signal channel, one that shows you what candidates care about before they show up in your ATS.
