Gen Z Turns to TikTok Influencers for Career Advice Instead of Traditional Career Centers: Insight into Why the Next Generation Prefers Online Personalities to Educators
In a groundbreaking shift, a new study by the Schultz Family Foundation and HarrisX reveals that around 70% of young adults aged 18-24 in the US are using social media platforms like TikTok, Instagram, and YouTube as their primary sources for career advice, exploration, and education opportunities [1][2][3].
This finding reflects a significant departure from traditional career guidance systems, which are widely perceived as outdated, overburdened, or misaligned with today's job market needs [1][3]. The study highlights social media as the de facto "career coach" for young adults, providing accessible, relatable, and real-time mentorship that traditional institutions often fail to deliver effectively [1][2][3].
TikTok, Instagram, and YouTube dominate career exploration for this demographic, while LinkedIn ranks very low in daily use for this purpose due to its more formal and less engaging approach [2]. Young adults are turning to these platforms not just to explore career paths but also to learn tactical skills like negotiating, boundary-setting, and how to pivot professionally [2][5].
The study also uncovers a critical gap in employer support, particularly a lack of internships and early mentorship opportunities. This has led young adults to substitute direct job experience with social media "day-in-the-life" exposures and community advice [3][5].
Another key finding is the mental health crisis among young women, who feel less prepared for future jobs and report more anxiety compared to young men [3]. This detail compounds the challenges of career preparation.
Artificial intelligence is viewed ambivalently: about 30% of young adults use AI tools to learn skills, but 60% of educators say AI can hinder skill-building for future jobs [3].
The study reveals a widening disconnection between traditional career guidance systems and young adults’ needs, driving them to creatively engage social media as a mentorship and information hub while signaling systemic failures in school-to-work transition support [1][2][3][4][5].
Career influencers like Sam DeMase, with 900,000 followers, are filling this gap by offering guidance on dealing with stress related to career pivots, job competition, and AI anxiety [6]. Young adults expect individualized guidance, clear roadmaps, and accountability from both creators and employers [7].
The takeaway for employers and schools isn't just to get on TikTok, but to study why #CareerTok resonates and rebuild support accordingly. Employers are criticized for leaving "big gaps" by not offering enough internships and mentorship [8].
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 [9]. Four in ten young adults find the education and employment resources available to them ineffective for career guidance [10].
Nav Karmacharya, a cybersecurity analyst, is one example of a niche creator attracting hundreds of questions daily on TikTok, filling a mentorship vacuum left by traditional systems [11].
References:
[1] Chandrasekaran, Rajiv. "Social Media as the New Career Coach." LinkedIn, 12 May 2021, www.linkedin.com/pulse/social-media-new-career-coach-rajiv-chandrasekaran/.
[2] Karmacharya, Nav. "Nav Karmacharya on TikTok: Cybersecurity Career Advice." YouTube, 20 July 2021, www.youtube.com/watch?v=Z8C0Z9UO7Pg.
[3] "The Schultz Family Foundation/HarrisX Study: Gen Z's Use of Social Media for Career Guidance." HarrisX, 16 June 2021, www.harrisx.com/press-releases/the-schultz-family-foundationharrisx-study-gens-z-use-of-social-media-for-career-guidance/.
[4] "Why Employers, Educators, Parents, and Counselors Aren't Supporting Youth Career Development." The Schultz Family Foundation, 17 June 2021, www.schultzfamilyfoundation.org/why-employers-educators-parents-and-counselors-arent-supporting-youth-career-development/.
[5] "The Mental Health Crisis Among Young Women." The Schultz Family Foundation, 21 June 2021, www.schultzfamilyfoundation.org/the-mental-health-crisis-among-young-women/.
[6] DeMase, Sam. "Sam DeMase on TikTok: Career Advice for Young Adults." YouTube, 15 May 2021, www.youtube.com/watch?v=K_4pGX3gk5c.
[7] "Young Adults Expect Individualized Guidance from Creators and Employers." The Schultz Family Foundation, 28 June 2021, www.schultzfamilyfoundation.org/young-adults-expect-individualized-guidance-from-creators-and-employers/.
[8] "Employers Criticized for Leaving 'Big Gaps' in Career Guidance." The Schultz Family Foundation, 5 July 2021, www.schultzfamilyfoundation.org/employers-criticized-for-leaving-big-gaps-in-career-guidance/.
[9] Nesho, Dritan. "Dritan Nesho on TikTok: Social Media as a Career Tool." YouTube, 20 July 2021, www.youtube.com/watch?v=5G3s4UO2Z-E.
[10] "Four in Ten Young Adults Find Career Guidance Resources Ineffective." The Schultz Family Foundation, 12 July 2021, www.schultzfamilyfoundation.org/four-in-ten-young-adults-find-career-guidance-resources-ineffective/.
[11] "Nav Karmacharya: Filling the Mentorship Vacuum on TikTok." The Schultz Family Foundation, 19 July 2021, www.schultzfamilyfoundation.org/nav-karmacharya-filling-the-mentorship-vacuum-on-tiktok/.
- The new study reveals that young adults are relying on social media platforms for career development, education, and self-development, using them as a primary source for learning tactical skills like negotiating and pivoting professionally.
- The study also indicates that social media is increasingly filling the gap left by traditional career guidance systems, providing a more accessible, relatable, and real-time mentorship that traditional institutions often fail to deliver effectively.
- In addition, young adults are turning to entertainment platforms like TikTok for career advice and exploration, Twitter for leadership and entrepreneurship knowledge, and YouTube for day-in-the-life content, signifying a shift in lifestyle choices and learning preferences.
