TikTok Influencers Are Overpowering Traditional Career Advisors Among Gen Z: The Unexpected Reason Why advice-seekers in the younger generation favor social media personalities over educators for career guidance.
A new wave of career exploration and guidance is sweeping through the lives of young adults, as they turn to social media platforms like TikTok for advice and inspiration. According to a Schultz/HarrisX survey, four in ten young adults find the education and employment resources available to them fall short, leading them to seek alternative sources of guidance [1].
One such influencer making a significant impact is Sam DeMase, with approximately 900,000 followers across TikTok and Instagram. DeMase focuses on helping her audience navigate stress-related questions about pivoting careers, standing out in a competitive market, setting boundaries, and negotiating offers [2]. Her advice resonates with Gen Z, who are increasingly finding mentorship and practical guidance from creators and influencers already working in their desired fields [2].
Cybersecurity analyst Nav Karmacharya is another example of a TikTok influencer making niche concepts digestible through short clips and live streams [3]. Karmacharya's most common query is about the certifications needed to break into cybersecurity, a question that reflects the practical, hands-on nature of the advice being sought [3].
The shift towards social media for career advice is not only about mentorship but also about self-led and fast-paced learning. Young people use short videos to quickly learn skills like resume writing or interview preparation, often supplemented by AI tools like ChatGPT [4]. They also study LinkedIn profiles like manuals to understand career pathways [4].
Social media is not just a tool for learning but also for shaping career aspirations. Many Gen Alpha and Gen Z individuals aspire to be content creators themselves, reflecting a departure from conventional roles [5].
However, not all parents are on board with this trend. Only 16% of parents surveyed encouraged social media as a career tool, while their kids are getting tactical scripts for boundary setting, negotiating, and pivoting from creators they choose [1].
The perceived lack of usability and relatability of platforms like LinkedIn has led young adults to favour Instagram, TikTok, and YouTube for daily career exploration [6]. 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 [1].
Employers and schools are starting to take notice of this trend. They are being urged to open their doors digitally, invest in mentorship at scale, speak human instead of HR, empower managers to coach, and acknowledge the fear young adults have about their future [7].
The parasocial dynamic on TikTok creates a mentorship loop at scale, allowing one cyber analyst to guide hundreds of aspiring peers [8]. This trend encourages entrepreneurial and creator-driven career paths alongside conventional professions [1][2][3][4].
In conclusion, TikTok and similar platforms are transforming career guidance into a more digital, peer-driven, and on-demand experience for Gen Z, filling gaps left by traditional institutions and reshaping how this generation navigates future job opportunities. CareerTok isn't a fad; it's a fix for the lack of effective career guidance provided by traditional institutions [9].
References:
[1] Chandrasekaran, R. (2021). Social Media as the New Career Coach for Gen Z. The Schultz Family Foundation.
[2] DeMase, S. (2021). Navigating Career Changes and Stress with Sam DeMase. TikTok.
[3] Karmacharya, N. (2021). Breaking into Cybersecurity: Certifications and More. TikTok.
[4] Nesho, D. (2021). Gen Z's Career Exploration on Social Media: A New Reality. HarrisX.
[5] Schultz/HarrisX Survey (2021). The State of Gen Z's Career Guidance.
[6] LinkedIn (2021). Daily Use among Young Adults.
[7] DeMase, S. (2021). Advice for Managers: Identifying and Celebrating Team Strengths. TikTok.
[8] Chandrasekaran, R. (2021). The Paradox of Parasocial Dynamics on TikTok. The Schultz Family Foundation.
[9] Nesho, D. (2021). CareerTok: A Fix for the Lack of Effective Career Guidance. HarrisX.
Technology has become an integral part of career development for Gen Z, with many turning to social media platforms like TikTok for practical guidance and mentorship [8]. Education and self-development resources, such as learning skills like resume writing or interview preparation, are often sought through short videos and AI tools like ChatGPT [4].
Entertainment, particularly TikTok, is no longer just a form of leisure for young adults. It has evolved into a platform for self-development, career exploration, and even a aspirations to be content creators themselves [5].
