For Gen Z, social media isn’t just a source of entertainment. It’s also a key driver in shaping career goals, job expectations, and workplace behaviors. In a national survey of over 1,000 Gen Z workers, we explored how platforms like TikTok, Reddit, and YouTube are influencing everything from when to expect a raise to when to quit a job. For business owners and hiring managers, these insights reveal a shift in workplace mindset that’s too big to ignore.
Key Takeways
- 63% of Gen Zers have taken career advice directly from social media; Reddit is the most popular (57%), followed by YouTube (44%) and TikTok (37%).
- 1 in 3 Gen Zers see posts online that make them question their current job or career path at least once a week.
- On average, 45% of Gen Zers expect to receive a raise after 6 months or less, and 62% expect a promotion in 1 year or less.
- 46% of Gen Zers expect remote work to be a default perk from now on.
- 22% of Gen Zers have quit a job with some influence from social media; 9% did so with some influence from Reddit and 6% from TikTok.
- 45% of Gen Zers stand by career decisions they made based on social media advice, compared to the 13% who feel some level of regret.
Social Media as Gen Z's Career Coach
A significant number of Gen Zers are turning to social media for career guidance, and not just casually.
Nearly two-thirds of Gen Z workers (63%) said they have followed advice they saw online. Those in tech/IT (69%) and finance (68%) did so the most often. Reddit emerged as the top platform for career-related content, used by 57% of respondents. YouTube followed with 44%, and TikTok came in at 37%.
However, platform preferences varied by gender and age. Younger Gen Zers (18-25 years old) were more likely to rely on TikTok than Gen Zers aged 26–28 years (42% vs. 33%, respectively). Gen Z men were 60% more likely than women to use YouTube for career advice. Gen Z women, on the other hand, were nearly twice as likely as men to turn to TikTok.
The most common advice Gen Z takes from social media is to set boundaries at work (44%), apply for specific job types (41%), and reject the idea of “going above and beyond” (36%). The work trend that resonated the strongest across this group was “Act your wage,” a phrase urging workers not to perform unpaid labor.
For employers, it’s also worth noting the frequency of doubt. A third of Gen Zers said they see social posts that make them question their job or career at least weekly. Among those working in retail, that number jumps to 42%.
A New Playbook for Raises, Promotions, and Perks
Gen Z’s expectations around pay and promotions have been heavily influenced by what they see online.
On average, Gen Z workers said they anticipate receiving a raise after just 9 months on the job, with 45% expecting one within 6 months or less. In fact, 15% expected that raise in 3 months or less. Gen Zers working in food service/hospitality, marketing, and tech/IT expected to receive a raise after 8 months.
The demand for rapid advancement also applies to promotions: 62% expected one within a year, and 21% expected it in 6 months or less. Those working in food service/hospitality, marketing, and tech/IT were especially prone to these accelerated expectations, with average promotion timelines ranging from 13 to 14 months.
Social media has also shaped Gen Z’s list of must-haves in a new job. Top non-negotiables included managers who respect boundaries (65%), transparent pay structures (61%), and clearly defined working hours (47%). Flexibility is critical as well, with 46% of Gen Zers expecting remote work to be standard. That expectation was highest among those in finance (66%) and tech/IT (64%).
Traditional notions of job loyalty may be fading. A third of Gen Zers don’t believe employees owe loyalty to their employers. That belief is most pronounced in tech/IT, where disruption and agility are part of the culture. Add to that the fact that 28% believe it’s acceptable to leave a job in 3 months or less if unhappy, and it’s clear Gen Z is reshaping what it means to be a committed employee.
When Social Media Drives the Exit Decision
Twenty-two percent of Gen Zers said social media played some role in a past resignation. Reddit was the most cited platform (9%), followed by TikTok (6%). Burnout and dissatisfaction often underpin these exits. Over half of Gen Zers (52%) pointed to low pay as the primary driver.
But empowerment also plays a role, with 35% feeling more confident in setting workplace boundaries thanks to the influence of social media. Perhaps most revealing is that nearly half of Gen Zers (45%) said they stand by the career decisions they made based on social media advice. Only 13% said they’ve experienced regret. This signals that, for many in Gen Z, online content has become a trusted career compass.
Conclusion: Rethinking the Employer-Employee Relationship
Methodology
For this study, we surveyed 1,002 Gen Z workers about how social media has influenced their work life and career.
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