Protected: How Social Media Is Shaping Gen Z’s Career Expectations and Job Decisions

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 Social media's influence doesn't stop at career advice. It's impacting real-world decisions, including quitting a job. 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 The next generation of workers is no longer relying solely on managers, mentors, or formal HR policies to guide their careers. Instead, they're relying on social media content to define success, set expectations, and take action. Whether that means walking away from a job or pushing for faster raises and promotions, employers must adapt. The businesses that listen and respond with transparency, flexibility, and respect will be the ones that attract and retain Gen Z talent. Methodology For this study, we surveyed 1,002 Gen Z workers about how social media has influenced their work life and career. About Gateway Commercial Finance Gateway Commercial Finance helps small and mid-sized B2B businesses bridge cash flow gaps through flexible invoice factoring solutions. Whether you're managing a high-growth period or navigating payroll pressure, Gateway delivers fast, reliable working capital so you can stay focused on growing your business. Learn more about our invoice factoring services. Fair Use Statement If you'd like to share these insights for noncommercial purposes, feel free to do so. Just be sure to include proper attribution and a link back to Gateway Commercial Finance.

Protected: How Social Media Is Shaping Gen Z’s Career Expectations and Job Decisions

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