showing social media mobile apps (Facebook, Instagram, WhatsApp, Twitter, YouTube, Telegram, TikTok, Snapchat, WeChat) on screen macro interface smartphone iPhone in hand. Moscow, Russia - January 16, 2021
Gen Z employees are influenced by social media platforms like TikTok, Reddit and YouTube on everything from when to expect a raise to when to quit a job, according to a survey by Gateway Commercial Finance.
Sixty-three percent of Gen Zers have taken career advice directly from social media, the data showed, with Reddit being the most popular at 57%, followed by YouTube at 44% and TikTok at 37%. Meanwhile, one in three Gen Zers see posts online that make them question their current job or career path at least once a week.
“It’s not that Gen Z doesn’t care about work, they just care differently,” said Marc J. Marin, managing director at Gateway Commercial Finance.
“Social media has trained them to value transparency, flexibility, and rapid growth over traditional loyalty,” he added. “When 63% take career advice from platforms like Reddit and TikTok, and nearly half expect a raise in six months or less, it’s not apathy, it’s a recalibration. They’re not tuned out; they’re rewriting the rules of work.”
Other key takeaways…
- On average, 45% of Gen Zers expect to receive a raise after six months or less, and 62% expect a promotion in one year or less.
- Forty-six percent of Gen Zers expect remote work to be a default perk from now on.
- Twenty-two percent 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.
- Forty-five percent of Gen Zers stand by career decisions they made based on social media advice, compared to the 13% who feel some level of regret.
“The next generation of workers is no longer relying solely on managers, mentors, or formal HR policies to guide their careers,” Gateway Commercial Finance said in the survey. “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.”
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