How Generation Z forces recruiters to rethink social media recruitment

Jeff Altman, Big Game Hunter

In today’s job market, the traditional dependence on the work committee is not enough. A wave of young professionals, especially Gen Z – is changing the way people discover career opportunities and interact with employers.

Recent surveys highlight the drama of this change: 46% of Z Gen Report find jobs in Tiktok,,,,, 92% say they actively use tiktok for career adviceand When studying career opportunities or employers, 76% turn to Instagram. By contrast, many staffed companies rely almost exclusively on actually relying on Ziprueiter or LinkedIn posts. This leaves a huge gap and a huge opportunity for recruiters who are willing to meet with candidates to really spend their time.

The 2024 Pew Research Center study highlights the gap: while Generation Z occupies Tiktok and Instagram’s career conversations, only 23% of employers actively recruit Tiktok Compare 30% use Instagram for purchases. result? For the virtual gold mine of rapidly adapting recruiters, untapped talent.

A quick story: How a recruiter wins a big win on tiktok

Last year, the staff management manager at a medium-sized marketing agency in Chicago decided to test Tiktok recruitment. Instead of another dry work published, she released a short behind-the-scenes video with brainstorming campaigns with the title: “Want to join us? We are hiring entry-level account coordinators!” The video reached 40,000 people in three days and generated more than 120 apps. By contrast, the same role posted on the main working committee received only 14 applications in two weeks, with a higher cost per applicant.

lesson? Social media is no longer just for brand awareness, but also brings real recruitment results.

Four ways to recruit through social media

1. Going to the competition is not

Think about recruiting fishing. You won’t throw lines into a pond that has already been packed with dozens of anglers. However, this happens when all employers publish on the same large working committee. Instead, the platform overlooked by the target competitors.

For example: 92% of Z Gen job seekers go to Tiktok for adviceless than a quarter of employers recruit there. It was a pond with numbers equivalent, with few anglers. Similarly, Snapchat, although traditionally not related to recruitment, also uses 65% of American adults under the age of 30– Another neglected arena where early adopters can gain an advantage.

2. The right platform for the right role

Social media habits vary widely by age, income, education, and geographical location. Pew’s 2024 survey found:

• LinkedIn:53% of adults regularly use it for more than $100,000, making it a major area for performing and professional searches.

• Instagram: Popular with 71% of rural adults under 35, making it effective for entry-level or customer service positions.

• Pinterest: Surprisingly, 45% of suburban women who use Pinterest every week use Pinterest. For design, retail or lifestyle-Athenia characters, it can outperform the “obvious” platform.

• LinkedIn with high school graduates: Only 12% of adults with high school education use LinkedIn, but on Facebook and Instagram, the same group is more active.

Match the platform to ensure you are not only broadcasting, but also targeting.

3. Provide value, not just posts

Candidates do not scroll on social media for work ads. They are looking for information, advice and real insights about their employers. Provide professional value to build credibility and attract recruiters who will become followers of applicants.

Some cross-platform work ideas:

• The “One of a Lifetime” video shows the characters.

• Infographics for Résumé Do and Nots.

• Quick Tiktok editing with interview preparation tips.

• Instagram Carousel’s salary negotiation strategy.

• LinkedIn articles about career transition or leadership development.

By becoming the preferred resource, your company not only fills the job, but also builds long-term trust.

4. Don’t forget Facebook and YouTube

It’s tempting to focus on only “newer” platforms, but the biggest audience still lives on the old backup. More than 70% of American adults are on Facebook and 89% use YouTube. Although they may not be career platforms, they provide a huge impact on educational or brand-building content. YouTube playlists “How to Exaggerate Virtual Interviews” or Facebook Live Q&A sessions about career transitions can make your company both helpful and approachable.

The final thought

Recruiting via social media is no longer an optional experiment. Generation Z almost constitutes By 2030, 30% of the global workforcetheir preferences cannot be ignored. The platform of time they spend (tiktok, instagram, youtube) not only shapes how they connect to socially, but also how they make career decisions.

People who continue to view social media as an afterthought will be left behind. But those who incorporate it into their core recruitment strategies will find something powerful: The best candidates aren’t just sitting on the job board waiting for release. They are scrolling, swiping and watching – waiting for the right employer to appear in their feed.

ⓒThe Big Game Hunter Company in Asheville, North Carolina 2025

How do you deviate candidates from their comfort zone?

About Jeff Altman, Big Game Hunter

People hired big game hunter Jeff Altman to not offer BS career advice worldwide, because many things in his career are easier in the people. These things can involve job hunting, hiring more effectively, managing and leading better career transitions, and advice on solving workplace problems. He is the producer and former host of “Base-free Radio” and is the first podcast in iTunes, which offers more than 3,000 episodes for job seekers.

The last interview with the company’s president

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