Despite TikTok’s seemingly potential ban that might happen in the near future or the ongoing litigation to fight it, the platform continues to be a useful tool for internal communicators across industries. Less talked about is how social media can help launch the youngest generation of workers, Gen Z, into their desired roles.

In a recent report, CNBC shared the stories of several Gen Z employees who found roles via different social media platforms, with a special focus on TikTok. The app can serve as a hub for career advice from influencers, a platform for networking with others in similar career situations and even a place for Gen Z to find their dream jobs.

TikTok use is especially prevalent among younger Americans — 56% of U.S. adults ages 18 to 34 say they use the platform, according to a February 2024 report from the Pew Research Center. Many are using the app to guide their careers: 41% of Gen Zers have made a career-related decision based on TikTok advice, 15% received an offer for a job they found on the app, and nearly 80% have used the app to network, according to a recent ResumeBuilder.com survey of 1,000 Gen Zers.

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From CommPRO:

Despite potential bans and ongoing litigation, TikTok remains a crucial tool for internal communicators and a gateway for Gen Z into the workforce. CNBC reports that many Gen Z employees land jobs via social media, especially TikTok, which serves as a hub for career advice, networking, and job opportunities. Pew Research indicates 56% of U.S. adults aged 18-34 use TikTok, with a significant portion making career decisions based on the platform's advice.

PR professionals must recognize the value TikTok brings to recruiting and brand presence. Alan Black from the Naval Surface Warfare Center suggests leveraging employee ambassadors and third-party advocacy to maintain brand presence on TikTok and other platforms like YouTube and Instagram. Influencer partnerships, especially in tech and education sectors, can amplify your message and attract a broader audience.

Brandi Anstine from HealthLinc emphasizes showcasing employee achievements to create a personalized and appealing workplace culture. As social media trends evolve, communicators must adapt and innovate their strategies to effectively engage with younger audiences.

PR professionals should read this to understand the ongoing influence of TikTok and social media in recruitment and brand management, ensuring they stay ahead in the digital landscape.