Dear employers: gen Z is watching you (and not just on LinkedIn)

"A new report published by the Association of the British Pharmaceutical Industry (ABPI), and compiled with We's social impact team, ' Engaging with Gen Z: Cultivating a Diverse Talent Pipeline,' pulls back the curtain on how today's youth think about work. In a nutshell? It's emotional, intuitive, and on their own terms. They're not rejecting employers - they're overlooking them."

"Forget the glossy recruitment fair. TikTok and Instagram now outrank company websites and LinkedIn as gen Z's go-to career sources. Half of young people turn to TikTok to inform their career decisions, while 46% use Instagram. And 36% prefer 'day-in-the-life' content shared by real employees over any form of polished careers marketing. This isn't a passing trend. Rather, it's a generational shift in how trust is built and decisions are made."

Gen Z evaluates employers through social channels before formal applications, using Glassdoor, TikTok, and Instagram to judge inclusivity, authenticity, and personal fit. TikTok and Instagram now outrank company websites and LinkedIn for career information, with half of young people using TikTok and 46% using Instagram. Thirty-six percent prefer 'day-in-the-life' content from real employees over polished careers marketing. Trust for Gen Z is built emotionally and intuitively, shifting expectations toward visible actions rather than corporate statements. Employer branding now includes team photos, interns' TikToks, and public stances on social issues, creating a real-time narrative across owned and unowned channels.

Read at The Drum