Has TikTok Replaced Career Counsellors? Why 70% of Gen Z Now Turns to Social Media for Job Advice

Gone are the days when career advice came solely from counsellors or parents. In a digital shift reshaping how young people navigate their futures, a recent national study reveals that 70% of Gen Z in the United States now rely on platforms like TikTok and YouTube for career guidance. This growing trend points to a critical gap in traditional career support systems—and a call for educational institutions and employers to catch up.

The Broken Marketplace: Why Gen Z is Seeking New Career Guidance
The Schultz Family Foundation and HarrisX conducted the “Broken Marketplace Study,” which surveyed over 5,700 individuals, ranging from young adults aged 18–24 to parents, educators, and employers. The results exposed a disconnect between the support Gen Z needs and what they’re getting.

Today’s youth are ambitious but feel left to figure things out independently. Key players in their ecosystem—parents, counsellors, and employers—are often out of sync with the changing career landscape:

• Parents give well-meaning advice that’s often based on outdated career norms.
• School counsellors are overburdened and frequently lack access to updated tools or knowledge about emerging fields.
• Employers want candidates with experience, but offer limited opportunities for early career exposure or mentoring.

This lack of coordination creates what the study refers to as a “broken marketplace,” where guidance is either outdated, inaccessible, or misaligned with real-world demands.

Social Media: The New Career Coach
In the vacuum left by traditional systems, social media has emerged as the default career counsellor for millions of Gen Zers. According to the study:

• 70% of Gen Z engages with career-related content on platforms like TikTok, YouTube, and Instagram.
• 40% actively search for such content, while 30% encounter it passively during scrolling.
• YouTube has become the most trusted platform for career and educational advice.

What makes this content so powerful is its relatability and accessibility. Career influencers and digital creators—often only a few years older than their audience—offer realistic, actionable tips through resume breakdowns, college application walkthroughs, freelancing tutorials, and “day in the life” job vlogs. This peer-to-peer style of guidance resonates far more than a formal counselling session or a static brochure.

Uncertainty Fuels the Search for Clarity
Gen Z’s preference for social media career guidance isn’t just convenience—it’s driven by real anxiety about the future. The study uncovered several concerns:

• 57% of young adults worry about the availability of job opportunities.
• 46% feel unprepared for the roles they aspire to.
• 54% fear that artificial intelligence could replace their future jobs.

Adding to the challenge, 65% of respondents admitted they are still discovering what drives them personally and professionally. In this exploration phase, social media content provides ideas, inspiration, and hope. 85% of those using social platforms for guidance reported feeling motivated after seeing others achieve career milestones.

Pros and Pitfalls of Viral Career Advice
Social media’s strength lies in its speed, variety, and visual nature. It democratizes career information that was once only accessible through formal networks or institutions. It supports:

• Peer-to-peer learning
• Bite-sized, engaging content
• Real-life insights from young professionals

However, it’s not without its risks. The Broken Marketplace Study also warns:

• Not all advice online is reliable or backed by expertise.
• Algorithms often amplify “hyped” or oversimplified content, leading to unrealistic expectations.
• There’s no personalized feedback or structured career planning—something school systems traditionally provide.

Rethinking Career Guidance: The Path Forward
Rather than viewing social media as a threat, the study urges institutions to integrate their strengths. Schools, employers, and policy-makers should rethink how they deliver career support by:

• Developing digital-first guidance tools that meet Gen Z where they are.
• Offering early exposure to career paths through internships, job shadowing, or employer-led projects.
• Encouraging mentorship programs supported by companies and industry experts.
• Training counsellors to use new-age platforms and tailor their advice to today's job market realities.

Blending traditional structures with digital trends could be the key to making career education more relevant, accessible, and future-ready.

Conclusion: The Message is Clear
Gen Z isn’t lost or lazy—they’re navigating a fast-changing world using the tools available to them. That 70% of them are turning to TikTok and YouTube for career advice isn’t a failure of youth; it’s a wake-up call for outdated systems.

Career counselling must evolve to reflect this digital-first reality. Social media has already filled a critical gap. Now, the onus is on educational leaders, institutions, and employers to meet this generation halfway—on screens, in scrolls, and with smarter support.