70% of Gen Z in the US turn to social media for job advice: Has TikTok replaced America's career counsellors?

If you're still thinking of TikTok as a space for dances and memes, it’s time to think again. For millions of young Americans, platforms like TikTok and YouTube have become much more than entertainment.

According to the Broken Marketplace Study , a comprehensive national survey by the Schultz Family Foundation and HarrisX, 70% of Gen Z in the US now turn to social media for career advice. With uncertainty clouding traditional career pathways, this generation is finding clarity, and sometimes even community, in the scroll.
The career guidance gapThe Broken Marketplace Study, based on more than 5,700 interviews with young adults between 18 to 24 years of age, parents, educators, and employers, reveals a system that’s struggling to keep pace with the needs of modern youth.

Young people want direction, but the people and institutions around them are often out of step.

• Parents offer advice based on their own experiences, which no longer align with today’s job landscape.
• Counsellors are overburdened or rely on outdated models of career prep.
• Employers demand work experience, but rarely provide early access or learning opportunities.

This lack of coordination has created what the study calls a “broken marketplace”, where young people’s ambition is strong, but the available support is weak or misaligned.
Social media steps in as the new career coachIn the absence of personalised, practical career guidance, Gen Z is turning to platforms that feel current, authentic, and accessible. TikTok, YouTube, and Instagram are more than just entertainment hubs: they’ve become informal guidance offices.

The study finds that:

• 70% of young people engage with career-related content on social media.
• 40% actively search for it, while 30% encounter it passively while scrolling.
• YouTube has emerged as the most trusted platform for educational and career content.

What makes this content resonate is relatability. Many creators are just a few years ahead of their viewers and offer advice that feels personal, honest, and achievable. From “day in the life” vlogs to resume tips and freelance tutorials, social media is shaping how Gen Z sees the world of work — in formats they prefer and understand.
A generation filled with questions This shift isn’t just a matter of preference; it’s a response to widespread anxiety. According to the study:

• 57% of young adults are unsure whether there will be enough job opportunities in the future.
• 46% feel unprepared for the jobs they’re aiming for.
• 54% worry that AI could replace their future roles.

At the same time, many Gen Zers are still exploring their identities and interests. A notable 65% say they’re still figuring out what drives them, and they’re using digital platforms to help connect the dots. Social media doesn’t just offer information — it offers hope. In fact, 85% of those who use it for career guidance say they feel inspired after seeing others make progress toward their goals.
The benefits of going viral for adviceSocial media has clearly filled a void. It’s fast, digestible, and visual. It allows for peer-to-peer learning, and it democratises information in a way traditional systems often don’t.

But as the Broken Marketplace Study points out, there’s also a downside:

• Not all advice is accurate or grounded in expertise.
• Algorithms can amplify hype or oversimplified career paths.
• There’s no personalised feedback — no one reviewing your resume or matching you with realistic options.

The solution isn’t to dismiss social media. It’s to blend its strengths with institutional accountability. Career guidance must evolve to become more relevant, accessible, and engaging, whether that’s through better digital tools, earlier exposure to career options in school, or employer-supported mentorships.
The bottom lineGen Z is not disengaged or directionless: they’re navigating a rapidly changing world with the best tools they have. The fact that 70% are looking to TikTok and YouTube for career advice is not a failure on their part. It’s a signal that traditional systems haven’t kept up.

Rather than competing with social media, schools, employers, and policy-makers need to integrate with it. The next generation is already building their future — one scroll at a time. It’s time for the rest of the system to catch up and plug back in.

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