Young Americans are increasingly turning to social media platforms to find employment opportunities, a trend driven by historically high unemployment rates and the growing influence of artificial intelligence in the job market. A recent study indicated that 46% of Generation Z individuals have secured jobs or internships through TikTok, with some reporting sending out as many as 1,000 applications per job search.
For many, platforms like TikTok and Instagram have become essential tools for showcasing their skills and personality. Caroline Schlobohm, a 28-year-old marketing and events professional, turned to TikTok after being laid off from two jobs within six months. Documenting her job search journey on the platform, she was hired as a lead event strategist for a luxury event planner. She now considers her Instagram profile her creative portfolio, particularly an events reel that highlights her work experience. "People care about the visual and the end result," Schlobohm stated, emphasizing that social media will continue to be a factor in her career progression.
Career expert Amanda Augustine of Career Minds described the rise of social media resumes among young job seekers as "inevitable." She explained that younger generations are adapting their job search methods to the platforms they grew up with. According to Augustine, social media posts, such as TikTok resumes, offer employers insights into an applicant's personality, helping them assess both qualifications and cultural fit.
While Gen Z leads this shift, Augustine suggests that older job applicants might also benefit from adopting similar strategies, particularly in creative fields, to remain competitive. However, she cautioned against excessive informality, advising applicants to ensure their social media presence represents them professionally. "Always take a step back and say, ‘Is this representing me the way that I would want to be represented if I was going in for an interview?’" Augustine advised.
Reese Meyer, a 23-year-old digital video producer, uses both traditional application methods and her TikTok resume as she relocates to New York City for job hunting. Meyer, who runs a YouTube channel, views her TikTok presence as a way to increase visibility and showcase her video and editing skills. "I can’t force people to click on my portfolio. This is another genuine way to market myself where people can really see what I’ve done," she said.
Companies are also leveraging social media for recruitment. Aly Korchemniy, co-founder and chief creative officer of the NYC-based luxury skincare brand ANFISA, recently used TikTok to advertise for a social media manager position. Korchemniy stated that she sought candidates who lived and breathed platforms like TikTok and Instagram, believing such individuals were unlikely to be found on LinkedIn. She feels social media humanizes the application process, allowing hiring teams to gauge a candidate's energy and fit with the company culture. "You can easily see from TikTok, this is the energy we want to bring to the company," Korchemniy said.
Josh Katz, a 30-year-old creative strategist, photographer, and filmmaker, found success by posting a 60-second video highlighting his work experience and suggesting his comments section serve as a reference. Katz noted that the traditional job market felt like a "wild black hole" where resumes are often screened out by AI. The response to his video was significant, leading to interviews and unexpected freelance work. He described the video resume as a form of "digital optimism," where vulnerability and self-promotion can open doors.
Sibusisiwe Khupe, who sought a role in the music industry, shared her experience of being rejected 22 times before submitting a video appeal on TikTok for her 23rd application to Universal Music. She emailed the video directly to the creative director, marketing manager, and head of HR. Within days, she received responses, highlighting the effectiveness of her unconventional approach. Khupe believes that this "desperation is the mother of innovation" for Gen Z in the current job market, as they are adapting to platforms they are most comfortable with to stand out.
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