Applying for jobs, waiting for a callback, wondering if this job is as good as it seems – the whole process of finding a good job can be a daunting task.
But, what if you knew all about a job – the perks, pitfalls, if it matches your productivity levels – before you applied for it?
According to a report by The Economist, “a growing number” of Americans are using TikTok for job advice that will help climb “all-important first steps up the career ladder.”
So, does this mean that TikTok has become the new LinkedIn?
With over 2 billion views on #CareerTok videos, young job-seekers are increasingly turning to TikTok for advice on everything from spotting red flags in job postings to navigating layoffs in the workplace.
Research indicates that learning is optimised when both content and format are relatable and familiar, Zeta Yarwood, a Dubai-based career coach told Arabian Business.
“Gen Z is more familiar with TikTok than LinkedIn – a platform that generally attracts older generations further along in their careers. From this perspective, it makes sense for Gen Z to use TikTok to educate themselves on career development, job searching etc,” she said adding that users need to be able to “distinguish professional content from entertainment content.”
This familiarity, according to Yarwood, has led many Gen Z job seekers to turn to TikTok for career advice and job reviews, over traditional platforms like LinkedIn. The reasons for this shift are multifaceted.
“TikTok’s algorithm may also help them access industry-specific content and communities. Its features such as stitches and duets might allow them to get in front of their target employers and engage directly with them whereas many feel it’s harder to connect directly with decision-makers on LinkedIn,” she said.
Echoing the sentiment, Samia Hassan, another Dubai-based career coach, explained that TikTok “feels more real,” as Gen Z “craves unfiltered, relatable content.”
“They’re getting advice from peers in real-time, without the corporate gloss LinkedIn can sometimes have,” she explained, adding that “TikTok’s short, snappy videos fit Gen Z’s attention span perfectly,”
“LinkedIn posts can be dense and long, while TikTok gets to the point with humour, creativity, and visuals. [LinkedIn] feels like a place to network and impress, which can be intimidating,” whereas TikTok is more “casual, laid-back, and less about presenting a perfect image,” Hassan said.
However, the use of TikTok for professional purposes is not without its pitfalls
“The risk of misinformation or dramatised information is higher, meaning the advice runs the risk of being less accurate and reliable, and in some cases even harmful. There’s also a higher risk of oversimplification in short videos with important nuances and explanations removed to placate those in search of a quick dopamine hit rather than education – which again increases the chances of the content being inaccurate and misleading,” Yarwood warned.
Hassan agreed with this concern, and said: “Content that resonates with TikTok’s algorithm might not sit well with future employers. Always consider the long-term impact. Balancing being ‘real’ while staying professional can be tricky. The line between authenticity and unprofessional behaviour might blur on a platform designed for entertainment. Cancel culture doesn’t help – a mistake or an offhand comment can quickly escalate on TikTok. Be mindful of how easily content can be taken out of context.”
Despite these risks, both experts see value in Gen Z’s approach to presenting their professional identity.
“I think the biggest difference I’ve seen in how Gen Z presents their professional identity today is that authenticity is more important to them than being seen as uber-professional. They want to express themselves and be accepted in their entirety – warts and all. Unlike previous generations, they embrace vulnerability and share personal experiences and challenges. They discuss their values and social causes they care about. They don’t want to conform to social constructs of what is and isn’t acceptable in the business world and morph into someone they’re not to simply please a potential employer,” Yarwood said.
Hassan added that Gen Z values showing up as their true selves, even in professional settings, especially as they are “digital natives.”
“They blend personal passions with career ambitions, and they’re not afraid to showcase their unique personalities online—whether on LinkedIn or TikTok. They’re digital natives, always thinking digital first. They’re comfortable with the gig economy and side hustles, and they treat their social media profiles like portfolios. They emphasise a wide range of skills, often acquired from non-traditional routes—think online courses or self-taught skills over formal degrees. Their résumés are more project-based than hierarchical. They emphasise a wide range of skills, often acquired from non-traditional routes—think online courses or self-taught skills over formal degrees. Their résumés are more project-based than hierarchical,” she said, adding that they are “redefining” professionalism to be more flexible, transparent, and values-driven.
The impact on hiring practices
“It’s a refreshing twist that makes the workplace far more dynamic,” she said. However, this shift in professional presentation aligns with changes in hiring practices.
“Companies are increasingly looking for practical skills and experience rather than just educational qualifications. Certifications, portfolio projects, and real-world experience are making more of an impact. Hiring managers are now looking at candidates’ social media presence to gauge personality and values. Gen Z champion remote work and flexible schedules, encouraging companies to offer non-traditional work structures. Having said that, Gen Z turnover continues to be high. Employers are finding it increasingly difficult to attract, engage and retain this very different breed of workers,” she said.
Yarwood added that companies are using AI and technology to optimise their recruitment process, inclusive of CV screening and candidate assessment. While some may view this as a branding exercise, she believes some companies genuinely prioritise employee welfare, noticing out a shift towards valuing hands-on experience and natural talent over formal education, leading to increased use of social media for recruitment
However, Yarwood also advised caution when relying solely on TikTok for career development. “Using a balance of TikTok and LinkedIn would be a far better approach to cover all bases,” she said.
“When it comes to personal branding, consistency matters. If potential employers see someone who’s intelligent and conscientious on LinkedIn but posting videos of themselves partying or being reckless on TikTok then clearly that’s going to raise questions. Employers will expect a certain level of maturity and professionalism and the fun, humorous vibe of TikTok might not fall in line with these expectations and might impact the person’s reputation and employability,” she added.
Nevertheless, as the job market evolves, so does the tools and platforms used to navigate it. For Gen Z, TikTok represents a familiar and accessible entry point into the world of career development. However, as with any tool, its effectiveness depends on how it’s used.
“It’s a game-changer if you play it right,” Hassan said.
“Gen Z should embrace TikTok for career development. It’s not just for dance challenges; it’s evolving into a powerful networking and branding tool. It allows users to showcase creativity, skills, and personality in ways traditional resumes can’t. Plus, companies are increasingly using TikTok to recruit, especially for roles that value digital savviness. The key is to be smart about it—create content that reflects your strengths, network with industry leaders, and stay authentic,” she said.
TikTok did not respond to Arabian Business´ request for comment. LinkedIn declined to comment.
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