Gen Z are turning to TikTok for career advice and inspiration, finds new report

Employers looking to attract young talent into life sciences careers must embrace authenticity and social media channels, according to a new report from the Association of the British Pharmaceutical Industry (ABPI).

The report, ‘Engaging with Gen Z: cultivating a diverse talent pipeline’ [1], compiled by Hopscotch, found that Generation Z (Gen Z) [2] is increasingly relying on social media, influencers and content creators, to shape their career decisions.

The research reveals that over one in three (36 per cent) young people have used social media to inform a career or job decision. TikTok (50 per cent) and Instagram (46 per cent) are the current leading platforms for career inspiration, overtaking traditional careers social network LinkedIn (36 per cent).

Currently, fewer than one in five (17 per cent) of young people feel they have a clear understanding of the pharmaceutical industry beyond medicines [3]. However, unimpressed by polished corporate messaging, Gen Z is looking for authentic, relatable content.

The report provides clear recommendations for how the pharmaceutical industry, as well as other sectors, can better connect with and attract future talent. For example, ‘Day in the life’ posts from ordinary employees are the most popular form of content for career exploration, beating out more formal corporate content for views and effectiveness.

Andrew Croydon, Director, Education & Examination Policy, ABPI said: “The digital natives have arrived. To attract this new wave of diverse and skilled talent, we must show up where Gen Z is already looking. Employers need to be on social media, with content that is real, human and empowering.

“Gen Z is highly socially conscious and more focused on real-world impact than ever before. Employers must explain how they fit into those concerns and do so in a way that young people can hear and understand.”

The report also found:

  • over one in three (36 per cent) of young people said seeing someone like them in a job influences their career decisions
  • four out of five (81 per cent) of young people said they value input from a parental figure.
  • nine in ten (90 per cent) of teachers believe the industry must offer more hands-on experiences such as lab visits.

The report recommends that employers seeking to attract young people into life sciences:

  • expand authentic social media presence
  • create short form, behind-the-scenes employee stories
  • offer visible and accessible work experience opportunities
  • showcase the wide range of roles across the sector

The ABPI is also enhancing its partnerships with schools, STEM programmes, and small and medium-sized enterprises to build a more accessible and diverse pipeline of talent across the UK.

TAGS
  • Education
  • ABPI Schools

Last modified: 04 June 2025

Last reviewed: 04 June 2025

[1] ABPI, Engaging with Gen Z: cultivating a diverse talent pipeline, June 2025
[2] The demographic cohort born between 1997 and 2012
[3] Previous ABPI research, Young people's perceptions of careers in the pharmaceutical industry, July 2024 

 

About Hopscotch

Hopscotch, a WE Communications Company is a social impact agency delivering change through the power of education. Hopscotch creates purpose-driven education marketing campaigns and behaviour change programmes that deliver social impact.

Hopscotch work across the public sector, corporates and charities delivering campaigns that transform the lives of young people aged 3–25 years. Their award-winning integrated campaigns reach and engage young people, families, communities, employees and customers.

Hopscotch delivers corporate reputation and brand purpose, focusing on key social issues from Sustainability & Climate Change: Health and Well-Being; through to Careers, Skills and Employability. In September 2022, Hopscotch was acquired by WE Communications.

WE is one of the largest independent communications and integrated marketing agencies in the world. We’re all about people — both our clients and employees — and we believe in the power of communications to move audiences to positive action. 

For more information, visit www.hopscotchconsulting.co.uk or contact tiff@hopscotchconsulting.co.uk.

The ABPI exists to make the UK the best place in the world to research, develop and use new medicines. We represent companies of all sizes who invest in discovering the medicines of the future. 

Our members supply cutting edge treatments that improve and save the lives of millions of people. We work in partnership with Government and the NHS so patients can get new treatments faster and the NHS can plan how much it spends on medicines. Every day, we partner with organisations in the life sciences community and beyond to transform lives across the UK.