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.