Jessica O'ConnorYoung professionals are increasingly turning to TikTok for career advice, with short-form content reshaping how early-career workers approach salary negotiations, analysis from targetjobs has revealed.
The research, conducted by data science engineer Mohammad Hamad, analysed 400,000 job listings between 2024 and 2025.
The findings revealed that young jobseekers prioritise job title and the type of opportunity before salary, but growing transparency on social media is shifting attitudes to pay discussions.
The hashtag #CareerTok now features more than 155,000 posts, many encouraging candidates to initiate salary negotiations rather than waiting for them to be offered.
Connar Luckford, student success lead and career expert at targetjobs, said access to shared experiences and industry data is helping younger workers benchmark their expectations.
He said: “There is a generational shift in how social media influences workplace expectations and how each cohort defines career success.
“Candidates are coming to interviews and meetings expecting transparency and fairness, job postings and salary offers should reflect that.”
The research indicated that the rise of CareerTok is also being driven by economic uncertainty.
Data pointed to a growing mismatch between job postings and genuine hiring intent, often referred to as ‘ghost jobs’, which is adding complexity and frustration to the application process.
Luckford said this environment is pushing Gen Z to be more proactive about protecting their long-term interests.
He also highlighted the financial pressures shaping these behaviours.
He said: “Gen Z are becoming acutely aware of financial anxieties. Balancing rent increases, student debt and the cost of living is making negotiation a survival tactic not just a benefit of confidence.
“Salary transparency is imperative for employers, and they should benchmark in accordance with industry standards to ensure a fair playing field for applicants.”
He concluded: “Fundamentally social media has changed how we work.
“Both Gen Z and millennials have adapted their attitudes towards traditional employment, candidates are increasingly savvy when assessing the full value of a role.
“Employers who highlight flexibility and transparency are seeing significantly higher engagement.”
