As with all generations before them, millennials – and now Gen Z, have faced their fair share of critiques when it comes to work ethic and general career readiness. From LinkedIn posts to CEO soundbites, younger workers are routinely dismissed as lazy and unmotivated.
But the data tells a different story: one where Gen Z is deliberate, analytical, and treats job selection as they should – a high-stakes investment. Far from being distracted or entitled, Gen Z is approaching the job search with rigor, and employers who misunderstand that are losing their next generation of talent, shooting themselves in the foot now and years down the line when a widening generational gap makes future workforce and succession planning difficult.
How Gen Z is redefining the job search
Despite being a mobile-first generation, three-quarters of Gen Z job seekers are turning to desktops over their phones to fill out job applications, according to recent HireClix data. This shift is happening more broadly across generations as well, as desktop use for job applications has grown from 54% in 2023 to 65% in 2025. Among the different generations, Gen Z is still leading the charge, predominantly using desktops for job searching. Rather than scrolling their phones and clicking “apply” on a whim, this generation is making mindful decisions and taking their time with applications.
And, while Gen Z is intentional about how they apply, they’re just as strategic about where they begin their search. Gen Z is looking for authentic insights on their potential employers, and instead of just taking a job posting’s word for it, they are kicking off the search with good old fashioned social media sleuthing. Job ad engagement across social media has seen double-digit growth year over year, with YouTube increasing 35% (from 14% in 2024 to 19% in 2025), Instagram 33% (from 12% in 2024 to 16% in 2025), and TikTok 63% (from 8% in 2024 to 13% in 2025).
Platforms like TikTok, Instagram, and YouTube have moved beyond brand awareness to become critical tools for engaging with talent where they already spend their time.
Why so serious?
This shift reflects a generation that’s had a tough go of the labor market – they’re doing their research, leveraging AI, and taking nothing for granted.
They came of age in the workplace at a time of economic instability, social change, and digital overload. And now, the frozen job market we’re experiencing is especially dire for entry-level talent. Jobs are dropping across the board, but for those who already have a job, that just means “hugging” what they have.
As the generation looking to land their first or second entry-level role, Gen Z is cognizant that in this stalled labor market, the next role they land might be one they stick to for quite some time, so they’re making sure it’s the right role, the first time around.
All that to say, it isn’t surprising that Gen Z has flipped convention on its head and is taking the job search extremely seriously. They entered their careers in a cautious market, so they’re behaving cautiously.
Rethinking the Gen Z playbook
Despite this seriousness, many employers still recruit as if Gen Z were casual browsers. This mischaracterization doesn’t just frustrate Gen Z; it leads employers to design hiring processes that miss the mark. Knowing Gen Z desires to return to the office, receive mentorship from leaders, seek out common values, and experience the general nuances of corporate culture, that approach is bound to backfire.
Companies looking to retain and attract employees right now will need to show workers that they are stable and healthy, and they can do this by investing in how they represent themselves externally. Candidates are seeking out cultural indicators across a wide variety of platforms, like Indeed (56%), LinkedIn (52%), Google (41%), and career sites (40%) – and employers need to be mindful of how they show up across the board.
One of the fastest emerging channels for employers to connect with Gen Z is through various AI solutions, such as ChatGPT, Claude.ai, Gemini, Perplexity, etc. Most employers are ill-prepared to rapidly build a direct presence on these new vehicles for job search and are sadly dependent upon job boards and others. It is not as hard as you think to make gains in GEO (generative engine optimization) and bring the truth about your company to Gen Z via these tools.
To strengthen their external presence, organizations should do more than just highlight their “benefits and perks.” This type of language is vague and can be misleading – not to mention, for most jobs, “benefits” should be table stakes. For example, working from home remains a huge “benefit” that is extremely important to Gen Z and should be advertised explicitly on owned channels like the career site and LinkedIn. For Gen Z, general notions aren’t enough, employers must be explicit about their values and what they offer in exchange for the commitment Gen Z brings to the table.
Regarding the potential roles themselves, Gen Z candidates are looking for job descriptions that are informative and jargon-free, clear of typos, and match the effort they’re putting into applications. “Frankenstein job postings,” or posts that appear sloppy and copied and pasted from past descriptions, not only demonstrate laziness but can be a larger indication of internal chaos, foreshadowing what is likely to come – namely, a poor onboarding experience and bad communication even beyond those first few weeks.
The hiring process is a major preview of workplace culture; if what is represented on the outside is messy, candidates imagine that what’s going on inside likely is too.
It’s important to remember that Gen Z’s behavior is driven by caution and an eye for credibility. Gen Z isn’t rejecting work, they want the same experience they’ve observed their parents, older friends, and coworkers have had. The companies that take them seriously will be the ones that win their trust and their talent, and ultimately build a strong pipeline of candidates for the future.
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