Why Gen Z Isn't Looking for Jobs—And How to Reach Them Anyway

If you’re relying on job boards to reach Gen Z, we’ve got some bad news: they’re not looking.

Gen Z, the first truly digital-native generation, isn’t searching for jobs the same way Millennials or Gen X did. Their online behavior is shaped by discovery—not search. TikTok, YouTube, and Instagram are their go-to platforms not just for entertainment but for everything: news, product reviews, education, and yes—career inspiration.

So if you’re only buying space on job boards, you’re fishing in the wrong pond.

Discovery > Search

Gen Z isn’t typing “marketing job near me” into Google. They’re scrolling, swiping, and watching content that aligns with their identity, values, and interests. When they stumble across a creator talking about their job at a cool company—or an authentic look behind the scenes—they perk up. That’s job discovery, and it’s where the hiring game is moving.

Trust Drives Behavior

Gen Z doesn’t trust brand messaging. They trust people. They rely on peer reviews and authentic experiences over polished employer videos or “we’re hiring” posts. That’s why creator-led recruiting works. Creators feel like friends. Their content feels real. And when they talk about your company, it lands.

So How Do You Reach Them?

• Go where they are: TikTok, YouTube Shorts, Instagram Reels.

• Speak their language: Casual, funny, emotional, fast-paced content wins.

• Partner with creators: Not just influencers—trusted, relatable voices who can tell your story.

• Shift from job post to job story: Don’t just say “we’re hiring.” Share what makes the job—and your team—worth discovering.

TL;DR

Gen Z isn’t on job boards. They’re on social media. They don’t search—they discover. If you want to reach them, you need to show up before they even think about switching jobs. Flockity puts your brand in the scroll, right where the next great hire is already hanging out.