The trend: Gen Z is turning to social media for job and career guidance in the UK, but typical pharma company content isn’t engaging them, according to an Association of the British Pharmaceutical Industry (ABPI) study.
The research, conducted by Hopscotch, included 502 16-25-year-olds in the UK, 29 STEM teachers and career leaders at UK universities, and an online focus group of 14-25-year-olds in the UK with varying interests in STEM.
Digging into the data: Gen Z uses short-form social videos for career guidance in the UK, but they prefer behind-the-scenes content from real employees.
- 36% (the highest share of respondents) prefer social media “day in the life” videos to help make job and career decisions.
- 31% prefer short TikTok-like videos, and 26% like stories from people who are successfully working in the sector.
- TikTok was the most useful platform for career insights, cited by 50%, followed by Instagram (46%) and LinkedIn (41%).