Generation Z ‘Rewriting the rule book’ On Job Applications

Generation Z is “rewriting the rule book” when it comes to finding a job, according to new research. Rising numbers of under-30s are shunning traditional methods of applying for roles, and are now increasingly using social media channels or even a simple WhatsApp message to apply.

The research, by KAM and sector recruitment campaign Hospitality Rising, revealed 67% of those aged 18 to 30 agreed the traditional process of applying for a job with a long resume or cover letter is “tedious”, while 79% of young people felt there should be more innovative and modern ways to apply. Meanwhile, when it came to finding a job via social media, a fifth of young people (20%) said they had used TikTok, 34% had used Instagram and 37% had used Facebook.

Mark McCulloch, founder and campaign director of Hospitality Rising, believes there is scope for industry leaders to introduce more modern and flexible ways of hiring workers, and this could be key to tackling the sector’s crippling jobs crisis. “We’re reaching 18 to 30-year-olds like no one else and it is clear they do things differently to other audiences,” he said. “By understanding this audience and creating shorter, friction-less application processes, it’s possible to get better engagement with this group of future hospitality superstars. Following the launch of our ‘Rise Fast, Work Young’ campaign, we’ve shown it’s possible to reach and engage 18 to 30-year-olds through social platforms – but now young people are wanting to use these platforms, such as TikTok, to apply. I think social media has opened up a world of opportunities when it comes to hospitality and this is how Hospitality Rising is delivering long-term brand goals as well as connecting with thousands of applicants every week.”

Within six months of its official launch, the Hospitality Rising website has reached 50% of all UK nationals aged 16 to 30 and driven more than 85,000 job applications on its careers site developed in collaboration with Monster. Businesses looking to join the movement can register their interest by emailing