Role models have always existed for different generations in the form of public figures and celebrities. For Gen Z, it’s mostly social media influencers. They look to them for inspiration in areas ranging from fitness goals and fashion to daily routines and career choices. 

As Gen Z takes influencers as the blueprint for career progression and income generation, many find their vision skewed by unrealistic expectations and unhealthy hustle culture. 

According to a report by Zety, a significant portion of Gen Z (46%) have secured jobs through platforms like TikTok. Instagram, for instance, is far more popular than LinkedIn for career-related content and networking. 

The study also shows that #CareerTok is one of the main guides Gen Z uses to navigate their career, with 92% trusting TikTok for career insights and information.

From work fashion trends such as the “office siren” that have resulted in employees looking to viral TikToks reenacting how employees should respond to bosses in cases of exploitation or unfair treatment, many are adopting these ideas in their workplaces, for better or worse. The study found that 55% of respondents admitted to following inaccurate advice from the platform.

CAREER EXPECTATIONS

Salma Tarek, 24, a content editor at a marketing agency, says that constantly seeing her friends’ achievements on social media and the career milestones of influencers she follows has left her feeling defeated about her own trajectory. She says many friends have secured positions at multinational companies or creative industries with greater growth opportunities.

“While I’m still at the start of my career, having social media as a constant comparison tool makes me feel like I’m not progressing fast enough,” she says.

Lorna King, workplace culture expert and certified coach, says Gen Z often gets criticized for being too ambitious, having unrealistic goals, lacking drive, and not wanting real jobs. But King believes that this results from a more complex issue, where Gen Z is coming of age in a world where success looks completely different, and where the pressure to figure it out fast is relentless.

Social media has completely transformed how Gen Z sees career success. “Instead of climbing the ladder step by step, they’re looking sideways, upwards, and inwards all at once. Success is now about visibility, speed, and autonomy,” she says.

Unlike previous generations, King says, they’re not just picking from a short list of jobs like lawyer, doctor, teacher, or accountant. “They’re being exposed to an entirely new world of work that older generations didn’t even know existed. Social media didn’t just change the dream. It changed the map.”

Creators, UX designers, ethical hackers, AI trainers, brand strategists, freelancers, and founders — whole industries are now visible like never before, King says. Algorithms are surfacing opportunities that align with personal passions, offering many a path to purpose and social mobility.

Social media also reveals the reality of work, helping Gen Z spot red flags and assess culture. They’re willing to work hard in places that feel human, fair, and honest.

Despite the positives, King warns that the issue lies with the role models Gen Z often sees most — influencers, content creators, and young founders who appear to have made it overnight, often by “monetising their passion” or building a personal brand. “These stories are magnetic, but rarely show the years of work, privilege, or luck behind them.”

Nathalie Cooper, Managing Director of Linkk Search, says there may have never been a generation more eager to “make it fast” in the corporate world than Generation Z. 

“For many, inflated job titles and the appearance of success precede actual experience or matching salaries. The allure of becoming a founder or CEO of a start-up has become a badge of honor, even if it lacks substance.”

While influencer-driven advice can sometimes be valuable, it’s often far removed from most people’s reality. Cooper says what works for someone with a large following and sponsorships rarely translates to sustainable success for the average professional.

Meanwhile, the slow pace and routine of corporate roles clash with Gen Z’s craving for instant recognition. Many also prioritize flexibility and non-traditional hours over higher pay, favoring efficiency outside the standard 9-to-5.

“One of the biggest wake-up calls for Gen Z has been the realization that consistency, reliability, and long-term performance are still the most valued currencies in the corporate world. The glamour of rapid ascension shared on social media doesn’t reflect the effort and time required to build a meaningful career.”

Similarly, Robyn Abou Chedid, Director, Brand & Culture and Personal Brand Strategist at GRG, noted that Gen Z perceives success less as a steady climb and more as a disruptive leap, often idolizing individuals who have hacked the system or turned niche passions into lucrative careers. “Storytelling around hustle culture, fast money, and personal brands dominates these channels, sometimes overshadowing the complexities and setbacks that most careers involve.”

MENTAL HEALTH AND SATISFACTION

Experts say this environment can erode career satisfaction and mental well-being if it is not carefully managed. The persistent comparison and expectation to achieve quickly can result in chronic stress, imposter syndrome, and burnout. 

“Over time, their sense of accomplishment may become more about external validation and less about personal growth or fulfillment. It is vital to recognize that not every milestone is shareable, and sustainable success often requires patience and a willingness to embrace uncertainty,” says Chedid. 

A significant issue arises when influencers portray an idealized version of corporate life or work-life balance, one that’s polished but often unrealistic. These filtered portrayals can make Gen Z professionals feel they fall short if their experiences don’t measure up. This perceived gap between expectation and reality can foster feelings of failure and disillusionment.

Cooper says that a critical challenge they often face is communication, particularly with senior colleagues or managers. “Struggling to express themselves clearly, directly, or indirectly can result in stalled careers, frustration, and even resentment.”

This is often reflected in the types of career content that gain popularity on social media platforms, most of which advise younger generations on how to have tough conversations with their managers and HR.

However, social media’s effect is not all negative. “They’re calling out toxic workplaces, pushing back on performative well-being, and placing more value on purpose and alignment. That gives me hope,” says King.

CAREER DECISIONS

Nonetheless, overexposure to influencers and “overnight” success stories has led to mounting pressure for Gen Z to achieve early, set unrealistic expectations, and judge their progress harshly. 

Chedid says, “Many feel compelled to make high-impact decisions early in their careers, sometimes prioritising immediate visibility over long-term growth. This can manifest in frequent job-switching, a fear of missing out on emerging opportunities, or anxiety about falling behind peers.”

Such pressure may also drive individuals into entrepreneurial ventures or side hustles before they’ve built core skills or discovered their true motivations, ultimately affecting job satisfaction and long-term career stability.

The reality is that lasting professional recognition is built through consistency. True success leaves a trail: small, persistent efforts that eventually create a bigger picture.

For Gen Z professionals to grow meaningfully, Cooper says they must embrace effort, resilience, and learning through failure. Job-hopping and quiet quitting may feel like solutions to discomfort, but they rarely resolve deeper issues. 

“You don’t need to land your dream job straight away. Most people don’t. And honestly, some of the jobs that feel irrelevant or imperfect at the start can end up giving you skills you’ll use for the rest of your career,” King adds.

What’s important is investing time in understanding values early, such as what environment brings out your best, and what drains you.

“If you realize one of your top values is independence, you might thrive in a start-up, freelance, or remote-first environment. But if you value stability or structure, you may look for organizations offering clear career pathways, solid benefits, and strong leadership.”

THE ROLE OF EMPLOYERS

Experts say Gen Z professionals should carefully curate their digital environment, unfollowing accounts that promote unrealistic standards and instead seeking mentors who bring nuance and authenticity to their stories. 

“Curating their own digital output is key also – from a personal branding perspective, they need to understand how their content appears from the outside, to potential employers or professional collaborators, and strategize this based on their personal goals,” says Chedid.

Chedid highlights the importance of open conversations with peers and managers about career trajectories, prioritizing skill-building over short-term gains, and embracing mentorship. 

King, on the other hand, says employers need to stop treating Gen Z like a problem to be solved and start treating them like the future they are. 

“What helps is honesty. Be clear about growth, how long it takes, and what the business stands for. Back up your values with real behavior,” she says, emphasizing the importance of creating a culture where employees are empowered to ask questions, share ideas, and feel seen for who they are—not just what they produce.