More than three-quarters of Australian workers, 76%, use social media to make career-related decisions, according to research by Robert Half.

Gen Z members are the most avid users, with 85% using social media for career information. They were followed by millennials at 80%, Gen Z at 78% and baby boomers at 62%.

Social media has become an indispensable tool for jobseekers and employers, Robert Half Director Nicole Gorton said in a press release.

“Social media are ingrained in the professional world, from building a professional network, showcasing skills and researching potential employers to attracting and vetting talent,” Gorton said. “The future of recruitment is social, so both companies and professionals need to embrace them to get a competitive edge in their respective roles.”

LinkedIn, used by 50% of workers, was the most-used social medial platform, according to Robert Half. Facebook followed at 27%. Other social media platforms measured included YouTube, 25%; Instagram, 21%; TikTok, 18%; and X (formerly Twitter), 8%.

Gen X most commonly used LinkedIn, while millennials most commonly used Facebook and YouTube; for Gen Z, it was Instagram, TikTok and X.

“LinkedIn no longer dominates the professional world in social media. Gen Z are increasingly turning to TikTok for career advice and company insights,” Gorton said. “Even with many companies just initiating their journey in the TikTok space, its short-form video format offers a unique and engaging way for companies to showcase their culture, values and employee experiences, making it a powerful recruitment and employer branding tool.”

Robert Half’s research found that 58% of Australian workers used TikTok for career advice, while 78% used LinkedIn to find job postings. X was used by 52% for industry news, while Instagram and Facebook were used for networking by 42% and 43%, respectively. YouTube was used by 47% for industry news.

The research is based on a survey of 1,000 full-time office workers across Australia.