Family members (24%) and social media platforms, such as YouTube and TikTok (21%), are the leading sources of career inspiration for young people, according to survey findings published on 7 August.
Family and digital platforms were more influential than career advisors, according to the research conducted by Ravensbourne University London. Less than a fifth (16%) of the 3,000 people surveyed used a careers service.
Two-thirds of respondents could name a job they hoped to do within five years. Of those, almost a quarter first heard about that role from a family member, and 21% through social media.
The study, which involved participants aged 16 to 21, also highlighted that 42% understood the pathway from education to industry.
This findings coincide with data released in May 2025 by careers advisory firm Prospects at Jisc, which shows that a quarter of A-level students (25%) are now opting for apprenticeships, a notable increase from 15% in 2022.
The CIPD’s report, published today (11 August), revealed that 57% of private sector employers plan to recruit staff in the next three months. This is a decrease from 65% in autumn 2024. The sectors most affected by increasing employment costs are hospitality and care, as well as organisations that hire young people.
Ian Nicholas, global managing director at recruitment giant Reed, explained that to attract and retain early-career talent in today’s evolving job market, employers need to rethink traditional approaches, which includes shifting to skills-based hiring and creating flexible, purpose-driven roles.
“Given how fast things are changing, especially with companies across the globe adopting more technology and AI, this generation’s career progression is more fluid and less linear than ever before. The younger generation is increasingly bucking the traditional university trend, favouring opportunities like apprenticeship programmes and other on-the-job learning opportunities.”
Prospects at Jisc’s survey of 4,072 students and graduates found that while university remains the most popular path, its appeal has dropped from 59% in 2022 to 52% this year.
The advisory firm also found that the primary drivers behind this shift are practical and financial: more than half of students (51%) reported wanting to start earning money immediately, up from 40% last year. Furthermore, 39% believe they can receive better training through a job or apprenticeship.
The CIPD’s report urged the government to renew its focus on supporting the employment and training of young people, and to ensure that proposed changes to the Employment Rights Bill do not become a further barrier to recruiting young people.
Dawn May, associate director at recruitment company Robert Walters Midlands, advised readers: “Combat the factors that initially block young people’s points of entry to the workforce, such as commuting costs or shortfalls in expertise, by offering tailored workplace benefits like subsidised travel or upskilling programmes.
“Bridge the gap between educational backgrounds and workplace expectations through comprehensive onboarding and training opportunities. Pairing younger hires with more experienced mentors can help alleviate any generational frictions while also guiding them through more nuanced aspects of work like office etiquette and workplace culture.”
The CIPD surveyed 2,018 senior HR professionals and decision-makers. Fieldwork was conducted online between 16 June and 13 July 2025.
Social media among top two career sources for young people
Family members (24%) and social media platforms, such as YouTube and TikTok (21%), are the leading sources of career inspiration for young people, according to survey findings published on 7 August.
Family and digital platforms were more influential than career advisors, according to the research conducted by Ravensbourne University London. Less than a fifth (16%) of the 3,000 people surveyed used a careers service.
Two-thirds of respondents could name a job they hoped to do within five years. Of those, almost a quarter first heard about that role from a family member, and 21% through social media.
The study, which involved participants aged 16 to 21, also highlighted that 42% understood the pathway from education to industry.
This findings coincide with data released in May 2025 by careers advisory firm Prospects at Jisc, which shows that a quarter of A-level students (25%) are now opting for apprenticeships, a notable increase from 15% in 2022.
The CIPD’s report, published today (11 August), revealed that 57% of private sector employers plan to recruit staff in the next three months. This is a decrease from 65% in autumn 2024. The sectors most affected by increasing employment costs are hospitality and care, as well as organisations that hire young people.
Ian Nicholas, global managing director at recruitment giant Reed, explained that to attract and retain early-career talent in today’s evolving job market, employers need to rethink traditional approaches, which includes shifting to skills-based hiring and creating flexible, purpose-driven roles.
“Given how fast things are changing, especially with companies across the globe adopting more technology and AI, this generation’s career progression is more fluid and less linear than ever before. The younger generation is increasingly bucking the traditional university trend, favouring opportunities like apprenticeship programmes and other on-the-job learning opportunities.”
Prospects at Jisc’s survey of 4,072 students and graduates found that while university remains the most popular path, its appeal has dropped from 59% in 2022 to 52% this year.
The advisory firm also found that the primary drivers behind this shift are practical and financial: more than half of students (51%) reported wanting to start earning money immediately, up from 40% last year. Furthermore, 39% believe they can receive better training through a job or apprenticeship.
The CIPD’s report urged the government to renew its focus on supporting the employment and training of young people, and to ensure that proposed changes to the Employment Rights Bill do not become a further barrier to recruiting young people.
Dawn May, associate director at recruitment company Robert Walters Midlands, advised readers: “Combat the factors that initially block young people’s points of entry to the workforce, such as commuting costs or shortfalls in expertise, by offering tailored workplace benefits like subsidised travel or upskilling programmes.
“Bridge the gap between educational backgrounds and workplace expectations through comprehensive onboarding and training opportunities. Pairing younger hires with more experienced mentors can help alleviate any generational frictions while also guiding them through more nuanced aspects of work like office etiquette and workplace culture.”
The CIPD surveyed 2,018 senior HR professionals and decision-makers. Fieldwork was conducted online between 16 June and 13 July 2025.
