What's covered in this blog
Social media is where Gen Z are finding job with 86% using it in their search. This blog explores how digital events like Instagram Lives and TikTok takeovers help brands reach early talent, build trust, and boost applications.
You'll learn:
Why social-first strategies work
How to target the right students
The role of digital events in improving engagement and retention
Why social media matters for early talent attraction
Getting the attention of Gen Z isn’t easy. Especially when they’re bombarded with content, job ads, and event invites from every direction. But here’s the truth: if you want to stand out and attract the right early talent for your company, you need to show up where they are online, specifically, on social media.
Among UK millennials and Gen Z (aged 18–30), 86% use social media as a strategy to find work, and that number is growing year on year. Platforms like TikTok, Instagram, and LinkedIn are no longer just social spaces; they’re hot spots for people looking for jobs or to find out more about companies. A 2024 study by Milkround showed that over 60% of grads said they first discovered an employer through social media.
At Wiser, we work with brands every day to make sure their opportunities don’t just get seen, but get noticed by the right students. And one trend is becoming crystal clear: digital events hosted on social media are becoming more popular.
Getting Gen Z’s attention means meeting them where they are
Digital events can go live anywhere, anytime. Whether it’s a panel talk on Instagram Live, a takeover on TikTok, or an AMA (Ask Me Anything) session on LinkedIn, your brand’s reach immediately goes national, even global. You’re no longer restricted to a single lecture hall in one city. You’re opening the door to students across the UK, from big cities to rural campuses.
Better still, digital events can be highly targeted. With smart use of paid media tools, including audience segmentation tools, you can geotarget by city, university, course type, or even student societies. Want to reach female STEM students at Russell Group universities? You can. Want to boost visibility among students in creative fields? You can do that, too. The ability to fine-tune your messaging and placement means you're not just casting a wide net.
From passive scrolls to active interest
Students are on their phones watching reels, swiping through stories, and spending hours on TikTok - where the hashtag #careertok has over 2.3 billion views. More than 70% of Gen Z in the UK say they trust advice from social creators more than institutional sources like university career offices.
That trust is a powerful currency.
When you show up with not just an ad, but a live, authentic experience, a real person talking about your brand, values, roles, and culture, you’re speaking their language, in their space. That social-first energy builds familiarity and trust before a student has even clicked “apply”.
Building a genuine connection
In-person events are just as valuable for your attraction strategy, but for some, they can also be intimidating. For many students, approaching a recruiter or standing up to ask a question in a room full of peers isn’t just awkward; it can feel impossible.
But on social media? They can watch live or on demand, ask questions anonymously, and engage without pressure. That low-stakes environment helps them form a positive emotional connection to your brand, one they carry with them into the application process.
Our clients who have leaned into digital-first attraction strategies have reported an increase in early engagement metrics, a rise in application numbers, and most importantly, an uplift in retention, because the candidates coming through already have a better understanding of the brand and expectations.
Should you ditch in-person events completely?
Not at all. There’s still a place for on-campus events as they exhibit a company’s culture and people in a way that digital can’t. This is particularly important later in the funnel, where face-to-face connection helps seal the deal.
An ideal strategy uses both:
Digital events to raise brand awareness, demystify the recruitment process, and bring visibility to your EVP (employee value proposition).
In-person touchpoints offer deeper engagement, once a candidate is already bought in.
Digital is more than just a channel, it’s a mindset
Early talent attraction isn’t about shouting the loudest. It’s about showing up with the right message, in the right places, at the right time.
Digital events are how you build belonging before day one, and how you create a brand that doesn’t just talk at students, but talks with them.
Whether you're looking to scale your impact efficiently or ready to invest in making a bold digital statement or on campus, our Attraction Team at Wiser is here to help you turn scrolls into sign-ups, and clicks into candidates.
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