Why young people are turning to influencers for career advice, and the risks involved

In the past, career advice came from senior colleagues in the office, parents' connections or certified coaches in formal settings. But today, things have changed. Gen Z and young millennials are rewriting the rules of mentorship, finding their career coaches on social media.

If you scroll through TikTok, Instagram or LinkedIn, you'll find a growing number of creators offering quick, relatable career advice, from tips on acing a job interview to strategies for asking for a raise. Many young professionals say that these bite-sized lessons feel more relevant than the traditional advice they used to receive.

Oprah Nyanuga, for example tried traditional career coaching once but found it a bit too rigid.
“You don’t really get to know who you’re working with. But on social media, I could see someone's content, hear their tone and get a sense of their personality and values. That made all the difference," she says.

For her, it wasn’t just about the advice, it was about connection. "I realised that the people I’d want to work with are on social media. That relatability factor really mattered to me," she says.

And she’s not alone more young professionals are swapping boardroom-style coaching for influencer-led guidance that speaks their language: short videos, simple breakdowns and real-world experiences.

Eunice Victoria, a certified career coach, says that social media has completely changed the way mentorship works.

"Career coaching has been around for years, but social media has made it more accessible and enjoyable. Young people want advice that feels authentic, not academic. They want someone who understands their situation, not just someone with a title," she explains.

According to her, this shift isn’t about rejecting traditional expertise; it's about engaging with young workers in a way that suits them. Platforms such as TikTok, YouTube and LinkedIn have become the modern-day classrooms in which early-career professionals learn not only what to do, but also how to do it, in real time.

However, Victoria also offers a word of caution: "Not everyone calling themselves a career coach online is qualified. It’s important to check their background, verify information, and trust your instincts," she says.

She encourages young people to use technology to fact-check and cross-reference what they learn online. "With a little digital savvy, you can have the best of both worlds practical advice and reliable insights."

Ultimately, this new wave of mentorship shows one thing clearly: career growth doesn’t have to feel corporate anymore. Whether through a LinkedIn post, a podcast or a 60-second TikTok video, young professionals are finding fresh, relatable ways to develop.