One in five teens take career advice from social media

Research from Ravensbourne University London reveals that informal channels, from chats with the family to TikTok videos, have greater impact than formal careers services, heightening the chance of future skills gaps.
 
The survey of 3,000 people aged 16-21 shows that only two-thirds can name a job they hope to do within five years. Of those, almost a quarter first heard about that role from a family member and 21% through social media or YouTube – ahead of teachers, tutors or qualified advisers.
 
Young people’s experiences of careers advice were found to be lacking, with many stating that they didn’t feel equipped with the information they needed to make informed careers decisions. Fewer than a third of respondents (31%) say previous advice was clear and helpful and just 42% understand the pathway from education to industry. A striking 55% of occupations in the UK were not chosen by any respondent, including many well paid but less well-known roles, pointing to a potential looming skills mismatch if the situation is not addressed.
 
When asked where they would like to get careers guidance in future, young people put paid work-experience placements top (22%), suggesting that greater opportunities for careers placements could go some way to resolving the challenges. This is particularly relevant for sectors where skills gaps already prevail or those where there are lots of emerging new roles that people might not be aware of, in areas such as Artificial Intelligence (AI) and sustainability.
 
Jon Kingsbury, Vice Chancellor – Ravensbourne University London said: "Lack of access to up-to-date information about job roles and skills continues to hold back too many talented young people across the UK, stifling the opportunity for social mobility. At Ravensbourne University London, we work closely with industry to understand the rapidly evolving skills needs and provide our students with improved access to work-based learning, helping them into well-paid, future-facing roles.
“Only by working together across education, industry and careers services can we bridge the information gap, open up opportunity and ensure that the next generation enters the workforce with the confidence, skills and direction they deserve."
 
The research report from Ravensbourne University London recommends that the government fund targeted initiatives to support all young people in accessing high quality careers education and careers. They should also use consistent, joined-up messaging across government careers services and youth hubs to ensure all young people receive clear signals about future growth sectors.