A new study by Adobe Express has revealed a significant shift in job application trends, highlighting that 68 percent of Gen Z now utilise TikTok to find their dream jobs.

The research underscores the increasing role of technology and social media in the job market, with 42 percent of workers using AI tools to craft their CVs.

The traditional job application process, centred around CVs and cover letters, is being revolutionised by creative technology.

The study found that searches for “AI CV” and “video application for jobs” have surged by 310 percent and 125 percent respectively over the past year. This change comes at a time when UK job vacancies have dropped by 209,000 in January, intensifying competition among job seekers.

Adobe Express teamed up with Funke Sadare, HR Director at Global University Systems, to explore how AI, video applications, and TikTok can enhance job applications.

AI in CV Creation

AI technology is transforming productivity and creativity in the office environment. Funke Sadare explains that AI can quickly generate CVs, highlighting key skills and areas of expertise based on provided information. AI ensures uniform formatting and tailors CVs with relevant keywords to boost the chances of passing initial screenings. However, Sadare warns that candidates must balance AI-generated content with personal input to maintain authenticity and demonstrate their capabilities effectively.

Video Applications

Video applications are becoming a popular alternative to traditional methods, offering a more dynamic way to present oneself to potential employers. Sadare recommends starting with a warm introduction, dressing professionally, and keeping the video under two minutes. Highlighting skills, qualifications, and recent achievements while showcasing personality can leave a lasting impression on recruiters.

TikTok for Job Applications

TikTok is emerging as a key platform for job seekers, especially among Gen Z. With nearly 300,000 pieces of #CV and #jobapplication content, TikTok allows applicants to display their personality, creativity, and communication skills in a concise format. Sadare emphasises the importance of maintaining professionalism and authenticity, even in this creative context.

While video applications and platforms like TikTok offer unique opportunities to stand out, they may not fully convey a candidate’s qualifications and experiences. Employers may also find video applications time-consuming compared to traditional CVs and cover letters. Therefore, combining these innovative approaches with conventional methods is crucial for a comprehensive job application strategy.

The study by Adobe Express illustrates how embracing technology can enhance job applications, making them more engaging and effective in a competitive job market.






Amelia Brand is the Editor for HRreview, and host of the HR in Review podcast series. With a Master’s degree in Legal and Political Theory, her particular interests within HR include employment law, DE&I, and wellbeing within the workplace. Prior to working with HRreview, Amelia was Sub-Editor of a magazine, and Editor of the Environmental Justice Project at University College London, writing and overseeing articles into UCL’s weekly newsletter. Her previous academic work has focused on philosophy, politics and law, with a special focus on how artificial intelligence will feature in the future.