Constructing Workforce Identity: A Content Analysis of Generation Z’s Discourse on TikTok and Reddit

This study investigates how Generation Z perceives and experiences the contemporary labor market, focusing on their early professional identities and values as expressed in digital spaces. Using a mixed-method content analysis of 400 user-generated comments from TikTok and Reddit, the research identifies five recurring typologies that reflect this cohort’s relationship with work: the Transactionalists, who treat employment as a financial exchange with minimal emotional investment; the Apathetics, who express existential fatigue and hopelessness; the Practicals, who prioritize stability and financial security; the Solitaries, who favor autonomy and remote work; and the Equalists, who advocate for equity and workplace reform. These typologies, while analytically distinct, often intersect in practice, illustrating the complexity of generational identity.

These typologies are situated within a broader cross-cultural context, aligning with global youth movements such as Tang Ping in China, Sampo in South Korea, Satori in Japan, and Taiwan’s Strawberry Generation, all reflecting a shared disengagement from traditional labor ideals.

The study demonstrates the analytical potential of social media as a source of candid, real-time labor narratives, revealing Generation Z’s emphasis on mental well-being, fairness, and value-driven employment. The findings suggest a cohesive generational ethos that prioritizes flexibility, dignity, and ethical alignment in professional life. This has significant implications for employers, HR professionals, and policymakers seeking to align organizational practices with the expectations of this emerging workforce. Social media thus emerges as a vital tool for decoding generational labor narratives.