How Not Going To Uni Can Support Your Social Media Campaigns Targeting Gen Z Job Seekers in the UK

In the current labour market, reaching Gen Z job seekers (born roughly 1997–2012) requires more than standard recruitment advertising. They have distinct media habits, values, and expectations — especially on social platforms. At Not Going To Uni (NGTU), we specialise in this space and can help your organisation run effective social-media campaigns aimed at Gen Z. Here’s how we do it, why it works, and what you should consider.

1. The Gen Z Opportunity & Challenge

• Gen Z are heavy social-media users: recent data shows around 79 % use TikTok, 77 % Instagram, 75 % Snapchat/YouTube in the UK. Amnesty UK+1

• Traditional advertising often fails to resonate: only about one in three ads aimed at Gen Z succeed in connecting emotionally. creativebrief.com+1

• Gen Z expect authenticity, relevance and trust — they are sceptical of campaigns that feel overly brand-controlled. University of Essex+1

• For organisations recruiting early career talent (including apprentices, traineeships, entry-level jobs) this means the messaging and media strategy must be aligned with Gen Z’s mindset.

What this means for you: To connect with Gen Z job seekers you must be where they are (social media), speak their language, and show you understand their world. NGTU’s platform and experience can give you the boost you need.

2. Why NGTU Is a Strong Partner for Gen Z Campaigns

Here’s how Not Going To Uni supports organisations in reaching Gen Z job seekers via social-media campaigns:

• Expertise in social media for early-careersOur marketing team uses platforms like Instagram, TikTok, LinkedIn, Facebook to engage young people and the organisations seeking to hire them. NGTU Group

• Audience specifically interested in alternatives to universityOur community is composed of young people exploring apprenticeships, vocational routes, early careers — not just university-bound students. That makes it ideal for organisations offering non-degree entry routes.

• Campaign planning & executionWe run dynamic campaigns (for B2B and B2C) such as “Take your career to the top” and “Take your early-careers marketing to the next level”. This shows we understand both the candidate audience and employer audience. NGTU Group

• Strategic, measurable workOur team provides monthly reports, monitors engagement, and uses data to adapt the campaign. We bring the corporate-employer side and the young-job-seeker side together.

• Ambassador / influencer-style contentThrough our “Stars” and “Champions” programmes we build real-world content by young people who have chosen non-university routes. They create content that resonates authentically with their peers. NGTU Group

• Partnership mindsetWe work collaboratively with employers, careers leaders, and educators. So your message doesn’t feel like a generic recruitment ad — it feels embedded in the young-person conversation.

3. How We’d Approach a Social Media Campaign for You

Here is a sample framework of how NGTU would support your organisation in a Gen Z-targeted campaign:

a) Discovery & Strategy

• Understand your employer brand, target roles (apprenticeships, entry-level jobs), geography, salary-band, career pathway.

• Research where your ideal Gen Z candidate is spending time online (platforms, formats) and what motivates them (values, myths about “jobs vs uni”, career narrative).

• Define campaign objectives: awareness? applications? brand-perception? pipeline building?

• Define KPIs: impressions, engagement, click-throughs, applications, hires.

b) Creative & Content

• Develop short-form content tailored for social: e.g., TikTok or Reels featuring real young people in your roles, storytelling (“day in the life”), myth-busting about apprenticeships vs uni.

• Leverage our Ambassador network (young people who have ‘not gone to uni’) to create authentic voices.

• Use platform-native formats (vertical video, Stories, interactive polling) rather than repurposed print ads.

• Ensure the tone is human, genuine, conversational — not overly corporate. This is crucial because Gen Z “will avoid or unfollow promoters if they believe the content is controlled by brands.” University of Essex

c) Channel Mix & Targeting

• Use Instagram and Snapchat for 16-20 yr-olds, TikTok for younger and more aspirational audiences.

• Use LinkedIn for 18-24 early-careers awareness (especially for slightly older Gen Z).

• Retargeting/Look-alike audience: utilise data from our platform (young people exploring non-uni routes) to reach similar profiles.

• Timing: align with key decision-points (e.g., Spring for school leavers, early autumn for apprenticeship recruitment cycle).

d) Execution & Reporting

• Launch campaign with clear CTAs (e.g., “Apply now”, “Explore this career path”, “Watch a day in the life”).

• Monitor daily/weekly performance: engagement rate, click-through rate, conversion to application.

• Optimise creative & targeting mid-campaign (swap underperforming formats, adjust message).

• Provide full report at campaign end, with insights and recommendations for next wave.

e) Post-Campaign Engagement

• Use leads generated to engage further: e.g., webinars, Q&A sessions, Virtual open day, live Instagram/TikTok take-overs by young employees.

• Use Content created during campaign for ongoing evergreen use: placement on website, careers page, social channels.

  
  

4. What to Keep in Mind / Best Practices

• Authenticity over polish: Gen Z is very responsive to content that feels real, and very critical of content that feels fake or overly branded. LS:N Global+1

• Story matters: It’s not enough to say “we’re hiring”. It’s better to show “this is the path”, “this could be you”, “meet someone who took this route”.

• Platform-specific logic: Each social platform has its norms — what works on LinkedIn won’t on TikTok, and vice-versa.

• Value & relevance: Don’t just talk jobs — talk purpose, growth, life experience. Gen Z want meaning.

• Early-careers timing & touch-points: Many young people are making decisions at school, college, or straight out of school — so timing matters.

• Use UGC / micro-influencers: Younger audiences trust peer voices more than big celebrities.

• Measure outcomes, not just impressions: Engagement and applications matter more than raw reach.

  
  

5. Why It Makes Sense for Employers with Non-Uni Entry Routes

If your organisation offers apprenticeships, school-leaver programmes, work-based training, or other “not university” pathways, then NGTU is especially relevant. Many young people are not traditional university-bound and are looking for the kinds of opportunities you provide — but reaching them takes the right channel and message. By partnering with NGTU you get:

• Access to a community already focused on “alternatives to uni”.

• Messaging tailored to young people thinking “I don’t want to go to uni” or “there’s another way”.

• Social-media strategy built around that mindset.

• A credible partner in the early-careers space who understands employers and young-talent audiences.

  
  

6. Let’s Talk Next Steps

If this sounds like it could work for you, here’s how we can move forward:

1. Discovery call: We talk about your organisation, roles, recruitment timeline, target audience, budget.

2. Proposal creation: We draft a campaign proposal with platforms, creative approach, timeline, cost, KPIs.

3. Content & channel planning: We map out the social posts, videos, ambassador contributions, targeting strategy.

4. Launch & monitor: We execute the campaign, monitor live performance, tweak as needed.

5. Post-campaign review & next-wave plan: We supply a full performance report and plan for future engagement.

Final Word

In short: To reach UK Gen Z job-seekers with meaningful opportunities, you need more than standard recruitment advertising. You need authentic conversation, the right channels, and a partner who understands how young people explore career paths beyond university. At Not Going To Uni, we specialise in exactly that.

Feel free to get in touch and we can design a social-media campaign together that targets the right audience, tells the right story, and drives the right results.