Changing landscape of search

Once upon a time, Google was where every search began.

Photo by Lawless Capture on Unsplash

Today, it’s not the only starting point.

We are already seeing shifting gears from search engines to social platforms.

40% of Gen Z are now turning to Instagram, TikTok, Reddit, and YouTube not just to consume content but to search for it.

From “best cafes near me” to “which companies are hiring now?”, the search bar has gone social.

So what’s driving this shift?

🔺Visual search feels more human.

People don’t just want answers. They are looking for real experiences. A 15-second reel of workplace culture feels more real than a web page.

🔺 Community validation beats corporate voice.

Social platforms let people hear directly from peers, not polished brand narratives. No wonder then that global influencer marketing is projected to reach over $33 billion in 2025 (from 10 in 2020).

🔺 Discovery is replacing intent.

On Google, you search.

On social media, you discover, sometimes without even looking.

For Employer Branding this changes the game.

Your next candidate may not “Google” you ... they might scroll or stumble to discover you.

What they see in 'that moment'... maybe a reel, a story, or a comment will shape your brand far more than a career site ever could.

Though not Gen Z 😁, my search behaviour has changed as well. I use Instagram to search for a wider variety of things than on Google due to increased trust in peer endorsements compared to a company info page.

Tell me, have you changed your search behaviour too?