How brokers can use social media to attract Gen Z talent

Born between around 1997 and 2012, Gen Z is stepping into the workforce with fresh expectations and bolder values than previous generations. They’re digitally fluent in a way that goes against typical recruitment methods, and that makes bringing them into the industry a bit more challenging.

For the mortgage industry, which tends to struggle with its perception as an old-fashioned or inaccessible field, Gen Z represents not just a new talent pool, but a critical one. As experienced brokers retire and the market evolves, the need for a new generation of digitally-savvy professionals is becoming more pressing. 

Yet many brokers and firms find themselves unsure of how to approach this group. The solution? Meet Gen Z where they are: online. 

Used strategically, social media can offer a direct and powerful line to burgeoning talent. It’s an opportunity to showcase your brokerage as the source of a modern, successful career path that’s open to all - but only if it’s approached correctly.

Understanding Gen Z

To connect with this audience, you need to connect with them culturally. As digital natives, the best place to start is online. They’re uniquely attuned to tone, authenticity and content style, preferring real voices, unfiltered experiences and honesty over the sort of polished brand-building of yore. 

Transparency is also key to connecting with Gen Z. They want to look behind the curtain to see how things really work. Plus, in a post-Covid world, remote working and the freedoms it’s given workers plays a huge role in attracting younger brokers. Gen Z wants to choose how and where they work, if given the option. 

Similarly, they’re more purpose-driven than almost any generation before. A job, to them, isn’t simply a pay cheque, but a chance to contribute something meaningful to society. Tapping into this early could position your brokerage as a solid career path.

It goes without saying that online, anything too corporate or scripted will be skipped over. These are avid digital consumers used to the hard sell that a lot of businesses run on, so to grab Gen Z’s interest, you need to speak their language - and that starts with knowing where they spend time online.

Meeting them where they’re at 

To get you started, here’s a quick round-up of the main platforms Gen Z use and why:

TikTok is their go-to for quick, relatable content, including career tips, mini-mentorships or real day-in-the-life clips.

Instagram helps them gauge company culture through visuals, stories and sneak-peek team moments.

YouTube is where they dive deeper into longer career journeys, how-to guides and personal testimonials.

Reframing the mortgage industry as a career choice for Gen Z

At face value, mortgage broking might seem intimidating, rigid or traditional. But dig a little deeper, and there’s a compelling pitch to make. 

For starters, a self-employed path can offer an entry-level broker more autonomy, while remote or hybrid work fits into their expectation of a more flexible lifestyle. 

Similarly, helping people buy homes during difficult economic times can be reframed as a way to fulfil their desire for a more meaningful job than a simple transaction-based role. By marking out broking as a modern, empowering and people-first profession, brokers can tap into Gen Z’s deepest career aspirations, like freedom, impact and digital agility. 

You don’t need a complete business overhaul to start introducing some of these strategies, you can simply change the way you present what you already do. That perception shift starts with the stories you tell on social media. 

Social content that attracts talent

Good recruitment content doesn’t look like a job advert. It looks like a relatable story.

Here are the types of content that resonate with Gen Z:

• Career journey videos – A young broker sharing their path, lessons learned, and why they love the job.
• “Why I joined” posts – Honest testimonials that highlight what drew someone to the firm.
• Day-in-the-life videos – Raw, informal, behind-the-scenes content.
• Team takeovers – Giving younger staff the reins to share their perspective.
• Culture highlights – Fun team moments, events or meaningful initiatives that reflect your values.
• Community involvement – Showcase how your business gives back or supports local causes.

Where to post:

• TikTok and Instagram Reels are ideal for short-form, high-impact videos.
• YouTube Shorts offer a blend of storytelling and education.
• LinkedIn is great for professional content with a bit more structure and polish, but keep it human.

Getting started with social media

You don’t need to be a social media expert to start building a credible and engaging presence online. Many brokers hesitate for fear of getting it wrong, but the fast-moving nature of social media means there aren’t any hard and fast rules, as such. 

Still, it’s a good idea to lay out what your main concerns are before you get started. Are you unsure about what to post? Do you feel uncomfortable in front of the camera? A few simple principles can make the process less daunting. 

If you’re just starting out, picking one platform can help you focus your energy where you feel most confident. Frequency matters less than consistency, so pick a schedule that works for you and stick to it. Our webinar with Chris Targett, founder of Social For Brokers, is a great place to start too. 

Using your own experience is also a great way to build genuine trust, whether it’s FAQs, insights from your day, or client conversations. You could even collaborate with other team members who feel more at ease on social platforms. 

Remember, the goal isn’t to impress, but to connect. A post that’s honest and timely will outperform a flawless video that never gets published.

Using social media as a recruitment tool

Rather than acting just as a marketing channel, social media could also be the cornerstone of your recruitment strategy. These platforms are research tools and gateways to career discovery for Gen Z - and as a digital reflection of your business’s culture, your posts can make it easy for potential hires to envision themselves as part of your team. 

To appeal to Gen Z talent, your social media output should include clear learning and development pathways, whether through mentorship, training or skill-building opportunities. Showcase flexible ways of working, such as hybrid schedules or self-employment models.

It’s good practice to include real team members, too - especially those in entry-level positions who can share authentic experiences. 

You should also promote interactive engagement; prompt conversations, ask questions, invite comments, and welcome direct messages wherever possible.

Start small, think big

The next generation of brokers are already online and actively looking for opportunities. It’s a great time to strike while the iron’s hot, so rather than crafting a painstaking, polished strategy, we recommend picking a platform, being consistent in posting, and showing up in a way that feels real to your values.

Above all, share what it’s really like to work in your business and what the industry truly involves. Social media is your chance to change perceptions around mortgage broking. If done well, it can go  a step beyond attracting talent and build genuine, lasting connections.