Can you tell me a bit about your background?

My professional journey in marketing began in 2018 when I completed a Digital Marketing Level 3 apprenticeship at an EdTech Startup company. After that, I transitioned to B2B marketing partnerships team, where I took on significant responsibility since the partnerships team was still in its early stages. That experience gave me a solid foundation in marketing and partnerships, and I soon wanted to apply those skills in a more creative space. I moved to a media agency, specialising in influencer marketing and partnerships, where I worked on major campaigns for clients like Barclays, Doritos, PepsiCo, and NSPCC. During this time, I was recognised on Media Week’s 30 under 30 list in 2022. From there, I moved to Complex UK as Brand Lead working on campaigns for the likes of Nike and Relentless Energy Drink.

Alongside these roles, I was building my TikTok page (@allthingsmediasis), which is dedicated to supporting young people in creative industries. By March 2024, I took a leap of faith to go freelance and pursue content creation full-time, which has been incredibly rewarding. As a careers influencer with over 40k followers on TikTok, I’ve partnered directly with brands like LinkedIn, Channel 4, Paramount, the Department of Education, Kurt Geiger and more. This year, Forbes recognised me on their 30 under 30 list for my work in this space.

My sweet spot is helping brands connect with Gen Z, especially when it comes to career and creative spaces.

How has the world of careers influencers changed over the last few years? How do you think that could impact employers?

The rise of career influencers is still relatively new, but it’s transforming rapidly. We’ve had professionals sharing career journeys on LinkedIn for years, but what we’re seeing now on platforms like TikTok is very different. Some brands still mistakenly see TikTok as just a platform for just dance trends & food mukbangs, but in reality, it could be the next go-to hiring platform. 

There are so many career influencers creating niche content on the app, like myself. These influencers often run dedicated pages focused on specific industries or professions, offering insights into their day-to-day lives or giving advice on how to break into their field.

Forward-thinking brands have started collaborating with career influencers to reach early talent authentically. This approach could potentially outperform traditional recruitment methods like job listings on job boards or recruiters. Gen Z and Gen Alpha are looking for more than just job postings with superficial perks like free fruit in the office; they want inspiration. Watching a creator do their dream job is a lot more compelling. Brands that tap into this will have a HUGE advantage in attracting the next generation of talent.

It seems things are changing quicker than ever. How do you keep up yourself?

I’m a big believer in the saying, “jack of all trades, master of none.” I don’t try to keep up with every trend across every platform. Instead, I focus on where my strengths lie—TikTok. I stay up to date by actively engaging with the app daily. This keeps me in tune with what’s relevant to my audience and industry. 

For broader trends, I follow specific publications and thought leaders who are dialled into what’s happening. Knowing where to focus is key, and for me, it’s about staying deeply connected to the platforms where my audience lives.

What are your predictions for careers influencers into 2025?

I see the careers influencer space continuing to expand across multiple industries. Brands are increasingly recognising the value of partnering with career influencers for early talent recruitment because it offers a more authentic and relatable way to engage with potential hires.

Looking ahead, I believe career influencers will start to take on larger roles beyond just social-first content. We’ll start seeing them integrated into major campaigns, from TV and billboard ads to in-person experiences like company onboarding days. I’m personally working on an event for young creatives in collaboration with a major brand, which is launching early next year.

One key advantage of career influencers, compared to traditional influencers in other niches, is that we are typically brand-safe. The majority of us align with positive messaging, making it easier for brands to position us as long-term ambassadors who can drive genuine, lasting change.

Who is really setting the standards in the use of influencers when it comes to careers content? Who should we be keeping an eye on?

I have to highlight Channel 4, and yes, I’m biased since I was their first career content creator working with their early talent team. Together, we produced a series of successful content this year. We did Vox pops with their current and former apprentices, I promoted their apprenticeship programs on TikTok, and we did “Shola Tours,” where I showcased their offices through an IG collab post. That campaign gained over 80k organic views and led to a significant number of my audience applying for their apprenticeships.

What’s great about Channel 4 is that even before our partnership, they had a dedicated Instagram page (channel4skills) aimed at helping early talent land opportunities and providing tips. When a brand already has a genuine interest in supporting early talent, it makes collaborations with career influencers feel much more authentic and less forced.