ABPI Report: Leverage Short-Form Social Media to Attract Gen Z Talent in Life Sciences

The Association of the British Pharmaceutical Industry (ABPI) has released a compelling report titled Engaging with Gen Z: Cultivating a Diverse Talent Pipeline, emphasizing the pivotal role of short-form social media content in attracting Generation Z to careers in the life sciences sector.

Based on surveys and focus groups involving UK individuals aged 14 to 25, the report reveals that over one-third (36%) of young people have utilized social media platforms to inform their career decisions. Notably, TikTok and Instagram have surpassed LinkedIn in influencing career choices, with 50% and 46% of respondents respectively citing them as primary sources of career inspiration, compared to LinkedIn's 36%.

The research indicates a significant knowledge gap regarding the pharmaceutical industry among Gen Z, with only 17% of respondents claiming a clear understanding of the sector beyond its role in medicine production. This lack of awareness underscores the need for the industry to demystify its operations and present relatable career pathways.

To bridge this gap, the ABPI recommends that pharmaceutical companies adopt authentic and accessible social media strategies. Content such as "day in the life" videos, behind-the-scenes glimpses, and employee testimonials can provide genuine insights into the industry, resonating more with Gen Z than polished corporate messaging. These formats not only showcase diverse role models but also offer practical information about qualifications, recruitment processes, and career trajectories.

The report also highlights the importance of representation, noting that members of ethnic minorities are particularly influenced by seeing individuals like themselves in various roles. This suggests that diverse and inclusive content can play a crucial role in broadening the industry's talent pool.

Andrew Croydon, ABPI's Director of Education & Examination Policy, emphasizes the urgency for the industry to adapt: "The digital natives have arrived. To attract this new wave of diverse and skilled talent, we must show up where Gen Z is already looking. Employers need to be on social media, with content that is real, human, and empowering."

In addition to social media engagement, the report advocates for increased hands-on experiences, such as lab visits and work placements, to provide tangible insights into the industry. Such initiatives can further solidify interest and understanding among young individuals considering careers in life sciences.

In conclusion, the ABPI's findings underscore a paradigm shift in recruitment strategies, urging the pharmaceutical industry to embrace authenticity and leverage the platforms where Gen Z is most active. By doing so, the sector can cultivate a diverse and informed talent pipeline, essential for its continued innovation and growth.

Reference:

1. Park, Andrea. “Want to Attract Gen Z Talent to Life Sci? Try Short-Form Social Media Videos, ABPI Report Suggests.” Fierce Pharma, June 3, 2025. https://www.fiercepharma.com/marketing/want-attract-gen-z-talent-life-sci-try-short-form-social-media-videos-abpi-report.

(Input from various sources)

(Rehash/Sakshi Thakar/MSM)