As AI reshapes the job market and entry-level roles disappear, Gen Z is facing a challenging employment landscape. Billionaire entrepreneur Mark Cuban said in 2023 one of the simplest yet most overlooked tools for standing out is a positive attitude, starting with a smile. Cuban also has said that being kind and investing in yourself can give young professionals the lead they need in today’s competitive world.
There’s no question, the job market is being revolutionized by the rise of AI technology.
As businesses opt to replace workers and slash entry-level opportunities, it’s creating a crisis among Gen Z. In fact, some 58% of college graduates are still searching for employment a year after receiving their degree, according to Kickresume.
They could do with smiling more in the interview to stand out—that’s at least according to
But for billionaire entrepreneur Mark Cuban, who turns 67 years old today, the power of a positive attitude can go a long way.
“This tip is really, really simple. It’s something all of us would like to receive. Something all of us are capable of doing but most of us don’t. It costs nothing, takes no time, and it’s really easy to do,” Cuban said in a 2023 TikTok video filmed during a break on the set of Shark Tank.
“It’s a mystery to me why people aren’t like this, even though I have to admit back in the day when I started my first business I wasn’t always like this. And what’s the tip of the day? Be nice. Smile. Because smiling takes nothing. And you know what? We’d all rather do business with somebody who smiles. We’d all rather work with somebody who smiles.”
Beyond simply brightening someone else’s day, a smile can also uplift your mindset and approach in business environments, Cuban said.
Being nice sells
It’s not the first time Cuban has said that something as simple as learning to smile can give you a career boost.
In an interview with Vanity Fair in 2018, he reflected on his personal growth over the years.
“I went through my own metamorphosis. Early on in my career, I was like bam, bam, bam, bam, bam — I might curse. I might get mad. I got to the point,” he said. “I wouldn’t have wanted to do business with me when I was in my 20s. I had to change. And I did. And it really paid off. One of the most underrated skills in business right now is being nice. Nice sells.”
As young professionals launch their careers, Jassy said a positive attitude can set them apart from the crowd. It not only makes them more memorable but also helps attract advocates and mentors more quickly.
It pays to invest in you
Cuban also emphasized the importance of self-investment as a cornerstone of success. Dedicating time to improving yourself, whether through education and self-reflection, can pay off in every area of life.
“It may take me a long time, but by putting in the effort, I taught myself technology. I taught myself to program,” Cuban told Men’s Health four years ago. “It was time-consuming—painfully so—but that investment in myself has paid dividends for the rest of my life.”
Investing in yourself not only boosts your confidence in making difficult decisions, speaking up in meetings, and negotiating, but it also sets an example for others, he explained.
“The fact that I recognized that learning was truly a skill, and that by continuing to learn to this day, I’m able to compete, keep up, and get ahead of most people,” Cuban said. “Because the reality is, most people don’t put in the time to keep up and learn. And that’s always given me a competitive advantage.”
Recent studies show that unemployment rates for men ages 22 to 27 with or without college degrees are nearly identical. Younger generations are also finding it harder than in previous years to secure jobs, so they are turning to content creation. Fortune talks to a professor about how to build a successful career as a content creator without a traditional college path.
When Gen Alpha dreams about the future, fewer and fewer are imagining the white lab coat or briefcase wishes of their parents. Instead, they see ring lights and “Get Ready With Me” videos.
In fact, the top two career aspirations among Gen Alpha across the U.S. are YouTuber and TikTok creator, according to a 2024 Whop survey. And many young people are already turning their dreams into reality, including 19-year-old Katie Fang.
The recent high school graduate boasts 6.4 million followers on TikTok and is most known for her popular videos showcasing how she starts her mornings, as well as brand-deal trips and her recent move to New York City from Vancouver, Canada.
Even though she’s already seemingly gotten a jump-start on her career, Fang is set to attend New York University in the fall, where she will focus on upgrading her digital marketing skills. Fang told Fortune that pursuing a college education will help her think more critically and creatively, especially when crafting content and understanding how platforms like TikTok’s algorithm work.
“I think I’ve always known that I was going to stay in school. I never really took a break. I was online for two years, so it kind of felt like I wasn’t in school, but I was,” Fang told Fortune. “I wanted to go to NYU for the longest time. Just because I started social media, and it became my full-time career, doesn’t mean that dream ever faded.”
Fang’s long-term goal is to start a business after college and to continue to build a personal brand.
“I think the most important thing is just don’t rush to have it all figured out, because especially when you’re so young, you’re not going to know everything,” Fang said.
Since starting her TikTok account in Canada, Fang hasn’t earned revenue directly from her videos. Instead, the majority of her income comes from brand partnerships with companies like Glow Recipe, The Ordinary, and Kosas.
“What I enjoy most is probably how creative everything is,” Fang said. “It’s crazy how you can make the most random video that makes no sense, and that ends up being the one that gets millions of views.”
Fang is just one example of how young people have been able to turn a passion project into a runaway for a high-paying career, where they are their own boss.
This comes as a growing number of Gen Zers are questioning the value of a degree to begin with. Recent data shows the unemployment rate for men ages 22 to 27 is almost the same regardless of whether they have a college degree or not.
Gen Alpha and Gen Z want to follow in the footsteps of MrBeast
The mastermind behind these social phenomena is 27-year-old Jimmy Donaldson, better known as MrBeast, who also holds the crown as the most-subscribed creator on the platform.
A self-made YouTuber whose net worth now exceeds $1 billion, Donaldson began creating and sharing content at just 13 years old. He later dropped out of East Carolina University in 2016 after just a few weeks of courses to pursue content creation full-time. Since its launch in 2012, MrBeast’s channel has skyrocketed in popularity thanks to breakout hits like “Squid Game in Real Life,” which racked up over 845 million views.
In a recent episode of The Diary of a CEOpodcast, Donaldson told host Steven Bartlett that he discovered his motivation to pursue content creation on YouTube when he found out creators were making a high income a year. Growing up without much financial stability, he was driven by a desire to support his mother and family.
“This is what I love doing. I’ve never had as much joy doing something as I do this,” Donaldson said. “I just never give up. There’s no world where I would ever quit. When I was 11, I just said I’m going to be a YouTuber, and I’m going to die trying, and I meant it. Even if there were no one still watching my videos to this day, I would still be going. I’m just the most competitive, stubborn person you’ll ever meet.”
At first, Donaldson’s mother did not want her son to pursue a career in social media because she wanted him to be successful and encouraged him to pursue a college degree instead.
“When people tell me I can’t do something, it makes me want to do more,” Donaldson said. “If you tell me I shouldn’t do something, that’s fine, but if you tell me I can’t, then everything in my body just wants to go.”
Donaldson is not alone in using social media as a source of income and as a career. According to social commerce platform Whop, 42% of US teens are actively earning money online through their digital channels.
Another content creator who did not go through the traditional college pathway is Olajide Olayinka Williams, better known as KSI. He is a 32-year-old British influencer, professional boxer, musician, and entrepreneur. He also founded businesses such as Prime Hydration, Lunchly, and Misfits Boxing, and has a net worth of $100 million.
Joining YouTube in 2009 and initially posting videos of himself playing games, Williams built a following of over 50 million across all his platforms. Unlike his peers, Williams decided not to pursue college at all in favor of his blossoming content creation career—in part after realizing how much he was earning before attending university.
“I remember I asked a teacher, this is how I made this month, it was about £1,500, and I remember him telling me, ‘That’s more than I make,’” Williams told the BBC in 2020. “I looked at it and I thought, that’s it, YouTube is the one, it is the gold mine. I need to push and push because I know I can become something and make my parents proud.”
How to be a successful content creator without a college degree
It’s becoming easier than ever to start a career as a content creator and make a living without a college degree. After all, all you need is a phone to get started.
Successful content creators who didn’t go through a traditional educational pathway all share a common trait: building a community so highly engaged that they can rely on their continued support for exposure, said University of Southern California communication professor Freddy Nager.
“It’s important that you try to cultivate your fan base. Otherwise, the only way to reach your own followers is to boost your posts and buy ads,” Nager told Fortune. “A lot of people didn’t become creators to spend money. They wanted to make money, but the platforms want to make money.”
Many creators build their email lists so they can directly notify followers when a new video is released, often encouraging them to watch and leave a comment. He also suggested that creators interact with followers in the comment section, something that is favorable to algorithms.
“You want your users to comment on your posts, because if they do, it means they really care,” Nager said. “Now, the comment could be negative. They could hate your video. Nonetheless, the algorithm reads it that if you’re willing to take the time to comment on the video, not just liking it. So this means that your content must provoke comments. Sadly, that means that a lot of influencers become controversial on purpose.”
This type of collaboration is a key strategy for building influence and trust without a degree requirement. Nager also advised new creators to partner with others, regardless of their fame, emphasizing that exposure to each other’s audiences helps both grow.
In addition, he said that to stand out, creators need two key traits: personality and perspective. They must be relatable yet aspirational, offering a unique voice and sharing their human side to form real connections. Otherwise, they risk being replaced by generic content.
While a formal education isn’t required to break into the industry, Nager said, it offers key advantages.
“I think you need an education to learn from your mistakes, without suffering. We can all learn from suffering, but let’s avoid it. Let’s learn how to analyze data,” he explained.
And while ultimately content creators can and have succeeded without degrees, Nager said more education can also expand one’s worldview and creativity outside of your path.
“Can you be educated without college? Possibly, if you love to read,” he said. “But college lets you explore courses outside your field—take astronomy if you’re a writer, or music if you’re a scientist. It doesn’t mean that you’re going to become a musical expert, but something about music may change the way that you think about chemistry and performance.”
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