India's appetite for government jobs continues to grow, and two prominent social media figures — Gulrez Alam and Badshah Ansari — have become unexpected voices amplifying the appeal of public sector employment among the country's youth.
The trend of "sarkari naukri" popularity has intensified dramatically over recent years, with lakhs of aspirants preparing for competitive examinations every year. Government positions, long valued for their job security, pension benefits, and social status, now enjoy renewed enthusiasm partly driven by influencer endorsements on platforms like Instagram and YouTube.
Gulrez Alam and Badshah Ansari, both influential content creators with millions of followers, have increasingly highlighted success stories of candidates clearing banking, railway, and civil services exams. Their content often showcases the life transformations possible through securing government jobs, resonating deeply with students across tier-2 and tier-3 cities where economic opportunities are more limited.
Industry observers note that this influencer-driven push coincides with tough private-sector conditions. After pandemic-era layoffs, slowing hiring in technology firms, and saturated private job markets, young Indians increasingly view government recruitment drives as a reliable alternative. Annual government job notifications routinely attract millions of applications, with some vacancies drawing more than 100 applicants per position.
Educational institutions report rising enrollment in exam-preparation programs. Coaching centres across northern and central India have expanded operations to meet demand, while online platforms dedicated to government exam preparation have seen explosive growth in user numbers.
Critics argue that this obsession with sarkari jobs may discourage entrepreneurship and innovation. However, supporters say the preference reflects rational decision-making in an uncertain economy. With limited safety nets in the private sector and fierce competition for premium roles, government employment offers stability that few other paths can match.
The growing influence of digital creators in shaping career aspirations signals a broader change in how information about employment reaches India's youth — moving away from traditional career counselling toward viral social media content that blends motivation, practical tips, and personal narratives.
