The increased use of social media in the workplace, especially among Generation Z, offers new opportunities to boost employee creativity. In Indonesia, where Generation Z dominates the workforce, this potential remains untapped due to weak organizational knowledge management practices. This paper intends to examine the impact of social media use in employing creativity. The mediating variable was Knowledge Management behavior (KMB)—such as knowledge sharing, knowledge hiding, and manipulation. Knowledge manipulation is the purposive use of knowledge for organizational benefit. By employing the quantitative method and implementing SEM-PLS analysis on Gen Z employees in West Java, it was found that the use of social media contributed to knowledge sharing and manipulation, which in turn led to creativity. By contrast, knowledge hiding was not significantly related to creativity, and social media use was not related to creativity directly. These results emphasize the need for promoting both open and strategic knowledge behaviors to enhance creativity in the digital workplace.