Your second most visited page is killing your marketing 💥
The $0 marketing hack hiding in plain sight
Good morning, I’m on a boat.
We are on a 17-night cruise from Cape Town to Barcelona with our favorite adults-only cruise line — Virgin Voyages.
Our balcony hammock is perfect for writing a newsletter…
Let’s dive right into it 👇
💎 Your careers page = Hidden marketing gem
Do you know which page on your site gets *tons* of traffic but is probably the most under-leveraged? Yep, your careers page.
The big marketing idea for your careers page is to use weird and funny job posts to generate viral buzz. 💥
Here’s how:
🦄 #1: Create a Fake Job Post
🏷️ #2: Rebrand a Common Job
🎉 #3: Invent a Real Weird Job (...and actually hire)
🦄 Tactic #1: Create a Fake Job Post
Example: Beehiiv’s 'Remote Office Manager' position. Isn’t an Office Manager supposed to be... well, in the office?
How to do it:
Pick a common role and flip it on its head. The twist makes it share-worthy!
Spread the word—post it on your Careers page and on LinkedIn jobs.
Get the team involved. Ask them to share it as if it were a real job.
🧪 The Secret to Going Viral:
Ideally, you should (1) Think of a problem your ideal customer has → (2) Craft a funny & impossible job around solving it.
E.g. if you sell software to IT managers → hire a “System Update Compliance Manager” whose sole purpose is to walk around the office and ensure that employees patch their devices. I find it funny 😂
It makes the joke ultra-relevant. Even though the job is not real, your audience would feel seen and heard (=you know their pain).
🏷️ Tactic #2: Rebrand a Common Job
Example: Fiverr posted a series of real jobs with funny titles, such as “Someone Who Always Picks the Right GIF and Software Engineer.”
Apparently, their career page views went up by 91%, and they’ve filled every single job. Success!
Other examples:
Tesla rebranding the CFO title to Master of Coin.
Buffer rebranding the customer service title to Happiness Hero.
🎉 Tactic #3: Invent a Real Weird Job (...and actually hire)
Example: Funzing, an event management platform, hired a real-life “Pokemon Master” to travel the world playing Pokemon Go. Genius!
And get this - even the application process of Funzing is public, generating even more buzz:
Other examples:
Bud Light’s Chief Meme Officer
Queensland’s Best Job in the World
Airbnb’s Live Anywhere for One Year for Free
Netflix’s Grammaster
NASA’s Planetary Protection Officer
University of Wisconsin Pizza Taster
Spotify’s President of Playlists
💘 A Quirky Idea I Once Had…
When I worked at the privacy startup Mine, I considered hiring a “Dating Expert.”
The job? 👉 Find the love of your life while using as many dating apps as possible.
Once you have found love (and don’t need the apps anymore), write a case study about how you deleted your data using Mine across Tinder, OkCupid, Bumble, etc.
Imagine the headlines!
We almost did it, but then shifted our focus to B2B, which made this idea less of a priority at the time
The potential PR and buzz were enormous — so please, steal my idea :)
📈 Why Funny Job Posts Are So Good
Zero Budget: No realistic job offer is needed (see tactic #1). This stunt could generate a lot of buzz for $0.
Attention Hack: It’s a beautiful conversation starter! People can’t resist sharing the delightfully weird. Free PR on steroids.
Culture Signal: Want to attract top talent? This is how you show you’re fun.
🔥 The Bottom Line
The career page is often the second most visited page on a website (after the homepage). With quirky, weird, and funny job posts — we can go viral.
I really love this marketing idea because it’s not your usual landing page, blog post, growth loop, feature, partnership, or content. It’s a career ‘opportunity’ that can break the internet.
💡 Need help brainstorming? Leave a comment, and I'll gladly offer specific ideas :)
See you next week ✌️
Tom
—If you enjoyed this marketing idea, please tap the Like button below ♥️ Thank you!
LOVE!
Class Act! Now, what would HR of a leading manufacturer of hearing aids make a weird job post for... 🤔