Over the past few years there has been a rise in “fake” jobs. Not simply jobs adverts that turn out to be fabricated, but jobs that purely serve as a marketing function such as Hotwheel’s tiniest team principal or Morrison’s chief donut taster.

Marketing experts Pete Harrison, managing partner at  M+C Saatchi Talk and Alexandra Mendes, director of celebrity and creator partnerships, EMEA at UEG explain why many brands and retailer are utilising them.

Harrison shares that roles such as ‘chief compliments officer’ or ‘chief crisp taster’ may not sound real, they can help brands to examine consumer interest and learn more about the audiences they want to reach.

He says: “More broadly, brands are operating in an environment where attention is increasingly difficult to earn. A quirky or unexpected job title immediately cuts through because it disrupts what people expect to see from a brand. It gives people something to talk about, share and debate.

“The most effective examples aren’t really about the role itself. They’re about expressing a brand’s personality in a way that’s tangible and entertaining. A well-executed “fake job” can communicate humour, confidence and relevance far more effectively than a conventional campaign.”

The talking point

Harrison adds that the role in turn becomes the subject matter.

“In many ways, this is the same principle that makes celebrity partnerships so effective. The most successful celebrity collaborations aren’t simply about borrowing fame, they’re about borrowing cultural meaning. Often, the most powerful partnerships come from people audiences don’t immediately expect.

“Gillian Anderson or Amelia Dimoldenberg for M&S work because they bring a distinctive point of view, credibility and cultural relevance that extends beyond their core profession. They create conversation because they feel authentic rather than obvious. “Fake jobs” can achieve something similar by giving brands a role, character or story that people want to engage with.”

Mendes adds that currently brands are moving away from borrowing celebrity attention and “towards giving talent a role within the brand’s world.”

A “fake job” is an instantly recognisable creative device, she explains. The marketing techniques allows audiences access to a story they can “immediately understand”, while creating a platform for the collaboration.”

She says: “The job title isn’t the campaign– it’s the creative brief. The brands getting it right use the role as a springboard to build a bigger narrative, not just a headline. The title can garner an instant spike of attention, but it’s everything built around it that makes the partnership memorable.”

Authentic partnerships

Harrison believes that when used well the technique appeal to consumers as it “invites participation rather than simply broadcasting a message”.

Mendes notes that the technique can work, but only when it feels “earned”. Modern audiences are increasingly able to spot the difference between “clever” collaborations and publicity stunts. They don’t want to see their idols team up with brands, they want to know why they are partnering with them.

She says: “The best examples make you think, “this duo [celeb + brand] makes so much sense.” That’s because the role feels like a natural extension of the celebrity’s genuine personality, lifestyle, humour or expertise, while reinforcing something authentic about the brand.

“Consumers don’t fall in love with kitschy job titles, they fall in love with good stories. If the partnership feels believable, they’re more likely to buy into the world it’s creating.”

Harrison adds: “People are naturally drawn to opportunities that feel surprising, entertaining and just believable enough to make them wonder whether they’re real.

“There’s a sweet spot between credibility and absurdity that captures attention. If someone genuinely thinks, “I could actually apply for that”, then the campaign has already succeeded in creating intrigue.”

Mendes however thinks that its is a mistake for brands and retailers to treat the announcement of the job hire as a campaign.

She says: “If the fake job is the biggest moment, you’ve probably underused the idea.

“The strongest executions use the role as the foundation for a wider content ecosystem—from creator collaborations and social storytelling to PR moments, customer experiences and community participation. Every touchpoint should reinforce the same narrative.”

Harrison notes: “Often, the more unusual the job sounds, the more likely people are to discuss it, but novelty alone isn’t enough. The best examples are rooted in a genuine product truth or brand story. The role should feel like a natural extension of what the brand stands for.

“The most valuable currency for brands today isn’t attention, it’s cultural participation. Whether that’s through an unexpected celebrity partnership or an unconventional “job” opportunity, the brands that win are the ones that give people something they actively want to talk about, share and become part of.”

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