Job scroller
Coined by Aron VeraartFrom: Stop Writing Job Ads for Job Seekers: How to Write Feed Ads for Passive Candidates
Definition
A passive candidate who sees your job in their social feed while not looking for one. They're scrolling, not searching, so the ad has to make them stop first.
Aron VeraartUpdated A job seeker is searching. A job scroller is scrolling. Same person maybe, but a totally different mood. The job scroller is on Instagram, TikTok, Facebook or LinkedIn on the couch or on a break, and they weren't planning to think about switching jobs today. Your ad is sitting between a friend's vacation photos and a video about dogs.
That's why a job board ad usually flops in a feed. Job seekers read requirements because they're comparing. Job scrollers don't read anything unless something makes them stop. What makes them stop is something personal and quick: a salary they can compare to their own, a "wait, is this better than what I have?", or a curiosity gap.
And once they stop, don't ask them to apply right away. Give them a small first step instead, like "see the salary," "check if you fit in 60 seconds," or "talk to someone on the team."
Example
The same nursing job, two versions. On the job board: "Registered Nurse, 32 hours, requirements: license, two years experience." In the feed for the job scroller: "Nurses on our ward don't work more than two weekends a month. See the schedule." The first works for people who are looking. The second works for people who weren't.