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It seems that Fox’s is literally taking the biscuit with its recent recruitment drive. The much-loved biscuit brand has posted a job ad on Gumtree calling out for a ‘chief biscuit taster’. Candidates must not only love tea and biscuits, but also be happy receiving them as a salary.

Let’s be honest, you don’t have to be a PR guru to sniff out this tasty stunt, which generated coverage from The Metro to Buzzfeed.

We all know that weird and wonderful job role creations are an age-old PR trick utilised by companies across the world. Last year, we saw the Bath Store hunting for a bathtub tester, while First Choice holidays went in search of a waterslide tester – both commanding generous column inches. We’ve even joined in the fun ourselves, successfully assisting clients in ‘recruiting’ confectionery connoisseurs and sleep specialists over the years.

The most awe-inspiring and possibly most successful example of the job role stunt to date has to be from Tourism Queens. In 2009, the Australian tourist company advertised ‘the best job in the world’. The vacancy offered one lucky applicant the job role of paradise island care taker, with a salary of £73,000.

To say the campaign was a success would be an understatement. The stunt generated more than £49,000,000 equivalent of media advertising space, secured global news coverage, gained 8.4 million unique website visits and 34,000 applications from 197 countries (not to mention a raft of industry awards, including two at the Cannes Lions International Advertising Festival).

These examples prove that dream vacancy stunts still do the job for creating column inches and generating online conversations across social media. I’m pretty sure it won’t be too long until we see Virgin Galactic advertising for flight attendants for its first frontier to outer space!


Bryan Bell, account manager