What Is a Social Job?

A social job reflects how customers want others to perceive them when using a product or service. It focuses on external perceptions rather than internal feelings (emotional jobs) or practical outcomes (functional jobs).

For example:

• A luxury watch wearer may want others to perceive them as successful.
• A user of sustainable products may want others to see them as environmentally responsible.

Why Are Social Jobs Important?

How Do Social Jobs Impact Customer Choices?

Social jobs influence purchasing decisions in markets where status or identity plays a significant role. Products that align with customers’ desired social image often command premium prices and loyalty.

What Are Examples of Social Jobs?

1. Being perceived as knowledgeable by colleagues when using advanced software.
2. Being seen as trendy by friends when wearing fashionable clothing.
3. Being viewed as responsible by family when driving an electric car.

How Can Companies Address Social Jobs?

What Strategies Work for Social Jobs?

1. Align Branding with Social Values: Highlight how your product supports customers' desired image.
2. Leverage Testimonials: Show how others have achieved their social goals using your product.
3. Create Communities: Foster social connections among users who share similar values.