The “lazy girl job” trend has truly taken TikTok — and the world — by storm, even going so far as to stir up conversations on massive global media outlets from the BBC to the Wall Street Journal.
So, what is a “lazy girl job”? According to Gabrielle Judge, the content creator and mastermind behind the trend, a lazy girl job is a safe, stable job that affords women a comfortable salary, flexible work hours, and preferably, a work-from-home setup. Most importantly, a lazy girl job allows women to have a life outside of their job (in corporate jargon: “a work-life balance.”)
Of course, at the outset, Gabrielle expected some criticism of the lazy girl job, both as a term and as a concept. However, as a marketing tactic, she also knew it would generate some much-needed conversation surrounding the topic of work-life balance. And it has. Big time.
Beyond creating content and coining the viral term, Gabrielle has also worked as a consultant. Like many millennials, she followed conventional wisdom: go to college, get a job, and you’ll be successful. However, life rarely follows a set path or even one’s best-laid plans. After becoming burnt out from her 9-to-5, Gabrielle fell back on content creation. From there, her following grew organically.
As a self-proclaimed “anti work girlboss,” Gabrielle’s content speaks to creating a healthy work-life balance. On TikTok, where she has an audience 146K strong, she advises her followers on how to make their jobs work for them and their lifestyles (hence the lazy girl job trend.)
But Gabrielle’s growing empire doesn’t end at content. From working with brand strategists to creating a host of digital products, her content creation journey is just getting started. Here, we sit down with Gabrielle to learn more about her creator career, including her audience growth strategies, and how she’s been able to make money with her digital products.
Can you tell us about your journey to becoming a content creator?
I had a consulting job, but then I realized, “I’m not where I want to be.” I realized that I wanted to create content and start a business. I began creating content about careers, things like “five résumé tips,” but quickly identified that I was much more interested in conversations about work and money. I care about these conversations because they impact our lives on a daily basis.
At that point, I left my consulting job and continued creating content, and that’s when I really started to speak freely on the topics I’m talking about today, like lazy girl jobs.
What’s your goal as a creator?
Work is so closely tied to who we are in society, and this affects our mental health and wellness. I just want people to think more about how much they earn and their relationship to their work.
Did you anticipate that the lazy girl job trend would go viral, and was it an intentional marketing tactic?
I didn’t expect it to go this viral. I’d gone viral before, but not at this level. So, the answer is “yes” and “no.” As for your second question, I did call it “lazy girl job” as a marketing tactic. I knew it was going to be a polarizing statement, so it was definitely intentional.
Tell us more about your content and audience growth strategies.
If I’m trying to go viral, I might talk about something taboo or educational. It’s about capitalizing on current trends and news topics. I also try to be consistent when posting, and I have a brand strategist who I meet with quarterly. Also, just being authentic. I don’t try to be like anybody else.
There are so many different ways to monetize as a creator. Which ones have worked best for you?
My income ranges a lot, anywhere between $15,000 to $30,000 per month.
My biggest revenue stream is brand deals, and it’s a lot, so I try to negotiate those well. My second biggest revenue stream is my digital product offering with the Lazy Girl Job Program (Editor’s note: Gabrielle describes the product as a self-paced guide on a Notion template and lifetime access to a ChatGPT prompt hub that assists job-seekers in their job application process).
I also have my jobs board, which is free for my followers and community. However, businesses do pay to be listed on the board and can gain access to talent.
I really enjoy the creator economy because I’m able to tap into so many different things. For example, I’m also planning on building my own tech company and launching version 2.0 of the Lazy Girl Job Program. And one final thing: my dog also makes user-generated content!
Read: What is a UGC creator? (And how to become one)
Why did you start selling digital products like the Lazy Girl Job Program and your templates?
I feel like digital products are a great way to share my knowledge. I don’t identify with career coaches, and so I wanted to create products to support my community and communicate information clearly.
Tell us about the process of creating the Lazy Girl Job Program. What did you learn from the process?
I made the Lazy Girl Job Program version 1.3 around the first week of January [2023]. I wrote everything down on Notion, and did some beta-testing with four people: my cousin, two creator friends, and one of my followers. I learned to never do that again because they just said it was really good, even though I thought it wasn’t. So now, we’ve launched the website version, and are working with investors to build an app and program.
I think what I learned is that it’s important to launch early and iterate often with any digital product. As content creators, I think we’re perfectionists and want everything to be perfect before our audience sees it, especially if we’re charging for it.
Have you gained any cool opportunities through being a content creator?
So many! I’ve been casted in some reality shows and documentaries, although the reality shows haven’t been live.
I’m also a seed investor and know more now about investing, talking to founders, and raising money. And I’m an entrepreneur, too. There have just been so many opportunities. You really never know who’s watching your content, and that’s really exciting.
How do you stay inspired and avoid burnout?
Unfortunately, I can’t doppelgänger myself, so I always need time to myself. I don’t take meetings on Mondays or Friday nights. I don’t use my phone very early either. Ultimately, having boundaries is very important, especially when working for yourself.
Which tools or resources have you found helpful as a creator?
There are so many! I have four part-time employees who help with outbounds, admin, and digital products. And I also have an editor who helps me with some of my content.
I use Notion to keep track of everything. I also use snov.io for customer relationship management, especially when I have a good media week and want to contact brands. Creobase is really cool, because it helps creators and brands connect with each other. Aspire is also another great way for me to find brands.
Finally, do you have any advice for aspiring content creators?
Just create the content, because you never know who’s watching and it can provide you with really cool opportunities. Also, do things people haven’t done before, and stick with a format that works for you.
This interview has been edited for clarity and length.
Photos: Courtesy of Gabrielle Judge
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