Flockity 2025: What We Learned About How People Actually Discover Jobs
If there’s one thing 2025 made unmistakably clear, it’s this: job discovery is no longer a side effect of recruiting—it is recruiting.
This year wasn’t about chasing volume for volume’s sake. It was about watching real behavior unfold across creators, audiences, and employers, and learning what happens when trusted voices—not brands—lead the conversation.
Looking back on 2025, the growth tells a story. But the lessons behind that growth matter even more.
More Creators Doesn’t Just Mean More Reach
From 2024 to 2025, Flockity saw its creator community grow by well over 200%. But the most important shift wasn’t scale—it was intention.
Creators didn’t show up to broadcast ads. They showed up to share opportunities they believed in, with audiences they know deeply. That trust showed up in the way content was framed: honest, contextual, and human.
What we learned this year is that creators are not distribution channels. They are curators. When they choose to share, it’s because the opportunity aligns with their audience—not because they were told to post.
That distinction matters. It’s the foundation of everything that followed.
Shares Are a Signal of Belief, Not Just Activity
One of the clearest indicators of momentum in 2025 was the growth in job shares—up more than 400% year over year.
Shares are different from impressions. You don’t share something unless you think it will help someone else.
That surge told us something important: when jobs are presented through trusted voices, people don’t just notice them—they pass them along. Job discovery becomes social, not transactional.
Instead of a one-to-many broadcast, we saw many-to-many distribution, driven by relevance rather than reach.
Clicks Follow Context, Not Just Visibility
Clicks increased by more than 50% from 2024 to 2025—but what mattered most wasn’t the increase itself. It was how those clicks happened.
Candidates weren’t clicking impulsively. They were clicking after context:
After hearing why the role mattered
After understanding who it was for
After seeing someone they trust explain it in plain language
What this reinforced is something we’ve believed for a long time: clicks are a downstream outcome of understanding. When people know why a job is relevant to them, action follows naturally.
Customer Growth Reflected a Shift in Mindset
Flockity’s customer base grew by roughly 60% year over year—not because companies wanted to try something “new,” but because they were ready to admit something wasn’t working.
We heard the same thing repeatedly in 2025:
“We’re reaching the same candidates over and over.”
“Our jobs are invisible unless someone is actively searching.”
“We need to show up earlier.”
The employers who leaned in weren’t chasing a trend. They were responding to reality: candidates don’t live on job boards, and trust can’t be bought through ads alone.
The Biggest Lesson of 2025
The most important takeaway from 2025 isn’t tied to any single metric.
It’s this: discovery happens before intent.
You can’t convert someone who doesn’t know you exist. You can’t persuade someone who doesn’t trust the source. And you can’t rely on last-click metrics to explain influence that happens quietly, over time, across multiple touchpoints.
2025 proved that when jobs are shared by people—not platforms—they travel farther, land warmer, and convert better.
Looking Ahead
As we move into 2026, the opportunity is clear.
The future of recruiting isn’t louder job ads or more optimized listings. It’s relevance, trust, and timing—delivered through the voices candidates already listen to.
2025 wasn’t just a year of growth for Flockity. It was a year of validation—for a fundamentally different way of thinking about how jobs are discovered.
And we’re just getting started.