President Joe Biden’s re-election campaign is pursuing an unorthodox strategy to engage younger voters: hiring a “partner manager” to collaborate with popular internet meme pages and content creators. According to a job listing posted last week, the role pays up to $85,000 annually and involves “engaging the internet’s top content and meme pages” from the campaign’s headquarters in Delaware.

The ideal candidate, as described in the job advert, is someone passionate about bringing political content to voters where they already are on the internet. The partner manager will be tasked with forming relationships with internet personalities, popular podcasters, and meme pages – accounts that post jokes, observations, or viral images, often poking fun at news items or celebrities.

According to The Telegraph, some of these meme pages boast tens of millions of followers, outstripping even the president’s own 17 million Instagram following. Engaging with such accounts or popular podcasters is seen as a way to reach potential voters who are uninterested in traditional political news.

Biden himself became an internet meme in 2022 when users began posting images of the president with laser eyes, dubbed “Dark Brandon” – a play on the anti-Biden chant “Let’s Go Brandon” from Trump supporters. The president embraced the meme, with Dark Brandon merchandise accounting for a substantial portion of sales from his campaign’s online store.

Social media has played a pivotal role in campaigning since Barack Obama harnessed Facebook to secure victory and donations in 2008. More recently, a Facebook executive claimed the company was “responsible” for Donald Trump’s 2016 election win due to his effective digital ad campaign.

While Biden has admitted to being no fan of social media himself and leaving his online presence to staff, he joined TikTok in February to reach its predominantly Gen Z user base—despite security concerns around the Chinese-owned app.