It also is a DB first approach. Where you construct your DB schemas and tables first, then use JOOQ to create objects that match your DB schemas. These objects allow you to reference the tables and fields of your DB in an OO way. From that point of view it may seem like ORM, but you use SQL to interact with the your DB.
Two of the things I really about JOOQ is that you stay in-tuned to SQL, which as we all know is very powerful and popular. Second, your SQL can get constructed in a procedural way based on input. So you can added to based on , for example, if query param were provided.
The creator of JOOQ, Lucas, has done good videos out there comparing SQL to ORM. What's cool about those videos is he does not mention JOOQ, maybe at the end. The videos are just comparing ORM to SQL and makes the case for SQL being way more powerful than ORM.