Image source: Facebook
Facebook’s new jobs feature has the potential to disrupt recruiting practices and seize a large chunk of LinkedIn’s revenue. It will also impact marketers who control the organization’s Facebook page.
Facebook Business Pages can now post job openings in the News Feed through status updates and host them on a jobs tab on their Page. Job applicants can send applications through Facebook Messenger, and Facebook will pre-fill the user’s name and profile picture. Job seekers can also search for jobs on Facebook’s job site. Page administrators can review applications and contact applicants on Messenger, Facebook announced.
Some pundits see the move as a menacing incursion into LinkedIn’s turf that could hurt that network’s revenue. Facebook boasts 1.86 billion users, far more than LinkedIn’s 467 million. “And Facebook’s users come back every day for a variety of reasons, giving them a chance to serendipitously hear about and apply for a dream job they didn’t know they wanted,” notes Josh Constine at TechCrunch.
A Different Type of Job Hunter
The Facebook job ads target part-time and lower-level workers and people not actively seeking new jobs. That’s a large category that LinkedIn overlooks.
Should PR & marketing pros seek jobs on Facebook? Probably not, at least at this point.
LinkedIn will likely remain the realm of professionals – including PR and marketing – high-tech workers and active job seekers. LinkedIn has improved the insights for its Premium Career members, recommended positions, fast-growing companies in their niche, and connections at a potential employer.
The new Facebook feature has drawbacks. Some job applicants will worry about potential employers viewing their Facebook profiles. Photos of social gatherings at bars might not impress hiring managers.
In addition, the jobs feature, to put it kindly, needs work. “First off, the UX [user experience] for publishing a jobs post is, frankly, awful,” writes Mark Miller, content and marketing manager for MarketPro, in a Social Media Today article. At least at this point, formatting coherent job descriptions is extremely difficult. The preview shows a solid wall of text with no line break. You can’t edit job information once it’s published, only the accompanying introductory copy. If you make a mistake, you have to delete the post and start over.
The feature lacks a controlled gateway. Anyone can submit an application – without a real name or contact information. And there’s no option to attach a resume or other document.
The Real Impact on Marketing
Facebook jobs may mean more work and responsibility for marketers. HR traditionally handles jobs applications, but HR lacks the digital and social media skills of today’s marketers, Miller says.
“That’s important to consider in this situation, because Facebook Jobs end up right on your business’s Facebook Page and can appear alongside the rest of your posts,” he explains. “That’s valuable marketing real estate – and something that shouldn’t be handed off lightly.”
Miller urges marketers to proactively reach out to their HR team to establish a strategy and process for publishing job openings. That will ensure jobs posts reflect the appropriate brand format and tone that aligns with the rest of the Page.
Bottom Line: The Facebook Jobs feature prompted warnings that Facebook will seize LinkedIn’s role as the leading job networking venue. Although those predictions may be overdone, Facebook Jobs may increase work and responsibility of social media marketers. Job ads may become another piece of a brand’s marketing strategy.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
