Over the past few years, staffing companies and employers had the ability to post job openings on Facebook’s Marketplace for free. Candidates could easily search for positions that matched their criteria and apply online through Facebook.
It seemed like a great feature for job seekers and employers alike. Unfortunately, it looks like all good things come to an end.
Jobs on Facebook (as we know it now) is Coming to an End on February 22, 2022.
As a Facebook partner, we were recently informed of sweeping changes coming to the Jobs on Facebook product. You can see the full details of these changes on Facebook’s Business Help Center. But here is a summary:
Job Groups on Facebook Will Become General Groups
All Partner Integrations Will Disappear
Jobs on Facebook Browser Will Be Removed
How the Jobs on Facebook Update Will Impact Your Staffing Company and Employers
Facebook’s change will have a dramatic impact on the visibility of your job postings.
You Can Still Post Jobs – But Just on Your Page
Employers will be able to post directly to their Facebook Company page. But these will no longer be rolled up into a searchable database for candidates. In the past, job seekers could easily search for and find opportunities in the Facebook Jobs Marketplace. Now, a job seeker would need to find your individual company page, navigate there, click on your jobs or see a job posted on your wall, and apply. In our experience, we find it highly unlikely that many people will take these steps.
No More Automated Feeds
As mentioned earlier, Haley Marketing worked hard to integrate our Career Portal with Facebook. Jobs were automatically pulled in and candidates could even apply and be parsed into the ATS. Facebook’s changes eliminate the automatic posting, forcing you to manually post jobs.
Applications Live in Facebook
Not only will there no longer be a way to send a feed of jobs to Facebook, but applications will revert back to Messenger. The integration that would pull applications from Facebook to your ATS will disappear and you will be forced to review applications through your Messenger Inbox and the Manage Jobs section of your page.
Yep, The New Jobs on Facebook Changes Stink. Here’s What You Can Do About It
You can log a formal complaint against the Metaverse and start a petition. You can call Facebook’s extremely responsive customer service support team and get an immediate answer (*extreme sarcasm intended). Or you can adapt quickly with these ideas:
Pay to Play
You can still post jobs to your page for free. But that’s likely to get you nowhere. When posting to your page, job seekers that already like and follow your page “might” see the post – but with Facebook’s algorithm, that will be throttled. People that don’t already like and follow your page would need to find your page, scroll through your feed, or search the jobs tab on your page. As noted earlier, that probably won’t happen.
So what do you need to do? Well, you need to pay to play. You will need to look at either boosting your job posts to gain any visibility or running aggressive ad campaigns to drive traffic to your job postings. When done properly, these can be very effective, but for those that don’t do this – your jobs will virtually disappear into the abyss. (If you do need help with Job Boosting or targeted Facebook ad campaigns, we’re here for!)
Build a Stronger Following
If you don’t have a strong following on Facebook – no one is going to see your jobs organically. You need to invest in building your following (both organically and through a paid follower campaign) to see any organic reach. I would encourage you to think about your value proposition for job seekers – why in the world should they follow you? Then identify your top jobs (best pay, best companies) and leverage those to build a stronger following. Also, add value for the job seeker. Give them a reason to follow you instead of just repeating the same old, boring “Apply Now” post every day.
Create More Engagement
As mentioned earlier, Facebook’s algorithm will throttle your reach. Let’s say you have 1,000 page likes. Facebook may only show 50 people your posting. If no one engages with it, that might be your total reach. However, if a bunch of people engage (like, comment, share), Facebook may show it to another 100, and then another 100, etc. The more post engagement you get, the bigger your organic reach. So look for ways to make your posts more engaging. Have some fun. Build-in some humor. Make sure your posts are authentic. Be choosy about which jobs to showcase. Get your team involved in sharing and commenting. Get your current contract employees to share. All of these things can drive engagement and use the algorithm to your advantage.
STOP Being “Job” Focused – Build Your Employment Brand
So many staffing companies are “job” focused. They promote a specific job today, and then another specific job tomorrow. Why? Individual jobs come and go, but you are ALWAYS looking for good people. Instead of being reliant on a specific job post to drive interest, let’s flip it. Let’s outline all the amazing reasons that your company matches people with the “right” position. Use Facebook and social media to gather reviews, build endorsements, and create a referral stream. Build your company’s brand as the go-to source for amazing opportunities in your city or your industry vertical. Make it about the experience your team provides, not about one specific job. Help your recruiters develop and build their own brands as well. Here’s a great webinar to help you get started: Personal Branding – Why It’s Essential for Recruiters.
Forget Facebook – Get Aggressive in Other Channels
So…I might be a little bitter over this change Facebook announced. I don’t really think you should completely forget Facebook – it’s a big part of people’s daily lives. But this change does mean that you might need to lean more heavily on other sources. The problem is that Facebook was free – and many other sources aren’t. So you need to look for ways to be more cost-effective in other places to replace the lost applications you were getting from Facebook. I strongly encourage you to leverage technology to extend the reach and effectiveness of your recruitment marketing budget. Here are a few resources to help:
- eBook: Smart Recruiting Checklist – 190 Ideas to Recruit Smarter
- Webinar: Recruitment Marketing Tune-Up
- Case Study: Programmatic Job Advertising Case Study (83% Increase in Applications)
- Video: 4 Common Questions About Job Advertising (What Sites Are Best)
- On-Demand Recruitment Marketing Webinars – A Collection on Everything Recruitment Marketing
Leverage Your ATS – You’ll Find Some Hidden Gems
While recruitment marketing is often focused on driving new candidates in the door, you undoubtedly have a goldmine of candidates already in your ATS! Look at ways to leverage that data and re-engage with those individuals. Use candidate engagement platforms like Sense or Herefish, to give your ATS a stir and see who’s available (and interested) to work right now. Launching Re-Engagement, Re-Activation, and Referral Campaigns are great ways to wake up your audience by asking them to update their contact information, their job preferences, or their interest in speaking with you!
Bonus Tip – Call Haley Marketing
Changes like the one Facebook is making are tough to swallow. We get it and we’re just as upset as you are. But you can either sit back and complain about it, or you can act quickly and overcome it. We’re here to help you overcome it! Contact us today to speak with a recruitment marketing specialist and get a free assessment and advice for your company.