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Guide to Facebook Jobs: Accelerate your hiring

February 22, 2017

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Guide to Facebook Jobs: Accelerate your hiring

14 min read

Facebook’s new job opening feature is here. Since February 15th, it has become available to all business Pages in the U.S. and Canada. What if your business is in other parts of the world? Still, it’s not time to sit and wait, but to prepare yourself for the massive change Facebook jobs feature is bringing.

Last year when Facebook announced Facebook Jobs’ feature testing, we shared some positive thoughts about it. Is it going to be an “I came, I saw, I conquered the job ad market” situation? It’s too early to say. But Facebook has finished the first part strongly.

 

Facebook’s revenue has consistently and heavily relied on ads. And a business usually advertises two things: their product or service and their vacancies. Before Facebook jobs feature’s launch, many companies have hacked their ways to hire millennials by running Facebook ad campaigns with “we’re hiring” content. Now, Facebook has officially made this easier. The Facebook jobs feature opens door to the new generations of the global workforce who spend more time on social media than on job boards. Business owners with a Facebook business page can now post job openings to their page and receive applications in their Facebook Messenger. We will get to the nitty-gritty details of how this works below. Before that, let’s see what this new Facebook jobs feature can do for you and if it’s worth a try.

If you’re on the Facebook bandwagon and already convinced about this, you can skip this part and jump to the step-by-step guide to posting jobs to Facebook right now.

What Facebook jobs feature can do for you

1—A bigger talent pool with 1.87 billion active users. Billion. Active. Users.

 

That’s it. Hands down. Facebook has the most active users to date (by the way, both #2 and #3 belong to Facebook as well). It’s just too big to be ignored. Many users spend many hours on the social network. They meticulously fill out all their work, education, and sometimes personal details on their profiles (because, hey, isn’t it great to be congratulated or get an anniversary reminder from Facebook that you otherwise would forget?). They are adept at using the platform. Liking, commenting, sharing, messaging, looking at ads, and filling out lead forms are like their second nature. Applying for your jobs on Facebook would be no different from writing a thoughtful comment. Besides, if Facebook users like your job post (which can be decided by the cover image in a split second), they will ‘like’ or share the post. By doing this, all their Facebook friends can see the job post that they just liked or shared, and they might also like or share the post because it’s from someone they know. This domino effect could easily get your job posting to the right eyeballs.

2—A more flexible way to communicate with the new global workforce.

With all the hype about text recruiting and whether it is intrusive, now it’s actually coming with Facebook jobs feature. What’s even better? It’s happening the other way around: candidates text their applications to you. Because they are the one making the first move, they would ease into the rest of the communication effortlessly. Another perk: they won’t be so much “in the dark” anymore. They will know when their application is delivered and when you read it. All thanks to Facebook’s wide range of icons, especially made to reflect the subtleness of this means of communication.

 

Knowing that the candidates would know this, you might be even more motivated to reply to their applications. And, assuming that everything goes well with a particular candidate, you can call them (audio & video) right from Facebook Messenger for an interview. It’s super handy. You won’t need to lift your fingers to switch to other tools, in case you still have them (Skype, anyone?). Facebook Jobs will make everything easier for you.

3—An effortless way to improve the candidate experience.

The thing about applying for a job through Facebook jobs is that it is very easy. Candidates are already logged in to Facebook. When they choose to apply, all their contact information and work history will be pre-populated (based on what they have on their Facebook profiles). If there is nothing embarrassed to be edited out, candidates can just write a short “cover letter” and click “Send.” That’s it. It takes no more effort than commenting.

Before they even know, candidates will already have submitted their application. The fact that they will know when you view their application will give them a sense of relief as they do not have to worry about you not even looking at their application. Now that is how Facebook jobs helps you improving the candidate experience!

4—A better candidate profile than LinkedIn

One of the advantages of Facebook Jobs is that it automatically fills in the work and education history of the applicant in the application form. This information can then be edited before sending it. This is a big difference compared to LinkedIn, where everything on a candidate’s profile will be sent to the employer. Candidates don’t have a chance to add elaborate on individual parts of their CV at all.

 

Even though Linkedin does allow you to upload a separate CV, it is double the work. In the long run, Facebook jobs feature will be the one stimulating candidates to fill out more relevant details about their work history. It’s one step ahead in the candidate experience that Facebook jobs has rightfully made.

5—A better way to spend your job ad money

Have I already mentioned that this whole job posting to Facebook is free? Not only will your page’s followers see your jobs, anyone who visits the  Facebook jobs website will also see all the jobs posted near their location by default (this only works for jobs in the U.S. and Canada at the moment).

And sometimes, it’s not even about the money. Before Facebook jobs, many companies have made do with running ads campaigns for open jobs. Because this is the only way to get their job ads to the right people. No other platform allows them to target as specific as Facebook allows them to.

This is the super effective targeting Facebook has built up after years cashing in on ads as the main source of revenue. Now you can choose to “boost” your job posting the same way you run Facebook ads. It’s money well spent: You choose a budget, you target your audience and you only pay when candidates click on your job posting. So you are in full control of who you are targeting and how many of them you want. Doesn’t it make much more sense than paying  a huge amount of money upfront and having no idea who exactly would be viewing your posting? It may be time to kiss some job boards goodbye thanks to Facebook jobs.

6—A chance to supercharge referrals and collaborative hiring

If there is a site that can turbo boost referrals and spread news to billions of people, it’s Facebook. The distribution power of the social network is not to be underestimated. Pew Research Center has found that two-thirds of U.S. adults get news on Facebook, much more than YouTube, Twitter, or LinkedIn. And a majority (64%) of people who get news on social media get it from only one site – Facebook! Without a doubt, Facebook is the place where job openings get seen by the right people and Facebook jobs can only improve on this.

Here is how it works: It’s easier and more common to have ‘friends’ on Facebook than ‘connections’ on LinkedIn. Facebook’s smart suggestions make it super easy to find friends and friends of friends. When you are friends with each other, whatever your friends like, share, or comment will all appears on your newsfeed. Even when the liked/shared/commented post belongs to someone who is not your ‘friend,’ you will still see them. So imagine your job posting being liked by one person. That small action can get the job to the newsfeed of that person’s entire first-degree network and, at least, second-degree network, which can amount to more than 300 people and counting. Now multiply that with all the actions that can occur: people share the job posting on their own timeline, people send private messages about the job posting via Facebook Messenger to their friends, people tag friends who are interested in the job posting. Now multiply that again with the number of your employees who have (and will have) a Facebook account. It’s incredible.

Besides, the followers of your business Page would see the job posting on their newsfeed once it’s live, too. And many times, fans or supporters can spread the words better than anybody, if they themselves haven’t applied already.

Curious to see how the early-adopter companies are doing with Facebook jobs? Then keep on reading!

How to use Facebook jobs

Good news: it’s far simpler than the job posting process you and I are used to. Forbes has reportedly tried posting a few jobs to LinkedIn, CareerBuilder, etcetera, and Facebook jobs beats them all in terms of speed.

Let’s get right to it.

First, go to your business Facebook Page. Then click “Create Job” button.

 

Note: This layout might have changed by the time the feature is rolled out to you.

Then fill out the info you want in this “Publish a job post” window. It’s the only window you need to work on to post your job. No hidden steps after this:

On the right column, you can see your job-post-to-be displayed real time to have an idea of what your final job post will look like. You can also switch between the “Desktop News Feed” and the “Mobile News Feed” to see your job post in desktop view and mobile view accordingly.

“Introduction” is the little text above the image of your job post. It’s optional, but attracting attention right from here will increase your chance of grabbing eyeballs.

“Photo” always grabs people’s attention the most. Put all your creativity juice here. Even if it’s just a really big line “We’re Hiring,” try to make it stand out from five other potential posts that will also scream “We’re Hiring.”

“Job title” is well, the job title. It’s tempting to be ‘extra creative’ here, but be aware about the damage buzzwords might do to your job post.

“Location” would help candidates identify if this is the right opportunity for them. More importantly, Facebook will only show jobs near a candidate’s location by default on www.facebook.com/jobs. This location-based filter can be adjusted. But many candidates won’t bother. So make sure you always have the right location there.

“Salary”: If you can specify it, do it.

“Job type”: Don’t let someone apply for a full-time job believing that it is part-time.

“Details” are basically your job description. Don’t know yet what to write or need some inspiration? Check these job description templates out.

Done with everything? Click “Publish Job Post.” That’s it! The job post will be active for 30 days and you can close it any time in case you find the right hire. This job post is basically just like a normal Facebook post, including that “Boost job” button. That means you can put a budget to advertise the post for more exposure. If you do this, don’t forget to target the demographics you want.

On the candidates’ side, it’s exactly as nice and easy when applying on Facebook jobs.

 

How to configure your settings when using Facebook jobs

If you get 100 applications, there will be 100 notifications on your phone and the rest of your recruitment team’s phones and everyone will jump to every message at the same time. It’s not how you want to use Facebook jobs.

If you expect a high volume of applications and you have a recruitment team to structure, it’s wise to set things up first before posting any jobs.

Go to your business Page > “Settings.” First up is the “General” tab, a few things to take into account:

 

“Page Visibility”: Sounds obvious, but make sure that your Page is published, otherwise no one will see anything on your Page, let alone your job posts.

“Audience Optimization for Posts”: Don’t restrict your audience if you want to gain the most exposure for your job posts.

“Messages”: Allow people to contact you privately. Otherwise, no application can come through.

“Country Restrictions” and “Age Restrictions”: Enable these if it’s a must. If not, just show everything to everyone. Don’t forget that you can target your job ads later with the same filters. It’ll be better than restricting everything upfront just to view your Page now.

Then go to “Messaging” tab, this is where you can enhance the candidate experience even more:

 

“Use the Return key to send messages”: In my experience: don’t do it. It’s annoying to accidentally send a message when you just want to jump to another line.

“Stay responsive when you can’t get to your computer or phone”: You can choose “No” if you prefer the Instant Replies below. But let’s say we choose “Yes” to active the message during the weekends. Click “Change” to modify your message.

 

Don’t forget to “Add Personalization” to spice up your message.

 

Then click “Schedule” to active the message during the time you are away. Choose your time zone and click “Add Time” to add a new time slot. You can create multiple time slots if you want.

 

*A small note: This will be sent to anyone who messages you during the time you specify, not only candidates. So it’s best to keep the message generic.

“Send Instant Replies to anyone who messages your Page”: This is an easy way to be responsive without you checking the Messenger a thousand times per day. Choose “Yes” > “Change” to modify the Instant Reply.

 

Again, “Add Personalization” to make your message less robotic. Also keep in mind that this will be sent to anyone who messages you, not just candidates. A generic message with “Person’s first name” or extra info (like your website URL) would be ideal.

 

“Show a Messenger Greeting”: The greeting will only appear when a person messages you for the first time. It will disappear as soon as they send you their first message.

 

You can use it to manage expectation like this (also with “Add Personalization”).

 

If you hire with a team, it’s important to set roles for each other. Go to “Page Roles” tab to set this up: the role Admin, Editor, and Moderator can view and reply to messages in Messenger. While the Admin role can edit all the other roles.

 

So, this is about everything you need to know about Facebook jobs. As you have probably noticed by now, Facebook jobs makes your life and the lives of your candidates a lot easier.

By this moment, the recruitment veteran in you must have posed a few questions, such as…

Screening questions in the application form?

Not from what we have seen so far. There is no option to add custom screening questions when you post to Facebook jobs.. When candidates apply for a job, they seem to have to answer one default question: “Why do you think you’re a good candidate for [company’s name]?” with a 1000-character limit. It’s like a brief cover letter and nothing more.

What if you want to screen candidates beforehand, or add extra layers to the hiring process? We’ll answer this below.

Tracking candidates in Facebook Messenger?

Well, what can you expect from Facebook’s statement “Job applications will be sent to you as messages”? The reality would not be that far from having 100 unread messages/applications nag you to give them attention all the time. The tracking is not very well-thought-out yet. It’s either because Facebook jobs feature is indeed only for small businesses, or Facebook is still Facebook jobs as an MVP (minimum viable product) before developing it any further.

If you have a more elaborate hiring process, you want to have different hiring stages per job, you want each member of your recruitment team to have a clearer role, and you want to organize and track applicants in just one place, while still taking advantage of Facebook’s distribution power and demographics targeting, we advise you to not use Facebook jobs and do it the old fashioned way: advertise a normal Facebook post with job content that links to your job page with your custom application form; applicants will be imported automatically to your hiring pipeline. If you are new to this, you can read our guide on how to advertise jobs on Facebook.

Hagi is an experienced content professional with a passion for Recruitment and HR Tech. She has written about everything from talent sourcing tips to data security guidelines.
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