A stealthy beginning… a giant potential
In February 2017, Facebook quietly launched a new job tab. Considering this is the world’s leading social media company going after the $500-billion recruitment market, you would’ve expected to hear more noise. Forbes and the SHRM acknowledged the potential of the solution but others were quick to dismiss it as unable to compete with Linkedin or Indeed, and only suitable for SME and entry-level hiring. We find that laughably shortsighted.
A group of companies which certainly took notice: Work4, SmartRecruiters, Jobcast and CareerArc, all of which have built their business helping employers post and market jobs on Facebook, and all of which have issued some form of statement regarding Facebook Jobs. While we have no data on the success of Facebook Jobs, anyone can see that thousands of employers are already using it.
We also know from past research that Millennials are much more likely to communicate their work history online. As millennials get older and their behavior becomes normalized, this gives Facebook a bigger talent pool to work with every year. Knowing who works where, and who hired who, has always been the holy grail of recruitment data.
5 things that are very different about Facebook Jobs
- It doesn’t integrate with your ATS: Facebook doesn’t have an API for the leading ATS (Applicant Tracking Systems) to post jobs from. The only way employers can post on Facebook Jobs today is to go to their Facebook business page, and click “post job” as per the picture below. While the process of posting is very easy in itself, it means that employers will have to duplicate their job posting efforts, posting both on the ATS and on Facebook. This may not be to the taste of the HR department of large enterprise customers. (Though: we know some recruiters who would rather bypass their ATS than drop Facebook!)
2. Applying to a job takes seconds (but Facebook doesn’t collect resumes). When a candidate applies to a job, the employer receive their profile complete with the work history they have posted on their Facebook profile. How much work history each candidate shares will therefore greatly vary, with more information generally coming from the younger segments of the population. When you post a job, you can also ask up to three job-specific questions in the application form. These can be multiple choice, Yes/No, or free-text. This basic form is exactly the type of candidate experience which we have been advocating at Talkpush: simple, quick and candidate-centric.
3. It works with Facebook Messenger. When the candidate applies, you will receive the application via Messenger. This is a massive shift because it means you can now use that channel to write back to the candidate. The open/read rate of Facebook Messages is many times greater than the open rate of emails. I’ve explained before why I think the days of email recruitment are counted.
4. You do the advertising. Facebook is first and foremost an advertising platform and Facebook Jobs is no different. While posting a job online will get you some traffic (from candidates who found your ad via www.facebook.com/jobs), the organic volume will be limited. If your company has a strong employer brand, and Facebook Jobs gains in popularity, this may one day change. Until then, you will need to run an effective ad campaign to make Facebook Job work for your company. Note that you can only target your audience by work experience and education. Facebook clearly wanted to protect its advertisers from any discrimination malpractice in compliance with EEOC law. If you want a more targeted audience, one workaround would be to do a traffic ad to advertise your entire Facebook page in the hope some of the traffic ends up in your job section.
5. It’s only available in the US and Canada. While this restriction is only temporary, employment law can be a minefield, so Facebook probably has an army of lawyers and PR gurus forecasting every potential nightmare scenario before opening this to the world. Note that if the physical address associated with your Facebook page is in the US/Canada, you will be able to post jobs anywhere in the world. We recently changed our company headquarter to San Francisco which made the option available. So if there is a will, there is a way.
Why integrate Facebook Job with Talkpush?
- Talkpush was build on messaging. Unlike traditional Applicant Tracking Systems do most or all of their communications via email, we were built on messaging and on Facebook Messenger in particular. This means that once a candidate applies, you can continue the conversation via Facebook Messenger (or via SMS or via phone, or even via email), through the Talkpush interface. With your template responses, you can save a tremendous amount of time, particularly if you get significant traffic.
- Talkpush conducts digital interviews. Wouldn’t you want to hear what the candidate has to say, rather than just read their scripted answer to a text question? With Talkpush, you can automatically ask a series of job-specific questions via audio or video just like you would in a live interview, but without the hassle of having to schedule and conduct one.
- Talkpush organizes your data . All the candidate data will be automatically parsed and searchable by you, so you can go back in your database 6 months later and do a search within your talent pool for a particular location or attribute.
- You can send mass messages. Facebook is great for volume, but if you want to send a message to hundreds or thousands of candidates via the Facebook interface, it would take you hours. With Talkpush, with just a few clicks, you can decide who you want to target, and send thousands of candidates an update on the hiring plans, or on a career fair near them.
So how does this Talkpush integration work?
Step 1. Capture incoming Facebook leads automatically
Every Talkpush campaign has a dedicated “catch all” email address so the 1st method is simply to paste that email address in the recipient list when you post your job.
If you don’t enter the email, your candidates will still be captured automatically. Your Talkpush chatbot will then try to match the application with the right campaign based on the title of the job post (e.g. if you have a campaign called “Bilingual Account Manager” it will match it automatically). If the bot is not able to recognize the campaign automatically, you can still find the lead in the default unassigned folder (bottom left corner of the UI).
Step 2. Business as usual!
Now that your lead is captured, you can benefit from all the usual features of Talkpush. You can configure your campaign so that the candidate receives an immediate phone call, or an SMS, or a Facebook message. You can call candidates from your Talkpush account directly and even share their profile with your colleagues.
Are you new to Talkpush? If so we’d be delighted to give you a demo on how it works. Just click here to schedule it.