When Facebook first launched its Jobs feature in 2017, it seemed like an easy and convenient way for businesses to attract job seekers where they already spent much of their time – on social media. However, in February 2022, Facebook abruptly announced it was removing this capability globally.
As a small business owner who relied on Facebook Jobs, this left me scrambling to find alternatives. What happened, and what does the demise of this feature mean for other small business employers?
Why Facebook Jobs Never Achieved Critical Mass
According to Facebook, Jobs failed to gain enough traction outside of the US and Canada. But the numbers paint a clearer picture of just how underutilized it was.
- In 2021, only 1.5 million people globally used Facebook Jobs each month. Compare that to LinkedIn, where over 30 million people use its job search feature monthly.
- A mere 2.3% of adults in the US had ever used Facebook‘s Jobs feature. Engagement lagged far behind LinkedIn.
It seems Facebook overestimated small businesses‘ willingness to shift away from tried and true job sites. Many simply felt Facebook was not professional enough for recruiting.
Facebook Shifts Its Core Focus
Shutting down Facebook Jobs aligns with Meta‘s (Facebook‘s parent company) shifting priorities over the past few years. CEO Mark Zuckerberg has been vocal about plans to transition Facebook into more of an ecommerce marketplace and build out the virtual reality "Metaverse."
Facebook‘s user growth has stalled in key markets like the US and Canada. Features like Jobs take a backseat as Meta pours resources into its new strategic priorities.
But this leaves many small businesses, especially those with limited recruiting budgets, without a free and easy social media job posting tool.
The Pros and Cons of Facebook Jobs
As a small retail business owner, I did see some benefits from using Facebook Jobs:
Pros
- 100% free to post unlimited job listings
- Ability to target ads promoting openings to our ideal audience
- Applicants could easily apply through Facebook
Cons
- Very limited screening and resume management capabilities compared to Indeed or LinkedIn
- Low response rate and engagement compared to other platforms
- Perception that it was less professional than traditional job sites
While the feature had its limitations, it was still useful given its free cost.
The Impact on Small Business Hiring
The removal of Facebook Jobs leaves a noticeable gap for small and medium businesses looking to hire. Larger corporations have the resources to pay for premium listings on sites like LinkedIn, Indeed and Monster. But for SMBs, every dollar counts.
Startups and niche industry businesses will especially feel this loss. Facebook allowed them to precisely target relevant applicants. Now their options are limited if trying to avoid paying for job listings.
Businesses in suburban and rural areas are also affected. Facebook Jobs made it easy to attract local talent without paying to advertise across a wider geographic area.
Alternatives for Small Businesses
As a fellow small business owner, here are some of my top tips for finding hiring success without Facebook Jobs:
- Optimize Your Company‘s Social Accounts: Build up your brand‘s presence on LinkedIn, Twitter, Instagram and TikTok. Share job posts natively or link to listings on your website.
- Partner with Local Organizations: Work with schools, libraries, chambers of commerce, business associations and local governments to promote openings for free.
- Attend Local Job Fairs: Connect with job seekers in person and collect resumes.
- Leverage Your Network: Tell everyone you know you‘re hiring. Employee referrals are a trusted source of quality candidates. Offer rewards for successful referrals.
- Prioritize Culture Fit: Focus on values and soft skills in your hiring so new hires mesh well with your existing team. Skills can be learned over time.
- Get Creative: Consider alternatives like internships, freelancers or temporary contractors to fulfill short-term needs.
The loss of Facebook Jobs no doubt makes small business hiring more challenging. But with some creativity and tapping into local resources, you can find the talent you need to grow.
Key Takeaways
- Facebook Jobs failed to gain widespread popularity except in the US and Canada, prompting its removal.
- Facebook is shifting focus away from jobs and toward ecommerce and the Metaverse.
- Small businesses lose a free, easy social media recruiting tool that allowed targeted local outreach.
- To hire without Facebook Jobs, small businesses should leverage their social presence, networking, job fairs, and culture fit.
- With some adjustments, small companies can still find and attract great talent, even without Facebook Jobs.
