JobScore CEO: Jobs feature of Facebook not disrupting

06 Dec 2016

When Facebook announced in November that it was adding limited job classified functionality to its website and apps, we reached out to a number of recruitment classified executives to get their take on what they thought Facebook was up to, and whether the social media giant might encroach on their own businesses.

Dan Arkind, CEO Jobscore

Dan Arkind, CEO of JobScore

Dan Arkind, CEO of JobScore, was one of the executives who responded.

JobScore offers a suite of job recruitment tools that allow employers to create career pages, route and process resumes, and schedule interviews. One of JobScore’s features enables businesses to share and collect job applications on Facebook.

We wondered if Facebook’s new jobs functionality might be too close for comfort for JobScore? Arkind was kind enough to respond in detail to our questions.

Why do you think Facebook is getting into the jobs space? Does it signal a broader move for the company or does it seem like a more limited, quick and easy incremental revenue stream?

I’m not sure that Facebook has made an “all-in” decision to get into the jobs space. This looks like a test, and they run lots of those. Facebook created pages a number of years ago and they are widely used by businesses both large and small. Though these were originally just created as fan pages, they have become a more and more important part of a company’s online identity. We see some small businesses that don’t even have a standard website…only a Facebook page for their company.

Facebook company pages are looking more and more like full company websites, and including information about working at your company just makes sense … and companies have been posting their jobs on their company pages, and marketing jobs on Facebook ads for many years now. This is not something new.

What we’ve seen so far [from Facebook] doesn’t even signal that this is a revenue focused move. It seems like it’s more about incorporating something that’s already happening into their core offering.

How will Facebook’s job functionality impact your business? Is it direct competition or are the two offerings more apples to oranges?

At this point, we haven’t actually seen their test in action. Our offering, and that of many other recruitment software providers, is to make it easy for an employer to post the jobs they’ve already added to our product on their company’s Facebook page – making it so that the customer doesn’t have to do “double data entry” to get their jobs published. We don’t charge for this service specifically, it’s a feature of our platform.

As long as Facebook makes it easy for our customers to get the jobs in their JobScore account on to Facebook, and redirects people to apply through our system, we think this is great – anything that makes it easier for shared customers to get results is a win. It would be even better if they didn’t charge for this (as they don’t now).

How does what you offer differ from it looks like Facebook is offering – in functionality and target market? For example, Facebook’s minimal feature set looks more appropriate for SMBs who were already posting jobs there. Is that your market? Do you have more robust features?

JobScore helps simplify and streamline the hiring process for smaller, growing businesses. If what Facebook is doing is creating yet another data silo for recruiting data (i.e., you can’t direct people to complete applications outside of Facebook, you can’t import jobs from elsewhere) AND they block the use of third party tools and content on pages (like the solution we offer today), this could make things even more complicated and labor intensive for small businesses that want to be both excellent and efficient at recruiting.

A big part of what JobScore does, is make it easy to post your jobs and collect applications from everywhere (job boards, company careers pages, blogs, social media, you name it) to make life easier for businesses.  We hope Facebook will support us in that endeavor.

Facebook is just one of many channels a business uses to generate interest in its jobs. JobScore isn’t one of those channels. We are the tool you use to manage the channels. It’s kind of like the difference between Twitter and a social media marketing management tool like Hootsuite.

Do you imagine Facebook steadily improving its product over time, so that it competes more directly with full featured enterprise recruiting classified solutions like yours, or even with traditional job boards?

Really, we have no idea. What we’ve seen so far is Facebook taking something that companies are already doing (adding a jobs tab to their company page) and making it easier to do on a self-service basis. We’re pretty sure anything beyond that is pure speculation

That said, Facebook’s primary revenue stream is advertising, and recruitment advertising is a big deal and Facebook is a big platform with a ton of potential and opportunity.  If Facebook wants to keep increasing revenues, capturing some of an employer’s recruitment advertising spend that is currently directed to other platforms (Indeed, Craigslist, LinkedIn, Monster, CareerBuilder, etc.) is something they will focus on eventually, one way or another.

Making it easier for a company to get their job content onto the platform is an important first step towards monetization – what comes next would be to create an algorithm to target job ads at Facebook users and then getting employers to pay for those ads.

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Brian Blum

Brian Blum covers the U.S., Canada and Israel for Classified Intelligence Report, and contributes to our special reports and research projects. Originally from San Francisco and now based in Jerusalem, he has been with the AIM Group since 2004. He is the president of Blum Interactive Media, specializing in writing and multimedia content development for online, print, video and audio. His clients include newspapers, universities and non-profits. He is currently working on a book about the billion-dollar bankruptcy of a once high-flying Israeli startup.