Since the early days of the internet, anybody who puts something on the internet wants to have it rebroadcast everywhere possible. Long ago that was to sites like Digg and Newsvine (RIP) and niche message boards and as of late that is to social media sites like Facebook and Twitter, but regardless of when we were sharing, there was almost always a “share” button to make it easier.
So where are those “share” buttons on our jobs?
While Matador Jobs is known and designed to be nearly infinitely customizable, we purposely chose to omit social sharing tools on the jobs. This is one of the few ways we’ve ever truly pushed our thumb on the scale to influence our users. We believe that your business will be better without social sharing links and it boils down to two key reasons:
- Job Seekers Don’t Share Jobs, and,
- Recruiters Should Share Jobs “On Purpose”
Let me break those down.
Job Seekers Don’t Share Jobs
Early in Matador Job’s lifespan, we had the fortunate luck of working with an agency user who had hired a User Experience/User Interface expert to help them improve their site.
The UI/UX expert had a few changes for him that were on us at Matador to help with. We took this advice and pushed it beyond just that one client’s site.
Today, we still reference that free insight from that skilled expert on User behavior. Though that insight is getting a little dated, if you’ve ever talked to us on the phone or a video call, you probably have heard us talk about one of the key points from that insightful feed. It was, and still is valuable insight.
One of those insights was this: job seekers won’t share jobs.
It makes sense, if you think about. Why would a random job seeker happen upon a job board site, see a job they think is great, and put it on their Facebook profile for their Uncle Joe to see? I mean, why would they even share it on a professional social network like LinkedIn when doing so could increase the competition they face in landing that role for themselves?
A second related insight was: don’t distract the user.
So why not just keep the buttons, even if they don’t get engagement? Well, those “share” buttons are distractions that could result in the user (applicant) not doing what we want them to do (applying).
Good UI/UX promotes simple, distraction-free design in order to illicit the desired response from the user. The social sharing buttons could potentially distract an applicant from completing their application at all.
So, not only do job seekers not share jobs, but the presence of sharing tools could make it less likely for them to even apply!
Recruiters Should Share Jobs on Purpose
“But Jeremy,” you interject, “I need the buttons so my recruiters can easily promote jobs on social media!”
I hear you, and my response is: if they want or need to share the jobs on social media, they should put more effort into it than just clicking a “share” button!
Social sharing tools, including the one we started but removed from Matador Jobs all those years ago, provide a “draft” social post that usually has some generic placeholder words. They might be something like:
“Check out this #job I just saw on ABC Jobs!”
That’s pretty unhelpful, right? What makes it worth my time to visit? If I scrolled down to that social post about a job, why would I be compelled to click the link? Answers are: yes, its not helpful, no its not worth my time, and no, I am not compelled to click that link.
If your recruiters use social media to share roles, they should be doing it “on purpose“. They can do this in two ways, starting with writing a great post. Take this one for example:
“Fantastic opportunity for an accountant with at least 5 years of experience to join a prestigious company and work in the incredible FiDi of San Francisco; the financial center of the west coast. Enjoy great pay and benefits, and take advantage of incredible career advancement opportunities. See more here…”
Imagine I’m an accountant with 5 years of experience and I live in or want to live in the Bay Area of California… you just got my attention! And it has great pay and benefits and opportunities for advancement? Hmm. I might just need to click on that link!
The second way your recruiters can share “on purpose” is to use a campaign link building tool to track user engagement with their posts.
So many of our users don’t realized that if you append campaign tracking variables to your job links, the values you include in the variables can result in the “source” value in the Bullhorn Candidate (for new candidates) and Bullhorn Submission (for all applications) will have that info.
So let’s say I am writing three social posts for LinkedIn for the same job. Each post focuses on a specific aspect of the role, and I add
utm_campaign=Mar1Social1 to one job link and
utm_campaign=Mar1Social2 to the end of another. When a person applies after clicking on the second link, your “source” will say this:
ABC Jobs (Social/LinkedIn/Mar1Social2).
With this information, you learned that the second of the three social posts grabbed the most attention from your audience! Now next time you share a job posting, you might make your post most like your 2nd one that day.
We use this campaign link builder tool, but there are lots out there to help you with this, including some popular WordPress plugins.
Wait, What About Refer-a-friend Programs?
A third use case for social sharing tools we occasionally hear is related to refer-a-friend programs. These are where an employee will tell their friends about their job and, if a friend gets hired, they referring employee gets a bonus.
Generally, this is an uncommon use case for Matador Jobs since we commonly work with agencies as opposed to direct hiring companies, but when a direct hiring company uses Matador Jobs and they need social sharing for a refer-a-friend program, fear not.
Because Matador Jobs job posts are simply WordPress posts, any WordPress plugin that adds social sharing buttons to a custom post type can be added to your site to add social sharing buttons to your jobs.
That said, in order to prevent applicants from becoming distracted as we previously explained, we do advise our users make a special page for internal users only to house social sharing buttons for this purpose.
So, Skip the Social Sharing Buttons
So, get the best results out of your Matador Jobs powered job board and skip the social sharing links! Keep your applicants focused, and teach your recruiters to post to social networks on purpose, and you will have fantastic results!