From today, promotions of employment opportunities on Facebook's newsfeed cannot target gender, age or detailed interests.
What targeting is restricted?
Below is a screenshot from Facebook ads manager.
The change follows a March 2019 ruling.
The American Council of Civil Liberties claimed targeting men for roofing and driving jobs broke the 1964 Civil Rights Act.
The photos below were called into question.
To which COO Sheryl Sandberg responded:
"There is a long history of discrimination in the areas of housing, employment and credit and this harmful behaviour should not happen through Facebook ads".
What types of ads are affected?
The new rule limits targeting for
- Ads that promote or directly link to an employment opportunity'.
- Promotions for job boards or fairs,
- Aggregation services or
- Ads detailing perks a company may provide, regardless of a specific job offer.
- Anything else at Facebook's discretion.
What are the implications?
Employment advertiser's targeting options are severely limited, especially when interacting with passive candidates. Targeting for site visitors, people who follow the company or attend its events haven't been limited.
Agencies and companies recruiting on Facebook will have to focus more on creating & engaging an audience outside of job posts. Rather than posting 'we're hiring' they must deliver value in ads, then filter candidates outside of the Facebook newsfeed.