If You Think Twitter Is Unhealthy, You Can Now Apply to Study It

In a series of tweets sent out yesterday, Twitter CEO Jack Dorsey announced that the social network would be enlisting the help of outside experts to measure its health.

Acknowledging that the network has become more divisive — abused and leveraged for judgment rather than conversation — Dorsey also spoke to Twitter’s own mishandling of how it has been weaponized. He considered its use for harassment, or for bot accounts created for the sole purpose of tweeting our controversial content.

Twitter needs help, admitted Dorsey — who is now inviting experts to apply for funding to study its health metrics and potential solutions to these issues.

We’re committing Twitter to help increase the collective health, openness, and civility of public conversation, and to hold ourselves publicly accountable towards progress.

— jack (@jack)
March 1, 2018

The request for proposals (RFP) comes after more than a year of heightened scrutiny over Twitter — as well as its other social media and online counterparts like Facebook and Google — for the alleged weaponization of the platform and its influence on the 2016 U.S. presidential election.

Since then, the social network has continued to not only face backlash, but also address and remedy the issue of harassment, spam, bot presence, and the spread of misinformation and divisive content in a way that many users find less than satisfactory — which HubSpot’s own research has also found.

Twitter responses to Russia's political involvement in U.S. election

HubSpot’s research has also found that, in recent months, some social networks have made users feel worse as a result of spending time on them. And while results indicate that Facebook overwhelmingly instills the most negative sentiment, Twitter is directly behind it.

Facebook makes users feel the worst of any social network emotionally after using it

Twitter is the first social network to actively request the public’s help in identifying solutions to these ongoing issues.

And while Facebook has tested some methods of user feedback, like the ability to flag or downvote abusive content, no other networks have gone quite so far as to call for formal proposals.

The announcement coincided with the release of research from not-for-profit organization Cortico on the strongest indicators of healthy use and dialogue on social media:

  1. Shared Attention — an indication that the conversational topics taking place on social media overlap.
  2. Shared Reality — an indication that these conversations are grounded in the same facts (not to be confused with the same opinions).
  3. Variety — an indication that while these opinions may contrast from each other, they are still grounded in the aforementioned shared reality.
  4. Receptivity — an indication that we are “open, civil, and listening to different opinions”.

The deadline to submit a proposal is April 13, 2018, which applicants can do here. Those selected to participate in the study will work alongside Twitter employees on the research, with access to public data and “meaningful funding” for the organization completing the work.

As always, we’ll be monitoring the process as it unfolds.

from Marketing https://blog.hubspot.com/marketing/twitter-is-requesting-proposals-to-measure-its-health


How to Use Twitter’s Advanced Search

Let’s say you want to find a specific @elonmusk tweet about machine learning, but can’t find the tweet when you scroll back in your feed.

Or you’re hosting a “2018 web design” webinar and want to compile a list of experts using Twitter.

Or maybe you just want to see Twitter conversations between @garyvee and @bcuban from 2016.

There’s no denying that Twitter is a great social media tool. But with 300 million people using Twitter every month, it’s often tricky to find the information you need.Manage and plan your social media posts with the help of this free calendar  template.

Twitter’s regular search feature can’t help you find any highly specific information. Luckily, Twitter’s advanced search can.

But using advanced search isn’t as intuitive as using the basic search functions, so we’ve covered the four steps to master advanced search. Once you have these down, you can explore the various search fields depending on your search intent.

How do you use Twitter Advanced Search?

  1. Enter your search into the search bar on Twitter.
  2. At the top left of your results page, click “Search filters” and then “Advanced search.”
  3. Fill in the appropriate fields to refine search results.
  4. Click “search” to see results.

Okay, so let’s get to it. Here are the four steps you need to use Twitter’s advanced search.

1. Enter your search terms into the search bar on Twitter.


2. At the top left of your results page, click “Search filters” and then “Advanced search.”


3. Fill in the appropriate fields to refine search results.


4. Click “search” to see results.


In the example above, I used advanced search to see every time @HubSpot mentioned the TV show Game of Thrones after January 1, 2018.

I needed to use the “exact phrase” because, as I learned through trial and error, “any of these words” produced results for anytime HubSpot mentioned the word “game,” “of,” or “thrones.”

This broadened my results, but didn’t provide accuracy.

If I wanted to find other information regarding Game of Thrones, I could search “these hashtags” (#gameofthrones) to see tweets where GoT is mentioned.

I could also see if @GameofThrones has mentioned @HubSpot (they haven’t …).

I could even choose a specific place and time if I wanted to know what people were saying about GoT last September in Ireland.

The advanced search fields provide ample opportunities to explore Twitter’s deep crevices, including:

  • “all of these words” to ensure you’re narrowing in on a specific query
  • “any of these words” to broaden your research scope
  • “none of these words” to exclude irrelevant search information
  • “these hashtags” to find popular topics.
  • “from account” and “to account” to see interactions between specific people
  • “mentioning these accounts” to see who’s talking about you

Try it yourself to see all of Twitter’s additional benefits once you get the hang of advanced search.

Free Template Social Media Content Calendar

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from Marketing https://blog.hubspot.com/marketing/how-to-use-twitter-advanced-search

AI Is Going to Dramatically Change Your Company’s Structure

You have a tenure problem.

Per Business Insider, out of the top 10 largest tech companies, only Facebook breaks the two-year mark (2.02) in average tenure. Uber falls at 1.23, Snap at 1.62, and Airbnb at 1.64.

I wonder how long the average onboarding period is per company? Or how long it takes to fill those roles after they leave? The more you look into it, the more you realize the amount of employee ROI companies are losing from employees frequently moving is exorbitant.Learn more about bots and AI here.

There’s certainly many reasons for the decline in tenure, with people who are far more intelligent than I am who could better explain them. However, from my perspective, there’s one area that seems to be ripe for disruption:

Structured vertical roles lead by traditional managers focused on rigid annual goals.

One potential solution that’s being more widely discussed? Mission-critical roles (or teams).

With the help of a solid organizational infrastructure enabled by AI, companies will soon realize the benefits of organizing and deploying flexible mission-critical teams on a project basis.

So what is a Mission Critical Role? Put simply, it’s a role that’s critical to the mission. However, similar to AI, the definitions, applications, and understanding will all change based on the specific environment. The way I see it, I like to use the analogy of the Army vs. Special Forces.

The Army is a massive organization where roles are very specific and siloed. While it’s clunky and moves relatively slow, it’s power is massive. Its ability to pivot quickly is hindered, but in all-out war, it would be a tough foe to contend with.

Special Forces units are small, usually composing teams of twelve. They are incredibly versatile and highly trained, with each member being able to take on multiple different roles. If someone is lost, the unit’s ability to fill that role quickly is a huge key to their success.

Now let me ask you a question. If you had a project that required very specific expertise, a tactical strategy that didn’t allow for much error, and needed to be completed as quickly as possible, who would you choose?

I’m guessing most people would choose the Special Forces Unit.

Frankly, the way young companies organize has changed. All out war on a massive scale is slowly becoming a thing of the past — unless you’re one of the largest tech companies: Google, Apple, and Facebook. However, even these giants are taking the charge on more pliable, mission-critical teams.

Huge conglomerates are realizing that their ability to defend against these smaller, better-trained units with incredibly specific missions are slowly chipping away at them due to their broad strategies and slower movement.

Now let’s get back to the problem of tenure. Ask yourself a simple question, or better yet, survey your employees on how they would rank the impact of more cognitive and diverse work opportunities. Ask them about how it would impact tenure, overall satisfaction, devotion to the company mission and strategy, etc.

I’m going to take a guess and say that most of the feedback centered around the fact that more cognitive, diverse work opportunities would have a positive impact on your employees.

So that’s great, you’re thinking. I can hear you saying it now :  What? Do you just expect me to go change up my whole organizational infrastructure?

Not quite. This is post is aimed at preparing you for the future. As of now, changing the entire organization over to mission-critical teams that bounce around from project to project is unrealistic for the vast majority of companies.

Preparing for Disruption

In the article, The Firm of the Future, written by three Partners at Bain and Co, they discuss Mission Critical Roles along with the concept of ‘Engine1, Engine2’. They primarily define Engine1 as your core business that drives most of your revenue creation (80% +). They then define Engine2 as ‘tomorrow’s business’. I like to refer to it as your moonshot program, where you’re poking and prodding the future to see what opportunities you could jump on.

By having Mission Critical Teams lead the bulwark of your Engine2 operations, you’re priming yourself for more disruptive innovation and you’re also future-proofing your growth. However, one thing I’d like to suggest is having your Engine2 operations focus on two things :  future growth channels/products/services, and also looking internally (at Engine1) in regards to how they can vastly improve operations and productivity.

By having a bi-directional strategy built into your Engine2, which is funded by Engine1, you can drive opportunities to make your larger Engine1 move quicker while developing your business for tomorrow in Engine2.

What will Mission Critical Teams look like?

Like I mentioned above, most people will have different ideas as to what this will look like in practice. I personally think these attributes will play a large part in defining these roles and teams in the future:

  • Speed :  the ability to quickly research, gather and structure data, develop processes and models, and create feedback loops that allow for agile iteration
  • Allocation & Accessibility:   provisioning these teams universal access to data and resources that they can quickly tap into
  • Autonomy :  allow for self-management and their ability to choose one of their own to take point depending on the specific project
  • Emotional Intelligence : the people who fill these roles need to be the most adaptable people in the organization, who can learn fast and utilize their foundational skills to effectively deal with any mission or project
  • Simplicity : these teams will be built on the idea that there is no toleration for over-complexity. Simplification at all levels of the organization will drive this team’s ability to perform and allow them to easily work in any part of the ecosystem
  • Precision & Imagination :  just like the brain, these teams will need to employ left and right thinkers who are effective in communicating with each other

Considering all of the points above, there’s one more over-arching thing that will be key to success — Artificial Intelligence.

These teams will utilize AI and machine learning extensively in their day-to-day operations and have the ability to move at breakneck speeds.

Some ideas on how AI will enable them:

  • Identifying both opportunities and organizational vulnerabilities in massive data sets
  • Allocation of information and resources that allow for hyper-targeted R&D
  • Predictive modeling around development of new products and services
  • Rapid deployment and faster iterations at every stage of the project cycle

How will this impact business?

Three primary things:

  • The development of future opportunities & growth channels
  • Increase in employee tenure
  • Refined organizational strategy and higher overall productivity

The way I see it, the amount of return companies are losing due to the existing structure is exorbitant. If the average tenure for the top 10 largest tech companies is less than 2 years, with a three-five month onboarding until the employee is in peak productivity, that equates to around 14–18 months of peak productivity.

Now considering the cost of filling that role in the first place, the cost of finding a replacement who needs to go through a new onboarding program, you begin to see that this approach is ripe for disruption. Exploring the deployment of mission-critical roles in your Engine2 operations is a great way to not only test this out but iterate on how it could work for your entire organization.


from Marketing https://blog.hubspot.com/marketing/ai-company-structure

Beyond Tools: How Building A Design System Can Improve How You Work

When high potential projects fall apart, it’s often a failure of collaboration and alignment. The tools, the assumptions, the opportunity, and the intentions may line up, but if people don’t communicate or don’t have a clear map to help them move in the same direction, even the best projects falter.
Communication failures are human problems, so they’re messy and hard to solve. They involve feelings and a willingness to have uncomfortable conversations.

from Marketing https://www.smashingmagazine.com/2018/03/building-design-systems-to-improve-work/

A Comprehensive Guide To Wireframing And Prototyping

(This is a sponsored article.) With the big picture established and your user interface considered, it’s time to start building some prototypes. My sixth article in this series of ten articles dives into the prototyping process. As I’ve stressed before in the earlier articles in this series, the best design follows an iterative process:
You undertake research, working with users to identify the underlying user requirements that need to be addressed.

from Marketing https://www.smashingmagazine.com/2018/03/guide-wireframing-prototyping/

Contributing To WordPress: A Beginner’s Guide For Non-Coders

If you’ve been using WordPress for any amount of time, there’s a good chance you’ve come across the following statement: “Free as in speech, not free as in beer.’ If you haven’t, pull up a chair and let’s talk.
WordPress is a free and open-source software (also known as FOSS) project. The explanation of that could easily fill up a separate article, but the TL;DR version is that the software is free to download, use, inspect and modify by anyone who has a copy of it.

from Marketing https://www.smashingmagazine.com/2018/03/contributing-to-wordpress/

Facebook Has Ended Its Explore Feed Experiment

Back in October, Facebook introduced a new initiative to put Page content in a separate feed from content within a user’s personal network. It was one of the first efforts from Facebook to shift its emphasis from advertisers to users — and it would live under what the social media channel called the Explore Feed.

Facebook ended that initiative today — which Head of News Feed Adam Mosseri called “a trial response to consistent feedback” in the official announcement.

“We constantly try out new features,” Mosseri wrote. “Some of these changes … work well … others don’t and we drop them.”

While Mosseri writes that the Explore Feed was one response to long-term feedback, many believe that it was part of a larger response to the heightened scrutiny Facebook received among allegations that it was weaponized to influence the 2016 U.S. presidential election.

The introduction of the Explore Feed was just one new initiative among a series of efforts made by Facebook to phase out the amount of branded content in users’ feeds, which was reinforced in January when it announced that the algorithm would change to focus on the visibility of content from people’s friends and families.

And while that move continues to be progressing, maintaining two separate feeds was not the best means to that end. In surveys, Mosseri explained, users said that they didn’t want to have to navigate multiple feeds.

“Having two separate feeds,” he wrote, “didn’t actually help [users] connect more with friends and family.”

As we wrote in October, the purpose of the Explore Feed was never to replace the News Feed. Rather, users who already Liked certain Pages would still see content from them, with the caveat that Facebook would go on to make the aforementioned algorithm change a few months later.

But as the pressure on Facebook to curb and prevent the spread of false information has yet to relent, it’s likely that it will continue to test new features with this end goal — even with the discontinuation of the Explore Feed. 

In addition to that discontinuation, another takeaway from this test is Facebook’s own need to be more transparent when experimenting with new features like this one.

“We also received feedback that we made it harder for people in the test countries to access important information,” Mosseri wrote, “and that we didn’t communicate the test clearly.”

In response, he says, Facebook is reevaluating how and where it will test new features, in addition to how it alerts users that these experiments are taking place.

As always, we’ll be keeping an eye on these developments. 

Featured image credit: Facebook

from Marketing https://blog.hubspot.com/marketing/facebook-has-ended-its-explore-feed-experiment

The Ultimate Guide to Ranking #1 on YouTube

If you enter the term “ecommerce seo” into YouTube, the following video shows up in the number one spot:

It was published Jan 11, 2017 and was in the number one spot six months later. The video has received over 57,000 views total, and more than 3,750 just within the past month.

You might be wondering, who really cares? What does the number one ranking on YouTube really give you? Maybe it gives you brand awareness, but does it actually bring in sales?Download our free guide to learn how to create and utilize video in your  marketing to increase engagement and conversion rates. 

This particular video was created by well known SEO expert and founder of Backlinko, Brian Dean. 

I asked Brian about his YouTube video ranking, and here is what he said:

Ranking on YouTube has been one of the biggest drivers of leads and sales for me this year. I send out a ‘welcome’ email to new email subscribers. And a growing percentage (around 15%) say they first found me on YouTube. But more importantly, surveys from customers show that they’re also finding me via YouTube. They also cite my YouTube videos as a specific reason that they decided to sign up.

So to boil it down, having the number one spot on YouTube:

  • Directly builds Brian Dean’s email list (people subscribe to his email after watching the video)
  • Allows Brain to cultivate personal relationships with people who watch his videos. These people feel like they know him when they return to his site after watching his video

It is not possible to track Brian’s sales numbers directly from YouTube since Brian does not add links or a lot of CTAs in his YouTube videos. Instead, Brian engages his viewers with content and waits for them to Google his name and find his blog that way.

However, the survey data for new email subscribers shows a significant uptick in people saying they found him through YouTube.

In short: YouTube is great for top of the funnel for Brian Dean, even though it does not directly generate sales.

I worked with Brian on this project, and asked him if I could document the entire process he executed, from being unranked to being the number spot on YouTube. Here are the steps and insights he shared.

How to Rank Number One on YouTube

  1. Step One: Find a Keyword
  2. Step Two: Script Your Video
  3. Step Three: Produce Your Video
  4. Step Four: Upload and Optimize Your Video
  5. Step Five: Promote Your Video

Step 1: Find a Keyword

Just like with “normal” SEO, the first step in YouTube SEO is keyword research. I documented my process of researching rankings for highly competitive keywords in 90 days for articles in an experiment I ran early last year. The process is really similar to how you’d find keywords in Google.

First, you generate a list of potential keyword ideas. Then, you drill down to a handful of the best keywords.

Keyword research tools designed for Google (like SEMRush) don’t work for YouTube. To find video keywords, you need use a tool designed for YouTube. Brian recommends two:

First, we have Keywordtool.com. Click the “YouTube” tab, enter a seed keyword, and it’ll scrape “YouTube Suggest” for hundreds of possible keywords.

If that doesn’t do the trick, check out VidIQ. They have a nifty keyword research tool that’s like Google Keyword Planner for videos.

In addition to generating a huge list of keyword ideas, VidIQ also gives you helpful metrics (like competition and search volume) to help you find the best keyword.

Now, you should have a big fat list of keywords. But how do you choose the best one for your video topic and title?

Just like with Google SEO, choosing the “best” keyword from a list is more art than science. That said, you should choose a keyword that has these factors going for it:

  • Search volume: The more searches the better
  • Competition: Less is better (duh)
  • Market “fit”: Would your target customer search for this keyword?

For example, Brian noticed that “ecommerce SEO” got a decent amount of searches, and wasn’t super competitive, so he used that as his main keyword.


Step 2: Script Your Video

Now that you have a keyword, it’s time to get into the brass tacks of creating your video.

According to Brian, that process should start by outlining and scripting your video.

People on YouTube have VERY short attention spans. That’s why many pro YouTubers (even vloggers) script out their videos line-by-line.

A tight script ensures you stay on topic throughout the entire video.

It also helps eliminate phrases that make YouTube viewers click away (like “umms”, pauses, and “where was I…”).

Brian tells me he meticulously writes out each script for his videos. Here’s an example:

And here’s the basic outline that Brian uses for most of his videos (including his ecommerce SEO video):

  • Intro: Preview for what is coming later in the video. He also introduces himself and his brand (Backlinko).
  • Steps or List of Tips: The bulk of the content. For case studies, this is a story told step-by-step. But sometimes (like with his ecommerce SEO video), Brian will list out a handful of tips or techniques.
  • Conclusion/CTA: Brian ends the video with multiple calls to action: one to subscribe to the channel, another to sign up for his email newsletter, and a third to comment on the video they just watched.


Step 3: Produce Your Video

Video production is a massive topic that could be its own post (or even an entire course).

Instead of trying to cover everything there is to know about video production here, I’ll link to some of my favorite resources on the topic.

I worked with the folks at Wistia on various content and PR projects a few years ago. We’re good friends and I still follow their blog. Here are some of my favorite tutorials on the topic from their learning center:

  1. The Down and Dirty DIY Lighting Kit
  2. Setting Up a DIY Office Video Studio
  3. Choosing a Background for Your Video

One of the first things you’ll notice about Brian’s video is that it’s professionally done. It’s shot with a nice camera, and has nice lighting, and high-quality audio. Of course, this isn’t 100% required (plenty of successful YouTube videos were recorded with cheap cameras and even iPhones).

Here’s what Brian said about the process he used to create his ecommerce SEO video:

Personally, I use a studio to shoot my videos. But that’s 100% NOT required to do well. In fact, my first batch of videos were done in my apartment and they look almost as good. The main reasons I use a studio are a) so I don’t need to worry about production stuff like lighting etc. and b) the sound quality is usually better. So if you’re just getting started, I’d do whatever’s easiest for you.


Step 4: Upload and Optimize Your Video

OK, so you’ve created an awesome video. Now it’s time to upload and optimize it for YouTube.

Here’s how Brian optimized his video around the keyword “ecommerce SEO”.

First, Brian made sure to verbally say the term “ecommerce seo” in his video. YouTube now automatically transcribes all of its videos (and it’s pretty darn accurate, too). Brian is convinced that YouTube “listens” to your video content in the same way that a Google spider indexes the body of a webpage. I haven’t personally seen YouTube confirm this, but it makes sense.

Next, he included the keyword in his video title. Just like with a web page, YouTube wants to see the keyword in your title.

YouTube isn’t as sophisticated as Google (it lacks anything close to Hummingbird or RankBrain), so you want to use your exact keyword here (no synonyms or variations if you can help it).

Next, it’s time to write the video description. Your video description is a summary of what your video is about. Brian prefers to write long, in-depth descriptions so YouTube has a lot of content to work with. For example, the description for his ecommerce SEO video is 252 words. This is significantly longer than most other video descriptions on YouTube.

Finally, Brian created tags for his video. As Brian found in his recent YouTube ranking factors video, tags aren’t as important as they once were. But it’s still worthwhile to tag your videos. Brian recommends a tag mix that looks like this:

  • Your exact keyword + variations (“ecommerce SEO”, “ecommerce traffic”)
  • A few broad keywords that describe the “big topic” your video falls under (“search engine optimization”)
  • A few keywords that describe topics you touch on in the video (“link building” and “on-page SEO”).

From an SEO perspective, that’s really all you can do to keyword-optimize your video. The rest is decided by YouTube algorithms based on your video’s overall quality.


Step 5: Promote Your Video

When I first talked with Brian about this step, I naturally gravitated towards an approach where you would essentially do your own PR to get the video included on different blogs and publications. However, this strategy is more of a long term approach that might take weeks or even months before you get the embed or reference to the video on a blog post.

We needed something more short term. One of the first lessons Brian learned about YouTube is that it’s extremely competitive:

When I first started on YouTube, I underestimated the competition. I thought that the sheer amount of users meant that competition wasn’t a big deal. But I was wrong. YouTube has a ton of viewers, but there’s also a ton of video content to compete with.

Just like a blog post or infographic, YouTube videos need a little “push” to get going. And one of the great things about YouTube is that it’s a discovery platform. YouTube actively promotes videos it thinks you’ll like on their homepage, the “Suggested Video” sidebar, and yes, in YouTube’s search results.

But YouTube needs to collect a critical mass of data on your video (by measuring likes, views, audience retention, and comments) in order to determine if people actually enjoy watching your video.

So Brian found that an initial promotional “push” gives YouTube the user feedback it needs to actively show your video to its user base.

I asked Brian how he promoted his YouTube ecommerce SEO video. Here is the process he used:

First, he emailed his email subscribers about the video. His email was brief with two links directly to his Youtube video.

Some people embed the video on their blog and send people there. Brian says that can also work, but he prefers to direct people to YouTube because then they have the opportunity to like, comment, and subscribe.

Brian also shared his video on social media (specifically, Twitter and Facebook).

Sharing on these two social networks helped Brian boost the video’s organic ranking.

Brian also posted a preview of the video on Facebook to entice people to watch the full video, as you can see below:

As a general rule of thumb: if the video is up to snuff, and optimized well, it just needs a promotional push to get the ball rolling. YouTube takes care of the rest.

You can use Facebook, Twitter, and Email for that “little push.” Some of you might say “I don’t have such a huge audience!” Brian’s answer to that is:

You don’t need a huge audience. What you’re trying to do is get some eyeballs on your video to help Google get some data about it. You don’t need hundreds of thousands or even tens of thousands to see it, just a few thousand or so to take a look at it.

There you have it. The process Brian used to create, optimize, and promote a highly successful YouTube video that now ranks number one for a high volume keyword.

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from Marketing https://blog.hubspot.com/marketing/how-to-rank-youtube-high-keyword

You Can Apply for Jobs on Facebook Now

Today Facebook announced a new feature that will allow Facebook business Pages to post jobs and manage applications on its platform. 

In over 40 countries, administrators will be able to create job listings directly from their Pages, where they’ll appear throughout Facebook like any other post or ad would: the Page itself, followers’ News Feeds, and Marketplace, as well as Facebook’s new “Jobs” dashboard.

Benefits to Businesses and Users

Facebook has positioned the Jobs feature as a benefit to both employers and job seekers. On top of being able to track hiring the way they might analyze any other promoted post campaign, Page administrators can also manage and communicate with applicants via Messenger.Use these marketing resume templates to create a killer resume. 

That’s a plus for applicants themselves, who can look for listings on the new Jobs dashboard according to criteria like location, full- or part-time status, and industry. 

Jobs on Facebook, a recruitment tool for facebook business pages

The application process works similarly to one like LinkedIn, allowing users to automatically populate job history according to what’s publicly available on his or her Facebook profile.

And for those who shudder at the thought of an employer seeing such a profile, fear not — Facebook has emphasized that “businesses will only be able to see information you provide them directly, and what’s available publicly on your Facebook profile.”

Once an application is submitted, a Messenger conversation between the applicant and the employer’s Page is created to maintain contact, confirm the application was received, and send reminders for or schedule things like interviews.

Built With Users (and LinkedIn) in Mind?

The launch comes at an interesting time when Facebook has been making a series of moves to promote more content from a user’s own personal network — more than they do from Pages.

The development also comes on the heels of recent predictions that Facebook will lose 5.8% of users between 18 and 24 in 2018. At the same time, HubSpot’s research has indicated plans to increase the use of LinkedIn among a similar demographic — ages 18 to 34.

Graph showing if certain age demographics plan to use LinkedIn in the next year

But Facebook didn’t necessarily build the Jobs features with one subset of users in mind — even if LinkedIn shows signs of growing popularity among a population that coincides with the same one where Facebook is predicted to see a loss.

Instead, says HubSpot Social Media Campaign Associate Henry Franco, this move is the latest in a series from Facebook to address the loss or disinterest of any users — “a sign,” he says, “that Facebook lost sight of users and had been way too focused on advertisers” and is continuing efforts to both address and remedy that issue.

And while the new Jobs feature does carry benefits for Page owners, it does introduce a new way for users who are seeking work that isn’t traditionally listed on business-heavy networks like LinkedIn.

“While candidate information might not be as rich as it is on LinkedIn, Facebook definitely has a more active user base and serves a much easier way for businesses to get jobs in front of potential applicants,” says Franco. “I expect companies will find it much easier to hire entry-level or low-skill jobs on Facebook, whereas for higher-skilled jobs or ones that simply require more experience, LinkedIn will provide a deeper pool of candidates.”

A Crowded Market

The new Jobs feature also signals a key change in the way people look for and apply for jobs. In 2017, “Google for Jobs” premiered, in which job seekers could type in search criteria like “jobs in Boston” or “marketing jobs” to see listings displayed right in the general search engine results page (SERP).

Search result for marketing jobs on Google Jobs tool

Both Facebook and Google have been making changes to shape the way people discover, consume, and engage with content — and to prevent them from doing so in a way that navigates them away from either site. Facebook, for example, modified its algorithm at one point to favor native content, like Live video, that people could do without leaving the network.

Google has been moving in a similar direction, as indicated by a recent announcement that AMP features will be coming to Gmail in a way that allows users to complete email-related tasks — managing subscriptions, RSVPing to non-Google-Calendar events, and scheduling appointments — without leaving their inboxes. 

Searching for jobs, says Franco, is just the latest integration to that trend, which he predicts could significantly cut into traffic previously earned by existing job listing sites.

“It’s interesting that the job posting market is becoming so crowded here,” he says. “It builds out not only the business experience, but the candidate one, too.”

Featured Image Credit: Facebook

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from Marketing https://blog.hubspot.com/marketing/you-can-apply-for-jobs-on-facebook-now