What goals would you set for Facebook Jobs?

1) Describe Product

Just to make sure we are on the same page. Facebook Jobs is a feature/product inside Facebook App where people can search and apply for jobs. They can see descriptions of the jobs, use some filters to narrow down their search, such as wage, job type, etc. Is my understanding right?

Perfect, so I'd like to lay out my approach here.

- Talk about which goals we could focus on Jobs

- Brainstorm some metrics related to those goals

- Pick one or two to be our North Star metric

- If we have time, we can also try to get some trade-offs out of it

Does it make sense?

2) Goals

Ok, so when I think about Facebook, I think about its mission of bringing and connecting people all over the world. Facebook Jobs is at the core of its mission because it foments the community by helping people interact and connect to find jobs (employees and employers).

You know, when people are searching for new jobs and companies are searching for candidates, the ultimate goal is to match both of them. So, once someone is hired, you have success. And talking about Facebook Jobs, we want that people to be hired as fast as possible because this will ultimately grow the community even further. 

Therefore, I believe Facebook Jobs' goal is to make that match happens as fast as possible.

Does it sound good?

3) Metrics Brainstorming

Thinking about the journey on the candidates' side. They need to upload a resume, then they start searching for jobs, and after finding an interesting one, they can apply. 

On the companies' side, they have to post a job, write all the descriptions, and after having candidates applying to it, analyze them and make decisions to schedule a call, interview, or whatever. 

There are some ways to measure the success of that goal by thinking about those journeys.

• Number of people hired in the platform over total candidates
• Number of people who pass to next phrase in a funnel method (schedule phone interview, response, schedule interview, response, etc)
• Avg time to hire a candidate per job posted
• Avg SLA of answering questions between candidates and employers
• Avg waiting time per phrase in the process (schedule phone interview, response, schedule interview, response, etc)
• Avg number of jobs applied to get a final average - candidate perspective
• Avg number of applicants to choose one candidate - employer perspective

4) Prioritization

Looking at those metrics and our goal, I would choose the following:

• North Star
  • Number of people hired in the platform over total candidates
  • Why: This is super high-level and shows if we are having success by helping people being hired and companies hiring the right employees
  • I want this % to as big as possible because it means that the platform is being efficient.
• Guardrail
  • Avg time to hire a candidate per job posted
  • Why: I would choose the time because it would insert the speed part into the hiring process. If the speed is low, we have risks to lose candidates for other platforms, because the experience is too bad. People don't like to wait for answers in those situations, so it's extremely important to set a healthy measure here.
• Trade-off
  • What comes to my mind here is that companies can take actions outside the platform and not update the process at the same time.
  • Another point is that they might not take any action at all to manage all the candidates, and just use the posting feature.

5) Summary

Overall, we tried here to come up with a goal for Facebook Jobs, which we decided to measure its success by looking at people's success - get a job (candidate) and get an employee (company). We chose "Number of people hired in the platform over total candidates" as the north star metric. Finally, we discussed some trade-offs and even a little bit of a guardrail metric.

Facebook mission: Bring communities together.

Facebook jobs  help connecting the job seekers with job creating businesses. This platform helps create a connection where members of the community are geting mutually benefitted. So, it is in alignment with FB mission.

Clarifying questions: What is the stage of this product?

Answer: This product is there for a while, but still has not got strong transaction as per its life so far.

Since we are at the beginning of the product life cycle, I will focus on long term goal of engagement and Retention and make sure users are aware of this feature. So the focus metrics will be in Engagement/Retention and Activation/Awaremenss.

1. Engagement

# WAU as the job seeking is more of weekly cadence during weekends done by seekers.

# of Jobs posted/week tells busineeeses find value posting on this platform.

CTR 

# Jobs applied

Average #of applications/post.

Average # of people contacted per post

Average # of messages exchanged /applied user

2. Awareness:

# of businesses that post jobs on FB shows who is aware that FB. This also measures that businees thinks posting on FB will be valuable.

# as well as %of of users who have clicked on Jobs tab or a post in the Jobs tab

Retention:

For businesses, 30 day retention

Job seekers: Weekly Retention when they are searching.

North Star: 

# Jobs applied.

Other important metrics: 

# of Jobs posted/week 

CTR 

Average #of applications/post.

Average # of people contacted per post