Legal experts have warned that advertising job adverts through Facebook could lead to discrimination claims after a human rights organisation found the social media platform filtered who saw job postings based on protected characteristics.
Global Witness submitted complaints to the UK’s equality watchdog this week after its investigation revealed that real job adverts posted on Facebook were disproportionately viewed by the genders stereotypically associated with those roles.
The NGO found that, without asking the social media platform to target adverts, Facebook’s automated ‘optimisation for ad delivery’ system showed roles for nursery nurses more often to women, and roles for mechanics more often to men.
More than nine in 10 (95 per cent) of those shown an advert for nursery nurse jobs were women, while 96 per cent of the people shown an advert for mechanic jobs were men.
Similarly, three-quarters (75 per cent) of users shown an advert for pilot jobs were men, and more than three-quarters (77 per cent) of people shown posts for psychologist jobs were women.
A Facebook spokesperson told People Management: “Our system takes into account different kinds of information to try and serve people ads they will be most interested in, and we are reviewing the findings within this report.”
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The company also said it had been exploring...
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