Youth employment entails securing gainful work or career prospects for individuals typically aged 18 to 35. This stage plays a crucial role in transitioning from academic life to professional endeavors, helping young people gain independence, develop practical skills, and lay the foundation for their futures. Essentially, it represents the active economic involvement of the youth.
In today’s digital age, the rise of social media has transformed how young people discover and access job opportunities. Platforms like Facebook have emerged as vital tools for spreading information about job vacancies—especially among unemployed youth or those aspiring for better prospects. However, the true impact of such platforms in addressing youth unemployment remains underexplored.
In Nigeria, Facebook has significantly influenced the youth, particularly by improving access to employment information. Given the country’s pressing unemployment crisis, social media is becoming increasingly central in shaping young people’s career trajectories.
Despite the rapid growth of internet and digital technologies, many areas—especially rural and economically disadvantaged communities—still face digital exclusion. This divide hampers the effectiveness of job portals, social media-driven recruitment efforts, and other online tools, leaving a considerable number of youth unable to benefit from them. The International Labour Organization (2020) reports that youth are nearly three times more likely to be unemployed compared to adults globally.
Moreover, a large portion of the youth lacks the digital skills needed to fully take advantage of social media for job searches. These include building professional profiles, virtual networking, and identifying legitimate job offers. Furthermore, much of the content shared through mass media fails to connect with young audiences or cater to their specific needs and aspirations.
The evolution of social media has redefined communication, turning online platforms into dynamic spaces for interaction. Facebook, Twitter, Instagram, and LinkedIn have simplified global connections, allowing users to share ideas and stay connected regardless of location.
Amita (2021) describes social media’s role in youth employment as the influence of platforms on young individuals’ ability to access and secure work. Some notable elements include:
– Job hunting and hiring
– Professional connections
– Personal branding
– Mentorship access
– Entrepreneurship promotion
– Job creation
To address youth unemployment, several strategies can be adopted:
– Implementing education and training programs
– Facilitating access to job matching and placement services
– Promoting internships and apprenticeships
– Launching social media campaigns
Facebook boasts over 2.7 billion active users globally. It allows users to share experiences, ideas, and updates through profiles, groups, and pages. With features like real-time messaging, posting, and commenting, it fosters active engagement between users.
Its contents are flexible, ranging from text, images to videos and live streams—makes Facebook a versatile communication channel. Since its creation in 2004 by Mark Zuckerberg, the platform has evolved rapidly. Initially restricted to college students, Facebook expanded globally, introduced features like News Feed and Pages, and acquired companies such as Instagram and WhatsApp. It later entered new territories like virtual reality through Oculus VR.
What sets Facebook apart from traditional media is its massive reach, precise targeting tools, and interactive design. With its billions of monthly users, the platform allows advertisers and organizations to engage specific audiences effectively. Additionally, real-time feedback mechanisms like likes, shares, and comments provide measurable and actionable insights.
Social media platforms are now global information hubs. For example, while Facebook leads with 2.7 billion users, others like WhatsApp each host around 1 billion users. According to the United Nations (2024), 5.17 billion people are active online out of a global population of 8.2 billion—showing how powerful social platforms can be in spreading information and empowering youth. Social networking has become integral to young people’s lives.
However, Facebook’s effectiveness as a communication and marketing tool faces several challenges:
– Technical issues
– Algorithm updates
– Advertisement overload
– Misinformation
– Ad blockers
– Content limitations
– High data costs
– Power supply issues
– Poor network coverage
Despite these setbacks, Facebook offers substantial benefits for both employers and job seekers:
Employer Benefits:
– Low cost
– Targeted reach
– Broader exposure
– Professional networking
– Insightful analytics
Job Seeker Benefits:
– Ease of access
– Custom recommendations
– Streamlined application
– Affordable
– Professional networking
Furthermore, the rise of digital jobs like content creators, social media managers, and web developers has created new employment avenues. There’s also increasing demand for online communicators and data security experts, given the internet’s influence on modern business.
To maximize Facebook’s potential in job searching, young people should follow these best practices:
– Optimize your profile
– Grow your network
– Leverage job tools
– Maintain professionalism and
– Stay engaged
By
Prof. Chinedu Igboeli
Department of Mass Communication,
Tansian University, Umunya, Anambra State, Nigeria
Dr. Nze Uchenna Nze (HOD). Department of Mass Communication,
Tansian University, Umunya, Anambra State, Nigeria
Dr. Benedette Olinma (PG Coordinator). Department of Mass Communication,
Tansian University, Umunya, Anambra State, Nigeria
Asomugha Johnpaul C.
Department of Mass Communication,
Tansian University, Umunya, Anambra State, Nigeria
