WhatsApp has emerged as the most effective platform for job searching and placement among marginalised women and persons with disabilities (PWDs) in Nigeria, outperforming conventional job boards and social media platforms, according to Jobberman Nigeria’s latest report, Technology and Employment Inclusion in Marginalised Contexts (2025).
The report found that WhatsApp was the most widely used tool for job searching and business activity among women in underserved communities and PWDs. It also recorded the highest placement rate: 48% of women and 55% of PWDs who used the platform secured employment.
In contrast, other platforms lagged significantly. Among women, only 21% secured jobs through Facebook, 12% via Instagram, and 8% via LinkedIn. Traditional job boards fared even worse: Jobberman had a 5% success rate, JobMag 2%, and MyJobMag 1%. For PWDs, Jobberman and JobMag recorded 7% and 5% respectively.
The report attributed WhatsApp’s success to its accessibility, affordability, and cultural acceptability, especially in communities with low digital literacy and restrictive gender norms. It also cited the platform’s simple interface, minimal data requirements, and compatibility with community-based referral networks.
“WhatsApp is viewed as the most socially acceptable platform for job seeking and business in traditional, marginalised communities,” the report noted.
The report calls on policymakers and employers to design inclusive recruitment initiatives around widely used tools like WhatsApp. It also recommends that job boards and HR platforms consider integrating with WhatsApp to improve reach and accessibility.
“True labour market inclusion may not come from cutting-edge innovations but from optimising the tools people already use,” the report concluded.
