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The problem is, this became a behavior that is encouraged. Whether posting job ad is free or payed, a lot of companies do this to gain additional exposure, advertising themselves actually via job ad.

As an HR professional, I have seen this happening more and more. To add insult to the wound, most of those companies never respond to applications.

The whole point around it is that is cheaper to use job posting ad to advertise yourself than to pay real advertisement in form of banner or sponsored text ad. Most of those come minimum retention date, and are a lot more expensive.