how to use Google for Jobs for strategic sourcing.
| 6 min read |
In June 2017, Google for Jobs was launched in the United States as a job search tool that prioritizes the candidate experience. Since then, it’s gone live in Mexico, Argentina, Chile, Brazil, Canada, India, Spain, the United Kingdom, Hong Kong and Singapore. Although nobody knows exactly where it will be launched next, experts predict it will soon come to Germany, France, Australia, New Zealand, Malaysia and Portugal.
But what exactly is Google for Jobs, how will it impact your recruitment strategy — and what do you need to know about using it to get your job opportunities seen by the right candidates?
what is Google for Jobs?
Google for Jobs isn’t designed as a job board or a recruiting tool — it’s an extension of Google’s search tool that’s geared towards job seekers and provides them with a better job search experience within Google. To accomplish this, Google has partnered with Facebook, LinkedIn, CareerBuilder, Monster and Glassdoor to index their job postings. It also indexes jobs based on employers’ career websites.
Here’s how it works: When a job seeker enters a search term that’s related to jobs or careers, Google’s powerful AI-based algorithms select relevant jobs and shows three to five of them in a specific box on the search results page. Each result lists the job title, company, location, whether the job is full-time or part-time, as well as the source of the posting.
There are a range of filters that allow the job candidate to refine their search. They can see salary information and company ratings based on Glassdoor information and reviews, as well as information such as the geolocation with commute times. Plus, with one single click, the candidate can see full job details or opt to see additional postings. If the candidate has a Google account, he or she can apply for the opportunity directly from Google for Jobs, or they may go to the original job board or listing.
In short, Google for Jobs provides the intuitive and comprehensive experience today’s job seekers are looking for based on the convenience Google already provides when it comes to searches for news, videos, shopping and more.
why is Google for Jobs increasingly important for your recruitment strategies?
First and foremost, Google will still list job postings in organic search results. It will, however, only list job postings in the Google for Jobs search results if those postings are properly optimized.
Second, Google for Jobs results are positioned below the paid Adwords listings at the top of the page and above the organic search results. This will have a big impact on companies that don’t optimize their listings, as they’ll get pushed further down the results page — and even off-screen on mobile devices.
Last, but certainly not least, Google for Jobs yields high-quality traffic. Across markets, our own clients are experiencing a conversion rate of 7% from Google organic search results. In markets that currently have Google for Jobs, we’re seeing conversion rates are as high as 31%.
It’s clear that since Google for Jobs yields impressive conversions, while at the same time pushing organic search results further down the page, human capital leaders need to leverage this tool in order to get their job postings seen by their target talent. Failure to do so will inevitably result in a weakened competitive position when it comes to talent attraction.
what matters when it comes to getting your opportunities seen?
Since Google for Jobs only displays three to five job postings in the search results box, competition is going to be steep for those top spots. But, data from countries where the tool is already deployed shows that employers aren’t properly prepared. In fact, in the U.K., for example, fewer than 20% of postings on Google for Jobs currently come directly from employers.
One way companies can get their jobs indexed by Google for Jobs is by listing them on partnered job boards. For Australia, LinkedIn and Glassdoor have chosen to partner, while Indeed opted out.
Google for Jobs will also index jobs posted on employers’ sites if they meet specific criteria:
- The company’s website sitemap must include jobs.
- The jobs must be on the career website domain, not an ATS.
- GoogleBots must be allowed full access to the website.
- Job postings must adhere to Google for Jobs’ schema — they must list the salary; “job posted” and “job closed” dates; website URL; and the company name, logo and address.
- Job postings need to contain high quality content.
7 tips for creating high-quality job descriptions.
You can work with your recruitment partner to create that high-quality content. But here are a few tips to consider:
1. Keep the job titles short, sharp and succinct.
You should also use industry-standard job titles that match what candidates are searching for.
2. The content must be search engine optimized (SEO).
The first two sentences must engage the reader, for example by listing the biggest benefit or highlight of the job first.
3. Your content should be original.
Duplicate content will be removed. In the event of bulk recruiting, you will need to create multiple versions of a posting.
4. The structure of the posting should be quick and easy to read.
Take screen size into account, use bullets to your benefit, and make sure headings are clear.
5. Make sure the benefits of the position are aligned with your target audience.
For example, a recent graduate may be interested in further training, while a millennial may be interested in an on-site gym.
6. The call-to-action should be clear.
Tell candidates what they should do next, where they should apply and what they should do if they have a question. A contact name will help you build credibility.
7. Don't forget the importance of diversity.
Use gender-neutral terms to attract a wider audience.
embracing innovative sourcing strategies.
At Randstad Sourceright, we’re using the most cutting-edge technologies to provide outstanding sourcing and recruiting strategies to our clients. For this reason, we’ve invested time and resources into researching how Google for Jobs can help our clients’ job postings so they rank and get seen by the right talent. Moreover, in Singapore, we partnered with Google to become one of the 1,500 portals that were optimized for Google for Jobs before its launch — and we’re currently doing the same for other countries in APAC.
To avoid dropping in search result rankings and losing high-quality leads to competitors, it’s critical to work with your RPO partner to optimize your job postings according to Google algorithm changes. Leveraging their technological and sourcing expertise, your job postings have a greater chance earning a top spot on the Google for Jobs search results. In turn, you can experience better conversion rates and bring in the top talent your company needs to remain competitive.
To learn more about preparing your recruitment strategy for Google for Jobs, contact us today.