Your Ultimate Guide to Google for Jobs
What does Google's entry into the jobs market mean for recruiters?
By Moritz Kothe
"Build a better mousetrap and the world will beat a path to your door." -- Ralph Waldo Emerson
While not helpful with actual mice, Google for Jobs is definitely a new -- and, some believe, markedly better -- way to find jobs. It has caused a distinct disruption in how active and passive job candidates find open positions, and employers are beginning to take notice.
As a result, the HR industry is buzzing about Google for Jobs (GFJ), and with good reason. Even before Google for Jobs' release last June, 73 percent of job seekers were starting their job search journey on Google and with this new feature, that number has no doubt increased. To make sure of that, Google also announced several new features fairly to what is still a young platform, in the form of salary and location information, as well as a "saved jobs" feature.
Although hundreds of articles on GFJ 101 have been published, my team at kununu, an insights platform for employer reviews and ratings, took it upon themselves to scour the Internet for as many pieces as possible and put all of our findings in one place. We've done all the work for you so you can get a grasp on the latest in talent acquisition, determine whether the platform is relevant for your business, and share how you can use it to your advantage. Here are the top four highlights to get you started:
Will Google for Jobs make the candidate journey easier?
The short answer is yes. Although Google for Jobs doesn't actually change the direction of the journey, it greatly reduces the number of stops the job seeker has to make along the way. The information connects the dots between things in the job search that used to be disconnected, such as job boards, social channels and inside information from employers. What once was a six-step process of browsing a job board, finding a company website, looking at a career page, doing a deep dive, going back to job boards and then finding more insider information and application requirements, has been transformed into one in which a job seeker can use GFJ to see what jobs are available and get the insider information with the links provided and jump into the application process more confident than ever. With access to this information within the Google platform, the experience continues to be seamless and easy throughout.
What does Google for Jobs mean for job boards?
Prior to GFJ, individual job listings didn't show on the first page -- or even in the top 10 pages! Instead, job seekers had pretty much no choice but to continue their search on other sites (mainly job boards) that dominated job-related Google search results on the paid ads and organic results. The fact that Google had not yet addressed the unique SEO challenge of highly frequent, yet temporary, job-posting pages was what helped job boards thrive in the past.
But now, job listings not only appear on the first page, but you can't miss them -- with Google for Jobs they show up even before organic results, under the prominent blue bar and the word "Jobs." We predict that if job boards don't up their game, they'll be left in the dust. GFJ provides the same information you'd find on individual job boards, but it goes a step further by aggregating job listings across multiple job boards and removes the duplicates. In other words, posting the same job on multiple boards is no longer as smart of a financial investment as it used to be. Once more organizations begin to realize this, job boards that haven't made plans for this change will start to struggle.
What does it mean for job postings?
As I mentioned earlier, posting the exact same job on a large number of different boards is no longer such a wise a financial investment as it used to be, and that's one of the most significant things to keep in mind about job postings now that GFJ is here.
GFJ uses its proprietary algorithm to de-duplicate job listings that it displays, and while we will never be able to crack that secret algorithm, one thing remains constant: Google will always prioritize content that has depth, quality and usefulness for its intended audience, whether it's job content or anything else you use Google to search for.
What does the future hold?
1. Google will go beyond the "top of the funnel" and disrupt the application stage of job search as well.
2. Online marketing service providers will begin offering "Google job-optimization services."
3. As Google transforms online recruiting, a strong employer brand will matter more and more.
Clearly, Google has found another important way to impact the lives of its users and has the power to change the journey of a job seeker. With this type of influence, it's important that organizations consider whether being an early adopter and using GFJ to their advantage is worth it in the long run -- our full report should help you out. See it here: https://b2b.kununu.com/resources
Moritz Kothe is chief executive officer of kununu. Moritz currently lives with his family in Boston, and is not only an avid runner, but a vocal supporter of the FC Bayern soccer team.