Recruitment agencies, just like any business, always need to be ready for the next change that could shake up the industry.
The latest innovation in recruitment might not be a rocket going to Mars, but it can still have a significant impact on recruiters. Google for Jobs has been live in the US for almost a year, and it’s soon being rolled out in the UK.
As an expansion of Google’s search engine, it changes the search for work by presenting open positions in a more user-friendly format.
So, instead of normal search results, Google for Jobs shows posts listed under “Jobs” with key information, such as location, type of work, and when the ad was posted.
Google’s worked with the likes of LinkedIn, Monster, Glassdoor and Facebook.
At this point, you’re probably wondering what the big deal is?!
Google already delivers search results for jobs, right?
Well, yes. And no.
However, with Google for Jobs, the quality of the results and their presentation is much more user friendly. Google for Jobs uses machine learning and AI to give you more relevant results, learning about preferences and offering search filters.
This all sounds great for candidates, but will it help recruiters too?
There’s no doubt that it will help some. Google for Jobs will make it easier for some recruiters to get their latest job posts in front of the right candidates. However, just like anything else on Google, you will need to make the right moves to get out in front.
So, here are some top tips in preparing for the launch:
Think about the keywords a candidate’s going to search for and make sure they’re present. But also be mindful your ad has to be readable. So don’t just pack it with keywords and copy the job spec.
Make it engaging and offer something in the content that that Google can’t. Like a story. Or the benefits for the potential incumbent.
Describe the life this new job might afford. You’ll get double the applications and might even tempt someone who didn’t think they were looking.
If someone’s gone from Google for Job and straight onto your website, it pays to have great content waiting for them.
This could be in the form of articles or blogs, relevant to their industry. Or it could simply be well written ads that captivate. Whatever content strategy you decide on, the more you have available, the longer that candidates stays on site.
Invest in making sure your site’s meaningful. There’s nothing to say clients won’t stop by too, if it’s worth their while. This means knowing which keywords are worth including and doing your research.
Once you’ve got some great content on your site, make sure you use your social channels too. This will unlock even more potential and mean your content goes from static to strategy.
The Goog seem hell bent on taking over the world.
And whilst you sit back in awe, there’s a reasonable argument for aligning to their partners to increase success.
So, Monster and CareerBuilder for example are good places to start if you’re analysing your current job board usage. Not only will these businesses provide some good CVs, they’ll also likely have precedence at the beginning of Google for Jobs.
By using data on your job post, you’ll let Google know the content’s a job.
Fairly obvious perhaps, but get into this practice early and you’ll start ranking nice and high on the search results. After all, you can have the best written job ad ever, if you’ve not jumped through the data hoops, no one’s going to see it.
Smaller recruitment agencies might find that making Google for Jobs work for them isn’t as easy as they hope.
Larger agencies have more power to make the right technical moves and get their job postings front and centre.
Currently, there isn’t a paid promotion option for Google for Jobs. If and when there is, this could make the playing field even more uneven.
With bigger budgets, they could get their jobs seen more easily. Of course, larger recruitment agencies having more power isn’t exactly anything new. However, we all like to think that everyone has a fair chance.
Whether Google for Jobs will be a game changer in the UK jobs market remains to be seen.
In the US, one company predicted that it would put the sites that Google teamed up with, like Monster, under a stronger spotlight. However, they experienced a 600% increase in organic traffic within a month. Others have reported that organic visibility wasn’t affected by the new job-specific search results.
So… the impact Google Jobs will have is still rather unknown. But one thing’s for sure… getting ahead of the game and priming yourself for the new capability won’t do you any harm. And the four steps above will start you on the right path.
RecMarketing is a Marketing Agency to help Recruitment Businesses connect with their audiences. Creating and implementing marketing strategies for recruitment businesses.
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