By Mark Stephens
So after what seems like an eternity of speculation, Google For Jobs has now finally been rolled out across the UK.
It might be one of the most eagerly anticipated entries into the recruitment space, given that it is Google, but it appears to me that despite everyone knowing that it is coming, most people, when asked, haven’t really understood what it does and how it will work.
So is it yet another job search engine, with pay per click job board advertising? or is it Google’s own version of Indeed, aggregating on an even larger scale? Or is there something else that you might be missing?
Google say that their aim is to centralise and simplify the job searching experience for candidates, which I think is what Indeed, Trovit, Job Rapido, Glass Door and Zip Recruiter have all been saying for years, the last time that I bothered to listen.
So rather underwhelmingly, yes it pretty much is more of the same as far as I can see, so why are Google moving into this space? If not to revolutionise and mend something that most certainly isn’t broken, as far as I see it, then there must be a hidden agenda or is there more to come?
Obviously its Google, so there will be some very clever and useful stuff included, like the way that it works seamlessly across multiple devices and works in conjunction with Googles other ‘useful tools’.
User friendly elements are a given and their market research into some of the current candidate frustrations have been addressed.
I can also see Google giving a centralised aggregated advertising service back to the job boards and then Indeed, who took it away from them last year, potentially regretting that decision.
Call me a cynic, but what I see over everything else, is a lot of personal data gathering going on here, because every time we use any Google tool, product or service, they track it, store it and chop it up within their algorithms to aid the commercialisation of our digital existence. What I see in Googles entry into the job world is lots of very personal data from resumes that summarise our lives and from which the Google boffins will untangle our subconscious desires and flog us more stuff we didn’t know we needed.
Even if it is a conspiracy for candidates, what about GFJ for recruiters? Because we cant ignore the elephant in the room and to think that it wont start to play a major role at some point is naïve at best.
Personally I am a wee bit disappointed that its not been a more dramatic entrance, with a braver, ‘this is how you do it’ approach. Which is what I would have expected from Google. And with little or no wow factor, that’s why I am convinced this is more about gathering data, than it is about shaking up the recruitment world.
For the recruiter, I guess it’s a case of “how quickly do I need to get my head around this”?, because as an early adopter you get the jump on everyone else and you can enjoy the perception that you are ahead of the online recruiting game, but until it starts to deliver results its really just packaging.
At Smart Recruit Online we are already integrated with the GFJ service via our programmatic partners ClickIQ, so we will be monitoring this closely and will provide an update in a few weeks once we have some meaningful data to share with you. In the meantime, there are a number of practical steps that you will need to adopt in order to utilise the GFJ service, especially if you want to take advantage of the organic listings for your jobs.
Here are a few tips and pieces of practical advice that the ClickIQ guys put together, that you might find interesting:
Getting ready for the GFJ
Originally published by Richard Collins, ClickIQ
Make sure that your careers sites are Google For Jobs compliant – basically you need some code in the HTML and to adhere to their rules.
They will then automatically find and index you so that applicants can apply directly.
Your ATS or Career site provider should already have done this. If not, strong words should be had. (SRO customers can relax, its all done for you already)
Here are the highlights of what you need to know….
1. Google for Jobs is Free
2. You don’t have to be on any job board to be included.
3. You will already appear via our ClickIQ Network partners.
4. You absolutely should be there directly – just need to add some code to your site
5. If you do advertise on a duration based board, it is not a great applicant journey as they will never see your careers site.
Top 4 Tips for Google For Jobs Success
Google for Jobs has finally arrived in the UK – although it seems to depend on where you live as to whether you can see it or not.
Here are the top 4 things to do if you want to benefit from Google For Jobs free organic traffic – and who wouldn’t? Given that 70% of all job searches start from there, it is should be a great source of applicants.
1. Implement Structured Data for Google for Jobs
Make sure your jobs’ data is structured properly within the HTML, so that Google recognises it all properly and you will be included. Full description on how to do this is here: https://developers.google.com/search/docs/data-types/job-posting#definitions.
I have done a technical overview which is towards the bottom of the article to help guide your IT folk.
2. Google for Jobs Meta-Data
Tagging your pages properly will improve the chances of being found. The most important tags (in order) are Title Tag, H1, H2, H3 and H4.
3. Ad Copy Content
Well written jobs are always important, but make sure they are optimised for Google (think keywords, especially job description and location). As well as ensuring your content is unique and not taken from competitors.
4. Streamlined Application Process
Candidates need to be able to apply from the job on the page, and the Google algorithm apparently favours a shorter application process.
What Next to Expect from Google for Jobs
Don’t expect miracles. If you didn’t appear at the top of Google before then whilst it might be easier to do so at the moment due to less competition, it is still difficult with the results currently dominated by job boards.
That said, longer term Google has said they will favour direct employers so it is worth the effort.
Expect to see PPC adverts next to the listings in the not too distant future so tools, like ClickIQ, that automatically manage and optimise your performance based recruitment advertising will become more important.
Technical Guidelines for Job Posting Data Structure
Basically, you will need to include the following:
• @context to “http://schema.org/”.
• @type to “JobPosting”
• Identifier [Unique job reference]
• validThrough [close date]
You will also need to provide a site map to keep Google informed about any changes to your job postings.
What NOT to do (i.e. stuff that Google does not want/will not include):
• Career fair invitations.
• Recruiter advertisements that do not include a way to apply.
• Resume drops that collect candidate data, but are not currently hiring.
• Advertisements for your business disguised as job listings, such as broad career pages or other offers for services.
• Postings that require payments to interact with them because job seekers cannot apply directly online.
• Postings where the structured data is inconsistent with the visible content of the page.
• Adding job posting structured data to pages that are not job postings.
• Providing false structured data around the company or location that make the job appear closer to job seekers.
• Providing false links that ask job seekers to apply that are substantially different from what job seekers would see browsing your website.
Hopefully you found this useful, but if you wanted to know more about GFJ, PPC job advertising or online recruitment, contact us on 01908 268 368 and ask to speak to someone in the Smart Recruit Consultancy team.
About the author
Mark Stephens has over 20 years of business management experience, across Sales, Marketing, Recruitment and Technology environments. Mark is a recent winner of the Chambers of Commerce award for innovation in business. He is a serial entrepreneur and is the founder of several companies including F10, Smart Recruit Online and The HR & Recruitment Resource Library.
Mark has established a reputation for his passion and enthusiasm over twenty years working in the recruitment industry, both client and agency side. For the last seven years he has been researching the recruitment landscape from both a technology and people perspective. His insights into market trends are often used and quoted across the industry’s leading publications.
Mark also delivers keynote talks and training to recruitment teams in both public and private sector organisations, on writing better advertising copy, targeting passive candidates and understanding candidate behaviours online.
Connect with Mark Stephens on LinkedIn.