Are any of us ready for Google for Jobs?By Claire Herriott
Let’s face it Google are slow off the mark because as the world started using Google to find out answers to all of life’s questions, and 70%+ of job seekers started their job search with Google, seemingly they sat back whilst an industry grew up around them.
Of course, this is a slight exaggeration, Google didn’t lose out, because decades ago we all started using Google AdWords to direct audience traffic to employers’ careers pages.
Still……………they have been slow to create an offer, a service, an interface, a solution for the job seeker.
So, this is big news, and asking the question “are you Google for Jobs ready?” is out of genuine interest and concern. We can tell you that as we edge ever closer to the long-awaited UK launch, that for job seekers it’s a new way to search on Google that will present them with a list of roles that can be sorted by location, job title, employer and date of posting.
And, for employers, it represents a new means of talent attraction. Which when you consider that nearly three-quarters of job searches start with Google, has the potential to be a very attractive opportunity to target jobseekers right at the start of their search.
What will the job seekers experience look like?
The job seeker, the candidate, the target audience these are our obsession. We wanted to understand what their experience would be. So, we’ve created a few personas and searching as these imagined candidates we have used Google to look for jobs, capturing the Google for Jobs search experience. We have written some observations about these experiences, which bring to life the highs, lows, and reality behind Google for Jobs:
One of our personas recorded her search experience in this short video:
What did the job seeker think of the experience?
Our ‘personas’ liked the filter functionality to narrow down the search. They liked the guidance on typical salaries offered for a role they were searching for. They ‘somewhat’ liked the option to apply to a role through a variety of sources.
Much like Google Shopping they liked how Google for Jobs brought lots of jobs together from multiple sources such as the job boards, job site aggregators and employers, all into one view.
On occasions where there were 4 or 5 different apply options, they were confused which was the best one to click to get the application in as quickly as possible.
Most of all they did not like being sent round the houses, crossing different job sites before being able to make an application. And above all the dead jobs and broken links really drove them crazy.
How do we get ‘Google for Jobs ready’?
First-off getting jobs listed on Google for Jobs is not that straightforward. You’ll know by now that Google for Jobs is not a job board, and you are not able to ‘pay’ to post roles on Google for Jobs.
Instead there are currently two ways to ensure roles are picked up; either by 1) posting a role onto one of Google’s third party partner sites or, 2) you can post the role to your website / career page and edit the html code so that Google is able to recognise the ad (it will be hidden in your ATS if you don’t do this).
Three pointers to help improve your performance:
1. Make sure you use Logos
Google for Jobs features logo icons in the search results, including a logo in the listing will help your job posting stand out.
2. Remove expired jobs
Jobs that are no longer open for applications must be removed. Google may respond negatively if expired jobs are not removed.
3. Follow standard job posting guidelines
Follow the job posting structured data guidelines for job postings such as improving job titles, using easily comprehensible formatting and including a section that provides background company information. Also, clearly state if the job posting is for a part-time, full-time or intern position. This is important because it’s one of the key search filters.
At this early stage there are two winners: 1) the candidate who is provided with a nicely familiar page with easy to use Google functions where tiresome duplication is removed and 2) the third parties whose job postings are aggregated into Google for Jobs.
Our advice is pretty straight forward, get ready, get set and go ……. because whilst Google were slow to this party, no one else can afford to be.