Could Recruiters Benefit from Google For Jobs?
When the CEO of Google announced the launch of Google For Jobs last year, he said the aim was to improve the connection between job seekers and employers. But where does that leave recruiters?
As the new search tool is yet to launch in the UK, we don’t exactly know the full ffect that Google for Jobs will have on the recruitment industry, but it’s important to consider the possibilities now to ensure we’re all prepared.
What is Google for Jobs?
In the same way that Google My Business has become the go-to method of cutting through the online clutter to find contact details for businesses, Google for Jobs aims to provide only the most relevant vacancies for job hunters. Using AI and machine learning, Google For Jobs will assist candidates looking for opportunities within their specific industry and location and improve job-search quality across the board.
So How Could Recruiters Benefit from Google for Jobs?
Let’s be honest – as an industry, we have a bit of a reputation for spraying and praying when it comes to job ads. With competition being so tough, often it’s less about making sure your job ads are of the best quality they can be and more about ensuring your ads are seen first and most frequently. But this could all be about to change with the introduction of Google For Jobs onto the hiring scene.
This is because, in contrast, Google has a reputation for prioritising content that offers depth of information, value and answers questions as clearly and directly as possible. With this in mind, it’s likely the tool will prioritise those job ads that offer the most value to job seekers, meaning we should see an improvement in the quality of job ads across the board. As an industry, we’ll be encouraged to spend more time thinking about the detail we provide so that Google will reward us for the value we provide.
Google has also said that Google For Jobs will aim to tackle the issue of duplicate job ads as well as agencies advertising the exact same role worded a slightly different way. This could bring positive results, as there will be less situations where candidates are left disheartened when they realise they’ve applied for a job through a new platform that they’ve already been disqualified from!
It’s worth bearing in mind that your website should be prioritised as the primary source for your job ads, with the likes of LinkedIn and job boards considered a secondary priority. This is because there’s been discussion of Google prioritising the ‘originator’ of a job posting, so (provided that your job ads on your website are top class and you have the job posting schema implemented on your website) you could be pulling in more traffic to your own website instead of sending it to third party sites.
In practice, Google For Jobs’ algorithms should be presenting candidates with the jobs most relevant to them and this could also work out as great brand exposure for agencies operating within a particular niche. The more a candidate searches for opportunities within their (and your!) industry, the more your brand name and logo will become synonymous with their needs. And you can’t get much better marketing than that!
…But it’s not all Rosy!
We’ve chosen to focus on the potential benefits that Google For Jobs could bring to the recruitment industry, but of course there’s no denying that there could be some potential drawbacks for recruiters too.
The first one to mention is that the service requires us to include details about a role we sometimes wouldn’t want to disclose. For example, not disclosing a client’s location will no longer be an option and is likely to result in your job ad not getting scraped by Google For Jobs if you withhold this information. And if a role’s salary details aren’t disclosed, Google will simply scrape the web to find similar positions in the location to provide the job-seeker with an estimate (which could result in them being handed quite a distorted picture of the role).
However, the biggest potential drawback is to do with long-term plans for PPC (pay-per-click) advertising – in other words, how Google makes its money! At the moment, Google For Jobs isn’t planning to charge businesses for job ad coverage, but if its general search engine function is anything to go by it’s possible they could do so in the future. The result of this will be that it’s simply whichever businesses are willing to shell out the most cash on their job ads who will get prime slots, squeezing those recruiters not willing to pay up out of the picture.
These predictions aside, it seems that Google For Jobs does have the potential to improve the quality of job ads – and the candidate’s experience in finding them! – online. At this moment in time, all we can do is prepare as best we can so we’re ready when launch day comes around. Find out how to prepare for Google For Jobs with this guide.
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