Time & Attendance
Prevent Call Outs
Implementation & Launch
By Kris Dunn
Sep. 20, 2017
If you follow the recruiting space, you likely would agree that three trends have dominated the recruitment marketing landscape in the past five to 10 years.
LinkedIn has become the candidate database of choice for recruiters, Glassdoor has forced HR and recruiting leaders to acknowledge the importance of company reputation via aggregation of anonymous ratings, and Indeed has parlayed the power of jobs SEO/search into a dominant business model.
But the more things change, the more they stay the same. Those market positions/origins converge as each of those recruitment-marketing vendors has sought to monetize their business model.
Translation: LinkedIn, Glassdoor and Indeed all sell job postings as a primary driver of revenue. Some have found that embedding job postings in bundled offerings is the only way to fully monetize the features that made them famous (LinkedIn, Glassdoor), and one has fully redefined what a job posting is by owning candidate search and making you pay for preferred placement to access candidate attention (Indeed).
But each of the business models is reliant on and subject to one important behavioral trend: Candidates aren’t using job boards as a starting point for job search, they’re just typing the name of a company in a web browser (or conducting a search like “jobs in 30328”), and away they go.
That reality built Indeed into the powerhouse it is today. But there’s a new sheriff in town — Google for Jobs.
Google for Jobs can be described as a new search results feature when you use Google for search. The feature is simple: For searches with “clear intent” (e.g., “head of HR jobs in Chicago” or “entry-level jobs in Boise”), Google shows a formatted preview of job listings scraped from various sources under a generic tag, “jobs.”
Google for Jobs currently includes job postings from sources like LinkedIn, CareerBuilder and Glassdoor, but also job postings hosted on a company’s own website — if the bots like the formatting of your careers site.
Google for Jobs doesn’t include listings for Indeed. And that should make you blink as an HR/talent/recruiting leader.
The Google for Jobs search results serve to push organic listings at your company on Indeed, Glassdoor and other providers to what is known as “below the fold” status on their screen. That means candidates must scroll to find some of the results from the providers you currently pay to drive traffic to your jobs. That’s potentially a big problem.
What’s an HR/recruiting leader to do? Here’s my advice to avoid waking up one day and finding the recruitment marketing world has passed you by in the Google for Jobs era:
The naysayers will tell you Google’s had a lot of failed experiments — Google Wave and Google Plus among them — and they’re right.
Candidate behavior toward job search suggests that those expecting Google for Jobs to have zero impact are misguided at best. Keep your eye on the performance of postings you currently pay for and adjust accordingly for best results.
Kris Dunn, the chief human resources officer at Kinetix, is a Workforce contributing editor. Comment below or email firstname.lastname@example.org. Follow Workforce on Twitter at @workforcenews.
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