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How can Google’s job-hunting tool be used by recruiters to corner the market? The secret is quality content.

by Heat Recruitment

Having launched its job-hunting service in the US last year, Google For Jobs has finally arrived to the UK with the aim of improving the connection between job seekers and employers. Just as Google My Business became the primary way in which customers cut through the noise to find details for local companies, Google For Jobs promises to simplify the search for job hunters by showing only the most relevant vacancies. But how exactly does it work?

Fuelled by AI and machine learning, the new functionality crawls sites in search of job postings to pull them altogether in a logical and straightforward manner. Though initially feared to be a rival to online job boards, Google has proved that the two are completely compatible and has already partnered with Reed, TotalJobs and LinkedIn to name but a few. In doing so, they have removed an entire step from the job-searching process, allowing candidates to view opportunities from all these platforms through a direct Google search. Considering that 30% of all Google searches are job related (that’s a staggering 300bn searches a year), it’s huge news for recruiters.

Soon, job postings from recruitment agencies and employers alike will all feature together in a well-organised list. The question is, how can you get your jobs to the top?

Create content for SEO

While marketeers will be all too familiar with the prospect of Search Engine Optimisation or ‘SEO’, most recruiters have historically adopted the “spray and pray” tactic when creating job ads. However, if your listing is to make it to the top tier of job search results, there are a few rules you’ll need to follow. For a start, you should ensure that the content on your careers page (and your website in general) is in a readable format. That way, Google’s robots can accurately match your current vacancies to candidates’ searches. In doing so, you enable a higher volume of eager job-seekers to find and apply to opportunities that interest them.

Further, you’ll need to ensure you have the job posting schema implemented on your website – that is, the piece of code that’s entered into the back-end of your website to allow Google For Jobs to find your listed vacancies.

Create content for candidates
While search engine optimised content is essential in helping Google to crawl your site and connect your job postings to its results, you shouldn’t be writing with a robot in mind. It’s no secret that Google prioritises content that offers depth of information, value and clear answers to questions, so think carefully about your candidates when crafting your job ads. Packing it full of keywords will unlikely attract a wealth of talent – it needs to be engaging and get the reader excited about the opportunity.

Since its launch, Google for Jobs has proved it has the potential to change the recruitment process as we know it – or at least simplify a few steps. Rather than putting recruiters out of a job, this new platform will benefit them in practice by levelling the playing field and making sure that everyone is being held to the same standards. If your website is prepared for the new algorithm, Google For Jobs could give you a competitive edge in the war for talent.

Check your speed
According to the Nielsen Norman Group, most website users stick around on a website for less than 59 seconds. If your page hasn’t fully loaded in this time, they’re back to search engine to find a more user-friendly option – and that’s being generous. Some of us bounce from slow sites in less than 20 seconds, some less than 10. The speed of your website is therefore paramount in attracting top talent to your careers page.

If you want to get an idea of how your website is performing, make the most of Google’s free tool to check on the current load-times of your webpages. As well as analysis, it offers recommendations for web developers to improve their website speed and over-all performance.

If you’ve poured time and effort into selling the values of the firm and the perks of the job in a detailed spec but no one is biting, it might be time to have a word with your agency director.  any barriers to you attracting and placing candidates will be a top priority… particularly if it’s an easy fix.

Mobile optimisation is a must
Since April 2015, Google has been pushing more and more to ensure all websites are mobile friendly to meet user demands. While this may not come as news, you might not have heard the latest update from March 26th, 2018. On this date, Google officially announced that they would be using ‘mobile first indexing’: in other words, all non-mobile friendly sites will be penalised.

If you’re still forcing people to squint and pinch their screens in an attempt to see the careers page of your website, congratulations: you’ve earned yourself a ticket to the bottom of the vacancies list in Google For Jobs.

Again, the solution comes from the way recruiters interact with potential candidates. If you’re using videos, slideshows and images, but these don’t scale to the device a candidate is using, it blows user experience out of the water.

Responsive design is hugely important in attracting candidates, and it’s often the responsibility of the person writing the job ad to make it as mobile-friendly as possible.

Heat Recruitment takes pride in its website, the functionality and style. If you’re looking to secure a top performing employee, or are a candidate looking for a career change, we’ll welcome you to take a look around:

By Steve Preston