Google for Jobs: Mass Disruption or New Opportunity for HR
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All the things you can’t “Google” to find out how to attract more talent. The recent launch of Google for Jobs has instantly dominated the conversation within every talent acquisition circle. Most of what you hear is opinion on what might happen next, but as talent acquisition leaders, we are less interested in what might happen and more interested in how to leverage Google for Jobs right now. Tim Sackett and CareerBuilder reveal how to make the biggest impact on your organization’s ability to attract the best talent on the planet. The talent landscape is shifting, but there are simple things you can do right now to stay out in front.
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Google for Jobs: Mass Disruption or New Opportunity for HR
- 1. See What’s Next, Be What’s Next!
- 2. Presenter Info • “Tim Sackett” is me on the first ten pages of Google! • Blogger #1 at the aptly named Tim Sackett Project • Contributor at Fistful of Talent • World’s Foremost Expert on Workplace Hugging!
- 3. Presenter Info • Leigh Margaret Stull, VP of Product, Careerbuilder • CB’s Queen of Google for Jobs Info! • Leads Careerbuilder.com, mobile apps, email & niche sites product areas • Passionate “talent marketplace” matchmaker
- 4. What is your confidence level in understanding what Google for Jobs is and what it can do for your organization? • A – High (I’ve read a ton about Google for Jobs) • B – Medium (I know its important, but don’t know why) • C – Low (Google for What?)
- 5. So, what the heck is Google For Jobs, really?
- 6. The GFJ Reality • Searching for jobs online is messy and hard for search engines. • GFJ is a job search engine aggregator. What’s that? • Google will now be ’indexing’ your jobs differently. • Google is delivering best in class one click apply – like we’ve been telling you for years!
- 7. The GFJ Reality – Part 2 • Google is consumer driven, not recruiter driven. What does this mean for TA? • The least amount of ‘friction’ will win. • You might love having candidates jump through hoops, but Google doesn’t!
- 9. #1 – Search for your own Jobs on Google • When was the last time you searched for your own jobs on Google? • Have you specially asked your ATS vendor if they are GFJ compliant? • How do you make sure your jobs will be on Google?
- 10. #2 – GFJ has Partnered with Third Party Sites • Job boards like Careerbuilder who have already worked through how to get your jobs high on search results. • One of those partners is not Indeed! • Speak with your technology vendors to see if you’ll be fine or you need to do this on your own.
- 11. #3 – There’s a new Job Posting Schema • A what!?!? • A job ‘schema’ is how Google indexes jobs on its site. It’s basically a certain design of how they like the data of your job postings displayed. • Rankings based on Job Metadata. • Make your jobs more ’discoverable’ by Google.
- 12. #4 – Source of Applicant Data • Do you know where your applicants are coming from? Not hires, applicants. • Once you know this data, do you know how much your paying for each source? • Do the math! I think what you’ll find if you need to re-prioritize some of your spend to some other sources.
- 13. #5 – Google Favors Certain Things • Job Postings that enable quick apply – one click is way better than ten clicks! • Specific location – like the actual street address listed in the posting • Job titles that are industry standard • Optimizing your job postings just became important again…
- 14. Ask the Expert!
- 15. Google for Jobs Questions for Leigh-Margaret! • What the heck is “Google Enhanced Search”? • Why aren’t my logos showing up on my postings on Google? • Why do my competitor’s jobs show up higher than mine on GFJ? • My job is remote, without a location, will that hurt my posting?
- 16. The Perfect Job Posting
- 17. If you build it, Candidates Will Find you! • It’s all about optimization, but did these new optimization rules change? • No gimmicky buzzwords (Ninja, Superstar, Guru, Jedi, Wizard, Black Belt) • Avoid Job Title Abbreviations –Not VP, use Vice President) • Include location. Always! Except…
- 18. The perfect job posting for optimization • Job opening url includes keywords • Url should be self-explanatory – • www.abc.com/Senior-IT- Developer-In-KansasCity • Don’t have the same job posted in twenty places. • Include salary in title, or at least in description.
- 19. Where do you typically place salary information in your job postings? • A – In the title (Accountant - $85,000) • B – In the actual body of the job description • C – We never put salary information in our job postings
- 20. And a little more to overwhelm you! • Avoid screener questions within your internal apply path. • Know how job seekers search. Your company name is almost worthless. • Do you have a poor business reputation? You’re in trouble.
- 21. Post and Pray is Dead!
- 23. If we don’t post and pray, what do we do?! • Recruitment Marketing/EB • Sourcing • CRM/Talent Pools • Talent Rediscovery • More of what’s working
- 25. What’s new in Sourcing? •Sourcing Bots/A.I. driven sourcing and screening. • Sourcing engines, like CB’s Recruitment Edge. Candidate aggregators. •Tech that will now take your posting and instantly go out and match it with your candidate ecosystem.
- 26. Pools of talent and a CRM… •What can CRM really do? •Candidate nurturing • Talent networks • Post-apply re-engagement.
- 27. Candidate Rediscovery • Most ATSs are awful at letting you know when you’re missing out on talent you already have. • A.I. technology is getting really good at taking a look at your entire ecosystem of talent and ranking them automatically. • These candidates already told you they love you!
- 28. Some other stuff that’s Working!
- 29. Employee Referral Automation • Single most underutilized recruitment technology on the planet. • Most organizations forget about how valuable and, overall, inexpensive referrals are. • Quite possibly the single greatest ROI in recruitment.
- 30. The Forgotten Talent Pools • Somehow we’ve decided that you become worthless after 50. • Being a stay-at home Mom makes you stupid. • Time in jail is an employment death sentence. • We love our Vets! We just don’t like hiring them…
- 31. Programmatic Job Advertising • Sophisticated algorithms find your target audience and ensure that your ads get in front of them in the most efficient way possible • Programmatic consolidates the job ad process of managing multiple vendors into a single portal
- 32. Are you texting candidates?
- 33. Mobile Apply is a Must! • 77% of the U.S. population has a Smartphone. •85% of candidates under $16/hr only access the internet via a smartphone. •How easy is it to apply to your jobs via mobile?
Notas del editor
- “Server jobs Chicago” – previously this could be an IT job or a restaurant job. GFJ will know the difference by who’s searching.
- Have your webmaster submit your ATS site (ex. Companyname.taleo.com or Goolge Search Console to ensure they can locate your jobs.
- New SEO rules around consumer preferences, not keyword stuffing, but you still need to have enough job specific information to be relevant, so things like job title should probably be in your posting at least five times.
- So, now what do we do?
- More (video in job postings, salary in title, programmatic job advertising, etc.)
- RM is different than CRM. CRM is the mechanism, but you still have to have the message.
- 65% of resumes for high-volume positions are ignored and never seen, but you have them!
- Why do we think over 50 workers are no longer willing to work hard? My younger workers with family obligations give way less effort than my older workers, yet my managers still want that 30 year old with two kids who is coaching soccer and has nothing extra to give the company. Look – I’m not going to talk you into this – you just need to know you’re stupid if you don’t look at your demographics and figure out why this happening at your organization. Stay at home mom’s returning the workforce are my secret weapon!
- About 95% of all marketing online is done through Programmatic, but only about 18% of job advertising is currently being done through programmatic. Why?