If you’d ask any company their biggest challenge going forward in the next year, you’ll surprisingly won’t get an answer about sales, profit or revenue. The biggest challenge for most organizations is acquiring the right skilled, schooled and competent people for their jobs.
For a company, the time a vacancy is open, business can not operate as normal and the work moves to other people, slowing growth in the process.
It is key for businesses to replace leaving employees in order not to miss out on their economic growth potential.
In Belgium, 3% of open vacancies remain open. Furthermore, the pressure of replacing the jobs of retiring baby boomers will cause an increasing challenge for companies going forward.
While most organizations try to leverage their own network, often third-party jobs site services are necessary to get vacancies visible to the right people. Connecting the supply and demand for jobs will become increasingly more important in the fast-changing world that we live in.
In this article we’ll discover if your organization can improve its digital recruitment by leveraging Google for Jobs.
The power of Google Search
Rapid innovation and development of new products, that’s what Google is all about.
With their mission -: “to organize the world’s information and make it universally accessible and useful”- Google has been innovating its online search services at an incredible pace over the past decade .
"The only way Google can improve how the information job seekers are looking for is organized, is by making it even more accessible than on those other platforms"
Monthly core algorithm updates aim to make Google’ search results more tailored to the things we are looking for. And by the increasing number of rich results in the search engine page results (SERP’s) Google is improving users’ experience by presenting the information in the most useful way.
As a result, people have integrated the use of (voice) search into their daily life. And as long as Google holds on to its 92% market share among search engines, those searches are happening mainly on Google.
How Google can dominate the job space
Today, if you are looking for a job or posting a vacancy, there are numerous platforms to do that.
LinkedIn, the world’s largest social network for professionals, became the best place to look for white-collar candidates. Both LinkedIn and Facebook are good places to connect on a more personal level with candidates who are passively looking for a new challenge.
However, when it comes to job searches, there is no platform that can top the employment-related search engine power and user experience of Indeed. Since 2004, Indeed has invested heavily in taking the pain out of job searching, which made them the world’s most popular job board.
Working as an aggregator, Indeed pulls jobs from other career sites and listings. In doing so, they provide some very helpful extra insights for candidates and recruiters.
A quick analysis of international search behavior shows that job seekers are primarily using Indeed for their job hunt.
There is a similar situation going on in ecommerce with Amazon, or in the past with Yelp in local search. Those platforms dedicate themselves primarily to their core business and leverage Google in doing so, which made them (in the example of Amazon and Indeed) top of mind to their audience in their own space.
Going back to Google’s mission statement: the only way Google can improve how the information job seekers are looking for is organized, is by making it even more accessible than on those other platforms. For them, this starts - as usual - with Google Search.
What is Google for Jobs?
With Google for Jobs, Google displays a widget at the top of their search results when a user performs a job-related search. The widget displays a range of job posts aggregated from other websites all around the internet.
When the user clicks within the widget, he or she will be shown a screen-wide interface that provides extended functionalities. The user can narrow down their search by filtering aspects like category, job title, location and date. Signed-in users are even able to save and create a list of jobs or create custom alerts to be notified about new opportunities- all within one click from the SERP’s.
Oh, right, and the best part is: Google for Jobs is free.
It goes without saying that Google for Jobs creates a massive opportunity for companies who want more exposure for their open vacancies. The Jobs widget may even display for broad terms like ‘retail’ or ‘finance’. This is a massive opportunity to drive extra traffic to your own careers website or jobs portal.
Where is Google for Jobs available?
Since it has been introduced in the US in 2017, Google has been gradually rolling out the Jobs across the globe. In February 2020, Dutch users spotted the Jobs widget for the first time in the Netherlands. This means it probably won’t take long until Google for Jobs pops up in Belgium as well.
"It goes without saying that Google for Jobs creates a massive opportunity for companies who want more exposure for their open vacancies"
However, the introduction of Google for Jobs in Europe has been rather slow. While it is available in most countries on continents like America, Asia, and Africa, in Europe, it’s only been introduced in eight countries so far.
This slow approach most likely has something to do with the antitrust violations Google received in the past from the European Commission for capitalizing their dominant position in the market.
Already 23 European third-party job-hunting sites have asked the EU Commission for an investigation into Google’s first-party job listing tool. They would like to see it withdrawn, claiming that it is pushing users towards its own service while pushing local job sites down in the search results.
This situation is comparable to the complaints that Google received for prioritizing its own shopping comparison service. In that case, Google got a $2.6 billion fine.
The question is: will the fear for another fine stop Google from further introducing Google for Jobs in other EU countries like Belgium?
We don’t think so, because in this case they actually link to job listings on other websites. Google believes that this tool will facilitate a healthy job search ecosystem, which already resulted in a significant increase in job applications received by job listing companies worldwide.
However, if Google decides to start running ads on these job search results, this could certainly cut out third-party job websites.
Google for Jobs for your organization
While Google quietly continues rolling out its job search functionality, every company should at least determine if Google for Jobs would benefit them.
We believe in most cases that it would, considering it’s a free service and your job listings will appear on the homepage of the most visited website in the world.
Do you need more reasons to step in? Well, in the US alone, almost 1.5% of all searches are job searches. This accounts for 150 million job searches on Google each month.
"Case studies of job posting websites have shown an increase in monthly non-branded organic traffic"
Companies having a hard time finding the right candidates to fill in open vacancies should definitely look into Google for Jobs. If your organization is aiming to digitize it’s human resources management (HRM), Google for Jobs is without a doubt the next step for your digital recruitment.
In times of COVID19, we can expect many people coming onto the jobs market looking for new opportunities. Companies that optimize their careers pages and appear in the job search experience of Google, will benefit from this heavily.
The benefits of Google for Jobs for job boards
Job boards benefiting from Google for Jobs as well.
Case studies of job posting websites have shown an increase in monthly non-branded organic traffic, a significantly higher conversion rate, and lower bounce rates on their job pages after optimizing their job listings in Google for Jobs.
As Google for Jobs is expected to be launching in Belgium any time soon, Belgian job site Vivaldis Interim asked The Reference to prepare itself for the release of the feature in Belgium by implementing structured job data in its website. Vivaldis Interim is now ready to receive extra organic traffic and conversions when Google for Jobs launches.
Looking to leverage the possibilities of Google for Jobs for your own organization?
Our search engine optimization (SEO) experts will gladly help you on your way.