Google launched Google for Jobs in June 2017, thus entering the field of recruitment. Google for Jobs uses a similar method to provide natural search results, and applies them specifically to job postings on the Internet, in order to provide services for the most relevant candidates on Google to search for possible positions.
Google for Jobs displays job postings in a prominent central search results panel at the top of every relevant search result page.
There is no doubt that Google for Jobs has disrupted the recruitment marketing industry, especially when it relates to other major players in the field. During the press conference, some of the largest recruitment committee vendors (such as LinkedIn, Glassdoor and ZipRecruiter) quickly joined, and then some later adopters (such as CareerBuilder) waited until later to join Google to become partners. However, other job committees and integrators chose to remain independent of Google for Jobs.
So, since the launch of Google for Jobs two years ago, what impact has it had on Google, cooperative job sites and career sites? Please read it carefully to find out.
The Impact of Google for Jobs on Careers Sites
With the help of SmashFly data, we will first understand the positive impact of the launch of Google for Jobs on professional website traffic. Google began to automatically display “Google for Jobs” as the traffic source of Google Analytics in March 2018, so from March 2018 to March 2019 year-on-year, we can see the traffic directly from Google to professional websites An increase of 86%.
The Impact of Google for Jobs on Traffic from Partnered Job Sites
By looking at Recruitics’ data*, we found that the biggest impact on the three major work sites that cooperated with Google occurred within the first 6 months after launch. In the second half of 2017 (the first 6 months after the launch of Google for Jobs), compared with the previous 6 months, we found that the average job views per job brought by the natural/free traffic of these three cooperative workplaces Times increased by +11%.
This may be because the original partner site of Google for Jobs has updated its structure/structured data to meet Google’s requirements in preparation for the release date. Since then, the average number of job views for each position on these partner sites seems to have been standardized and stabilized.
The Impact of Google for Jobs on Traffic from Google
Our data* also shows that although the number of visits to the analyzed cooperative work website increased immediately and then stabilized, Google’s visits showed a different trend, actually increasing over time.
After the launch of Google for Jobs (again, look at the second half of 2017 and the first half of 2017), our data showed that the average natural/unpaid job views per job increased by only 7%. However, when we look at the data year by year (compared to the second half of 2017 in the second half of 2018), we found that the average organic/unpaid job views per position on Google.com increased by 168%!
|Source||H2 2017 vs H1 2017 % Change||H2 2018 vs H2 2017 % Change|
This metric may indicate that job seekers’ use of Google for Jobs in search results is starting to be lighter, but increasing over time. This may also mean that today’s job seekers are using Google for Jobs as the first stop in the online job search process, if not the first stop. In addition, as time goes on, more and more employers are starting to update their structure/structured data for Google for Jobs, which may play a role in this growth indicator.
SmashFly Analysis Director Eric Pouliot said: “I always think that Google for Jobs will significantly change the behavior of job applicants and affect the recommended traffic patterns of professional websites.
However, even we cannot predict the scale or speed of this impact. Information seen in almost all customers indicates that this is a huge opportunity for Google and its partner sites, and for sites that are not integrated into the Google for Jobs widget, this may pose a huge threat As Google continues to inspire more employers to provide their jobs directly to Google, there is no doubt that this will become the main driving force for attracting employers’ jobs and professional website traffic.
Google for Jobs Recommendations for Employers:
Obviously, the launch of Google for Jobs has had a significant impact on the entire industry. Therefore, every employer can (and should) take steps to ensure that your organization’s recruitment marketing efforts are positively affected by Google for Jobs.
Recruitics recommends the following:
Ensure that the architecture or structured data of your career website and/or applicant tracking system comply with Google’s guidelines so that your work can be displayed directly on Google. You can check it on the Google Developers page.
Make sure you have a diversified media portfolio of Google for Jobs partner sites and non-partner sites to ensure the greatest return on investment opportunities to attract and hire top talent.
Make sure you have a recruitment marketing analytics platform that can provide you with in-depth insights about each job and data from each source, and provide costs so that you can make smarter, data-driven real-time decisions about your strategy.
Continue to monitor Google for Jobs updates (including new partners) and provide as much relevant information as possible in job postings to maximize search results.
Your recruitment marketing strategy should ensure that your job meets the requirements of Google for Jobs and can attract talent from Google and other sites. Technically speaking, you don’t have to join Google for Jobs, but if you are struggling, be sure to check out our useful article, which explains why your work may not be displayed on Google for Jobs.
You can also download the free “Google Employment Guide” e-book, which was released at the time of the original product launch and contains more detailed information.
Finally, keep in mind that the performance of each company may vary, which is why it is necessary to conduct in-depth, position-level and source-level analysis so that you can see the exact impact of major industry changes, such as Google The launch of for Jobs is specific to your organization. Contact Recruitics today to learn more about Recruitics Analytics.