Within the next several weeks, we are expected to see the rollout of Google Jobs. When Google decides to move into any space, industry leaders are forced to pay close attention. The company is such a Goliath, that the term “Googling” has become a widely accepted and understood verb. And although Google is still in the early stages of this launch, it’s important for industry experts to take a step back and examine the landscape.
Firstly, we must look at what makes the organization such a massive influence in the digital space. Because Google is the most used search engine, their user behavior and search data far exceeds any other media in this space. With so much available data (location, transportation, age, salary, consumer interests, searches), there is potential to deliver more relevant jobs compared to the job sites we are used to, thereby improving the candidate experience. The potential could be an extremely sophisticated filter function created from data other organizations just don’t have.
So how are the usual suspects preparing for Google Jobs? Monster, CareerBuilder and Facebook will have their sites scraped, meaning Google Jobs will have all those jobs for their platform. Indeed has not opted in to partner with Google, and because Indeed has been the media titian in the recruitment space for the last few years, we are paying close attention to how Indeed will adapt.
As of now, Indeed receives much of its traffic from Google organic searches. When you conduct job searches through Google, Indeed is one of the top results that will populate for users. But once Google Jobs launches, Indeed will appear lower down on the search results page, which we expect will result in a traffic decrease.
However, we need to avoid making definite declarations before Google even launches their platform. There are a few crucial components that we need to see:
- Mobile is Critical: Being able to have candidates apply for jobs through mobile devices is important now. And as Gen Z continues to enter the workforce, this will become even more important. Right now, Indeed has one of the strongest mobile application processes. We will need to see how Google’s platform functions on a mobile device.
- Keeping the Application Process Streamlined: We cannot downplay the importance of filters and serving candidates the most relevant jobs. Making sure candidates find the most relevant jobs is how to get them to start an application. But, we still need to ensure that they complete their applications, so the application process must be intuitive.
- Data is Gold: Although Google has accumulated a massive amount of data over the years, Indeed has been great for obtaining stats and conducting research for information such as job search trends and geography. This data has been utilized by employers and agencies for insights into markets and trends. When it comes to data, the barebones stats we need to track are clicks and apps. From there, we can calculate the conversion rating and measure the ROI. Although Google sits on top of a mountain of data, the question is not just how much of the data will be relevant, but how much access will employers have?
We will learn more in the upcoming weeks as more information about the Google Jobs platform is released and when the platform launches. For those looking into their crystal ball, you know that change across media channels is definitely on the way. So, what do we do for the time being?
For now, keep working with your agency partners. Until Google Jobs launches, it should be business as usual. For the sites that have partnered with Google such as Monster and CareerBuilder, keep an eye on their performance once the product launches. And for Indeed, there will need to be communication to discuss any new updates to their platform, because employers invest so much of their budget on this platform.
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