Google has been testing "Google for Jobs" in the USA since 2017 and will soon revolutionize the job market in Germany as well. This offers employees a new opportunity to search the web for suitable job offers: Using certain filter functions, the results can be narrowed down precisely. Both individual skills and other criteria such as place of residence or salary can be taken into account. The integrated area search is also particularly convenient for applicants – "Google for Jobs" even calculates the most sensible route and approximate travel time to a possible job.
But what does Google's new search function mean for companies? How do employers ensure that their job advertisement is found by suitable applicants, especially if the placement in large job exchanges such as Stepstone or Indeed is perhaps only of secondary importance in the future?
The search results: This is changing
First it is important to understand the extent of the changes resulting from the new search function: Already today a majority of applicants start their job search directly in Google (according to data of the search machine itself 73 per cent). The search result in Germany so far: Beside the advertisements, the organic hits of the large job stock exchanges were shown.
With the Launch of "Google for Jobs", a small blue box with the job offers which have the highest relevance according to Google for the applicant will appear here in the future – beside the still at the top placed advertisements. There is hardly a way around this box – especially in the mobile view of the search results, the organic hits placed behind will only hardly be noticed. This means: It will be enormously important for enterprises in the future to take into account how the jobs written out by them are listed by Google. Who ignores the new function, will have to count on substantial visibility losses with its job advertisements and may not reach many applicants any longer.
Job data for Google: What do companies need to keep in mind?
"Google for Jobs" is technically similar to Google's hotel or flight search (Enriched Search Results). It is not an independent job exchange where employers can enter their jobs, but a more detailed search function: Google uses a crawler to automatically identify and process job ads. The algorithm decides which job ads are shown: The Google bot collects millions of job offers from company websites or specialised job exchanges and catalogues them for the search engine.
The process is based on machine learning: Jobs are transferred to Google using prepared data, a sitemap and, at best, faster indexing via an indexing API. Therefore, if an employer adheres to the Google rules and provides special structured data with his job offers, the new search function can also be used to his advantage.
The technology behind it: How does Google for Jobs work?
To ensure that Google interprets published job postings correctly, employers must use structured data (schema.org standard) when creating pages, such as a correct description of the hiring company and the position to be held – Google has already developed certain technical guidelines for developers. At a minimum, the required properties or structured data must be added for content to appear in advanced search results. In addition, there are recommended features that provide the opportunity to add more information to improve the quality of the offer for the potential applicant.
With a test tool for structured data provided by Google, the employer can check the entered and completed data before publishing it and correct it if necessary. Complete definitions of required keywords such as "JobPosting" etc. can be found at schema.org/JobPosting, just like any other necessary criteria to be displayed in the search with further rich snippets, such as ratings or product details. Important: If an offer is no longer valid, it must be de-indexed by the employer, as well.
As a general rule, the more structured content and information is stored on a job offer, the better its visibility will be in Google. For example, the search engine rewards companies that rely on more transparency and indicate the expected salary. This openness is also well received by many applicants, even if it is still rather unusual on the German job market.
Conclusion: Challenges and opportunities for employers
"Google for Jobs" will revolutionize the job market for both candidates and employers. All relevant criteria for "Google for Jobs" is provided by Google and easy to find – a real opportunity for companies to use the potential of the new search function right from the start and place their job ads correctly in the Google search. In March 2019, Google has alrealdy announced on Twitter that the first public tests for the new job search function were running in Germany – therefore, it shouldn't be too long before the new function is introduced here. Our tip: Start using the future standard of recruiting now so that your HR department doesn't panic when "Google for Jobs" is officially launched in Germany.
You want to leave the implementation of the new Google criteria to the experts? Our online marketing team (Leuchtfeuer Digital Marketing) will be happy to help you prepare your job offers for Google: Increase the reach of your job advertisements and receive more applications from candidates who match your application exactly.