What is the purpose of ZipRecruiter
Breaking! Google for Jobs starts in Germany - what should you do?
Now it's finally getting started in Germany: Google has been testing the job search in this country since Friday. At least since Google for Jobs officially launched in the USA on June 20, 2017, the search giant has caused unrest in the recruiting scene. Since then, recruiters and personnel marketing professionals have been waiting for the new service, so that it can finally be "find job offers" instead of "search for job offers". Now it finally starts. In this post you can find out how Google for Jobs works and what you should do now to be visible with your company when Google Jobs starts nationwide in Germany.
In this article we provide information about the following:
- It's official: Google Jobs launched in Germany
- Why companies should prepare for the start now at the latest
- How do job advertisements appear in Google?
- What is Google for Jobs?
- About the job search in general
- What can Google for Jobs do?
- Guide: How will the job search with Google for Jobs develop?
It's official: Google Jobs is now in Germany
On Friday, March 15th, 2019, the first tweets were read by people who discovered the Google Jobs Search Box in their SERP (Search Engine Result Page) (see Fig. 2).
(Fig. 2: first tweets about the sighting of Google Jobs in Germany appear on Twitter)
On March 16, 2019 there was the official message from @GoogleDE on Twitter that testing was taking place in Germany (see Fig. 3). It's about time, because this function has been available in the USA since June 2017 and now also in Canada, Latin America and many parts of Asia and Africa. We expect the feature to be available to all users later this week.
(Fig. 3: Confirmation of tests of Google's job function via a tweet)
Why companies should prepare for the start now at the latest
The job function now enables companies to become visible within Google without placing job advertisements. In this way, you as a company become less dependent on job exchanges. Candidates will increasingly use the new job search. If you're not visible here, it's your competition.
3 ways to post job advertisements on google
So that Google can find and index the job advertisements and thus show them up in the search results, either the career website must have all the basic technical requirements or the job advertisements are published by a third-party provider who meets these requirements (we have an up-to-date list of third-party providers below integrated).
The basic requirements are: structured data or structured HTML (i.e. no iFrames or Flash), current sitemap, meta tags, logical URL structure, etc. At the moment, most companies have not yet met this requirement on their own website, which is partly true the outdated ATS. You can use the Google Structured Data Testing Tool to test whether your own website is Google-for-Jobs-ready or not.
Feel free to contact us if you need help customizing your own page or advice. Contact TALENTS personnel marketing agency
1. Submission from your own career page
This is how a job posting is created:
You can always read the current requirements on this page.
- If the rate of change is particularly high, for example if there are more than 100,000 job postings or more than 10,000 changes per day, contact Google.
- The prerequisite is that the Googlebot can crawl your websites with the job advertisements and that they are not blocked by a robots.txt file or a meta tag.
- A high crawl frequency must be allowed in your host load settings.
- Google’s webmaster guidelines must always be followed.
- Add “JobPosting” structured data to your website.
- If the same job posting appears multiple times on your website at different URLs, you should use canonical URLs for each page.
- You can then test the structured data and preview it.
- To keep Google updated, do one of the following:
- Use the Indexing API to notify Google of a new URL that can be crawled, or to indicate that the content of a URL has been updated.
- If you don't use the Indexing API, send a new sitemap to Google using a request to the following URL: http://www.google.com/ping?sitemap=location_of_sitemap Example: http://www.google.com/ping? sitemap = http: //www.example.com/sitemap.xmlGoogle checks the entire sitemap and crawls again those pages whose date is after the date on which they were last crawled.
How to remove a no longer available job advertisement:
- Do one of these steps to remove the page:
- Provide a value for the property that is in the past.
- Remove the page completely so that it returns a status code of 404 or 410 when accessed.
- Remove the structured data from the page.
- Repeat point 8 from above.
2. Via the applicant management system
If you have not integrated your positions directly (native) on the career page, but via an Applicant Tracking System (ATS for short; in German: Applicant Management System, BMS for short), you should now at the latest to test whether your provider has integrated structured data for job advertisements. As I said, you can easily test this with this tool. If no data is stored, or if you receive numerous error messages, you should urgently contact your software provider. If he refuses to support you or if the matter is still not important enough to him, we advise you to change the provider if possible. Either the priorities are wrongly set here or it is due to the sheer greed for money and the conscious exploitation of one's own customers. Companies whose job advertisements do not receive any organic reach through an ATS integration are usually forced to place job advertisements in order to become visible at all. This of course flushes more money from ignorant customers into the integrated multiposting solutions. We would advise against these tools, at least for the purpose of modern, efficient and transparent recruiting.
3. Via job platforms
If the search engine optimization of the job advertisements goes too far and if you do not have the opportunity to adjust the career area of the website promptly or to change the ATS, you can also appear on Google for Jobs via job platforms. In the USA, Google has integrated large sites that have already implemented the structure specifications described above via an interface. For example, job advertisements from the following providers appear in Google search: Facebook, LinkedIn, CareerBuilder, Glassdoor, ZipRecruiter, Snagajob or Jibe. In Germany, this cooperation has not yet been announced with any platform.
What is Google for Jobs?
Google for Jobs is a job exchange from Google. This makes it possible to search for job offers directly in the Google search box. The results are then displayed in a box on the results page and can be further filtered there. This saves users having to go to other job boards or job crawlers.
The search engine combines the jobs from company pages, job exchanges and social media portals on the results page. This means that the user no longer has to call up various pages when looking for jobs; he can find all job offers directly on Google, the place where he was just looking for a suitable lawnmower and the nearest subway connection. If the same job is offered on different pages, Google recognizes this and only displays this job once in the results. You can then apply directly via the websites of the various providers.
About the job search in general
Google's parent company Alphabet Inc. is entering a market where a lot is searched for but not much is found. The search giant attributes this to a lack of matching of the job advertisements with the candidate profiles, which among other things makes it difficult for companies to find suitable applicants. Now someone might say that it is entirely due to the shortage of skilled workers. But what if the job advertisement is just barely found?
With the launch, Alphabet could take a large chunk of market share from the job boards and compete directly with companies such as Indeed, StepStone, Monster, Glassdoor and Xing.
Many had already suspected the start at the beginning of last year. A timely introduction of the service in other English-speaking countries was closer than in German-speaking countries. Because the job search is based on a large ontological database, which is fed with professions, skills and qualifications and relates these to each other. The relationship between language skills is illustrated here:
Only when this database is large enough and free of errors in the German language will the job search work with the quality we are used to from Google searches. In the US, Google has therefore made its job search engine known as Cloud Job Discovery (formerly Cloud Jobs API) available to large companies such as Johnson & Johnson in advance to improve the job search on their careers page. The users feed the Google database with real search queries, which should help Google to optimize the search results and to better understand relationships. Now the service seems to be fully developed in German as well.
What can Google for Jobs do?
The search can be further refined using various filter options. The searcher currently has the following available: Category, job title, publication date, type of employment, state, city, branch and company. You can get to the actual Google for Jobs page by clicking on a job advertisement or on “More Filters”.
This is how Google for Jobs is structured
Google offers users all the functions they need to search for a job. At the very top of the page (what else?) Protrudes the well-known search slot. When typing in, the search engine offers alternative job titles:
(Here you can see how well Cloud Job Discovery works.)
Below that are the tabs for the three basic functions: Jobs, Saved, Alerts, in other words: You can search for jobs, save them and be notified when new jobs that match your own search are found.
Below that, the various sources in which the job was found are displayed as an application option. Practical, so you can easily choose your preferred platform. Because users are likely to choose the platform on which their résumé is already stored, Google will support the consolidation of the market - and smaller job portals will find it increasingly difficult to retain users. In the meantime, Alphabet has also integrated its own ATS (Applicant Tracking System) into Google for Jobs with “Google Hire”. Companies that use Google Hire can map the entire candidate journey through Google - from the advertisement to the job posting to the application form.
In addition, different tags are displayed depending on what information is given in the display, e.g. B. Publication date, category, type of employment or salary. This is followed by the job description and an assessment of the salary of the advertised position. Google uses salary information for the same or similar positions from portals such as Glassdoor, PayScale or LinkedIn and compares the various values with the salary information from the job advertisement.
The various employer reviews from platforms such as Glassdoor, Kununu, Comparably, CareerBliss and LinkedIn offer great added value. By now everyone should have become aware of the importance of evaluation platforms, because they have a direct influence on the candidates' willingness to apply.
A map shows the route and travel time from home to work. The prerequisite is that you have entered where you live in Google Maps, otherwise the map only shows the place of work. Search queries such as “Account Manager Jobs, a maximum of 30 minutes by car from my home” are therefore conceivable.
Now follow various links, such as B. the employer website, other positions in the company and the Google search results for the company.
If at some point Google still gives users the option to save their résumé in their user profile, I see only a few reasons why I should ever go to another job page when looking for a job after the introduction of Google for Jobs in Germany. Together with the data that Google already has about me, Google probably knows better than I do which job actually suits me - and which doesn't.
If you want to try Google for Jobs once, you can do so, for example, by using an IP address from the USA. This can be obtained either through the use of a VPN client or through the integrated function of the Opera Developer browser. To do this, select the Opera menu -> Settings / Data protection / VPN. Now choose USA as your location, select google.com and enter your job title.
Guide: How will the job search with Google for Jobs develop?
Once again, Google is showing what it means to offer a user-centric experience. Job seekers will choose the service that gives them the best user experience. The market will change accordingly and companies and job exchanges will have to adapt. Only those who offer a user-friendly candidate journey will be visible in the job search in the long term and be able to conduct efficient job marketing. Software dinosaurs like SAP, which have so far been less user-centered, either have to turn 360 ° or will soon be a thing of the past. This gives software start-ups and small company sites that were previously dependent on large job boards the opportunity to appear in the job search again.
If companies fully exploit the potential of Google Jobs, amazing improvements in job marketing performance can result: Johnson & Johnson was able to improve its click-through rate by 45% and attract 41% more highly qualified applicants for business-critical roles.
Now at the latest, companies should modernize and optimize the candidate journey and their job marketing measures, because job seekers are already looking for jobs on their mobile phones via Google and will soon be doing more. Too bad if your company can only be searched for but not found.
Contact us here if you need help with search engine optimization.
Stay informed about developments on the topic on our HR blog!
Category Personnel Marketing
Annika PiesI am an online marketing professional and the head behind TALENTS. For 8 years I have been advising companies in the field of online marketing, social media, SEO and analytics and have led and built up numerous teams. I combine online marketing with recruiting know-how. TALENTS generates more qualified applicants for companies through search engine-optimized job advertisements and digital personnel marketing.
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