Let’s Google with “Google for Jobs” to the job portal and compete for Monster, Indeed or StepStone. Read how job advertisements are at the top of the ranking. […]
Many companies have not yet realized that Google has built a new feature into its search engine: Google for Jobs. The function allows a clearer presentation of the job offers, but also makes decisive changes to the search results. This is good news for companies, because they can increase the visibility of their job advertisements and at the same time avoid expensive advertisements on the major job portals.
However, there are a few things to consider so that the Google algorithm really finds the job ad on the company’s own website. The magic word is search engine optimization (SEO). If you give your job offer the right structure, you will be one of the winners at Google for Jobs and will receive more applications at the end.
When a job ad appears on Google for Jobs, it has a decisive impact on the number of applications. The search engine is the first port of call for all kinds of questions. Of course, this also applies to the search for a suitable job. Companies that urgently need new specialists will certainly gratefully accept the offer and orient their job advertisements on the company’s own website so that they can be easily found by Google.
To put it in a nutshell: almost 80 percent of all people who are interested in a new job start collecting information on Google today. They search for interesting employers in their area, probe the job portals or research which skills are expected for a particular position. And of course you are also looking directly for a job advertisement that is eligible for a change. Google is now making things especially easy for you. The reason for this: the creators of Google have realized that the topic occupies a large space in the search queries.
Similar to the previous cinema program or flight bookings, special functions were therefore introduced when searching for a job. They allow users to do most things from the interface of the search engine. In concrete terms, Google for Jobs means that the job ads are displayed in a separate box at the top of the page. The search result is determined by the advertisements of the national job portals such as Monster, Indeed or StepStone and regional job boards.
On a par with this, Google also uses the job advertisements of company-owned websites and the specific career pages of the companies. This is possible because the job offers throughout Germany are drawn up according to a certain pattern. This is a decisive advantage for companies, because they now have a direct connection to the search engine interface. Ideally, your job advertisement should be placed first in the separate box.
Through Google for Jobs, users can reach a search result that is geared to job offers from their region without further detours. However, the box still has some practical functions for you. The search can be filtered. On the one hand, this is possible via certain features, such as: home office. On the other hand, the search radius can be changed as desired by clicking on two, ten, 25, 50, 100 or 300 kilometers. In addition, you can get directly to the application via a button. This makes Google a functional job portal.
The consequence of this is likely to be that more and more users stay on the Google interface and do not even go to StepStone, Monster or Indeed. For companies, there is a chance that the job offers will be perceived much better by their own website. They stand on an equal footing next to the advertisements of the national portals. But this also means that you can do without the cost-intensive ads on Indeed, StepStone or Monster.
You have lost your advantage over the company website. Companies are gaining independence and minimizing their costs – this is good news. And those who are at the top of the Google for Jobs ranking can expect numerous applications. The target group is reliably reached, because the interested parties set the right filters by themselves. In the next step, it is only necessary to ensure that the Google algorithm can easily find the job advertisement on the company’s own website.
When the Internet was still in its infancy, search engine optimization was an easy task. You just had to make sure that as many external links as possible refer to your own website. Nowadays, the Google algorithm is so complex that it is actually several algorithms. It is about assessing the relevance of a webpage with regard to a specific question. A whole range of factors are used for this:
- Search terms
- interesting content
- Location of the user
- Up-to-dateness of the information
If you want to be visible on the Internet, you have to deal with all these things. This is exactly what the term search engine optimization means. For example, a company should highlight its special competence on its website in order to gain visibility. Interesting articles on current topics in the industry or articles that impart important knowledge to potential customers are helpful. If many people access the website again and again, the ranking will improve and the company will be increasingly noticed. In the end, a well-known company also has an easier time finding employees. As far as the specific job advertisement is concerned, however, there is another point that should definitely be taken into account: the job advertisement must be integrated into a certain structure so that the Google algorithm actually perceives it as a job advertisement.
The term structured data refers to information that the Google algorithm uses to be able to classify a website meaningfully. The information is integrated by the operator of the website in order to make the algorithm’s work easier. For example, a website that offers baking recipes will indicate that the content is cakes and recipes. In addition, however, it will record for each underside which cake is specifically about. It would also be useful to include information such as: Without egg or original recipe. The Google algorithm loves such information, because with its help it can answer search queries much more accurately. The result for the website is an improved ranking.
Structured data is not particularly complicated and you certainly don’t need a programmer to integrate it into the website. However, it is important to think about which information is particularly important for the Google algorithm so that it can correctly classify a job offer. Of course, you have to tell the algorithm first and foremost that it has a job advertisement in front of it. But this is far from enough. In order to reach the target group of the ad, you should specify the job title, the name of the company, the place of work and as many specific characteristics as possible. The more accurate the information is, the better the ad qualifies for Google for Jobs.
*Phil Poosch advises and accompanies B2B companies on the path of digitization. With Poosch Consulting GmbH, he has specialized in online positioning and new customer acquisition. He supports companies in securing their competitiveness and exploiting the growth potential of the Internet.