All the things you can’t “Google” to find out how to attract more talent.
The recent launch of Google for Jobs has instantly dominated the conversation within every talent acquisition circle. Most of what you hear is opinion on what might happen next, but as talent acquisition leaders, we are less interested in what might happen and more interested in how to leverage Google for Jobs right now.
Tim Sackett and CareerBuilder reveal how to make the biggest impact on your organization’s ability to attract the best talent on the planet. The talent landscape is shifting, but there are simple things you can do right now to stay out in front.
2. Presenter Info
• “Tim Sackett” is me on the first ten pages of
Google!
• Blogger #1 at the aptly named Tim Sackett
Project
• Contributor at Fistful of Talent
• World’s Foremost Expert on Workplace
Hugging!
3. Presenter Info
• Leigh Margaret Stull, VP of Product,
Careerbuilder
• CB’s Queen of Google for Jobs Info!
• Leads Careerbuilder.com, mobile apps,
email & niche sites product areas
• Passionate “talent marketplace”
matchmaker
4. What is your confidence level in
understanding what Google for Jobs is
and what it can do for your
organization?
• A – High (I’ve read a ton about Google for Jobs)
• B – Medium (I know its important, but don’t know why)
• C – Low (Google for What?)
6. The GFJ Reality
• Searching for jobs online is messy
and hard for search engines.
• GFJ is a job search engine
aggregator. What’s that?
• Google will now be ’indexing’
your jobs differently.
• Google is delivering best in class
one click apply – like we’ve been
telling you for years!
7. The GFJ Reality – Part 2
• Google is consumer driven, not
recruiter driven. What does this
mean for TA?
• The least amount of ‘friction’ will
win.
• You might love having candidates
jump through hoops, but Google
doesn’t!
8.
9. #1 – Search for your own Jobs on Google
• When was the last time you
searched for your own jobs on
Google?
• Have you specially asked your
ATS vendor if they are GFJ
compliant?
• How do you make sure your jobs
will be on Google?
10. #2 – GFJ has Partnered with Third Party Sites
• Job boards like Careerbuilder
who have already worked
through how to get your jobs
high on search results.
• One of those partners is not
Indeed!
• Speak with your technology
vendors to see if you’ll be fine or
you need to do this on your own.
11. #3 – There’s a new Job Posting Schema
• A what!?!?
• A job ‘schema’ is how Google
indexes jobs on its site. It’s
basically a certain design of how
they like the data of your job
postings displayed.
• Rankings based on Job Metadata.
• Make your jobs more
’discoverable’ by Google.
12. #4 – Source of Applicant Data
• Do you know where your
applicants are coming from? Not
hires, applicants.
• Once you know this data, do you
know how much your paying for
each source?
• Do the math! I think what you’ll
find if you need to re-prioritize
some of your spend to some
other sources.
13. #5 – Google Favors Certain Things
• Job Postings that enable quick
apply – one click is way better than
ten clicks!
• Specific location – like the actual
street address listed in the posting
• Job titles that are industry standard
• Optimizing your job postings just
became important again…
15. Google for Jobs Questions for Leigh-Margaret!
• What the heck is “Google
Enhanced Search”?
• Why aren’t my logos showing up
on my postings on Google?
• Why do my competitor’s jobs
show up higher than mine on GFJ?
• My job is remote, without a
location, will that hurt my
posting?
17. If you build it, Candidates Will Find you!
• It’s all about optimization, but did
these new optimization rules
change?
• No gimmicky buzzwords (Ninja,
Superstar, Guru, Jedi, Wizard, Black
Belt)
• Avoid Job Title Abbreviations –Not
VP, use Vice President)
• Include location. Always! Except…
18. The perfect job posting for optimization
• Job opening url includes
keywords
• Url should be self-explanatory –
• www.abc.com/Senior-IT-
Developer-In-KansasCity
• Don’t have the same job posted
in twenty places.
• Include salary in title, or at least
in description.
19. Where do you typically place salary
information in your job postings?
• A – In the title (Accountant - $85,000)
• B – In the actual body of the job description
• C – We never put salary information in our job postings
20. And a little more to overwhelm you!
• Avoid screener questions within
your internal apply path.
• Know how job seekers search.
Your company name is almost
worthless.
• Do you have a poor business
reputation? You’re in trouble.
25. What’s new in Sourcing?
•Sourcing Bots/A.I. driven
sourcing and screening.
• Sourcing engines, like CB’s
Recruitment Edge. Candidate
aggregators.
•Tech that will now take your
posting and instantly go out and
match it with your candidate
ecosystem.
26. Pools of talent and a CRM…
•What can CRM really do?
•Candidate nurturing
• Talent networks
• Post-apply re-engagement.
27. Candidate Rediscovery
• Most ATSs are awful at letting you know
when you’re missing out on talent you already
have.
• A.I. technology is getting really good at
taking a look at your entire ecosystem of
talent and ranking them automatically.
• These candidates already told you they love
you!
29. Employee Referral Automation
• Single most underutilized
recruitment technology on the
planet.
• Most organizations forget about
how valuable and, overall,
inexpensive referrals are.
• Quite possibly the single
greatest ROI in recruitment.
30. The Forgotten Talent Pools
• Somehow we’ve decided that
you become worthless after 50.
• Being a stay-at home Mom
makes you stupid.
• Time in jail is an employment
death sentence.
• We love our Vets! We just don’t
like hiring them…
31. Programmatic Job Advertising
• Sophisticated algorithms find
your target audience and ensure
that your ads get in front of
them in the most efficient way
possible
• Programmatic consolidates the
job ad process of managing
multiple vendors into a single
portal
33. Mobile Apply is a Must!
• 77% of the U.S. population has
a Smartphone.
•85% of candidates under
$16/hr only access the internet
via a smartphone.
•How easy is it to apply to your
jobs via mobile?
“Server jobs Chicago” – previously this could be an IT job or a restaurant job. GFJ will know the difference by who’s searching.
Have your webmaster submit your ATS site (ex. Companyname.taleo.com or Goolge Search Console to ensure they can locate your jobs.
New SEO rules around consumer preferences, not keyword stuffing, but you still need to have enough job specific information to be relevant, so things like job title should probably be in your posting at least five times.
So, now what do we do?
More (video in job postings, salary in title, programmatic job advertising, etc.)
RM is different than CRM. CRM is the mechanism, but you still have to have the message.
65% of resumes for high-volume positions are ignored and never seen, but you have them!
Why do we think over 50 workers are no longer willing to work hard?
My younger workers with family obligations give way less effort than my older workers, yet my managers still want that 30 year old with two kids who is coaching soccer and has nothing extra to give the company.
Look – I’m not going to talk you into this – you just need to know you’re stupid if you don’t look at your demographics and figure out why this happening at your organization.
Stay at home mom’s returning the workforce are my secret weapon!
About 95% of all marketing online is done through Programmatic, but only about 18% of job advertising is currently being done through programmatic.
Why?