Most of you should have worked out that Google for Jobs threatens the permanent recruiters more easily than it does temp recruiters. This is because, in the UK, 83% of what recruiters actually do is provide temps. The recruiter needs to be in the middle of that transaction by law and to make up the cash flow to pay people weekly and monthly.
Therefore, at best you might say that 17% of what UK recruiters do may be affected by Google for Jobs, if 17% of the 34,000 recruiters with active companies jump on the Google for Jobs wagon at the same time as 5.7 million employers. Does that sound likely? Sounds even less likely with employers being asked to spend £8000 to £40,000 by some career site widget vendors.
Let’s look at the direct employer threats. Google for Jobs makes it possible for employers to compete for free with you.
Yes, it does, but of the 5.7 million UK employers, there are 5.5 million of them that have nine employees or less. It is doubtful they have the technology in place or desire to create it for Google for Jobs qualification. The 5.5 million will not spend £8000 to £40,000 to get compliant, and they will not have a huge hiring need either. Google for Jobs is paying attention to those with volume jobs, so how will the ma and pa shop get into retail jobs alongside, say, Tesco or Virgin, etc.? It’s not going to happen easily.
Of the 200,000 left, 41,000 have less than 50 employees, and just 7000 have 250 or more (you can read more here: http://snip.ly/osscqj). We are not saying Google for Jobs will not present some challenges. Let’s say those that have 50+ employees or vendors are asking for between £8000 to £80,000 to set them up with career sites that are Google for Jobs compliant, and then fees of £500 per month to £30,000 per month to optimise their channels. That is for no guarantee of the ranking slot that will get the job seeker, just a guarantee they will be on the Google for Jobs platform. It is a threat, but it is not as large as some would have you believe.
17% of what recruiters do is permanent recruitment. Take out the ‘dog of a job’ jobs from that 17% pool and then do your maths — that frees recruiters up to do the good stuff. More on that later.
Google for Jobs may favour larger agencies.
The UK service is young, and in the US, we have seen some preferences. There seems to be a correlation between volume and full compliance. Over time, we think a combination of compliance and what else your site does to make it attractive will be key. However, you will have to invest in your site with content outside of just jobs. Sites will need to produce ‘how to, why to, when to, and what to’ type data to up their game on the overall value of their website to a visitor.
Others may execute Google for Jobs better than you may technically.
This only applies to those of you who have relationships with your website suppliers that are not working. The task itself is from two to ten hours’ work for most developers. The API is the best route to go rather than scraping of your jobs by the Googlebot.
Do not fall into some of the blatant bullshit out there by some recruitment website vendors. Like the biggest in our industry, which claimed to have been ready for Google for Jobs 18 months ago. In August 2018, just a few weeks after Google For jobs landed in the UK, their servers fell over, and 800+ sites were down due to the visits of the Googlebot (PMSL at that one).
Others may write better copy for Google for Jobs than you.
This is not insurmountable; you can learn how to write better copy, and you need to make sure you make the time for it or are allowed to make the time for it.
Google for Jobs may lower your margins and fees.
Yes, employers might see that Google for Jobs is doing a lot of your work for you and ask for discounts. Since most employers ask for discounts anyhow, there is nothing much new to fear here.
Google for Jobs may create more of the wrong job seekers than the right ones.
Yes, this can and will happen; you get more job seekers who are not qualified for your jobs because the platform is open to everyone, and that is EVERYONE. Being knee-deep in I-can-do-that, ‘Yosser Hughes’ giss-a-job types could be all Google for Jobs amounts to.
Google for Jobs may create more complaints, as you cannot keep up with the talent it produces.
The more Google for Jobs can deliver to your candidates, the more it can deliver you candidates you cannot find work for. We live in the age of the online complaint, and so your brand can, as a result, pick up more heat from unhappy job seekers. Google for Jobs makes that complaint easier. SEO and web marketers generally agree that bad reviews hurt your online presence, especially those complaints that go unanswered.
Google for Jobs has hidden costs.
The service is presently free at the point of use. To exploit this free service, you need to make changes to your website, changes to the way jobs get onto your website, changes to the way staff are writing job ads, and ultimately there will be some other forms of promotional costs, be they direct from Google or indirect costs. So free does not really mean free, does it? 🙂
Your vendor does not understand what to do with your website.
There are plenty of vendors like us who do and who will form an orderly line for your business.
There is so much noise you don’t know what to do.
Hopefully, if you read this, not anymore.
Competition from other recruitment agencies
The technical challenge: 34,000 recruiters have websites in the UK. Take out the ones supplied by ourselves and/or other specialist recruitment website vendors, and that leaves about 30,000. The sites our competitors and we have made will meet the needs of Google for Jobs; the remaining 30,000, unless they have a qualified SEO plan in place, will not have what is needed. There will be a time lag of many years before these sites are compliant.
“Dog of a job” jobs are where the job spec is as dull as dishwater, the pay is as poor as Big Issue sellers’ wages, the employer brand is a whistleblower call away from a public outcry, and you have to compete with 100 PSL members on that oh-so-exclusive deal HR set up for you.