Yes, we can offer you Google for Jobs compliance. No, we are not anti-Google for Jobs, because we question whether it is as good as the hype…
But we are seasoned job advert/talent generation marketers with expertise that dates back to 2004 and covers multiple countries and multiple languages, with a bit of patent potential for jobseeker attraction tech of our own…
So Google for Jobs has landed in the UK, and the regular bandwagon marketers have hitched themselves to the Google wagon, and their approach to advice has pretty much been to cut and paste the Google marketing speak onto some graphics. The general level of due diligence that has been performed on the effects of changing your website to be Google for Jobs compliant seems to be “if Google says it is right, then do as they ask”.
RecruiterWEB, however, has been to the Google Rodeo a few times as we have been in the market since 2004, and well, this is not Google’s first go at promoting jobs. Now that is not to say Google for Jobs won’t work for recruiters, job boards and career sites, but in the case of RecruiterWEB clients, many already enjoy ranking in the typical Google results that discreetly brings them in job seekers every day, week, month and year. Some of that could be undermined, in our view, by the nature of the changes that Google for Jobs is asking for.
So the choice we will be offering our clients is going to have a bit more depth than “throw a bit of structured data on your jobs and hope Google for Jobs puts you to the front of the queue”. There are about 34000 recruitment companies registered as active at companies house, and the trend currently is for 1-2 person startups, which are opening at the rate of 8000+ per year.
Merely having the structured data that Google for Jobs asks for is not going to cut it, if you are in a niche where you have 100, 200, 500, 1000 competitors (which by and large is the bulk of the industry).
So if you really want to know the truth about Google for Jobs, then RecruiterWEB is the right vendor for you. If you just want to tick the Google for Jobs structured data box, we can do that as well. We just think the former is the wiser approach to generating the visit that may make or break your recruitment company.
As a broad-brush response to Google for Jobs, here is what we think one week on from the formal launch
Who can go Google for Jobs immediately?
- Recruiters/Job boards. If you are a recruitment start-up, then go for Google for Jobs from day one, as you have no rankings to lose.
- Recruiters/Job boards. If you have not run formal SEO plans for your website (being told your website has SEO by your vendor does not count), you are likely to have no rankings to lose.
- Recruiters/Job boards. If you are using a vendor’s technology that has lost your rankings and you have no budget to get them back (we get plenty of those come to us), then you have little to miss as it has already been lost!
- Recruiters/Job boards. If you are unable to fund a formal SEO plan for your website with a recognised recruitment SEO expert then, hey, you are out of the game, so you have nothing to lose.
- Recruiters/Job boards. If you like to be an early adopter of new tech, go for it.
- Employers – All of you, just go for it.
Who should take a bit more of an in-depth look?
- Recruiters/Job boards. If you have new business clients and candidates that match your jobs on a consistent basis, and they say, or you track, they came to your website, then take a more in-depth look at Google for Jobs. It can disturb the rankings you have that bring that traffic with some of the changes asked of you.
- Recruiters/Job boards. If you have an SEO team or supplier, who is proving for you where your results come from, definitely take a more in-depth look before you leap.
- If you use a service like ClickIQ to place your jobs strategically in pay-per-click advertising channels, maybe you don’t want to draw first. Maybe if there is less traffic on these platforms, you want to be a bigger fish in a smaller pond.
- Employers – All of you, just go for it.
What we expect to happen over time
- 20% of Google for Jobs users will have a resounding success with the platform.
- 20% of Google for Jobs users will have limited results.
- 60% will fail to use or gain any benefit from the platform.
- 100% of recruitment website vendors who follow bandwagon marketing principles will call it a game-changer for recruitment.
When will it cost you money?
Google for Jobs has three primary ways to cost you money: firstly the fees you are charged by your tech vendor, secondly the direct payments that Google may or may not introduce when the service hits a certain critical mass, or thirdly the indirect costs of needing to do everything from taking time to write better job adverts to employing an SEO firm to get your overall website authority that helps Google for Jobs algorithm to tell where to rank jobs when critical mass has been achieved, but it does not want to implement direct costs.
Which of the three is the most likely? Well, I think, along with many others, that Google wants the job seeker to have a legitimate reason to give their personal data. So direct costs will be the last way you will be charged. I expect the tech charges to be low, but easily misunderstood and potentially costly if not investigated by those who have some rankings to lose, and I think the indirect costs of making your site a destination site will be where the real costs come.
Mind you, July is the month that Google started charging for its Maps service to just about everyone…