The Google effect – the impact of Google on candidate attraction
In 2019 for the first time, the top referrer of traffic to our clients’ websites was not a paid job board. In fact, it wasn’t even a job board at all. So far this year, Google has delivered 44% of candidate traffic to our client’s websites. This reflects a huge shift in candidate behavior. Candidates are no longer going to job boards as the first port of call when starting a job hunt. Instead, they are heading to everyone’s favourite search engine and typing in “jobs near me”.
So, what does this mean for you, when you are trying to attract the best candidates?
The good news is, this is a fantastic source of free candidates, right at your fingertips! However, there are a few things you need to do in order to make the most of it.
1. Searchability is key
In order for your job opportunities and your careers website to be found by Google, you need to ensure that your site and job ads are optimised. Search Engine Optimisation is a complicated and tricky topic and there is a reason there’s a whole industry of specialists devoted to it! However, one easy thing you can do is to optimise your job titles.
Put yourself in the candidate’s shoes and think about what they will be searching. Are they more likely to search for a “Director of First Impressions” or for a “Part-time Receptionist Job in Albany”? Keep your job titles meaningful, and be sure to include location, and if the job is part-time, say so! “Part-time” is one of the most commonly searched keywords.
2. Keep the candidate experience front of mind
As the digital environment evolves, candidates expect a smooth experience. Lengthy application forms that require many clicks are going to deter candidates. The best candidates aren’t going to be filling out lengthy application forms. They want a simple application process and they move fast.
Many candidates will be applying via mobile, so ensure your application process is mobile optimised. Google will prioritise sites that are mobile optimised and provide a better user experience.
3. Invest in Retargeting
Just because a candidate has clicked onto your careers site and seen your job opportunity doesn’t guarantee they will apply. They may get interrupted, distracted or simply want more time. Ensure you don’t lose their interest by investing in a retargeting campaign. A retargeting campaign will serve adverts to people who have visited your careers site, reminding them what a great opportunity they could be missing out on! A retargeting campaign can be very cost effective – just give us a call to ask how.
4. Review where you are currently investing your advertising spend
Look at where you are currently spending your advertising budget. Then look at where your candidates are actually coming from – in particular those candidates you actually hire (if you don’t have the tools to do this, we can help). A lot of our clients are amazed at the disconnect between where the bulk of their money is spent and where their candidates are coming from when they first look at it. If you find the same, talk to us about how you can structure your budget to get the best bang for the least buck. It could be worth investing in paid Google advertising, or looking at social channels.
5. Stay up to date
It all changes so quickly! We are seeing the media landscape change faster than ever. Google has also released Google Jobs and Google Hire in the United States and other regions, which has had a huge impact on those markets. We can expect these products to hit our shores any day now, which will change the game all over again.
We know staying up to date can be a challenge, which is why we recommend partnering with an expert – like us!