Getting Your Jobs on Google for Jobs in 7 Simple Steps

Posted by John Cotton  |  August 1, 2018  |  Job Boards & Aggregators

If you missed the announcement last year, Google is jumping into the recruitment space in a big way – and it keeps expanding its offerings in the space.

Why is Google’s entrance into the recruiting space such a big deal? When it comes to searching, Google dominates the marketplace. Google owns 77% of the search engine market¹ and over 73% of online job searches start on Google². This means that more than likely, the job candidates that you are seeking are starting their search in Google. The faster you can get in front of them and the higher up in results your job openings are, the better your chance of attracting that next hire.

Over the last year, Google has announced and launched three different products aimed to assist the talent industry, employers and job seekers:

  1. Cloud Job Discovery (aimed at the talent acquisition industry) – This uses Google’s expertise in search algorithms and job data mapping to allow for better search on corporate or job board sites.
  2. Hire (aimed at employers) – Hire is an applicant tracking system tool that allows small to medium business customers to hire and track hires. [UPDATE: Google announced plans to sunset Hire by Google. Read about it.]
  3. Google for Jobs (aimed at job seekers) – This exposes jobs in a whole new format when a job search is detected on Google (currently Google for jobs is available on Chrome or Firefox browsers, as well as on mobile devices).

 google for jobs

 

This article will be focusing on Google for Jobs and how to get your jobs into the mix on the search display.

CLICK TO TWEET: Integrate Your #Jobs with #GoogleforJobs in 7 Simple Steps. #recruitment

google for jobs

In addition to the metrics around the number of job searches that originate on Google, Google is uniquely positioned to be a leader in job search with more experience in search algorithms than almost anyone else.

The average click-to-apply rate for job publishers (job boards) is 6.6%, while the average for Google for Jobs is 22.4%. That’s a much better ROI than pushing jobs through job boards and hoping the right candidates fall into your funnel.

There are multiple ways to get onto Google for jobs. Below are some examples.

  1. You can leverage third-party vendors to get your jobs into Google for Jobs search results. These partners include many of the large job site players like LinkedIn, Glassdoor, DirectEmployers, CareerBuilder, etc.  It has certainly been notable that Google and Indeed (the world’s largest job site) have decided not to partner on this initiative.
    google for jobs
    Example of partner-based job listings in Google for Jobs – (note the “via” near the end of each listing):
    google for jobs
  2. You can directly push jobs to Google for Jobs by utilizing structured markup and an XML sitemap from your careers site. In this case, your jobs show up with a direct link to your careers site to apply:

    google for jobs
    From a candidate experience perspective, the direct route generally provides a simpler and better candidate experience as illustrated below:
    google for jobs

Since the candidate experience is more streamlined, we’ll be focusing on how to get your jobs directly integrated with Google.

STEP 1

Check with your ATS or career site vendor to see if they have a roadmap or plan to integrate with Google for jobs. Share the information provided here and associated resources at the end of this article with them. It’s possible that they may have already integrated with Google for Jobs and all you need to do is provide them with the proper requisition data (see step two).

STEP 2

Organize and map the data required. Make sure the correct requisition data is discoverable and that your career site job vacancy pages are dynamic. You likely need to expose the correct requisition data for your careers site or vendor – either directly from an ATS integration or during job scraping. Talk to your web development team or careers site vendor about adding the structured data to your career pages in a dynamic fashion. (While you can add this data manually to the job vacancy pages, once you have more than a few jobs, it rapidly becomes unmanageable and not sustainable.)

As far as the data you will need to provide for each job, there are required elements and optional elements that you will need to expose or extract out of your ATS. Note that some of these values may need to be mapped to the format that Google is expecting versus what is already in your ATS.

Required Data Elements

  • Job Title – The title of the job. Avoid any “spammy” characters like using too many exclamation points or other markup that may seem unnecessary in a job title.
  • Job Description – The full representation of the job including responsibilities, qualifications, working hours, education requirements and experience requirements. This should be formatted in HTML.
  • Posting Date – The original date the job was posted in ISO 8601 format (example: 2018-01-30 or 2018-01-30T19:33:17+00:00)
  • Company/Organization name – The name of the hiring organization or company
  • Company URL – URL of the job posting
  • Company Logo – URL to a logo image for the company/organization
  • Job Location Information – Includes: street address (if possible), job city, state/province (if applicable – in ISO 2-character format), postal code, job country in ISO 2-character format. Note that the more information you provide for location, the more searches your job will likely be visible by search parameters, as location is very important to job seekers.

Optional Data Elements

  • Alternate URLs – Same as URLs for the companyUnique ID: Likely the requisition number
  • Type of Employment – Mapped to Google values of “FULL_TIME,PART_TIME,
  • Expiration date – The date the job expires in ISO 8601 format
  • Salary information – Either a base salary or a range. The salary includes the currency of the pay in 3-letter ISO 4217 format (example: USD, EUR, etc.), either a value for the base salary or a min/max range and the associated pay type formatted to Google specifications (HOUR, WEEK, MONTH, or YEAR).

STEP 3

Make sure your jobs are indexable by Google. Check your robots.txt file to ensure pages aren’t excluded. If you are relying on an ATS provider, ensure your pages are not generated 100% by JavaScript and that they aren’t blocked or not indexable by Google, as many ATS pages are.

STEP 4

Create the structured markup for your job vacancy pages. For details on exactly how to code this, see our guide. Note our guide uses the JSON+LD format that is recommended by Google for jobs.

For additional information on the jobs schema – see Google’s documentation.

STEP 5

Test and validate your structured markup. Once you have created the markup for at least one page, run the markup through the Google structured data tool. Fix any errors found before proceeding.

Common failures include:

  • HTML contains characters not allowed or supported within the JSON+LD format.
  • You’ve missed a separating comma (,) between data values.
  • You’ve missed a starting or ending quotation mark in defining your values or data types.
  • You’ve missed an opening or closing curly bracket in defining an array “{” or “}”.

STEP 6

Add the structured markup code to your job vacancy pages. This will need to go right before the closing head tag in your HTML.

STEP 7

Launch the code, submit your sitemap and resubmit your sitemap to Google.

Once you have launched the new structured data onto your job vacancy pages, you’ll want to create a sitemap XML file to pass to Google. Likely you will want this XML file to be dynamic as well to capture all of your job vacancy pages and content and pass them to Google. Once you have this sitemap XML, you will want to submit it to Google and/or resubmit your pages for indexing. See building and submitting a sitemap to Google for more information on how to do this.

Check back in a few days or a week to see that your jobs are being indexed from your sitemap. (Google Search Console > Crawl> Sitemaps)

google for jobs

Also after a week or so, check Google Search Console to ensure there aren’t any errors with your pages/structured data. Ultimately, you will want it to look like below – showing no errors. If there are errors, you can click on the page to get details on the error to help you fix the problem.

google for jobs

Final thoughts: While implementing Google for jobs can seem overwhelming at first, if you break it into steps, it really is not all that difficult to get directly indexed. Better yet, there’s very little (or no cost) for implementation in many scenarios. The ROI for your efforts is native Google for Jobs listings that put you right at the front of job seekers’ searches. When done right, you put Google to work for you as the best job board money can buy – without any (or very limited) cost.

Need additional help in getting your jobs indexed or understanding Google for jobs? We’ve got you covered! Check out our Google for Jobs guide to get the help and resources you need or get in touch.

Sources:

  1. Smart Insights –Search Engine Statistics (April 2017)
  2. CareerBuilder Candidate Behavior Research (2015)

Posted by John Cotton

John Cotton

John Cotton is a Recruitment Technology & Analytics Strategist at Recruitics. He is a brand-savvy technologist who empowers organizations with insightful solutions that drive business success, endeavoring to create exceptional user experiences and journeys by converging technology with marketing. His passion is leveraging and combining media, analysis, cutting-edge technologies, creativity, and design to deliver innovative concepts and applications that improve marketing funnels, increase ROI, and exceed business expectations and objectives.

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