How the New Google Job Search Can Make or Break Your Applicant Flow
Looking for the nearest sushi place? Google it. Want to fly to Paris? Google it. Trying to figure out if that lump on your arm warrants a doctor’s visit? Google it.
Searching for an hourly job? You guessed it: Your job seekers are Googling it first. Here’s why showing up in Google job search results is more crucial than ever to getting enough high-quality candidates.
5 huge ways Google job search will impact your applicant flow
1. Most job searches start on Google
When hourly workers start looking for open jobs, they aren’t going straight to your website or Facebook page; they’re going to Google first. Unsurprisingly, Google gets upward of 77% of all search traffic. In fact, half of job seeker traffic to Snagajob comes from Google in some way. Google’s new job search feature surfaces the most relevant jobs from all over the Web right at the top of your search results page.
So how does this affect your business? If you’re one of the 32% of employers not getting enough applications, it could help out a lot. To understand why, it’s important to understand how and where people click on Google search results pages.
2. Job seekers don’t make it past the first page
Page 1 of search engine results sees over 90% of traffic. That means the majority of users never make it to the second page. If that’s where your jobs are showing up, job seekers aren’t seeing them. Optimize your postings for Google’s new job search tool to ensure your jobs are getting maximum applicant exposure and potential clicks.
3. Actually, job seekers don’t even make it past the first few results
Even if your job does show up on Page 1, if you’re not toward the very top, your applicant flow could still suffer. People don’t need to scroll down the page, because Google is so great at surfacing the most relevant results first. People are drawn to results that appear “above the fold” (or at the top) and Google wants to keep you there.
Results in spots 1-5 account for 64% of all clicks. Only 10% of page clicks come from results in spots 6-10.
The same goes for job searches now; the new Google job search widget puts the most relevant, optimized jobs at the top of search results. This pushes organic job results further down the page, slashing chances applicants will see and click on those jobs. Make sure your job postings and career pages meet the 3 main requirements to pull into Google’s new job search tool to keep a steady flow of applicant traffic.
4. Job seekers search on mobile devices
8 in 10 hourly workers search for jobs from their phones, according to our latest survey results. In most cases, job seekers don’t even have to go to www.google.com – they simply start typing a search term in their phone’s URL bar, and Google will finish the thought and take them straight to the search results page.
Google Search already prioritizes mobile friendly sites in general and its job search engine is no different. Google’s job search tool makes searching, filtering and viewing jobs incredibly easy to do from a mobile device. The way Google structured requirements to appear in the job search widget allows it to optimize the mobile experience to an extent. But there are some additional steps you can take to further mobile-optimize your job postings and increase the chances of your jobs getting clicked on.
5. Job seekers might search on different terms
As an employer, you don’t always know how a potential employee is going to search. Perhaps you’ve listed a job opportunity for a “sales associate” but your potential applicant searches “retail jobs.” They might not reach your job posting because the phrasing doesn’t match even though they’re searching for the position you want to fill.
The Google job search tool solves for this by using machine learning to categorize similar or synonymous phrases, and then display the most relevant related jobs and search suggestions. Job seekers are able to discover opportunities they didn’t even know existed and never would have typed in. For employers, this allows you to expand your applicant reach exponentially and, ultimately, increase total applicants.
How to maximize applicant flow with Google job search
Increasing applicant flow from Google jobs ultimately comes down to understanding how your potential employees search for jobs. Want more tips on how to get your jobs to show up and stand out on Google job search? Check out our free webinar: “The New Rules of Getting Your Jobs to Show Up on Google.”