Google for Jobs: A Step-by-Step #GoogleForJobs

Transcription

1 Google for Jobs: A Step-by-Step

2 Webinar Logistics GoToWebinar Attendee phones will be muted Webinar will be recorded (link to be sent) Ask questions using the Chat feature Live Tweeting Tweet us your questions 11/29/2017 2

3 Introductions Tom Chevalier VP, Product Product leadership roles at PeopleAhead & Monster prior to Appcast Purchased, built and optimized many billions of job ads. Chair, TAtech Traffic Quality working group 8+ years at CH2M John Cotton Recruitment Technology & User Experience Strategist Creator of world-class candidate experiences to attract the best engineering professionals Google Analytics Certified Ryan Christoi Managing Partner 18 years in digital recruitment advertising at KRT working with Fortune 1000 global clients Has helped his clients hire more than two million people Advisory Board of TAtech & ATAP

4 What we ll cover Why this is a BIG deal Notable features Who s doing it How to do it Key takeaways 11/29/2017 4

5 We re here today to talk about Google for Jobs Cloud Job Discovery Talent Industry Job search engine sites Job aggregators Job boards Classifieds Career sites Staffing agencies Applicant tracking systems Job distribution UGC: Social media/.communities Google Search Job Seekers Many job seekers start their search on Google.com Hire Employers For G Suite customers

6 Why this is a BIG deal

7 GLOBAL SEARCH ENGINE MARKET THAT BELONGS TO GOOGLE >77% SOURCE: Smart Insights Search Engine Statistics (April 2017)

8 ONLINE JOB SEARCH THAT START AT GOOGLE >73% SOURCE: CareerBuilder Candidate Behavior Research (2015)

9 The challenge of connecting job seekers to better information on job availability is like many search challenges we ve solved in the past. Sundar Pichai, Google CEO

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11 Early days, but results are promising 6.6 % 22.4 % Click-to-Apply Rate Average All Job Publishers Click-to-Apply Rate Average Google

12 Let s dig in

13 Customer The Candidate Experience

14 Candidate Experience Direct vs. 3 rd Party

15 Direct Experience Click Path ch2mcareers.com ch2mcareers.com

16 3 rd Party Experience Click Path energyjobline.com

17 Candidate Experience Direct vs. 3 rd Party 3RD PARTY DIRECT

18 APPLICATION METHOD

19 Candidate Features SOURCE: Preferred Apply Method Bookmark to Apply Later

20 ALERTS

21 Alerts Get your jobs in Candidates GMAIL

22 Alerts Get your jobs in Candidates GMAIL

23

24 Street-level Address Real-Time Commute Info

25 Street-level Address Real-Time Commute Info

26 EMPLOYER REVIEWS

27 Employer Reviews Aggregation of employer reviews

28 Employer Reviews Ensure you re managing your company s brand on key sites

29 SALARY INFORMATION

30 Salary Information Indeed

31 Salary Information Glassdoor

32 Salary Information LinkedIn

33 Salary Information Google for Jobs

34 Salary Information Google for Jobs

35 Salary Information KRT Blog

36 Who s doing it

37 How do I get my jobs found by Google? There are two ways: 1. Direct integration with Google If your organization has a website, your job postings are published on that website, and you are able to edit the HTML of the job postings, you can use job posting structured data markup to directly integrate with Google. 2. Using a third party job site. Any organization can ensure its job postings are indexed by Google by posting those jobs via a third party job site that has integrated with Google.

38 3 RD Party Job Site Partners Sample List SOURCE: Partner List Facebook LinkedIn Careerbuilder Glassdoor ZipRecruiter Snagajob Monster Jibe JazzHR icims Direct Employers America s Job Exchange Madgex WayUp mycnajobs Higher Education Recruitment Consortium Jora Jobing.com Local Job Network Care.com Jobs.net Recruiting.com NOTE: List is not exhaustive and is subject to change at any time.

39 FORTUNE 500 WITH JOBS INDEXED JOBS DIRECTLY 37% AS OF OCTOBER 15, 2017 SOURCE: KRT Marketing Research

40 Get the List We ll send it to you. 187 out of 500 F500 companies As of October 15, 2017

41 How to do it

42 Getting Started Check with your ATS or careers site vendor to see if they have a plan/roadmap

43 Getting Started A Few Things to Know Your career pages likely need to be dynamic not static Talk to your web development team or careers site vendor You ll need access to requisition data Either directly from your ATS or during job scraping

44 Getting Started A Few Things to Know Required Data Company or organization name Company URL Job Title Job Description Posting Date Location Information Full address of the job City, State, Country and Postal/Zip Code Region Optional Data Unique identifier (usually requisition number) Type of employment (Full Time, Part Time, etc.) Expiration date of the job Salary information (lump sum or range) Currency type (USD, Euro, etc.) Amount or min/max for range Frequency (hourly, monthly, annually) *Extra credit items You likely will need to map certain data from your ATS format into Google s/schema.org s format

45 STEP 1: Ensure your jobs are indexable If Google can t find them, you re never getting into Google for Jobs >ATS Your job pages on your ATS likely aren t indexable and even if they are, they probably aren t optimized

46 STEP 2: Create your structured markup Three methods JSON-LD Microdata RDFa JavaScript notation embedded in a <script> tag in the page head or body. The markup is not interleaved with the user-visible text, which makes nested data items easier to express, such as the Country of a PostalAddress of a MusicVenue of an Event. An open-community HTML specification used to nest structured data within HTML content. Like RDFa, it uses HTML tag attributes to name the properties you want to expose as structured data. It is typically used in the page body, but can be used in the head. An HTML5 extension that supports linked data by introducing HTML tag attributes that correspond to the user-visible content that you want to describe for search engines. RDFa is commonly used in both the head and body sections of the HTML page. Google recommends using JSON-LD for structured data whenever possible.

47 CAUTION! CODE AHEAD

48 STEP 2: Create your structured markup JSON+LD <script type="application/ld+json"> { "@context" : " "@type" : "JobPosting", "title" : "[JOBTITLE]", "description" : "[JOBDESCRIPTION]", "dateposted" : "[POSTINGDATE]", Required Data [JOBTITLE] The title of the job. Avoid special characters that can be spammy [JOBDESCRIPTION] The full representation of the job including responsibilities, qualifications, working hours, education requirements and experience requirements. HTML formatted using <br/>,<p> or \n for line breaks. Example <script type="application/ld+json"> { "@context" : " "@type" : "JobPosting", "title" : "Product Tester Los Cruces, NM", "description" : "<p>acme is seeking a professional product tester to validate/test our products in If this sounds like you, then ACME has just the role for you! Apply today!</p>", "dateposted" : " ", [POSTINGDATE] The original date the job was posted in ISO 8601 format. For example, " " or " T19:33:17+00:00".

49 STEP 2: Create your structured markup JSON+LD Required Data Example "hiringorganization" : { "@type" : "Organization", "name" : "[COMPANY/ORGANIZATION NAME]", "url" : "[COMPANYURL]", "sameas" : ["[ALTERNATE URL1]", "[ALTERNATE URL2]", "[ALTERNATE URL3]",etc..], "logo" : "[COMPANYLOGO]" }, [COMPANY/ORGANIZATION NAME] The name of the organization posting the job [COMPANY URL] The URL of the job posting [ALTERNATE URL1] (optional) SameAs urls for example the corporate website, facebook, linkedin, etc. in a comma-delimited array [COMPANYLOGO] URL to a logo image for the company "hiringorganization" : { "@type" : "Organization", "name" : "ACME", "url" : " "sameas" : [" ok.com/looneytunes/", " "logo" : " src=s&source=images&cd=&cad=rja&uact=8& ved=0ahukewi5rzsh0flvahxlrvqkhuu4cx YQjRwIBw&url=http%3A%2F%2Flooneytunes.wikia.com%2Fwiki%2FACME&psig=AFQjCN GmCPlN5Ozmw4fHMWMm1J6NlZkxwQ&ust = " },

50 STEP 2: Create your structured markup JSON+LD Required Data Example "joblocation" : { "@type" : "Place", "address" : { "@type" : "PostalAddress","streetAddress" : "[STREETADDRESS]","addressLocality" : "[JOBCITY]", "addressregion" : "[STATEPROVINCE]","postalCode" : "[JOBPOSTALCODE]","addressCountry": "[JOBCOUNTRY] } }, [STREETADDRESS] Physical address of the job [JOBCITY] City of the job location [STATE/PROVINCE] State/Province in two-digit ISO format (i.e. CO, CA, UT) If international, use Country full name "joblocation" : { "@type" : "Place", "address" : { "@type" : "PostalAddress","streetAddress" : "Wsmr P Rt 1m ","addresslocality" : "White Sands Missile Range","addressRegion" : "NM","postalCode" : "88002","addressCountry": "US" } }, [JOBPOSTALCODE] Postal/zip code of the job address [JOBCOUNTRY] two-digit ISO code of the country (US,GB,PL, etc.)

51 STEP 2: Create your structured markup JSON+LD Optional Data Example "identifier": { "@type": "PropertyValue", "name": "[COMPANY/ORGANIZATION NAME]", "value": "[UNIQUEJOBID]" }, [COMPANYORGANIZATION NAME] Name of Company [UNIQUEJOBID] Usually the requisition number "identifier": { "@type": "PropertyValue", "name": "ACME", "value": "123C0345" },

52 STEP 2: Create your structured markup JSON+LD Optional Data Example "employmenttype" : "[TYPEOFEMPLOYMENT]", "validthrough" : "[EXPIRATIONDATE]", "basesalary" : { "@type": "MonetaryAmount", "currency": "[CURRENCY]", "value": { "@type": "QuantitativeValue", "minvalue": [MINVALUE], "maxvalue": [MAXVALUE], "unittext": "[PERTIME] " } } } </script> [TYPEOFEMPLOYMENT] Type of employment mapped to Google s values [EXPIRATIONDATE] Expiration date of the job (ISO 8601 format) [CURRENCY] currency for pay in 3-letter ISO 4217 format (USD, EUR, etc.) [MINVALUE] Min value for salary range [MAXVALUE] Max value for salary range [PERTIME] value for range or base salary (HOUR,WEEK, MONTH, or YEAR) "employmenttype" : "FULL_TIME", "validthrough" : " ", "basesalary" : { "@type": "MonetaryAmount", "currency": "USD", "value": { "@type": "QuantitativeValue", "minvalue": 1, "maxvalue": , "unittext": "HOUR" } } } </script>

53 STEP 2: Create your structured markup <script type="application/ld+json"> { "@context" : " "@type" : "JobPosting", "title" : "Product Tester Los Cruces, NM", "description" : "<p>acme is seeking a professional product tester to validate/test our products in a variety of environmental conditions. The successful tester must be a free thinker, who is capable of gracefully handling and reporting on multiple failure conditions and be creative in testing the products in ways outside of their intended purpose.</p><p> The minimum qualifications for this position are:</p><ul><li>having a pulse</li><li>ability to run at least 10 mph for sustained periods of time</li></ul><p>the preferred qualifications for this position are:</p><ul><li>a SUPER-GENIUS</li><li>Is a coyote</li><li>named Wile</li><li>Extensive experience unsuccessfully chasing road runners</li></ul><p>if this sounds like you, then ACME has just the role for you! Apply today!</p>", "dateposted" : " ", "hiringorganization" : { "@type" : "Organization", "name" : "ACME", "url" : " "sameas" : [" " "logo" : " ME&psig=AFQjCNGmCPlN5Ozmw4fHMWMm1J6NlZkxwQ&ust= " }, "joblocation" : { "@type" : "Place", "address" : { "@type" : "PostalAddress","streetAddress" : "Wsmr P Rt 1m ","addresslocality" : "White Sands Missile Range","addressRegion" : "NM","postalCode" : "88002","addressCountry": "US"} }, "identifier": { "@type": "PropertyValue", "name": "ACME", "value": "123C0345" }, "employmenttype" : "FULL_TIME", "validthrough" : " ", "basesalary" : { "@type": "MonetaryAmount", "currency": "USD", "value": { "@type": "QuantitativeValue", "minvalue": 1, "maxvalue": , "unittext": "HOUR " } } } </script>

54 Structure Data Testing Tool 11/29/

55 STEP 3: Validate your newly created structured markup Check that your new code passes the mustard Some possible causes of failure: 1. Your HTML contains characters not allowed or supported within the JSON+LD format. 2. You ve missed a separating, between data values 3. You ve missed a starting or ending quotation mark in defining your values or data types 4. You ve missed an opening or closing curly bracket in defining an array { or }

56 STEP 4: Add the code to your job description pages Add the newly created code to the head of your HTML <html> <head> <script type="application/ld+json"> { "@context" : " "@type" : "JobPosting", "title" : "Product Tester Los Cruces, NM", "description" : "unittext": "HOUR " } } } </script> </head> <body> </body></html> Just before the closing </head>

57 STEP 5: Submit your sitemap & resubmit for indexing Make sure your dynamic job pages are indexed Ensure your dynamic job page URLs are in your sitemap xml Talk to your web development team or careers site vendor Resubmit the sitemap to Google Wait/come back to check indexing status

58 STEP 5: Submit your sitemap & resubmit for indexing Make sure your dynamic job pages are indexed

59 Conclusion It may seem overwhelming, but it is simpler than it first appears Organize/map your data Code your data into structured JSON+LD format Validate & Test

60 Key Takeaways

61 Key Takeaways Get Indexed Work to get your jobs indexed directly Tackle Address & Salary Fields Unlock the next level by adding street-level address & salary info Get Help if you Need It Talk to your ad agency (read: KRT), ATS, career site host, etc. Be Prepared for Changes Schema changes, algorithm updates, paid advertising, etc.

62 Resource Center 11/29/

63 How To Guide 11/29/

64 Q&A Tom Chevalier VP, Product John Cotton Recruitment Technology & User Experience Strategist Ryan Christoi