Google – a recruiter’s dream?Leave a Comment (0) ↓
Many of us in the digital sector talk a lot about the predominance of social media, especially LinkedIn, in the recruitment sphere. But it is important not to overlook the role of search engines, notably Google.
Google is now a three-headed beast, and each head speaks to the recruiters and candidates alike. They are of course:
- Google search
- Google +
Google as an engine was once, like its competitors, rough and ready in its responses to targeted searches. People had to develop Boolean search skills, whereby they learned the intricacies of how to construct a series of words and symbols that would sift out some at least of the irrelevant suggestions from their desired results. HR professionals and recruitment agencies alike were frustrated.
That has all recently changed. A continual series of improvements has culminated in the major Google algorithm change that is labelled Hummingbird. Now it is possible to construct real, conversational enquiries and get meaningful selections. The impact for candidate selection is profound.
Companies that want to attract good talent need to rank high on search results, including those key phrases that end in ‘jobs’ or ‘vacancies’. This requires good old-fashioned Search Engine Optimisation (SEO). If you can’t get there in the short term by improving your organic search results – then give yourself a lift by purchasing Pay Per Click (PPC) advertising on Google AdWords.
Likewise, recruitment agencies want to intercept good candidates by showing up on the first page of their specialist sectors before the prospect is persuaded to post on the vacancies boards for all to see. If you doubt the importance of this, then consider that 80% of candidates start by looking in Google search, then they migrate to job boards (mostly those that appear on Page 1).
Companies are also getting very sophisticated in their HR uses of Google’s mountain of data – the term Big Data has been in vogue, to describe the immense amount of analysis that is being applied to recruit smarter, and retain staff better. One example that has been quoted is B2B giant Xerox, who have been concluding from immense research that their most engaged and loyal employees are those with the shortest trip to work. Some may say that this bears out the good old-fashioned way, when the workers lived in tied cottages around the factory gates and went home for lunch…
Google+ has been criticised as a latecomer in the social networking world, but now no-one should overlook its 1.15 billion registered users.
It will come as no surprise that being on Google+ helps increase the traffic that is directed to your website. That alone is a worthwhile feature. But there are additional benefits.
Unlike the increasingly ad-heavy and sometimes spam–ridden pages of LinkedIn Groups, the near equivalent, Google+ Communities are free from advertising and are largely spammer-free. They can be good places to identify, and engage with, prospective talent. And so what if it is a smaller pool than LinkedIn? You are less likely to be rubbing shoulders with your competition.
Finally, you have the interesting option of Video Hangouts, which can be a great informal way of interviewing remotely, and inviting colleague to sit in and watch.
One huge B2B example of a Google+ user is UPS, which has targeted the medium as an international recruitment tool.
If you maybe thinking that YouTube is for music and TV replays, think again. Job postings are increasingly popular on the network.
And with good reason: job ads with video content have –
- 12% greater likelihood of being viewed
- 34% higher application rate
Just as buyers these days prefer to watch video results than read text, candidates want to be entertained and impressed by how ‘on the money’ your organisation is, with your presentational flair and superior marketing.
(Related Article: How Social Media Enable Targeted Recruitment)
The skills required for successful recruitment have undergone a sea-change. Let our team at Hannon Digital of London navigate you through the choppy waters of competition; and show you how a content marketing policy can be adopted, that encompasses all the search and social skills and tactics that you need.