What does Google really mean for the recruitment industry?
6 months ago by Ian Turnpenny
Firstly, relax! Despite the doomsayers’ predictions, Google’s foray into the recruitment space will not mean the end of our industry as we know it, much in the same way that the online job board did not obliterate the recruitment space and video did not, in fact, kill the radio star.
Competition is good as it drives us to think differently
When Indeed first opened its virtual doors and started to permeate the job hunting masses, widespread hysteria predicted the demise of the job board (I exaggerate for dramatic effect), yet here we are with a host of job boards still posting jobs and still making money. However the job board did have to adapt to become more than a simple job repository. Providers added relevant content, restricted advertisers and offered relevant services all in an attempt to adapt to a new market landscape.
This is no different now that Google has turned its all seeing eye to the human capital market. Okay, the new enemy is bigger, omnipresent and seemingly has more money than the US treasury but, make no mistake, it will not be all things to all people. What we need to do now as an industry is focus on the end user and provide a more specialised service that puts the candidate at the heart of everything you do.
Users are more savvy than ever, especially the Millennials, Gen Zers and Gen Ks who have grown up with digital technology. And Millennials and the following generations prefer to do business with brands with pro-social messages and ethical business standards who put the needs of the individual at the heart of their business.
In this context, the Google for Jobs proposition makes perfect sense. It puts the focus on the candidate by making search more intuitive. Google identified that job search was the key area that made a difference to the success of a job seeker and realised that standardising - or ‘translating’ - job search terminology used by candidates into machine readable language was a critical success factor.
Google’s AI-powered job search tool means that people can use generic job search statements and navigate to the most relevant jobs for them. This machine learning capability develops Google’s knowledge of job sets and skills relating to each job. This seismic shift in job search technology is set to change the way candidates look for jobs in future - and the tailored search that becomes more personalised over time will appeal to the emerging Millennial workforce.
Adapt and future-proof
Companies who plan for this change now and will be ready to adapt to future developments are set for success in the fast changing recruitment technology landscape.
Volcanic is fully compliant with the Google platform, as are all job boards that use structured data markup to organise their data. The Volcanic Google framework creates meaningful context that matches exactly how Google for Jobs wants jobs to be fed into its search engine.
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