How Recruiters Can Stay Ahead of the Game
What Has Changed?
Now, that advantage is disappearing. Moving forward, Google will prioritize job listings directly from companies’ own websites and ATSs, meaning your company’s own job page could receive more visibility than a sponsored job-posting from a third-party site. This shift is a significant opportunity for recruiters to rethink how they approach their recruitment marketing strategy. For more detail on the changes, check out this article series by HR Tech thought leader Alexander Chukovski, which provides a detailed breakdown of the update.
What Does This Mean for Recruiters?
But don’t rush to abandon job boards just yet. Many recruiters will still find value in using job boards as part of their recruitment strategy, especially for reaching out to candidates that are actively looking for a job. The key takeaway here, however, is diversification. Instead of investing heavily in one platform, this update encourages recruiters to spread their efforts across multiple channels.
Diversifying Your Recruitment Marketing Strategy
For companies with less-established brands, this is an opportunity to step up. Enhancing employer branding with a strong career page together with efforts on social media, content marketing, or paid ads, can make a significant difference. Consider creating compelling narratives that showcase your company culture and benefits. A well-crafted employer brand makes your jobs more attractive and increases the likelihood that candidates will seek out your opportunities directly.
How Can You Adjust Your Recruitment Strategy?
To make the most of this update, recruiters should consider the following steps:
1. Optimize Your ATS and Job Pages: Ensure your company’s job postings are optimized for SEO (Search Engine Optimization). This will help your jobs rank higher in Google’s job search results.
2. Leverage Employer Branding: Invest in a strong employer brand strategy. Develop a strong employer value proposition and invest in content marketing to tell a strong story across platforms like social media (e.g. Facebook, Instagram, Pinterest or TikTok) Google-sponsored ads, and niche media. The more visible and appealing your brand, the more likely candidates will consider you as their next employer.
3. Evaluate Job Board Spending: With prominent job boards losing their preferential treatment in search results, assess whether your ad-spend on these platforms is still delivering the best ROI. Consider balancing this with other job boards, which can be more cost-effective while maintaining efficiency. Base your choice on data-driven recommendations.
4. Use Programmatic Advertising: Tools that utilize programmatic job distribution can help you dynamically publish job postings based on performance in real-time. This means less money wasted on poorly performing channels and more efficient targeting based on real-time data.
5. Holistic Recruitment Marketing: It’s essential to have a well-rounded recruitment marketing strategy that strengthens your employer brand and supports you in reaching your volume hiring goals. By using a combination of social media, Google, niche media, job boards, your own website and ATS, you can ensure a steady flow of quality candidates.
A Positive Shift for the Future
While changes in algorithms often bring anxiety, this update from Google is ultimately a positive shift for companies willing to adapt. It places more control in the hands of employers and levels the playing field by prioritizing company-specific job postings over those from large job boards.
Companies that diversify their recruitment strategies and focus on strengthening their employer brand will likely see a better return on investment in their recruiting efforts. VONQ customer Albert Heijn has seen impressive results with precisely these ingredients. This is an exciting time to take charge of your talent acquisition strategy, ensuring it’s as effective and efficient as possible.
How Can You Adjust Your Recruitment Strategy?
For recruiters, staying ahead of the curve is essential. This update is an excellent reminder to review your current strategy and ensure it’s aligned with the latest industry trends. By focusing on your employer brand, diversifying your job posting channels and optimizing your own job pages, you may find that the results of your talent acquisition efforts deliver better results than ever before.
Looking to optimize and streamline your recruitment? Contact us now to learn how VONQ can help.
