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February 21, 2018 
3 min read
“Google it.” Whether it’s searching for the lyrics to that catchy song or the recipe for that trending chip dip, Google has transformed the way in which we search for things we want. It’s no surprise then that Google for Jobs is the latest initiative to rock the talent acquisition industry, simplifying the candidate experience and for both job seekers and companies alike.
Publicly-posted jobs are now easily surfaced on Google, which job seekers seemingly prefer over traditional job boards because it eliminates the need for a middle man and creates a more efficient, seamless experience. Companies that are adapting to this model allow for a better candidate experience and, ultimately, enable their jobs to be more easily discovered by top talent.
With a knack for making complex processes extremely simple, Google figures to change the game for good, and companies of all sizes in every industry need to audit their existing hiring technology and make sure they maximize its benefits. But in order to truly take advantage of this innovation, employers must fully understand how their experience is about to change on the heels of the industry’s latest revolution.
Because candidates approach their job search with a consumer mindset, they value their time and they know they have options. In fact, according to a recent IBM white paper titled ‘The far-reaching impact of the candidate experience’, candidates who are satisfied with their experience are twice as likely to become a customer of the hiring organization compared to unsatisfied candidates. Just as retailers recognize the value of great customer service to keep repeat sales humming and maintain a positive brand image, employers must place a heavy premium on providing a positive candidate experience throughout the hiring process. With a simple Google search, it’s easy to uncover blogs and comment threads that spotlight companies with poor job-seeker experiences. Such interactions can leave a lasting negative brand perception with job seekers, making them less likely to purchase your products or services and more likely to share negative feedback about your company with their online and offline networks.
iCIMS’ research indicates that 68 percent of job seekers have quit an application process because it took too long. Losing opportunities to connect with viable candidates can result in a severe talent shortage that can have a financial impact on your business. More than half of candidates with a prior negative impression of the hiring organization said they would not apply again in the future, according to research by IBM. Companies who embrace the latest recruitment technology ensure that job postings are intelligently surfaced to job seekers based on the candidates’ specified preferences (even their location), which means matchmaking their brand with quality talent is a simple process and is customized for each candidate.
The reality is, recruiting is ever-changing. It’s external facing and more like marketing than other HR functions. Recruitment marketing is multifaceted with the main goal of driving individuals to apply to the open positions your company has available. This proves extremely difficult to maintain without a centralized recruiting platform that harnesses the latest recruiting technological innovations. And because talent acquisition trends follow a ‘hot today, gone tomorrow’ model, there is an enormous amount of burden on HR and IT to keep pace.
There have been many revolutions in the HR tech space over the last 20 years or so, including the transition to SaaS, the rise of social and mobile, and now, Google for Jobs. Employers cannot afford to miss out on this sweeping change because they’re equipped with the wrong recruitment technology. It’s also important to remember not every recruiting technology or HCM is working with Google. This may be because they haven’t been invited to participate or because they have too much on their plate with other products to properly prioritize it.
Working with a technology specifically designed to optimize the candidate experience across various touchpoints, from the search engine to the online application to text communication and more, drives more applicants into the funnel and enables hiring managers to fill their roles more effectively. It also means that companies will likely have to alter their recruitment marketing budget – since enterprise businesses spend thousands of dollars on job boards, search firms, Indeed and LinkedIn. If you can maximize your exposure on Google, much of that money can be repurposed, ultimately resulting in greater profit margins.
The investments employers make towards business functions that attract top talent ultimately returns huge dividends. And job seekers respond to brands the latest technology, producing a positive brand perception. In a world filled with flawed hiring processes and poor candidate experiences, the companies that prioritize recruiting and embrace Google for Jobs are best positioned for sustained success.
