a step-by-step practitioner's guide · 11/29/2017 · • ask questions using the chat...

Google for Jobs: A Step-by-Step Practitioner's Guide

@appcast_io | @KRTweet | #GoogleForJobs

#GoogleForJobs

Webinar Logistics

11/29/2017 2

#GoogleForJobs@appcast_io@KRTweet

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 / comments

#GoogleForJobs

Introductions

Product leadership roles at PeopleAhead & Monster prior to Appcast

Purchased, built and optimized many billions of job ads.

Chair, TAtech Traffic Quality working group

Ryan ChristoiManaging Partner

Tom ChevalierVP, Product

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

8+ years at CH2M

Creator of world-class candidate experiences to attract the best engineering professionals

Google Analytics Certified

John CottonRecruitment Technology & User Experience Strategist

#GoogleForJobs

What we’ll cover

11/29/2017 4

Why this is a BIG deal Notable features Who’s doing it How to do it Key takeaways

#GoogleForJobs

Google SearchJob Seekers

Many job seekers start their search on

Google.com

HireEmployers

For G Suite customers

Cloud Job DiscoveryTalent Industry

Job search engine sitesJob aggregators

Job boardsClassifiedsCareer sites

Staffing agenciesApplicant tracking systems

Job distributionUGC: Social media/.communities

We’re here today to talk about Google for Jobs

Why this is a BIG deal

#GoogleForJobs

SOURCE: Smart Insights – Search Engine Statistics (April 2017)

GLOBAL SEARCH ENGINE MARKET THAT BELONGS TO GOOGLE

>77%

#GoogleForJobs

ONLINE JOB SEARCH THAT START AT GOOGLE

>73%SOURCE: CareerBuilder Candidate Behavior Research (2015)

#GoogleForJobs

“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

#GoogleForJobs

#GoogleForJobs

Early days, but results are promising…

6.6 % 22.4 %

Click-to-Apply Rate Average

All Job Publishers

Click-to-Apply Rate AverageGoogle

Let’s dig in…

#GoogleForJobs

The Candidate Experience Customer

#GoogleForJobs

Candidate ExperienceDirect vs. 3rd Party

#GoogleForJobs

Direct ExperienceClick Path

ch2mcareers.com ch2mcareers.com

#GoogleForJobs

3rd Party ExperienceClick Path

energyjobline.com

#GoogleForJobs

Candidate ExperienceDirect vs. 3rd Party

DIR

ECT

3RD

PA

RTY

#GoogleForJobs

APPLICATION METHOD

#GoogleForJobs

SOURCE: https://www.blog.google/products/search/new-tools-make-your-job-search-simpler/

Bookmark to Apply Later

Preferred Apply Method

Candidate Features

https://www.blog.google/products/search/new-tools-make-your-job-search-simpler/

#GoogleForJobs

EMAIL ALERTS

#GoogleForJobs

Email AlertsGet your jobs in Candidates’ GMAIL

#GoogleForJobs

#GoogleForJobs

Street-level AddressReal-Time Commute Info

#GoogleForJobs

EMPLOYER REVIEWS

#GoogleForJobs

Employer ReviewsAggregation of employer reviews

#GoogleForJobs

Employer ReviewsEnsure you’re managing your company’s brand on key sites

#GoogleForJobs

SALARY INFORMATION

#GoogleForJobs

Salary Information Indeed

#GoogleForJobs

Salary Information Glassdoor

#GoogleForJobs

Salary Information LinkedIn

#GoogleForJobs

Salary Information Google for Jobs

#GoogleForJobs

Salary Information KRT Blog

http://www.krtmarketing.com/blog/salary-transparency-job-postings/

http://www.krtmarketing.com/blog/salary-transparency-job-postings/

Who’s doing it

#GoogleForJobs

How do I get my jobs found by Google?

Direct integration with GoogleIf 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.

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.

There are two ways:

1.

2.

#GoogleForJobs

3RD Party Job Site PartnersSample List

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

SOURCE: https://support.google.com/webmasters/answer/7388807?hl=en NOTE: List is not exhaustive and is subject to change at any time.

https://support.google.com/webmasters/answer/7388807?hl=en

#GoogleForJobs

AS OF OCTOBER 15, 2017

FORTUNE 500 WITH JOBS INDEXED

JOBS DIRECTLY

37%SOURCE: KRT Marketing Research

#GoogleForJobs

Get the ListWe’ll send it to you.

As of October 15, 2017

187 out of 500F500 companies

How to do it

#GoogleForJobs

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

#GoogleForJobs

Getting StartedA Few Things to Know

Your career pages likely need to be dynamic – not staticTalk to your web development team or careers site vendor

You’ll need access to requisition dataEither directly from your ATS or during job scraping

#GoogleForJobs

Getting StartedA Few Things to Know

Required DataCompany or organization nameCompany URLJob TitleJob DescriptionPosting DateLocation Information

Full address of the jobCity, State, Country and Postal/Zip CodeRegion

Optional DataUnique identifier (usually requisition number)Type of employment (Full Time, Part Time, etc.)Expiration date of the jobSalary information (lump sum or range)

Currency type (USD, Euro, etc.)Amount or min/max for rangeFrequency (hourly, monthly, annually)

You likely will need to map certain data from your ATS format into Google’s/Schema.org’s format

*Extra credit items

#GoogleForJobs

STEP 1: Ensure your jobs are indexable If Google can’t find them, you’re never getting into Google for Jobs

>ATSYour job pages on your ATS likely aren’t indexable and even if they are, they probably aren’t optimized

https://www.google.com/webmasters/tools/robots-testing-tool

https://www.google.com/webmasters/tools/robots-testing-tool

#GoogleForJobs

STEP 2: Create your structured markup Three methods

JSON-LD Microdata RDFaJavaScript 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.

#GoogleForJobs

CAUTION!

CODEAHEAD

#GoogleForJobs

STEP 2: Create your structured markup

<script type="application/ld+json"> { "@context" : "http://schema.org/", "@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" : "2017-08-24",

JSON+LD Example<script type="application/ld+json"> { "@context" : "http://schema.org/", "@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.

[POSTINGDATE] – The original date the job was posted in ISO 8601 format.For example, "2017-01-24" or "2017-01-24T19:33:17+00:00".

#GoogleForJobs


"hiringOrganization" : { "@type" : "Organization", "name" : "ACME", "url" : "https://acme.com/", "sameAs" : ["https://www.acme.com/","https://www.facebook.com/LooneyTunes/", "https://twitter.com/wblooneytunes"], "logo" : "https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwi5rZSh0fLVAhXlrVQKHUu4CXYQjRwIBw&url=http%3A%2F%2Flooneytunes.wikia.com%2Fwiki%2FACME&psig=AFQjCNGmCPlN5Ozmw4fHMWMm1J6NlZkxwQ&ust=1503759079651588" },

JSON+LD Example"hiringOrganization" : { "@type" : "Organization", "name" : "[COMPANY/ORGANIZATION NAME]", "url" : "[COMPANYURL]", "sameAs" : ["[ALTERNATE URL1]","[ALTERNATE URL2]", "[ALTERNATE URL3]",etc..], "logo" : "[COMPANYLOGO]" },

Required Data[COMPANY/ORGANIZATIONNAME] – The name of the organization posting the job

[COMPANY URL] – The URL of the job posting

[COMPANYLOGO] – URL to a logo image for the company

[ALTERNATE URL1]… –(optional) SameAs urls for example the corporate website, facebook, linkedin, etc. in a comma-delimited array

#GoogleForJobs


"jobLocation" : { "@type" : "Place", "address" : { "@type" : "PostalAddress","streetAddress" : "Wsmr P Rt 1m ","addressLocality" : "White Sands Missile Range","addressRegion" : "NM","postalCode" : "88002","addressCountry": "US" } },

JSON+LD Example"jobLocation" : { "@type" : "Place", "address" : { "@type" : "PostalAddress","streetAddress" : "[STREETADDRESS]","addressLocality" : "[JOBCITY]", "addressRegion" : "[STATEPROVINCE]","postalCode" : "[JOBPOSTALCODE]","addressCountry": "[JOBCOUNTRY]”} },

Required Data[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

[JOBPOSTALCODE] –Postal/zip code of the job address

[JOBCOUNTRY] – two-digit ISO code of the country (US,GB,PL, etc.)

#GoogleForJobs


"identifier": { "@type": "PropertyValue", "name": "ACME", "value": "123C0345" },

JSON+LD Example"identifier": { "@type": "PropertyValue", "name": "[COMPANY/ORGANIZATION NAME]", "value": "[UNIQUEJOBID]" },

Optional Data[COMPANYORGANIZATIONNAME] – Name of Company

[UNIQUEJOBID] – Usually the requisition number

#GoogleForJobs


"employmentType" : "FULL_TIME", "validThrough" : "2020-01-01", "baseSalary" : { "@type": "MonetaryAmount", "currency": "USD", "value": { "@type": "QuantitativeValue", "minValue": 1, "maxValue": 1000000, "unitText": "HOUR" } } } </script>

JSON+LD Example"employmentType" : "[TYPEOFEMPLOYMENT]", "validThrough" : "[EXPIRATIONDATE]", "baseSalary" : { "@type": "MonetaryAmount", "currency": "[CURRENCY]", "value": { "@type": "QuantitativeValue", "minValue": [MINVALUE], "maxValue": [MAXVALUE], "unitText": "[PERTIME] " } } } </script>

Optional Data[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)

#GoogleForJobs

STEP 2: Create your structured markup <script type="application/ld+json"> { "@context" : "http://schema.org/", "@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" : "2017-08-24", "hiringOrganization" : { "@type" : "Organization", "name" : "ACME", "url" : "https://acme.com/", "sameAs" : ["https://www.acme.com/","https://www.facebook.com/LooneyTunes/", "https://twitter.com/wblooneytunes"], "logo" : "https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwi5rZSh0fLVAhXlrVQKHUu4CXYQjRwIBw&url=http%3A%2F%2Flooneytunes.wikia.com%2Fwiki%2FACME&psig=AFQjCNGmCPlN5Ozmw4fHMWMm1J6NlZkxwQ&ust=1503759079651588" }, "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" : "2020-01-01", "baseSalary" : { "@type": "MonetaryAmount", "currency": "USD", "value": { "@type": "QuantitativeValue", "minValue": 1, "maxValue": 1000000, "unitText": "HOUR " } } } </script>

#GoogleForJobs

Structure Data Testing Tool

11/29/2017 54

https://search.google.com/structured-data/testing-tool

https://search.google.com/structured-data/testing-tool

#GoogleForJobs

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 “}”

#GoogleForJobs

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" : "http://schema.org/", "@type" : "JobPosting", "title" : "Product Tester – Los Cruces, NM", "description" : “…"unitText": "HOUR " } } } </script> </head><body>……</body></html>

Just before the closing </head>

#GoogleForJobs

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 xmlTalk to your web development team or careers site vendor

Resubmit the sitemap to GoogleWait/come back to check indexing status

#GoogleForJobs

STEP 5: Submit your sitemap & resubmit for indexing Make sure your dynamic job pages are indexed https://www.google.com/webmasters/

https://www.google.com/webmasters/

#GoogleForJobs

ConclusionIt may seem overwhelming, but it is simpler than it first appears

Organize/map your data

Code your datainto structured

JSON+LD formatValidate & Test

Key Takeaways

#GoogleForJobs

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 ItTalk to your ad agency (read: KRT), ATS, career site host, etc.

Be Prepared for ChangesSchema changes, algorithm updates, paid advertising, etc.

#GoogleForJobs

Resource Center

11/29/2017 62

https://www.krtmarketing.com/google-for-jobs


#GoogleForJobs

“How To” Guide

11/29/2017 63



Q&A

@appcast_io | @KRTweet | #GoogleForJobs

Ryan ChristoiManaging Partner

Tom ChevalierVP, Product

John CottonRecruitment Technology & User Experience Strategist

a step-by-step practitioner's guide · 11/29/2017 · • ask questions using the chat...

Documents