Google search for jobs, now also in Belgium

The original name "Google for Jobs" may have been tacitly jettisoned by Google, but it still hits the mark: a search engine for jobs. Anyone searching for a job on Google receives an overview of available jobs in a customized window. The candidate can then filter his or her search result by sector, job type or location, among other things. Filters can be saved and you can even choose to receive notifications as soon as new relevant jobs become available. Those who want to apply are redirected to the website where the job is shared: the employer website itself or one of Google's partner sites.

So a new free functionality for Google, for both job seeker and employer. Still, it is to be expected that Google will come up with an advertising option specifically for job search in the near future. Nothing goes for nothing. Based on experiences abroad, the customized Google window will also appear below the paid search results, in order to maintain this revenue model. Handy workaround, by the way, for employers who do not yet have their website up to par. Or for job boards or intermediaries who have not been selected as partners.

Google is working with VDAB, Forem, Actiris as well as Jobat and Randstad for the launch in Belgium. Smart of Google because this way it can immediately present a wide range of vacancies. At the same time, the search engine bypasses the limited Belgian offer of up-to-date and scannable employer websites. But also very smart and interesting for these partners: more visibility and response to their vacancies guaranteed! It remains to be seen whether the original vacancies on the employers' websites or the postings on the above-mentioned partners' websites will be given priority.

The day after the launch, it turns out that mainly the large intermediaries and shadowy aggregators are showing off at the top of the search results. And no matter how targeted we search, not a single (direct) employer makes it to the list. Still a lot of work to do!

Google is thus betting on the further democratization of the labor market. At the same time, Google is now also forcing every employer to improve its recruitment communications. Weak, incomplete and non-responsive sites with sky-high application barriers? They risk falling off the radar.

If you follow the rules of the game, on the other hand, you will conquer a relevant and prominent position on the search results page. I'm happy to list them again briefly:

1. Structure is everything

Make sure Google finds your job data easily. That happens via crawling your own website, job site or ATS. All the more reason to optimize them. Search Engine Optimization (SEO) for your jobs, in other words. Use the available structured data guidelines or contact your website builder or administrator. The more points of structured data you get right, the greater your chances of ranking in search results.

2. Choose logical job titles

Go for an understandable job title that scores well in searches. One that the candidate can easily identify with. After all, Google needs to find the best possible match between the search query and your jobs. With ninjas, wizards, kings or other ringing job titles, you are nothing more. When in doubt, use Google Trends for a comparison of the best scoring job titles.

3. Write clearly and completely

Google initially shows only the first part of your job posting. Therefore, write a tantalizing opening paragraph that makes the candidate click. Describe the position, requirements and offer clearly and preferably also include exact location details, start date and salary details. The more complete, the more findable. Write comprehensibly and concretely from the candidate's point of view (often a mobile reader), with a clear call to action. Is your job opening filled or expired? Fine. Delete them immediately according to proper guidelines to avoid Google penalties.

Could your job site use a boost? Do you also want to rank well in your candidates' search results? But don't know where to start? We are always available for tips or advice. But remember: without stimulation a job seeker will not 'actively' look for a new job or employer. Therefore, work continuously on your employer brand for a strong attractive employer image and set up active recruitment campaigns to attract new talent. We are happy to help you with that too.