It seems like everyone in the staffing space is looking for a new lead source to find their ideal candidates. There are new sources popping up all over to find candidates, but one fact remains the same: Over 70% of all job searches will start on Google. Every day, tens of thousands of people perform job-related searches in hopes of finding new opportunities. That means if you aren’t showing up on Google, you’re missing out on a significant portion of active job seekers.
How to Be Found on Google
There are three methods for tapping into Google as a lead source. You can reach candidates organically through search engine optimization, via Google for Jobs and through Google’s advertising platform, Google Ads.
Search engine optimization (SEO) is the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine. The problems with SEO are that it can take a long time to rank high on Google, results are never guaranteed, and the organic listings appear underneath the sponsored listings and Google jobs board on the search engine results page (SERP).
Google for Jobs is an enhanced search feature that aggregates listings from job boards and careers sites and places them in Google Search listing under the sponsored section. However, with Google for Jobs, your job postings still might not appear in top positions, and platforms like Monster and ZipRecruiter — who might also have posted your jobs on Google for Jobs — will get the visitor to visit their website, not yours, to see your job posting. This is akin to a shopper visiting a department store that sells your products instead of visiting your boutique store directly.
Finally, Google Ads is Google’s paid advertising platform that allows you to pay for clicks to your website or job board from candidates searching for jobs. Google advertisements appear in the absolute top of a Google search listing with the term “sponsored” or “ad” next to it. It is estimated that over 50% of all searchers will click on one of the first three search listings that appear, so appearing in the Google Ads section grants you access to the absolute top. For most, the problem with Google Ads ultimately comes down to costs. Google Ads is not a free platform, and with rising cost per click, it can be cost-prohibitive for smaller firms who want to appear on Google.
All in all, any level of presence on any of these three platforms will increase your chances of being found; however, the Google Ads platform is the fastest and most efficient method for being found where your candidates go first. Here’s why:
ROI potential. Per Google Ads Statistics, every $1 spent on Google’s advertising system converts into $8 in profit. While it takes a level of expertise to achieve these types of results, Google Ads represents one of the most profitable platforms to be visible on in the market.
Targeting capabilities. By focusing on specific locations, networks and job search-related keywords like “IT jobs” or “travel nursing jobs,” you can directly place your company’s advertisement in front of people who are most likely to be interested in your job openings based on their job search.
Flexibility and fast results. The Google Ads platform allows you to configure and reconfigure keywords you want to target and ad copy messaging in real time. The best part is that, unlike SEO, running campaigns through Google will get your firm’s listings to the top of search results in a matter of minutes.
In conclusion, Google Ads is a powerful tool that can help staffing firms of all sizes reach their target candidates. By getting in front of candidates when they are actively searching for new jobs, Google Ads positions your business to outperform the market.