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Google for Jobs» Get ready on time for «Google for Jobs» Whitepaper powered by Was ist Google for Jobs? 2 Faktencheck – Google & Jobsuche 3 Google for Jobs – Verfügbarkeit 4 Das Job-Feature in den Suchresultaten 5 USP von Google for Jobs 6 Google for Jobs – User-Journey 6 Googles Job-Feature im Detail 7 Benutzerführung & Funktionsumgfang 8 Wie Sie sich optimal vorbereiten! 9 Technische Voraussetzungen – Checkliste 10 Markup (schema.org/JobPosting) 11 Markup – Testing-Tool 12 Guter Inhalt – Checkliste 13 Inhalt Fazit & Ausblick 14 Offene Fragen & nächste Schritte 15 Weiterführende Infos & Links 16 Kontaktieren Sie uns! 17 Über uns 18 Was ist Google for Jobs? Am 20. Juni 2017 wurde «Google for Jobs» in den USA lanciert. Google for Jobs ist nicht zu ver- gleichen mit einer herkömmlichen Jobplattform. Sie können demnach nicht einfach Ihre Stel- lenanzeigen bei Google for Jobs publizieren. Stattdessen handelt es sich um ein erweitertes Suchwerkzeug innerhalb der bekannten Google-Welt. Wie bei Google Maps oder Google Flights lassen sich mithilfe der neuen Funktion innert Sekunden Stellenanzeigen im ganzen Web finden. Über 50% der Jobsuchenden beginnen bereits heute ihre Stellensuche bei Google. AI und Big Data sei Dank ist das neue Job-Feature zudem selbstlernend. Der Nutzen für Google liegt somit auf der Hand: Noch mehr Daten... Mit der neuen Job-Funktion ist Google in der Lage sich als «One-Place-Match-Maker» zu posi- tionieren: Bestens informiert darüber, wann, wo und wieso seine Nutzer den nächsten Karriere- schritt planen, präsentiert der Tech-Gigant die passenden Stellenangebote. Noch ist unklar, wann die Job-Funktion auch in der Schweiz zum Einsatz kommt, jedoch kann davon ausgegangen werden, dass die Einführung den Schweizer Rekrutierungsmarkt massge- blich verändern wird. In diesem Whitepaper sollen alle relevanten Aspekte praxisorientiert be- leuchtet werden, so dass Sie in der Lage sind, Ihre Website so zu optimieren, dass Sie nicht als Verlierer dastehen, sondern – im Gegenteil – von dieser Veränderung profitieren und als Gewinner aus der Situation hervorgehen. Get ready on time for «Google for Jobs» Whitepaper powererd by jobchannel ag 2 Fakten-Check – Google & Jobsuche Durchschnittliche Anzahl Ungefähr 50% der Stellensuchenden Die Top 3 Resultate bei Google Google-Suchen weltweit beginnt die Jobsuche bei Google erhalten 61% aller Klicks pro Sekunde 2.32.3 MillionenMillionen https://expandedramblings.com/index.php/by-the-numbers-a-gigantic- http://www.hrpraxis.ch/2017/01/tipps-google-ihre-stellenanzeigen.html https://blog.hubspot.com/marketing/seo-mistakes-to-avoid list-of-google-stats-and-facts/ Erst 37% der Fortune 500 4% der Firmen in der Schweiz sind Mehr als 50% der Google-Suchen US-Firmen sind vorbereitet für vorbereitet für Google for Jobs stammen von Smartphones Google for Jobs https://www.shrm.org/ResourcesAndTools/hr-topics/talent-acquisi- Gecrawlte Inserate im jobchannel-NetzwerkStand: 04/2018 https://expandedramblings.com/index.php/by-the-numbers-a-gigantic- tion/Pages/Google-Job-Listings-Search-SEO-ATS.aspx Stand: 10/2017 list-of-google-stats-and-facts/ Get ready on time for «Google for Jobs» Whitepaper powererd by jobchannel ag 3 Asien: • Bangladesch • Hongkong • Indien Google for Jobs – Verfügbarkeit • Indonesien • Japan • Pakistan (Stand: 18.03.2019) • Singapur • Sri Lanka • Thailand Europa: • Deutschland (beta) • Frankreich (beta) • Grossbritannien • Niederlande (beta) • Spanien Lateinamerika: • Gesamte Region Naher Osten und Nordafrika: • Algerien • Ägypten • Bahrain • Irak • Jordanien • Katar • Kuwait • Libanon • Libyen • Marokko • Oman • Palästina • Saudi-Arabien • Tunesien • Vereinigte Arabische Emirate Nordamerika: • Gesamte Region Afrika südlich der Sahara: Get ready on time for «Google for Jobs» • Gesamte Region Russland: Whitepaper powererd by jobchannel ag • Gesamte Region 4 Das Job-Feature in den Suchresultaten Visuell kann man sich Google for Jobs ähn- lich vorstellen wie Google Maps. Nach Eingabe eines entsprechenden Suchbegriffs (i. Bsp. l.: «Jobs Marketing Manager») erscheint unter- halb der bezahlten Anzeigen und oberhalb der organischen Suchresultate eine blaue Box mit einer Vorschau von drei Stellenanzeigen, wel- che u. a. von Partner-Plattformen wie Glass- door durch Google abgeholt wurden. Durch die prominente Platzierung wird die Auf- merksamkeit der Benutzer respektive der Job- suchenden direkt auf die Stellenanzeigen inner- halb des Google-Features gerichtet. Es ist bereits bekannt, dass die drei Top-Resul- tate über 60% der Klicks erhalten. Die nahtlose User-Experience durch das neue Job-Feature wird Jobsuchenden zukünftig noch weniger Anlass geben sich die organischen Suchresul- tate anzuschauen. Get ready on time for «Google for Jobs» Whitepaper powererd by jobchannel ag 5 USP von Google Google for Jobs – for Jobs User-Journey Einstieg für viele Ohne Google for Jobs Jobsuchende Google Jobplattform Jobplattform oder Firmen-Website Selbstlernend (AI & Big Data) Jobauswahl Bewerbung Bewerbungs- (Stichwort: Cloud Job Discovery) Jobsuche Job-Inserat formular Integriert in die Google-Welt Zurück für mehr Jobresultate (Calendar, Gmail, Maps, Flights...) viele Dublikate Mit Google for Jobs • Interview-Termin Google Jobplattform oder > Kalender Firmen-Website • Job-Mail-Funktionen Jobauswahl Bewerbung > Gmail Bewerbungs- Jobsuche Job-Inserat • Jobs near me / formular in range of... Nahtlose User-Experience ohne Dublikate und ohne für mehr • Nächster Bus / Jobresultate zurückgehen zu müssen Flug nach... Get ready on time for «Google for Jobs» Whitepaper powererd by jobchannel ag 6 Googles Job-Feature im Detail Durch einen Klick auf «more jobs» gelangen Benutzer zur uneingeschränkten Ansicht des Job-Features (siehe S.8). Dort erscheinen in der linken Seitenleiste weitere Stellen, mehrheitlich von bekannten Jobportalen. Auf der rechten Seite erscheint direkt das komplette Stelleninserat des jeweils in der linken Seitenleiste angewählten Jobangebots. Über einen Button gelangen Jobsuchende direkt zum Originalinserat. Bei Google steht stets der Benutzer im Vordergrund, dies lässt sich auch an den weiteren Funk- tionen des Features ablesen. So können User durch Anklicken eines Fähnchens den angesehe- nen Job auf einer Merkliste speichern. Zudem kann innert einer Sekunde ein Job-Abo eingerich- tet werden, sofern der Jobsuchende Gmail verwendet. Durch eine ganze Reihe an Kategorien und Filtern lässt sich die Suche kinderleicht weiter spe- zifizieren und personalisieren. Um die Benutzererfahrung weiter zu verbessern, können so bei- spielsweise der Arbeitsweg gefiltert werden. Google bietet ebenfalls auf den ersten Blick In- formationen zum Lohn sowie zu aktuellen Arbeitgeberbewertungen, welche von Partnern wie Glassdoor stammen. Seit November 2017 werden Bewerbern zudem alle Portale angezeigt, auf denen das Inserat aufgeschaltet ist. Bewerber können so direkt entscheiden über welches Portal sie sich bewer- ben möchten, beispw. für jenes, bei welchem sie ohnehin bereits registriert sind oder bestenfalls bereits ein Profil mit ihrem aktuellen Lebenslauf hinterlegt haben. Get ready on time for «Google for Jobs» Whitepaper powererd by jobchannel ag 7 Benutzerführung & Funktionsumfang 1. Filter (* = nicht in jeder Sprache verfügbar) • Category • Title (*) • Location • Date posted • Type (*) • Company Type • Employer 2. Alerts (= JobMail) 3. Save (= Merkliste) 4. Apply-Buttons • Pro Karriere-Seite ist ein Button sichtbar Get ready on time for «Google for Jobs» Whitepaper powererd by jobchannel ag 8 Wie Sie sich optimal vorbereiten! Um den grösstmöglichen Vorteil aus Google for Jobs zu ziehen, bedarf es nach wie vor einer sinnvollen Diversifizierungsstrategie. Für eine optimale Reichweite ist es weiterhin unerlässlich Ihre Stelleninserate in die Hände eines fähigen Drittanbieters zu geben. Allerdings ist es hierbei zukünftig enorm wichtig, darauf zu achten, dass Sie sich an Anbieter bzw. Jobplattformen wen- den, welche bereits «ready» sind für Google for Jobs (z.B. jobagent.ch, jobchannel ag Kanäle etc.). Wichtiger denn je ist aber auch, dass Sie Ihre Firmen-Website selbst «fit» machen. Damit Ihre Stellenanzeigen von Google for Jobs indexiert werden, bedarf es einiger technischer Voraus- setzungen, welche wir auf den folgenden Seiten für Sie zusammengestellt haben. Sollten einige Begriffe aus der Tech-Welt bei Ihnen nichts als Fragezeichen auslösen, ist dies keine Schande. Wenden Sie sich am besten vertrauensvoll mit der Checkliste von Seite 10 an Ihren Web-Admi- nistrator. Auch beim Verfassen Ihrer Stellenanzeigen gilt es einige wichtige Punkte zu beachten, um für Google for Jobs «lesbar» bzw. relevant zu sein. Einerseits müssen Sie Ihre Inserate mit einer von Maschinen lesbaren Auszeichnungssprache zur Gliederung und Formatierung von Texten – einem sogenannten Markup – versehen (siehe Seite 11f.). Zum anderen ist im Hinblick auf eine erfolgreiche Suchmaschinenoptimierung der Inhalt Ihres Stelleninserats das A und das O. Die Checkliste auf Seite 13 soll Ihnen hierzu das nötige Rüstwerkzeug mit auf den Weg geben. Get ready on time for «Google for Jobs» Whitepaper powererd by jobchannel ag 9 Job-Inserat muss online verfügbar sein – • Auf eigener Karriere-Website (Job-Detail-Seite, NICHT Job-Liste!) • Bei einem Drittanbieter (Jobplattformen wie onlinemarketing-stellen.ch) Job-Inserat muss mit Markup versehen sein (weitere Informationen erhalten Sie auf den Folgeseiten) Ein und dasselbe Job-Inserat darf nur 1x pro Website aufgelistet werden (Dublikate mit Canonical-Tag versehen) Job-Inserat entfernen sobald die Stelle
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