{"id":72280,"date":"2021-08-25T19:59:37","date_gmt":"2021-08-25T18:59:37","guid":{"rendered":"https:\/\/www.bullhorn.com\/uk\/?post_type=customer_blog&#038;p=72280"},"modified":"2021-08-26T00:14:38","modified_gmt":"2021-08-25T23:14:38","slug":"optimise-your-job-board-for-the-july-2021-google-for-jobs-search-updates","status":"publish","type":"customer_blog","link":"https:\/\/www.bullhorn.com\/uk\/customer-blog\/optimise-your-job-board-for-the-july-2021-google-for-jobs-search-updates\/","title":{"rendered":"Optimise Your Job Board for the July 2021 Google for Jobs Search Updates"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Last week on July 13<\/span><span style=\"font-weight: 400;\">th<\/span><span style=\"font-weight: 400;\">, 2021, Google announced a few meaningful updates to their job posting guidelines. We at Matador Software have been helping our users build websites optimised for Google for Jobs Search since our launch in 2018, so we took note of this heads-up from Google. There are some minor but very impactful things included that anyone who runs a recruiting website that posts job ads to pay attention to!<\/span><\/p>\n<h3><strong>Introduction of \u2018directApply\u2019 property<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Google, as you may know, creates Google for Jobs Search results from \u201cStructured Data.\u201d Structured Data is special code not visible to a human user and written just for the indexing robots to summarize the job posting. Google only shows jobs in Google for Jobs Search that are provided with Structured Data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Effective immediately, Google\u2019s indexing robot can now read the new \u2018directApply\u2019 property. Google wants website operators that list jobs where a user can directly apply for the job to indicate this in the Structured Data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The purpose of this change is to help Google highlight opportunities to users that are easy to apply for. What does that mean? Per the announcement, <\/span><span style=\"font-weight: 400;\">the following conditions must be met:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The user can complete the application process on the same website as the job posting without being redirected to another website.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Once arriving at the website from Google for Jobs Search results, the user should be either presented with the application on the same page as the job posting or need to click no more than one time to access the application.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The application should have no more than one step to complete.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">So, therefore, to qualify to feature your roles as \u2018directApply\u2019 :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You must present a job application either on the page where your job description is located or a button on the page where your job description is located that goes directly to your application. Note that pop-up forms may be okay, but bear in mind they can create accessibility issues, which opens the door to other considerations.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You must not require a log-in or registration to a candidate portal prior to an application. If you allow registration or sign up, it must be in addition to a one-step application process.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You may not re-direct applicants to a third-party application service. The application form needs to be on the same website.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You cannot have a multiple-step application. Keep your initial application short and simple and deploy automation (e.g., Hearfish, Sense) or redirect to a second \u201clong-form\u201d after the initial application is confirmed to ask your additional and complicated questions.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Although this change may not have an immediate impact, it is very likely that sites that feature \u2018directApply\u2019 will be positively impacted in Google for Jobs Search very soon.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We feel like this was added in response to the trend of the \u201ccowboy\u201d aggregators that have recently appeared. They scrape job data from recruiters\u2019 websites and promote them on Google for Jobs Search. Unaware applicants click on links to these unauthorized third-party sites where they are bombarded with ads and must click a hard-to-find link to get back to the original recruiters\u2019 websites to apply. The \u201cdirectApply\u201d property should help minimize the impact of this behavior, resulting in more traffic to the recruiters\u2019 websites and less confusion for the user.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your Job Board qualifies, your developer should add the \u201c<\/span><span style=\"font-weight: 400;\">directApply\u201d <\/span><span style=\"font-weight: 400;\">property to your Structured Data right away.<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Users of the <\/span><\/i><a href=\"https:\/\/www.bullhorn.com\/marketplace\/matador-jobs\/\"><i><span style=\"font-weight: 400;\">Bullhorn Marketplace Partner Matador Jobs<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> board may install <\/span><\/i><a href=\"https:\/\/matadorjobs.com\/about-us\/news-and-notes\/matador-jobs-3-7-5\"><i><span style=\"font-weight: 400;\">update 3.7.5, released July 19<\/span><\/i><i><span style=\"font-weight: 400;\">th<\/span><\/i><i><span style=\"font-weight: 400;\">, 2021<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">, to feature their roles with \u2018directApply\u2019 automatically.<\/span><\/i><\/p>\n<h3><strong>New editorial content policy<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The second key discussion point on Google\u2019s update was the announcement of a formal <\/span><b>editorial content policy <\/b><span style=\"font-weight: 400;\">(https:\/\/developers.google.com\/search\/docs\/data-types\/job-posting#editorial) for Job Listings that will be enforced beginning October 1, 2021.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before today, there were hints in Google\u2019s Job Postings page suggesting such things as \u201cdon\u2019t use excessive punctuation or capitals\u201d and \u201cavoid exaggeration.\u201d Still, it seems like Google will soon be requiring users to adhere to those and other editorial standards.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the stated goal of presenting only jobs that are easy to understand and apply for, Google noted the following key aspects of the editorial policy:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use of proper spelling and grammar while avoiding capitalized words and excessive punctuation.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use of acronyms, abbreviations, and jargon should be limited to those that are well known and otherwise spelled out.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Avoid the use of obstructive text or images.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">No excessive or distractive ads.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Avoid content included on the jobs page that doesn\u2019t add any value to the job posting.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Half of the editorial policy is about job titles and descriptions. Here are some tips for writing great job titles and descriptions based on our research and experience and the updates to the Job Postings editorial policy:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Write good content. Job Postings should accurately and efficiently describe the role without sounding like a sales pitch.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Avoid excessive use of superlative adjectives, especially those associated with exaggeration or hyperbole.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don\u2019t use all capital letters except when writing proper names or acronyms.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">While \u201ccommon, well-known\u201d acronyms are allowed, we recommend you take it a step further and define every acronym or abbreviation the first time it is included in the job ad. For example, in the context of a site hiring for the medical field, \u201cOR\u201d might be well known, but write \u201cOperating Room (OR)\u201d in its first appearance.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">On that note, if you can, use the HTML &lt;abbr&gt; and &lt;acronym&gt; tags to define all occurrences of these.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If you don\u2019t have a copywriter on staff, consider a service like Grammarly (<\/span><a href=\"https:\/\/www.grammarly.com\/\"><span style=\"font-weight: 400;\">https:\/\/www.grammarly.com\/<\/span><\/a><span style=\"font-weight: 400;\">) to help you avoid spelling, common grammar, and writing style errors.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Other aspects of the Job Postings editorial policy are more a design concern than a writing concern:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To avoid obstructive text and images, don\u2019t let pop-ups or pop-overs fill the screen or block your job ads. If you have a pop-up that asks users to sign up for job alerts, maybe prevent it from loading on job ads. Keep an eye out for other pop-ups like cookie policies or chatbots, and make sure they are as unobtrusive as possible.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To avoid triggering the \u201cexcessive ads\u201d policy point, don\u2019t have ads on your jobs page. We suspect most legitimate recruiter websites don\u2019t have ads on their jobs pages anyway.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To avoid content that \u201cdoesn\u2019t add value to the job posting,\u201d which to us seems like the most subjective aspect of this policy, aim for no more than 30% of your page being unrelated to the job and its application. We\u2019ve seen some recruiting companies add blocks of content under each job explaining their \u201cprocess\u201d or \u201cculture,\u201d and maybe this would be better accomplished with a link to the process or culture pages.<\/span><\/li>\n<\/ul>\n<h3><strong>Improving Trust with Applicants<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">To close out their announcement, Google included several bullet points site operators can use to \u201cimprove job seeker trust.\u201d This implies that the reasoning behind these changes is to improve users\u2019 overall experience\u2014and likely in part a response to the emergence of the \u201ccowboy\u201d aggregators we discussed in the \u201cdirectApply\u201d section.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">No scammy\/spammy posts.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure a good user experience, with an emphasis on ease of use and minimal distractions\/interruptions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Remove expired postings. People don\u2019t like clicking links that go to missing jobs.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use genuine job posted date. Google wants us to avoid updating the date posted without materially changing the job details; don\u2019t \u201cbump\u201d a job to the top of your list by updating your job date only.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don\u2019t use misleading information in the job details, like incorrect salary, shift times, or employment type.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">We feel all our users and most, if not all, legitimate recruiters are following at least the first three of the five points in this section. Still, we do want to draw specific attention to the fourth point, which we\u2019ve seen several of our users employ to push job listings to the top of the feed. If you want to update the date posted, be sure to update other aspects of the listing to not run afoul of Google\u2019s expectations.\u00a0<\/span><\/p>\n<h3><strong>Quality Content and User Experience<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">At the end of the day, this notice from Google only reinforces what has been the rule since day one of Google for Jobs Search: good user experience and honest, straightforward job postings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again, from our reading of these updates, it appears Google is seeking to improve the experience and root out the bad actors that have emerged. Given Google\u2019s history of success in ensuring general search results quality, we are sure they will be successful and encourage all recruiters to adjust as necessary to comply with Google&#8217;s revised expectations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Please read the notice directly (<\/span><a href=\"https:\/\/developers.google.com\/search\/blog\/2021\/07\/job-posting-updates\"><span style=\"font-weight: 400;\">https:\/\/developers.google.com\/search\/blog\/2021\/07\/job-posting-updates<\/span><\/a><span style=\"font-weight: 400;\">), but we took some time to break it down and add detail to help you make the most of your job postings for Google for Jobs Search.<\/span><\/p>\n<hr \/>\n<a href=\"https:\/\/www.bullhorn.com\/marketplace\/?LS=Website&amp;LSD=CustomerBlog_NA&amp;LA=CustomerBlog_NA_21_07_22&amp;LAD=CustomerBlog_NA_21_07_22&amp;utm_source=customerblog_na&amp;utm_medium=website&amp;utm_campaign=customerblog_na_21_07_22\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-72281 size-full\" src=\"https:\/\/www.bullhorn.com\/wp-content\/uploads\/2021\/01\/Marketplace_Productivity_blog-header-1_V1.png\" alt=\"bullhorn marketplace\" width=\"1200\" height=\"190\" \/><\/a>\n","protected":false},"excerpt":{"rendered":"<p>Bullhorn Marketplace partner Matador Jobs explains how recent updates to Google for Jobs could impact your team and your website&#8217;s job ads.<\/p>\n","protected":false},"author":32,"featured_media":72282,"parent":0,"menu_order":0,"template":"","class_list":["post-72280","customer_blog","type-customer_blog","status-publish","has-post-thumbnail","hentry","customer_blog_category-product"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google for Jobs Search Updates | July 2021 | Bullhorn<\/title>\n<meta name=\"description\" content=\"Bullhorn Marketplace partner Matador Jobs explains how recent updates to Google for Jobs could impact your team and your website&#039;s job ads.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bullhorn.com\/uk\/customer-blog\/optimise-your-job-board-for-the-july-2021-google-for-jobs-search-updates\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google for Jobs Search Updates | July 2021 | Bullhorn\" \/>\n<meta property=\"og:description\" content=\"Bullhorn Marketplace partner Matador Jobs explains how recent updates to Google for Jobs could impact your team and your website&#039;s job ads.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bullhorn.com\/uk\/customer-blog\/optimise-your-job-board-for-the-july-2021-google-for-jobs-search-updates\/\" \/>\n<meta property=\"og:site_name\" content=\"Bullhorn UK\" \/>\n<meta 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