Navigating the Paradigm Shift: Understanding Google Advertising
We are continuing to see the effects of a paradigm shift in the way job ads are prioritized by Google. Importantly, Google is rewarding ads that include detailed job location information, and especially city and state of openings.
This will affect the success rate of healthcare recruiters.
Historically, some recruiters have been hesitant to include city and zip code details in their ads. This may be out of fear that candidates will circumvent recruiters to apply directly to employers or perhaps because they think that physician candidates may be “poached” by competitors.
The disadvantages of doing this, however, now far outweigh the potential advantages.
Google’s Big Change
About 3 years ago, Google made including a job’s location a key requirement in ads. The reason was to assist in its new “Google Jobs” box that appears at the top of search results, showing open opportunities.
Why did Google do this? The key reason was that the Google Jobs box needed to know cities and zip codes in order to accurately map job locations for users to see.
It makes sense, for what physician doesn’t want to know the location of a potential employer?
Seismic Implications for Ad Visibility
Thus, now job posts that do not include location details are essentially lowered in priority when appearing in the Google Jobs box. Potentially also they may appear lower down lists on other search sites such as Indeed, LinkedIn, and ZipRecruiter.
What could be worse for a recruiter wanting candidates’ eyeballs on ads than to see ads demoted in listings?
Here is the info that Google asks recruiters to include in job ads, and which you as a recruiter must seriously consider including:
- City
- Zip code
- Salary range
- Ideally, appropriate job description length
- Ideally, the ad has been up for 30 days or less
Indeed, recent data shows that visibility metrics are approximately 40 to 1 better for ads that include the above details compared to ones that do not.
Let Go of an Outdated Mindset
While some recruiters may still fear candidates will bypass them to go directly to employers, the strategy of withholding job location data is a strategic loser. In effect, you are lowering, not increasing, your chances of making successful contacts and ultimately placements.
On the physician side, today’s doctors understand the value of working with a knowledgeable recruiter to assist throughout the job search process (even if every role may not ultimately work out).
PhysEmp strongly advises our clients to include location specifics in job ads to up your chances online.
As an experienced resource, we help recruitment firms get the most out of their advertising investment. To be competitive, it’s wise to adapt to the new reality (if you already haven’t). Create detailed location-focused job listings–or risk getting left out in the cold.
Questions about this or other topics? Reach out to us now.
We wish all the best in your recruiting efforts!
Written by Warren Goldie
