Google for Jobs: Intelligent Recruitment 2.0

From today, Americans who are looking for employment can use a new Google search category that gives them customized job offers.

At around four percent, the unemployment rate in Germany is at its lowest ever. But finding the right job is still a challenge for many who are looking for employment. Even from a company’s perspective, many job ads go unanswered because they do not target potential applicants. That’s because even metasearch engines have until now taken a scattergun approach to hosting ads. However, Internet giant Google has now developed special search functions that use artificial intelligence (AI) to bring companies and applicants closer together.

A new Google widget can now be found alongside familiar search categories like “Images” and “News” that lets Americans enter simple keywords like “jobs near me” or “retail jobs” so they only see the most appropriate ads. One platform that makes this possible is Google’s Cloud Jobs service, where companies can pay to place job ads so that they receive the most suitable applications. Google also now goes through job portals with a fine-tooth comb.

Google: The Search Professional

“Google for Jobs” marks a return to the tech company’s core expertise. “We want to do what we do best: search”, confirms Project Manager Nick Zakrasek. The search engine firstly identifies job offers that an employer has posted on multiple job portals and makes sure they are only listed once. It then searches and categorizes the ads using intelligent algorithms that are constantly optimized through machine learning.

Google is expanding its search expertise into the jobs market.
Google is expanding its search expertise into the jobs market.

The AI behind Google’s new and innovative job search feature also makes listed ads easier to read: It automatically translates business and industry jargon into everyday language by providing explanatory synonyms and decoding acronyms. For example, “BD” instantly becomes “Business Development”. This prevents any misunderstandings around job titles or ads that fail to target applicants who are generally suitable for the role.

The search engine automatically translates specialist terms and industry jargon.
The search engine automatically translates specialist terms and industry jargon. Gif: YouTube – Google Developers

There’s a whole host of other practical features too, like the option to refine search results by parameters such as “Industry”, “Location” or “Part Time”. Users also receive instant alerts about new job offers that meet their criteria and may be of interest to them. Clicking the job offer opens a direct link to the website that contains the most information about the role.

Game Changer for the Jobs Market

Google does not include other searches that have nothing to do with the user’s job search. This is significant, since the company makes most of its money through personalized ads that users are shown on the basis of previous searches. As Zarasek puts it, the fact that you like to go fishing doesn’t mean you are looking for a job on a fishing boat.

Users receive instant alerts about suitable new job offers.
Users receive instant alerts about suitable new job offers. Gif: YouTube – Google Developers

What’s more, the new Google service wants to partner with established job portals, rather than compete with them. This has been welcomed by CareerBuilder, where Product Developer Scott Helmes thinks there is an exciting opportunity for his company and Google to pool their expertise. But Conal Thompson, Chief Technology Officer at Monster, still sees “Google for jobs” as a game changer that will increase competition: “There will be some challenges and adjustments to existing job posting sites; the biggest perhaps being for those that are currently driven by SEO.”

Cover photo: YouTube – Google Developers

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