Will Google’s New AI Chatbot Impact Recruitment Marketing?  

Google recently had an experimental launch of Bard— an AI generative Chatbot in the US and UK. What does this mean for recruitment marketing? How will employers get traffic to career pages if users can get their information from the Chatbot? Will recruiters have better or lesser visibility based on the new Google?  

Victoria Egba on July 04, 2023 Average reading time: 4 min
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Will Google’s New AI Chatbot Impact Recruitment Marketing?  

Before the rollout of Chat GPT, Google has been on the journey of introducing an AI- Chatbot. However, now that Chat-GPT is popular and widely used globally, they’ve been making moves to launch Bard, the AI- Chatbot, more quicker.   

Just like other AI-powered chatbots, Bard responds to user prompts and engages in interactive conversations. It can provide detailed responses to various search queries by leveraging its extensive knowledge base. In other words, Google will have a conversational style that gives users the answers to their inquiries right from the first page. However, Bard is about to change the landscape of search engine results pages. It will potentially adjust the featured snippet or the position zero. The Google chatbot will provide personalised responses to user queries prominently displayed at the top of the search results page.  

In an already fiercely competitive recruitment landscape, the dynamic shift in candidate behaviour, combined with a significant 57% decrease in job applications, introduces an additional threat level with the emergence of Bard.   

Bard Vs the Recruitment Marketing   

Google has always been an essential sign-board pointing users to websites that offer the information and services they need. However, the landscape is evolving, and the likelihood of users clicking on website links significantly decreases if they find the desired answer on the Bard AI.  

Take, for instance, the case of recruitment marketing. A simple query like “Which companies are recruiting in the tech industry?” can now bring a list of top employers in that specific field directly to the search results page. Since the information is provided right from the first result, users can bypass numerous career pages and immediately access relevant insights.  

Furthermore, the advent of Google for Jobs introduces a new dimension of potential impact on recruiters. Now underneath the conversational answers to inquiries from Bard, Google for Jobs will provide a possible list of employers based on the conversation. It means that users not only receive answers from Bard but also gain insights from Google for Jobs before encountering website links, blogs, or career pages.  

The impact of this shift on recruitment marketing presents challenges for organisations that heavily rely on website traffic and page visits to attract and engage candidates. With users finding their desired information directly from AI chatbots and Google for Jobs, the chances of them visiting individual career pages decrease significantly. However, it also offers opportunities for organisations to adapt and leverage these emerging technologies to enhance their recruitment marketing efforts.  

Google is moving from being a hotel signpost to being the actual hotel.   

 Are Optimised Career Pages Over?   

Traditionally, Google has emphasised the importance of websites providing relevant content rather than focusing on page optimisation. In order to deter intentional manipulation, Google frequently updates its algorithm.  

 However, the introduction of Bard signifies a vital shift that could have profound implications for our current SEO practices. Strategies that once focused heavily on optimising company websites or career pages may need to be reevaluated in light of Bard’s introduction. The emphasis will shift from optimising pages to creating high-quality, informative content that AI-driven conversation models like Bard can emerge. 

 Career pages will remain relevant to the employer brand and recruitment strategies. But rather than relying solely on page optimisation, employers will need to optimise their content to ensure that it aligns with the context and requirements of AI chatbot interactions. This optimisation will enable relevant information from company websites to be seamlessly incorporated into Bard conversations, enhancing the user experience and providing comprehensive answers to user queries.  

 The key lies in adapting SEO strategies to meet the demands of AI-driven conversation models and ensuring that relevant information is readily available to chatbots and users.   

Transparency and Relevance  

Including relevant information holds utmost importance now more than ever. Surprisingly, some employers still choose to exclude essential details from their career pages, such as salary offerings, flexibility, and other crucial perks. While this strategy may have been effective in the past, perhaps to generate a sense of urgency or curiosity, it can now have adverse effects, especially with Google Bard.   

 The conversational nature of AI chatbots like Bard encourages users to ask highly specific questions tailored to their individual needs. When employers omit essential details from their career pages, it diminishes the chances of their company results showing on the Chatbots.   

 This shift in user behaviour means that queries will become increasingly nuanced and targeted. For example, We’ll have queries like,” Which company in the Netherlands is hiring a software engineer and offering a salary range of 50,000-80,000?” or “Which companies provide hybrid or remote work options?” or “Which roles offer health insurance benefits?” and more.  

 If a company’s career page or website fails to offer transparency and relevant information, it risks going unnoticed by AI chatbots like Bard.

When employers withhold essential details about job opportunities, these chatbots’ chances of being recognised and displayed diminish significantly.  

 By excluding important information, employers not only hinder their visibility on search platforms but also risk falling behind competitors who prioritise transparency and readily provide all pertinent details upfront. Job seekers are more likely to engage with content that offers a complete and tailored picture, meeting their specific needs. Search engines also consider user preferences when determining search rankings, further emphasising the importance of comprehensive information.  

Targeted Recruitment Strategies  

While search engine optimisation (SEO) plays a significant role in driving organic traffic to career pages and websites, relying solely on SEO may not be sufficient in today’s competitive landscape. Instead, incorporating data-driven approaches can enhance the effectiveness of recruitment marketing efforts and help candidates meet the right candidates.  

 Data and analytics, especially from platforms like Giant, provide valuable insights into candidate behaviour, preferences, best places to reach them, preferred perks, trends and more. Leveraging such data allows recruiters to identify target demographics, understand their interests, and tailor their marketing messages accordingly. It allows for more precise targeting and creation of personalised campaigns that resonate with potential candidates.  

One major aspect where data and analytics prove particularly useful is identifying the most effective channels and platforms to reach the target audience. The assumption that search engines are the best place to discover candidates could be wrong, depending on the job role. With candidate engagement metrics, recruiters can determine which channels generate the highest-quality leads and allocate resources accordingly.   

While search engines like Google have their merits in recruitment marketing, it is crucial to adopt a multi-faceted strategy encompassing various channels and tactics.  

  

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