# Job Search Optimization in the GenAI Era – Rachel Duran

## Метаданные

- **Канал:** hireEZ
- **YouTube:** https://www.youtube.com/watch?v=QzCANwWl5go
- **Источник:** https://ekstraktznaniy.ru/video/44102

## Транскрипт

### Segment 1 (00:00 - 05:00) []

Thank you so much Dan. Thank you everyone for joining. Um this is super exciting for me. Um I am ready to talk about search and job search and employer of choice messaging in the age of search when it's happening in generative AI large language models otherwise known as chat GPT perplexity gro whatever um your tool of choice is um I hope that you'll all forgive me as I pull up this presentation. I'm typically known for my slides. I spent less time on slides and more time on research because this is really a problem that I've been trying to solve for myself in my role. So, this is really just me yapping out loud about what I have found um to work and what I'm actively testing um right now uh and bringing this whole group along with me as we figure it out together. Um, so if you'll give me some patience, let's just nerd out together really quick about h how AI search is affecting us. Um, okay. So, let me share my slides. I'm so not used to Zoom. Sorry. Oh, there it is. The gigantic green button. Rachel, it's fine. I'm getting it together. Okay. All right. Assuming you can see my slides. Okay. — Yep. We're good to go. — Okay. Perfect. Okay. So, here you see kind of an example of what made me originally go into this journey. Um I was playing around with chat GBT and some other uh generative AI models um in my own personal time. uh and wanted to think about how uh folks may be using this to seek jobs, seek internships, um think about what the best employers were, um even what direction they want to go in their career next and just kind of tested it out. Um and my first thought was why the hell is my brand not up here? Why is GPT not talking about HPE and some of the opportunities we have? So that's really where this journey started was in a world of AI results taking over even your paid results um on Google and things like that. Uh and in these generative large language models, how do you think about search engine optimization a little bit differently? Right? Um what I found is a lot of the key components that were always true um even if you tried to do the tips and tricks around search engine optimization um the things that really mattered the most and that's authority and the availability of content. So those are still the things that remain true but I'm going to walk through a little bit about some specifics that I found to be true so far and what I'm seeing to be true um in my investigations. So first let's talk about jobs. Okay. So, if you want your jobs to show up in uh an AI search result uh and have that sort of authority where it will pull it up, one of the most important things goes by it goes back to a key element that we've been talking about for years, but it's even more important in this era of Genai search, which is making sure you have structured data in your job descriptions. Okay. So, this is something that you do not have to think too hard about. Um, especially if you are using um a vendor like, you know, we use Phenom for our career site for instance, they're going to automatically apply a lot of these uh schema. org uh structures to the job descriptions. And if your career site is set or your job feed is set up to automatically get scraped with these certain fields to uh key job boards like LinkedIn, Glass Door, Indeed, Zip Recruiter, anything like that, you probably already have these schema set up. So you do not have to have any kind of technical background to look into whether your site is doing this or not if you are not using an out- of-the-box solution, right? You can you might have to get a little bit more nitty-gritty in the tech on this. um if you are using something that's more homegrown. Um but what is really important to think about is if you are optimate optimizing for the knowledge graph version of jobs on Google, you're probably good to go for optimizing for Genai, not just for Google search, but any Gen AI because it's working off of the same structured datas based on schema. org um results. So, one thing that you'll really want to do when you're looking at the knowledge graph um in the jobs tab when you are searching for jobs yourself um to see how this works, you'll see some of these key buttons up here are some filters that you'll want to think

### Segment 2 (05:00 - 10:00) [5:00]

about. So, in my investigation, I kind of pulled out some ones that are very important because whether you have this automated or not, your organization may or may not be filling these in um regularly. And I have found that the more of these that are filled in, the more likely you will show up in a Jedai chat asking for certain jobs with these parameters for search. So that's going to be be very clear about your location and type. So job location type is basically is it remote, is it hybrid, is it full-time on site, right? Um your occupational category can matter a lot. So make sure that that's showing up as well as salary ranges. I know a lot of us are doing that anyway because certain states in the US are requiring that to look a certain way. Um and you may have opted out of that because maybe you don't do um hiring in those states that require that. Um however, it is showing up quite a bit if you think about how people search and they're like, I want a job that pays at least this much. It may not pull up your jobs just because that information is not there in a structured data format. Um so that's going to be very important. Um, as well as your employment type, whether it's part-time, full-time. Um, and education requirements is a big one that I am seeing pop up more now than I have in the past. So, it kind of showed up on LinkedIn similar to the remote and I've seen it filtered out other places, but it is a main tab now for search on Google um for uh understanding the education requirements. So, is a degree required or not? um you may put word for word that it's not required, but sometimes as long as it's in that structured data, like it's in a structured field on whether a degree is required or not, that's going to help a little bit more. Um, so these are some of the biggest things. I think that really overall too, we have to think about how candidates are going to talk about jobs. This is something that's always been important, but again is showing up much more uh now that we're looking at them doing AI and chat GBT searches and things like that is it really is going to behoove us to stop being clever or unique on things that should be treated like structured data when we think about how candidates search for jobs. So coming up with really clever sounding titles um can feel really good in a marketing campaign and stand out. Unfortunately, when it comes to search, that's not going to work out as well. Right? If we're calling things really unique uh titles, it may not show up in a search, especially if you don't have the skills, the education required, um some of the responsibilities, if those things aren't really clearly mapping to similar roles, um a unique job title is not going to be your friend um for AI search. Um, but as well as talking about the groups and teams that they're in, this has been a big conversation um, and HPE for certain where we have really interesting, cool names for our teams, but we also have to translate our categories and the way that our candidates search for jobs on our career site um, and in our job descriptions. That's great. We do want to talk about um the unique names of those teams, but just as our corporate marketing team has really gone more towards naming our products what they actually are, um we're able to kind of follow along with that and call our team names and uh the way that we talk about them in the job descriptions a lot closer to how people would talk about it if they don't know HPE, if they've never worked at HPE. So that is something that I'm seeing work a lot better when it when we're talking about how much more successfully and quickly candidates can find our jobs and apply for them. So we're seeing um heavy apply volume that is not bots or not unqualified apps um since we've made that shift. So that's uh another key search quality. So that's a just a high surface level on jobs. Now comes the more difficult part which is how to get this to work for your employer brand. So someone is not always going to say show me a networking engineering job near me. Um they might say if I am majoring in software engineering what are the best pathways for me to go to? Who has the best internship programs? benefit? Um who has the best internship programs in this key location? I want to stay by my family. um maybe I want to move from one location to another location. Who will sponsor me? Um if I move to another country, there's all sorts of real conversational language that is happening in these chat bots. Um if you have a chatbot on your career site, you may have seen some of this. If you uh do auditing like for our career site, we do auditing on um what went unanswered or what um uh maybe didn't

### Segment 3 (10:00 - 15:00) [10:00]

have a key fallback answer. We go through that monthly and so we see this trend over and over again where people are starting to have more and more reallife conversations with the chatbot. They know it's a chatbot or AI. Um and that's fine with them. In fact, we're seeing it surprised me. We're seeing people actually prefer that a little bit more than having to wait to speak to a real person. Um, but the nice thing about that is they know it's a bot, so they're expecting it to have certain key pieces of information. And so I can only imagine um how much more broad that's looking uh on a general chat with something like a chat GPT or a Perplexity when someone's really having um a real language conversation with a bot about what they should do next in their career and what those opportunities look like in the certain circumstances and personas in which they live. So out of that research, I have come up with some key things that you really want to have on your career site because one thing that I learned going back to the jobs uh search engine optimization piece is that it really does consider your career site, especially if it's a very active career site for a large company. Uh it really does see that as a key piece of information and it will consider that a source of truth at least for jobs. So, it's also crawling your website for other information. So, especially if you have a career site that is separate um or a subdomain of your main uh corporate website, which um for instance, ours is, ours is careers. hp. com. Uh you'll want to make sure that you don't leave it to the main site to talk about your culture, your benefits, your leaders, your employee testimonials. You want to house that inside of the domain that holds your jobs as much as possible. So, the reason that you want to do that is because you want it to attach that information to your jobs on the career site. Okay. So, big ones that I think are probably obvious, we've been talking about this for a while, is culture, benefits. Um, employee testimonials, I think, are even bigger because you can talk about people in certain teams, in certain locations, uh, in certain countries, at certain job levels, right? So, you can make sure that these keywords and tags are associated so that it could slowly start to pick up that information as it crawls the web. Um, but one thing that I'm seeing a lot more of that it is looking for is understanding more about the leadership of certain teams. Uh, culture that is specific to a certain location or a certain office. Um, more information about working on specific teams. And all of these are things that we're seeing a lot. And people think that I'm crazy, but we have like 90 landing pages on our career site. Not necessarily interlin to each other, but for campaign specific hiring ramps. Um, where we want them to land on a page that has this information and it is as detailed as possible to that specific location, job type, team, leadership. We're seeing a lot of success um from that from a uh conversion standpoint for successful qualified applications, but now we're starting to see a lot of natural search where we don't have these landing pages linked to other uh pages on our site, but we're seeing visits above and beyond what we're seeing on the stats for our advertising or our campaign that would lead you to that page. So, we're seeing search results pull them to those pages now. And this takes a long time, right? It takes a long time to see those results, and we're slowly seeing that climb. Um, and think about too, what format are you putting this information in? And we have it in typical formats, but we're also starting to build out FAQs. So, FAQs, if you think about it, it's already in a question and answer format. Uh, so especially if you already have a chatbot, you have like a nice database of what people are typically asking and what your most common questions are, you can start building that out as a Q&A on your side. And it's like an extra little way for it to pick that up. Um, you know, when it's going through web crawlers, it can pick up that literal question and answer and pull that in. Um, also think about it's not just your career site. LLMs do have some very hardcore trusted sources. Um, one of those is um, reviews on glass door, Indeed and comparably. Um, they are going to take that um, that word very highly and rank that very highly in their algorithms for how they feedback what your culture um, and that job opportunity looks like as your company. Um, so you'll want to make sure if you're not seeing a lot of review activity, um, not just from your employees, but also your candidates when they're interviewing, maybe thinking

### Segment 4 (15:00 - 18:00) [15:00]

about establishing some sort of way to ask people to do more reviews. Um, right? Be careful about incentivizing it or um, implying they have to give you a good review. It's really just the volume of reviews uh, that can be extremely helpful. And in fact, a higher volume of reviews does tend to give you a higher score because people are less likely to go out of their way to review you with a good review than they are for um a complaint. Um, another one is big-time employer awards. I know a lot of us pulled back from that a little bit. We weren't seeing the value, but I will say I'm starting to see the value in it now when I'm seeing how much it's impacting our results for AI results around great places to work. it will consider those lists um as a source of truth. Uh so that's another one to consider. Um Reddit is a huge one if you've ever looked at the Google AI results for any searches and you should be doing this, not just taking its word for it, but clicking on the link to see where it even got that from. But if you click on that link, a lot of times it's Reddit, which is very interesting because most of us would think of that as a source of truth. Um but it is, especially from a culture conversation, it's going to pick up things in Reddit. you might be able to control or add to that conversation a little bit with maybe an AMA with a hiring manager um or something like that. That's not something we've tried quite yet, but it's definitely something I'm looking into to see if we can get some impact there. Um and then Wikipedia was another one. Um this one occurred to me just in the last month. I was like, does our Wikipedia have a culture section? And it didn't. So I went in as a Wikipedia edit editor and edited and added, you know, I have that sort of authority, right? I'm editing those things on our glass door and Indeed and profiles like that, right? So, I use that same type of language, but really in a matterof-act way, in a less salesy way. And I even included sources, right? So, I talked about awards that we've won for different um types of great places to work. And I used those lists as a source and added it to the source list in our Wikipedia entry. Um that's a big one that can definitely help um on AI search results. Uh and then finally, earned media. This has always been important, but I think that it's a lot more measurable now when we think about Gen AI searches. Um, so think about working with your corporate communications team to see how often can you get in the press releases for culture or hiring news, right? I think that a lot of us miss out on that. Um, and then employee advocacy and employee generated content is another big one, right? the more sources that are out there and backlinking to your career site and talking about what it's like to work at your company, um, the more that activity is picked up by web crawlers and they start to see that as a higher and higher source of authority. Um, and then another thing too is to think about any kind of opportunities for media, podcast, conference recognition opportunities. Just any kind of ways that you can get another source of truth, another highly respected brand to talk about you and your jobs and your culture um, as a an employer of choice and backlink back to your career site, the better. Um, that's going to give you a lot of authority on these search engine callers. So, that is a quick overview of what I have found so far and what has worked for me without me digging in too deep into the super nerdy coding HTML stuff. Um, and I think I'm a little bit ahead. Uh, so I don't know if anybody has any questions.