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Google 的全新求職服務讓 ZipRecruiter 的轉換率提高 4.5 倍
發布日期：2018 年 5 月 8 日
挑戰
ZipRecruiter 自 2010 年起開始提供服務，以實惠的價格協助大小企業在多個平台發布線上徵人啟事。由於各企業直接張貼在該公司網站的職缺，高達數百萬筆之多；ZipRecruiter 於是與 Google 搜尋攜手合作，在網站中加入結構化資料，讓搜尋引擎可以透過這種標準化格式擷取資訊，進一步把職缺消息廣泛散布到各處。
這家公司於 2012 年開始在網站中加入結構式資料，並將此視為最佳做法，同時持續監控及新增欄位。ZipRecruiter 資深產品經理 Misha Silin 表示：「徵人啟事結構化資料對我們來說非常實用，因為這種做法可以協助我們更輕鬆地呈現求職者最想得知的資訊。我們會主動確認自己是否遵守最新的微格式標準；每當新的資料元素一發布，我們就會立即更新結構化資料內容。我們的目標是盡可能確保求職者享有完美流暢的搜尋引擎使用體驗，並協助他們輕鬆搜尋張貼在 ZipRecruiter 的工作職缺。」
解決方法
求職者發現，徵人啟事往往來自四面八方，不是四散在網路、報紙中，就是在親友同事間口耳相傳，要想在這當中找到符合需求又適才適性的工作機會，往往相當困難。Google 於 2017 年 6 月運用徵人啟事結構化資料推出求職服務，恰好與 ZipRecruiter 的做法搭配得天衣無縫。Silin 說：「Google 是我們的主要線上策略合作夥伴，可以協助求職者輕鬆應徵心目中理想的工作。Google 也是最適合我們的協作夥伴；我們可以直接將原始職缺內容呈現在搜尋引擎中，方便求職者查找，成效令人期待。」
由於 ZipRecruiter 早已熟悉這種格式，因此能順利導入結構化資料，並且完全遵循 Google 的指南規範。Silin 指出：「由於我們本來就採用這種做法，因此不需要進行什麼大工程。不過，藉由這回與 Google 共事，我們也重新審視了本身處理資料的方式。我們終於能將過去幾年運用機器學習技術發掘的資料，以結構化的方式提供給搜尋引擎利用，讓這些資料發揮更大的價值。」每當 Google 建議新增對求職者有用的欄位，ZipRecruiter 就會在職缺網頁上進行測試及實作。
結果
這間公司以轉換率 (也就是使用者透過 Google 搜尋進入他們的網頁後，註冊成為 ZipRecruiter 服務使用者的百分比) 做為數位成效的主要衡量指標；自從採用 JobPosting 結構化資料後，從 Google 到 ZipRecruiter 職缺網頁的自然流量，與其他搜尋引擎的自然流量相比，Google 所帶來的轉換率遠遠高出三倍，而且職缺網頁上的 Google 自然轉換率也比之前高出 4.5 倍，瀏覽職缺網頁的 Google 訪客跳出率更是下降了超過 10%。
3 倍
來自 Google 的轉換率高於其他搜尋引擎的幅度
4.5 倍
來自 Google 的自然轉換率與之前相比的增幅
10%
瀏覽職缺網頁的 Google 訪客跳出率減少幅度
此外，ZipRecruiter 的每月非品牌自然流量還上升了 35%。Silin 說：「Google 這套工作機會解決方案一推出，隔天我們就發現轉換率提高了。」
線上求職者都希望能盡早看到剛公布的新職缺，不想在已過時但尚未移除的職缺資訊上浪費時間；而 Google 搜尋結果總能即時無誤地顯示 ZipRecruiter 的徵人啟事，令該公司非常滿意。Silin 表示：「我們對於 Google 搜尋服務的內容更新效率感到十分佩服；所有徵才啟事大體上都是以近乎即時的速度更新。」
ZipRecruiter 已經做好萬全準備，未來將持續推動業務成長並為使用者提供實用服務。Silin 說：「結構化資料的好處在於，能夠快速為求職者提供特定職缺的大量重要資訊，協助他們決定這份工作是否適合自己。全新的 Google 搜尋服務運用結構化資料，可以有效協助求職者在 ZipRecruiter 找到理想工作，這點對我們而言尤其彌足珍貴。」
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[null,null,[],[[["\u003cp\u003eZipRecruiter partnered with Google Search and implemented structured data to enhance job posting visibility and searchability.\u003c/p\u003e\n"],["\u003cp\u003eLeveraging Google's job search experience and structured data, ZipRecruiter increased its Google organic conversion rate by 4.5 times and lowered bounce rate by over 10%.\u003c/p\u003e\n"],["\u003cp\u003eThe implementation of structured data resulted in a 3 times higher conversion rate from Google organic traffic compared to other search engines, along with a 35% increase in monthly organic non-branded traffic.\u003c/p\u003e\n"],["\u003cp\u003eZipRecruiter benefited from the real-time updates of job listings within Google Search, ensuring accuracy and freshness for job seekers.\u003c/p\u003e\n"],["\u003cp\u003eStructured data enables job seekers to quickly access key job information, improving the job search experience and helping them find suitable jobs on ZipRecruiter.\u003c/p\u003e\n"]]],["ZipRecruiter implemented structured data for job postings, aligning with Google's job search experience launched in 2017. They leveraged their existing data and machine learning to enhance data exposure to search engines. This resulted in a 4.5x increase in Google organic conversion rate, a 3x higher conversion rate compared to other search engines, and a 10% decrease in bounce rate for Google visitors. Additionally, monthly organic non-branded traffic increased by 35%. ZipRecruiter also observed real-time updates of their listings on Google Search.\n"],null,["# ZipRecruiter JobPosting Markup Case Study | Google Search Central\n\nZipRecruiter grew conversion rate 4.5x with the new job search experience on Google\n===================================================================================\n\nPublished on May 8, 2018\n\nChallenge\n---------\n\n\nZipRecruiter began in 2010 as a tool to help businesses of all sizes distribute online job\npostings affordably across multiple platforms. Wanting to widely distribute millions of\njobs, which are posted directly to the site, ZipRecruiter partnered with Google Search to\nadd [structured data](/search/docs/appearance/structured-data/job-posting), a standardized format\nfor providing information to search engines.\n\n\nThe company began adding structured data to their website as a best practice in 2012. They\ncontinually monitor and add new fields. \"Structured data for job postings makes a lot of sense\nfor us, as it's helped us more easily surface what we know job seekers are immediately looking\nfor,\" says Misha Silin, ZipRecruiter senior product manager. \"We actively keep up with the\nlatest micro-formatting standards, refreshing our structured data content as often as new data\nelements are released. Our goal is to reduce friction for job seekers on search engines and\nmake it easier for them to find jobs posted on ZipRecruiter.\"\n\nSolution\n--------\n\n\nWith job postings scattered across the web, newspapers and networks of friends and colleagues,\njob seekers can have a hard time finding listings that are a good match for their unique needs\nand skills. Google launched a search experience for jobs, leveraging job posting structured\ndata in June 2017. This worked perfectly with ZipRecruiter's approach. \"Google is a major\npartner in our online strategy of making it easy for candidates to apply for the perfect job,\"\nSilin says. \"Google fit right into that collaboration. We were really excited about being able\nto expose this original content to search engines in a discoverable way.\"\n\n\nAlready experienced with the format, ZipRecruiter easily implemented structured data to meet\n[Google guidelines](/search/docs/appearance/structured-data/job-posting#guidelines). \"There wasn't\na need to do any sort of big overhaul---it was already part of our DNA,\" Silin says. \"Still,\nthe Google rollout was a good opportunity for our company to revisit how we handle data,\" he\nadds. \"We were able to unlock even more value by exposing data that we've mined over the years\nvia machine learning to search engines in a structured way.\" If Google recommends a new field\nthat's useful for job seekers, ZipRecruiter tests and implements it for their job pages.\n\nResult\n------\n\n\nThe company uses conversion rate (the percentage of people who register for ZipRecruiter's\nservice after landing on their site from Google Search) as a key measure of digital\neffectiveness. After the launch of `JobPosting` structured data,\nGoogle organic traffic to ZipRecruiter job pages converted at a rate three times higher than\norganic traffic from other search engines. The Google organic conversion rate on job pages\nwas also more than 4.5 times higher than it had been previously, and the bounce rate for\nGoogle visitors to job pages dropped by over 10%. \n3~x~\n\nHigher conversion rate from Google than from other search engines \n4.5~x~\n\nHigher Google organic conversion rate than it was previously \n10~%~\n\nLower bounce rate for Google visitors to job pages\n\n\nLastly, ZipRecruiter saw a 35% rise in monthly organic non-branded traffic. \"We saw that\nincrease in conversion rate when we were reviewing results the day after the launch of\nGoogle for Jobs,\" Silin says. \n35~%~\n\nMore monthly organic non-branded traffic\n\n\nOnline job seekers want to see new job listings as soon as they're posted, but don't want to\nwaste time on ones that are outdated, but not yet removed. ZipRecruiter was pleased with the\naccuracy and freshness of their job postings in Google Search results. \"We've been really\nimpressed by how fresh the content is within Google's search experience,\" Silin notes.\n\"They're basically updating job listings almost in real time.\"\n\n\nThe company is well situated for continued growth and effective service. \"What's great about\nstructured data is it quickly provides job seekers with a lot of key information about a job\nso that they can decide if it's right for them,\" Silin says. \"The new Google Search experience\nwith structured data is very valuable for us, especially as a tool to help job seekers find\njobs on ZipRecruiter.\""]]
