Job boards and platforms like LinkedIn and Indeed have undoubtedly transformed modern hiring in the workplace. By centralizing and digitizing listings, they’ve made the matchmaking experience more streamlined than ever before.

These platforms have ruled the industry for years, but new tools and evolving job seeker behavior are forcing them to adapt. No one’s expecting job platforms to go away anytime soon; over 90% of job seekers still use large recruitment sites at least monthly. But with SEO, Google, and AI-driven search results gaining traction, experts expect job platforms themselves may play a lesser role in hiring strategy in the coming years.

Candidates’ job search preferences are driving these changes. Recent research from HireClix found that 46% of candidates are already using AI in their job search, including to analyze job descriptions and identify ideal opportunities. They’re also shifting away from relying exclusively on aggregated listings toward personalized, intelligent search. And employers themselves are investing more in owning their recruitment funnels and shifting at least some of their resources away from third-party job platforms.

With SEO, Google, and AI redefining discovery, employers need to change their own tactics to keep up with the times. This is what prompted HireClix to launch Job Flow SEO — an SEO-powered solution that easily connects with any applicant tracking system (ATS) and enables employers to take charge of how their jobs are found on Google and other major search engines.

The days of posting openings on job boards, hoping qualified candidates will stumble upon them, are over. Now, employers’ biggest challenge is to make sure they’re optimizing these technologies so applicants will find available jobs in their new modes of search.

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Search engines reshape the job hunt

The shift from board browsing to using general search engines for exploring job opportunities has been going on for years. It’s part of a larger change in how people discover information.

Most people already start their information-seeking process on Google — and now, on AI assistants — looking for anything from food recommendations to nearby gas stations. So, it’s no surprise that job seekers have become accustomed to typing queries like “content development jobs near me” or “remote software analytics roles” into a general search bar. It speeds the process along because they don’t need to create several logins or manually click through listings site by site.

The Google for Jobs feature has changed the game for job seekers. It aggregates listings from employer sites, job boards, and recruitment agencies, and displays them directly in search results on Google. Plus, generative search engines like ChatGPT, Perplexity, or even Google’s AI Overview are introducing conversational job search into the process. Instead of just browsing endless streams of openings, seekers can ask “What remote software development jobs are open at mid-sized banks right now?” or “Which roles match someone with a background in statistics and Python coding?” This transforms job discovery from transactional browsing into a guided, tailored experience.

All of this puts a premium on structuring job content the right way and using SEO/GEO (generative engine optimization) tools to ensure jobs get picked up in relevant candidate searches. At this stage, it’s critical for employers to ensure their organization’s career site is optimized from a search engine and generative engine optimization perspective to create a positive candidate experience and improve overall applicant conversion rates.

Leaning into personalized, intelligent search

Job seekers are also shifting away from aggregated listings toward personalized, intelligent search.

As aggregators gained strength in the 1990s and 2000s, job seekers reveled in the ability to scan more jobs, faster and with less friction. But aggregators didn’t necessarily unearth the best jobs or the best matches. Personalized search technologies do this.

“Personalized” or “intelligent” job search deploys tools and systems that go beyond the simple process of matching keywords and titles. Intelligent search taps all kinds of extra smart skills, using AI, machine learning, behavioral data, preferences, and resume analytics to package up and rank targeted job listings. Intelligent search makes the job discovery process more efficient.

Owning the funnel

Employers are investing more in owning and optimizing their recruitment funnels.

The foundation of a comprehensive and effective recruitment marketing strategy is in owning the employer brand messaging and the career site experience, where companies can convert and nurture candidates over time. This gives them more control over the process and reduces their dependence on job boards and other advertising channels.

But owning the funnel doesn’t mean organizations should abandon the process of leveraging paid job advertising entirely. The two tactics can work hand in hand. The visible advantage job boards and aggregators once had is eroding because Google now essentially controls the discovery funnel. Adding in more candidate engagement, nurturing, brand-building, and direct sourcing strategies can reduce future dependency on paid platforms.

Emphasizing SEO evolution with engaging candidate experiences

Once organizations accept that the recruitment marketing and job search landscapes are evolving rapidly, it’s pivotal to continue an engaging candidate experience. This can be reflected in a well-designed career site that emphasizes employer brand, leveraging creative design flexibility and a reliable, modern, and secure technology platform. In fact, career sites are now among the most trusted resources for job seekers, increasing by 42% in the last two years.

Many organizations have chosen to model their career sites after retail consumer sites, opting for light and easy interfaces that ensure interactions are smooth. Delivering a seamless and impactful first interaction to potential candidates boosts engagement and increases long-term retention.

The other deciding factor for prospective employees when perusing a career site is the company’s employer brand. Employer brand is often confused with culture or engagement, but it’s really about what the organization offers employees. At a time when more than half of Gen Z and Millennials are evaluating whether employers align with their values, showcasing a strong EVP (employee value proposition) proves an organization is values-driven rather than solely focused on profits.

As search preferences and candidate expectations continue to change the recruitment marketing landscape, it will be essential to view hiring as a holistic, brand-defining experience. This outlook presents the opportunity for employers to invest in experiences to elevate brand visibility, but also build trust and demonstrate values alignment, key drivers in attracting the next generation of talent.

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