Expanding the reach of multiple Employer Brands using Google For Jobs
Google for Jobs Case Study
What we did
Client and objectives
- The John Lewis Partnership operate two much loved retail brands – John Lewis and Waitrose.
- JLP recruit for both of the brands using the JLP Jobs careers site and a shared ATS.
- A long-term client of Enhance Media, JLP entrusted our team with the task of improving brand consistency for roles listed in Google For Jobs.
- Using this channel, there was also clear potential to reach a wider set of candidates who were searching both branded and unbranded career terms.
The challenge
- JLP Jobs recruit for multiple sub-brands under a lesser-known umbrella brand.
- The GFJ set up on jlpjobs.com wasn’t taking advantage of some of Google’s latest advancements. This was holding the site back from maximum visibility.
Our SEO approach
- We implemented various innovative schema properties such as “immediate start” and “benefits”, in order to enhance listings in GFJ and increase rankings.
- Postcode optimisation was improved and a direct apply feature implemented to further extend the reach and performance of listings.
- Training was carried out to update all those involved in JLP recruitment on the latest Google requirements. This helped to increase compliance and consistency within Google For Jobs.
The results
- A JLP Jobs listing in Google For Jobs was seen by over 3 million potential candidates in 2023.
- The conversion rate for GFJ referred visits was more than double that of the average careers site visitor.
- In their peak hiring period, JLP Jobs saw a 38% increase in the number of job applications generated by Google For Jobs.
Example of JLP’s Google For Jobs listings
The image below shows the level of visibility JLP Jobs’ listings have achieved for key unbranded terms such as “supermarket jobs”.
