When we think about the big players for online recruitment, what springs to mind? Chances are Google, LinkedIn and Indeed are almost always at the top of the list. But with Bing celebrating its 10-year anniversary, how much consideration have we really given to this search engine? It may be one of the best kept secrets in the recruitment industry, because Bing is paving the way in innovation ahead of Google.
What we know about Bing
Bing is used as the default search engine on the Microsoft Edge browser, as well as Cortana, which are core features of Windows 10 and both have helped Bing increase its market share dramatically. Back In 2013, Apple also decided to make Bing, rather than Google, the default search engine on its devices (Apple has sold more than two billion devices).
Many people also forget about the search engine’s deal with Yahoo! In 2009, Microsoft (which owns Bing) approached Yahoo! about Bing powering all of their searches. These changes came into effect in 2012. Even though Bing and Yahoo! operate separately, they both rely on Bing’s search algorithm and many users of Yahoo! may not realise that their results come from Bing. This demonstrates that the power of Bing is more far reaching than first thought.
How Bing is innovating more than Google for job search results
For job related queries, it seems natural to go to Google. But when searching for jobs within Bing, it’s clear that the platform has been putting in some behind-the-scenes work. For example, it appears that the search engine has been playing around with new features and even A/B testing some of them.
If you search for jobs at Virgin Atlantic on Bing, you’re provided with a job listings box – similar to the Google for Jobs functionality that exists within Google but instead the jobs are coming directly from LinkedIn. If you carry out a few searches for optimised jobs, you can see that Bing are experimenting with the layout of these results listings:
Similarly, if you search for jobs at Virgin Media, you can see two very different options:
Furthermore, if you search for jobs at the John Lewis Partnership, you can see visual sitelinks and a new “Trending Content” feature which is pulling in some of the most popular pages on the site:
Compare this to the result Google delivers for the same search terms:
As a candidate looking for a job, you would be more compelled to click on Bing’s job search result as it’s more persuasive and gives candidates a more authentic view. The use of visual sitelinks and trending content is a clever move from Bing – according to research by 3M, we process visuals 60,000 times faster than text and visual aids have been found to improve learning by up to 400%. Humans are visual creatures, so it’s only natural that we would be more drawn to a job result that has engaging imagery over one that doesn’t.
What does this mean for recruiters?
While Bing’s market share doesn’t hold a candle to Google’s, there are obvious benefits to using the search engine:
- Less competition – it’s more likely that your brand messages will be seen, resulting in greater employer brand exposure on this platform
- Reach new audiences – Bing allows you to reach new active audiences that you can’t reach on Google
- See greater results – due to different and more engaged demographics, it’s more probable that candidates will take action and convert
- Greater innovation – it’s clear that Bing are experimenting with new features on the platform, more so than Google
If recruiters can see the value in Bing as a search engine, they stand to gain a lot. Traditionally when we think about SEO, we tend to think of Google and the advantages it brings. This isn’t to say we should forget about Google entirely, but it would be foolish to discount the growing popularity of Bing, as well as its increasing use of new and pioneering features.
To find out how we can help you with your SEO needs, visit our search engine optimisation service page. You can also reach us at firstname.lastname@example.org or give us a ring on 01483 719020 and we’ll be happy to discuss any queries you may have.