Workology Podcast · 2026-04-16 · 38 min
Key moments - from our scoring
Substance score
52 / 100
Five dimensions, 20 points each
Indeed is systematically eliminating free organic job visibility for employers and agencies through several coordinated changes: ending new single-source feeds unless integrated with ATS, making existing single-source feeds sponsored-only after March 31st, and eventually cutting off multi-source feeds by year-end. Julie Sowash attributes this shift to Recruit Holdings' declining earnings and Indeed's transition into a legacy-company extraction phase, similar to how cable and media companies monetize market dominance. Rather than viewing this as an isolated move, Sowash frames it as part of a broader industry challenge - job boards and programmatic vendors have engaged in a race-to-the-bottom pricing mentality that has devalued talent acquisition. The bigger concern extends beyond budgeting: Indeed's data ownership policies give them read-write access to employer ATS systems, creating significant compliance and security risks (evidenced by the Mercor breach). Employers have ceded too much power to Indeed and need to urgently decouple their dependency through diversified sourcing, niche job board partnerships, and programmatic distribution while protecting critical data assets.
Indeed stopped accepting new single-source feeds from employers if an ATS integration exists (even if working with agencies). Starting March 31st, existing single-source feeds only appear when sponsored (paid). By end of June, they'll be hidden entirely if an ATS integration exists, and by year-end, multi-source feeds will also be cut off for employers with ATS integrations.
Recruit Holdings, Indeed's parent company, is experiencing declining earnings and profitability in Japan and is extracting more value from Indeed on a quarterly basis. Indeed is transitioning into a legacy-company phase focused on pricing increases, cost-cutting, and market dominance tactics rather than innovation.
Indeed's terms of service state that when employers share disposition data via ATS integration, Indeed owns that data - a fundamentally different class of data processing than typical sharing. This creates compliance risks similar to those exposed by the Mercor breach, where Indeed has read-write access to employer ATS systems.
Staffing firms have historically relied heavily on free organic feeds for evergreen roles and now must diversify into paid channels, existing candidate databases, and niche board partnerships. Indeed's shift also threatens staffing as Indeed expands its own AI-powered staffing products.
Programmatic is automated distribution of jobs across thousands of job boards via vendors, similar to Google Ads for jobs. Employers pay vendors per click, per application, or per hire, and job boards receive a cut (often just $1 per $10 per-click spend), creating the race-to-the-bottom pricing Sowash criticizes.
Our reviewer’s read on each dimension, with quotes from the episode.
The episode delivers a clear operational timeline of Indeed's staged changes (March 31, June, year-end deadlines) and raises the genuinely useful data-ownership risk angle, but roughly half the runtime is conversational padding, personal anecdotes, and basic definitional explanations of programmatic. Insight-per-minute is moderate.
at the end of June, those single source feeds will no longer be visible at all if there's an ATS integration. And at the end of the year they're going to cut off multi source feeds
it clearly says in Indeed's terms of service that if you share your disposition data with Indeed, Indeed owns that data, which legally is an entirely different class of data processing
The 'legacy company extraction phase' framing and the race-to-the-bottom critique of programmatic vendors are genuinely pointed takes, but the AOL/cable-company analogies are well-worn and most of the strategic advice (diversify, commit 6-12 months, re-engage your database) is standard industry counsel. No truly contrarian or first-principles argument is sustained throughout.
Indeed is no longer a spring chicken. They're a mature company and they're really moving into that stage of their existence of what's called legacy
the question of how we can provide the most traffic and applicants at the lowest possible price is not a logical sound way of doing business. It's like saying, how can I give you a prime cut of steak for the price of a Big Mac
Julie Sowash is a genuine practitioner - she runs actual job boards, has advised Fortune 100 employers on job distribution, and operates inside the ecosystem she critiques - which gives her commentary credibility beyond typical thought-leader fare. However, she is a consultant and advisor rather than an in-house TA leader who has executed these strategies at scale inside a large employer.
I swear, when I get that email from a programmatic vendor or an agency who wants one of our boards to deliver applies for a dollar
What we saw Disability Solutions is it would take a new brand approximately three months of advertising to get to the right quality and quantity of candidates
The episode provides useful concrete dates, the 250-ATS-integration figure, the 3-free-hosted-jobs cap, and the 3-month brand-building observation from Disability Solutions, but there are no cost benchmarks, no employer case studies with named companies or metrics, and the Mercor breach is referenced without any substantive detail. Evidence is illustrative rather than rigorous.
Indeed has, I want to say, more than 250 ATS integrations at this point
you need to plan on committing to those new distribution channels for a minimum of 6 to 12 months
The host poses relevant setup questions and moves the conversation through distinct topic areas efficiently, but she repeatedly validates without probing, shares her own anecdotes in ways that consume airtime, and never challenges a single claim Julie makes - including the data-ownership legal risk assertion, which warranted a hard follow-up. It is a friendly interview, not a rigorous one.
Yeah, absolutely
I love your comparison here. So I'm immediately in my mind, I'm thinking, okay, it's like AOL or Yahoo
Computed from the transcript - who did the talking, and the words that came up most.
Welcome to the Workology Podcast, a podcast for the disruptive workplace leader. Join host Jessica Miller-Merrell, founder of Workology.com as she sits down and gets to the bottom of trends, tools, and case studies for the business leader, HR, and recruiting professional who is tired of the status quo. Now here’s Jessica with this episode of Workology. In this episode of the Workology Podcast, we’re talking with Julie Sowash, Founder & CEO of The Job Board Doctor. Grab this episode's complete transcription and other perks and resources on our blog:
Transcribed and scored by The B2B Podcast Index.
Speaker A: Welcome to the Workology Podcast. A, uh, podcast for the disruptive workplace leader. Join host Jessica Miller Merrill, founder of workology.com as she sits down and gets to the bottom of trends, tools and case studies for the business leader HR and recruiting professional who is tired of the status quo. Now here's Jessica with this episode of Workology.
Speaker B: Welcome to the Workology Podcast sponsored by the Workology Marketplace. We help with HR technology research and selection. Head on over to marketplace.workology.com free profiles and research to get your short list for demos started on this episode of the Workology Podcast, I want to unpack what's really happening behind the scenes with Indeed and the broader job board ecosystem. We're talking about the recent shifts in organic traffic when it comes to Indeed and what the move towards more media buying driven models means for employers in recruitment and hiring and why so many recruiting teams are being forced to rethink how they attract candidates. We're going to be talking about job distribution, platform strategy and where employers are more at risk now, along with some practical guidance on how to build a more resilient, diverse, diversified hiring funnel in a landscape where visibility is no longer guaranteed. No more, for the most part, free organic traffic. I need a Job Board expert and that is exactly why I have today's guest. Join us Before I introduce our guest for today, I do want to hear from you. Please comment podcast over on the pin post on our Instagram account. It's Workology Blog. You can ask questions, leave comments and make suggestions for future guests. Slide into my DMs. I do want to hear from you. Today's guest is Julie Soosh, a recognized voice in the job board and recruiting technology space, known for her no nonsense approach to hiring strategy and job distribution. As the driving force behind job board doctor.com and co founder and CEO of uh, Catch 22 Group, she brings more than 15 years of experience in workforce innovation, systems design and equitable hiring structure. Julie has advised Fortune 100 companies, led international and national hiring initiatives and built scalable programs that bridge the gap between technology compliance and real world talent acquisition outcomes.
Speaker C: Say that five times fast.
Speaker B: In addition to her work in the job board strategy space, Julie serves as Strategic Advisor of Disability Solutions, which where she partners with global employers to design inclusive hiring programs that remove barriers and expand access to opportunity. Her work site sits in the intersection of data, policy and candidate experience with a focus on helping organizations rethink how hiring systems either enable or limit talent. A frequent keynote speaker and podcast host, Julie is known for challenging industry norms and pushing employers to build smart, smarter, more resilient recruiting strategies in a rapidly evolving talent marketplace. Julie, welcome to the Workology podcast.
Speaker D: Thank you, thank you. You make me sound good. I appreciate it.
Speaker C: I love reading other people's intros. Uh, it's just really satisfying. And I mean, you have such a, uh, diverse background in this space.
Speaker B: I don't think enough people really know.
Speaker C: So we should be either reading each other's bios more often.
Speaker D: I appreciate that very, very much.
Speaker B: So. One of the reasons we're talking today
Speaker C: is because we've seen some major changes from Indeed recently around organic visibility and job distribution. I was just talking to a vendor about this today. It was on their demo or his guest was yesterday and they had no idea. Uh, so let's talk about what's happening
Speaker B: and what's your take on what's really driving these changes?
Speaker D: Yeah, so, and I think that will be a common theme that we hear for the next little while, is that there's still a lot of opportunity for education. Um, there's so many moving pieces. So let's let me do kind of a quick 30 second recap. So basically, late mid to late last year, Indeed started telling, um, agencies and companies we're going to move to ATS integrations. And Indeed has, I want to say, more than 250 ATS integrations at this point. Um, and that starting on March 31st, or I'm sorry, through March 31st, they're no longer going to accept new job feeds as single source from an employer if the ATS integration exists, even if those employers are working with agencies. So then on March 31, we had this big deadline and that means that jobs sent through those single source feeds that still exist, um, are only visible when they're sponsored, which means they're paid. No more free organic traffic for agencies. Right. So Also on the 31st, those single source feeds move to sponsored only visibility. And then indeed kind of takes it further down the rabbit hole with the agencies. Um, at the end of June, those single source feeds will no longer be visible at all if there's an ATS integration. And at the end of the year they're going to cut off multi source feeds if there's ATS integrations involved, which means your agency, if you're a company, will no longer be able to update and place your Indeed strategy for you. So this is a really big kick to not just companies who are reliant on the expertise of their agencies, um, but for the agencies themselves. So what's driving this Change, pure and simple. Money. Right. We saw in December's quarterly numbers that Recruit holdings, which is the parent company of Indeed that earnings and profitability in Japan, where they're headquartered, is declining. And we're seeing an increased reliance from Recruit to extract as much value on a quarterly basis out of Indeed properties as much as possible. And that's not just particular to the US that's also in Europe and other developing markets. And so if I can speak plainly, which I do, um, Indeed is no longer a spring chicken. They're a mature company and they're really moving into that stage of their existence of what's called legacy. A legacy company. And much like Wired Cable Services, um, innovation has been squandered by their market domination. And so they have not been innovating, in my opinion, for quite some time on a scale that they need to do so in order to contain or to continue their market domination. And they are then moving to the extraction phase of their journey. And that means it's a company when they're a legacy, they're mature. They go to a place where they're just cutting costs and driving up prices and focusing on practices that minimize the ability of the market to compete. So they are really focused on keeping their dominance through pricing structure changes, cost cutting and minimizing margins where others can compete with them. And it can't last forever. Right, we know that. But like legacy media, it may last a very, very long time.
Speaker C: I love your comparison here. So I'm immediately in my mind, I'm thinking, okay, it's like AOL or Yahoo, right? And it's funny because I was at south by Southwest this year and I was at coffee with one of my friends catching up that was in town, and there was a Yahoo group of people there that were running an interactive space. So, um, anyway, even, even indeed can be cool, I guess, in, in some way. Like I would go have their drinks at, at their interactive media session, but it's going to be costing agencies a lot more money to be able to work with them.
Speaker B: And this is a massive change because they built their business on organic traffic for jobs.
Speaker D: Yeah, absolutely.
Speaker C: Yeah. This is, uh, and, and the changes are continuing throughout the year. So this March 31 date is just the beginning of many changes, uh, that are coming.
Speaker D: Yeah. And, and to me, this is one of. I know it's very impactful, but it's one of the least meaningful changes. Um, what we'll talk about as we get deeper into this is just the data extraction and the risk that comes with that and this whole kind of staged process that we're seeing since the departure of Himes as CEO and Deco returning into the CEO spot that really, really jumped to that Value extraction and data is a huge part of that play. Um, I think this is the one that's most readily focused on right now because it's the most economically impactful.
Speaker C: So let's roll back a little bit and let's talk about free job traffic. So for employers who've relied heavily on this free job traffic, because who hasn't? Uh, what is the biggest misconception about how INDEED works today? Uh, since the change versus M, you know, even I guess, 10 days ago.
Speaker D: Yeah. Um, so really, if, if you've been around long enough like we have, we know that Indeed built its success on being an open two sided marketplace, which means that it offers a place for both job seekers and employers to meet and to find value. For job seekers, the big draw for Indeed was always being able to see all of the jobs and having all of the jobs on their site. For employers, it was the opportunity to advertise their roles for no charge, with options to upgrade based on how they decided they needed to spend their budget to meet their needs. And Indeed now is really moving away from that two sided market model and into what I think we generally would call a walled garden model. Um, employers who've been dependent on free traffic from Indeed should just really now accept that this model of business is over for them. Um, and as your listeners may know, we can see this in a couple of other ways. So Indeed is now limiting free hosted jobs to three a month. And uh, a hosted job is one that you put on Indeed directly. It's a manual posting job. And prior to this policy change in December, in which they gave, I believe one day notice to the policy changes, employers were able to host or to post as many hosted jobs based on their higher needs and cadence. So that really, especially if you have a smaller business or you have higher volume, um, posts that need to renew regularly, this was a big, big change that happened very quickly. Um, in addition to that, then we were talking about feeds in the last part of the conversation. And indeed last year also it started enforcing what they called healthy spend requirements. So if you had one of those sponsored XML feeds, they said, here's the minimum amount that you have to spend per job and no matter what that has to be, that minimum has to be spent on that job. Excuse me. And you can't reallocate a budget based again on what is best for your Hiring needs. And so that is just two ways in which we can see that that model of free posting, free visibility is over. Um, and this started um, as a part of the full cadence of changes that are coming that really I think kind of kicked off with the no new single source feeds.
Speaker C: So how can or how should HR and recruiting leaders be thinking about this shift from organic traffic to a more media buying model? Does it mean they need to throw down their credit cards and start paying uh, for traffic? Or should they be doing something else or thinking something else?
Speaker D: Yeah, I think it's a mix. Um, I think that we certainly need to get out of the mindset of HR and TA that we deserve something for free. Um, it devalues the most important thing that we bring to the table for a company which is the talent that we bring in the door. And having the expectation that we're going to continue to get candidates for free has been a disservice to hiring in general because it's devalued innovation within the top of the funnel and within the market. And so yes, we should plan on spending more money now. Does that mean it is, it has to be with Indeed. The answer is no, um, it doesn't. And some money will certainly still go to Indeed. But I think that what we need to think about as HR leaders and TA leaders is, is how we start to decouple our dependency on Indeed and we create competitive, competitive environments within the market so that we are able to get the best talent at the most cost effective price. Because it's absolutely perfectly logical that Indeed would be charging for these services. It was almost impractical that they were doing it before. We're just at that stage and it makes sense. So we should not expect any more free lunch, uh, which is both good and bad.
Speaker C: So you've spent years analyzing job boards. Uh, do you see this as just a one off shift from Indeed, although there's other changes coming or is this a broader transformation across the entire job board ecosystem?
Speaker D: My crystal ball is still trying to figure out the answer to this one. Um, but where I will give indeed credit, um, and would encourage the industry to follow is that they are not devaluing the product and they're dictating the terms of their pricing. And again, it's a like it or not situation and they can do that because they have market dominance. But we as an industry, you know, top of funnel job board should be doing the same. And while we've seen indeed over the past decade or more creation of this dependency on their tech and on their traffic job boards in general, along with programmatic vendors, um, and I'm going to get some hate for this one, have created a race to the bottom mentality which for some of us is now a hard and fast reality that we're coming to terms with. And you know, the question of how we can provide the most traffic and applicants at the lowest possible price is not a logical sound way of doing business. It's like saying, how can I give you a prime cut of steak for the price of a Big Mac? It doesn't work long term. And that's really the place where we've brought ourselves as an industry. And you know, I, we have job boards, we run job boards to make sure that we are staying current on how things are working in the industry. And I swear, when I get that email from a programmatic vendor or an agency who wants one of our boards to deliver applies for a dollar or one of my favorites is like a dollar payment for the first 90 days of work or the best cartwheel at the, you know, summer picnic. I tell them like, this is not where we're at. This is not how we're doing business. And quite frankly, they're part of why the market cannot and does not innovate. Well, the pressure is coming from all sides. And so, you know, we have to recognize that as indeed is making these changes, we have to become more competitive, but we also have to stop devaluing our product and the job seekers which live within our ecosystems. Because once we give that dollar applicant away, that dollar applicant is gone forever. There's no reason to come get it again. A lot of companies do, but there's no reason to do it. And that's unsustainable. And so we really should be following as an industry indeed's lead on ensuring we're charging value that's reflective of what we provide and that we take those dollars and we inn to make sure that we are continuing to drive down, uh, funnel success at the top of the funnel.
Speaker C: So we were talking about indeed organic traffic and organic traffic distribution from job boards. You also mentioned programmatic. Can you walk us through what that is for? Maybe someone who's not familiar with the term?
Speaker D: Sure. So think about Google Ads for jobs. This is the, I think the easiest way to say it. So programmatic advertising is a distribution method in which I as an employer can pay a vendor a certain percentage to distribute jobs throughout the job board universe. And those jobs are paid based on performance and that can be a cost per click So I click the Apply job, uh, or apply for job button. Or it can be for an application, it can be for a hire. There are lots of different ways that different companies and different vendors, um, price Programmatic Advertising. Now what we have done is, is that we have gone, we've expected the top of the funnel to go so far in terms of responsibility, down funnel, that we're getting to kind of these ridiculously low applies where quality, um, is really, really challenging at such an extremely low cost. Does that answer the question?
Speaker C: Yeah. And I also want to make sure that like when you're working with Programmatic, you know, you're potentially working with thousands of job boards or, um, niche sites, like they're placing this listing and then you as the job board are paid, as you're saying like a per applicant number.
Speaker D: Correct.
Speaker C: Sometimes really small. Especially if you think like I'm paying from Programmatic, like I'm also paying per click. So let's say I'm paying $10 per click. You're as the job board would get $1 of those dollars.
Speaker D: Right. We're going to get a down funnel margin or a cut. And so, you know, what's happened is because INDEED gave free traffic for so long, the need for companies to look at Programmatic vendors was, was not critical. Um, it was when they wanted to diversify some of their spend. A lot of it, you know, also supported diversity hiring when that was a program priority in this country. Um, and now because INDEED has shifted this model, it's creating an opportunity within our space to say, yes, we can provide good quality traffic by distributing to a variety of other destinations with limited risk in terms of budget, spend and commit.
Speaker C: And I, and I also feel like what you could be saying is that this is a great opportunity for niche job boards.
Speaker D: Absolutely.
Speaker C: Because now the organic way of just people, you know, randomly arriving on your doorstep from organic traffic is no longer. And, uh, you want to work with multiple niche platforms that can deliver, um, a specific type or industry, uh, candidate, which could be really cool.
Speaker D: Yeah, absolutely. You know, and, and a place where that job would never surface on Indeed. Or a zip recruiter or one of the big guys. This really creates an opportunity for niche board to talk about the value because of the communities that they've curated.
Speaker B: Let's take a reset. This is Jessica Miller Merrill, and you are listening to the Workology podcast, powered by the Marketplace at Workology, helping you with your HR technology selection. Marketplace.workology.com Today I'm talking with Julie Soosh, founder and CEO of the Job Board Dr. About Indeed's recent job distribution changes.
Speaker C: Where do you see employers making the biggest mistakes right now as they're reacting to these changes? So hopefully we can avoid these.
Speaker D: Yes. So on the Job Board Doctor at the end of the year last year I had uh, this week, month of inspiration and I wrote a two part series about why employers should move away from indeed in 2026. And I got such a great reaction to it. And what I've found is that there are kind of three camps that employers are living in right now. Um, those who are blissfully unaware that these changes are happening and potentially putting their companies at a variety of risk, not just budgetary. Um, which is why conversations like these are so critical. Those um, who are kind of just shrugging their shoulders and saying there's no one else but indeed, so let's just give them our money and give them our data and have a happy time. Um, and then there's the ones that I of course heart, um, the ones that are pushing back. And I feel like this camp is growing because um, a lot of individuals and influencers in the space are starting to push these conversations with employers. We've seen um, Career Crossroads is doing a phenomenal job right now with Chris Hoyt leading a lot of serious conversations and that is where we want to push employers. It's not that I don't want them to use Indeed. I want them to fully understand the risk that's involved if we don't have some sort of decoupling, um, in the way that we are not just spending but sharing data with them. And I. But I think, to answer your question, the biggest mistake right now can be summed up in just a single word. And it's power. Employers have ceded so much power to Indeed starting, you know, when the way back machine, when Indeed owned their, their SEO brand for every brand in the world and the top results on every SEO, you know, every Google page. Um, and they now feel empowered to dictate ATS integrations, minimum spend, budgetary requirements and data sharing. But not just data sharing, data ownership. Right. It clearly says in uh, Indeed's terms, uh, of service that if you share your disposition data with Indeed, Indeed owns that data, which legally is an entirely different class of data processing. Um, and that's really scary. And so you know, what we have to remember as companies is that Indeed works for our brands. Your brand doesn't work for Indeed. And we need far more employers to just kind of wake up and take control of their brands. How their budgets are getting Optimized and in my opinion again, decline the massive amount of potential legal risk that the data access could be putting these companies into. And I don't even mean that just from a diversity perspective, which is where I come through a good part of my lens. That's where my heart is. But just think about the Mercor breach that we had in early April. Ask yourself, does indeed really need access to your ATS through an API where it can both read and write data? That's terrifying. Um, and that's really where I am seeing a lot of the pushback starting to gain momentum right now.
Speaker C: For those of you are like, what is this Mercur data breach? I will include a link in the um, transcript of this for you to read. And, um, I am increasingly concerned about data security for HR technology and as
Speaker B: well as from the companies, but also
Speaker C: with this vibe coding kind of rise where people think that they can make their own applicant tracking system, which you absolutely can.
Speaker B: But there's a lot of compliance and
Speaker C: things behind the scenes and integrations that uh, you don't know about. And you, Claude, or whatever LLM you're using is, is not aware it's not a fail safe.
Speaker D: Yeah.
Speaker C: Uh, so we'll put that information, uh, there for you to read and learn and um, let us know if you have questions.
Speaker D: Yeah. And if, if you haven't written about Mercury yet. I did write about it a couple of weeks ago as a base education. Just learning about how the supply chain of, of data encoding actually works was eye opening. And so I think every HR tech buyer should be reading and understanding why this Mercur breach was so critical to how we're thinking about buying.
Speaker C: Let's switch gears a little bit and talk about how this impacts staffing firms differently. Because maybe you're an HR person who uses a staffing firm, or maybe you're a staffing firm that's listening to this podcast going, how does this impact me? So how does it impact staffing differently from corporate recruiting teams?
Speaker D: Yeah, so I mean, I think for, for both it's going to demonstrate who's agile enough to start diversifying, decoupling away from indeed and is willing to spend both time and resources to invest in new and existing candidate pools. Um, I think the beta AI products certainly take another shot at staffing firms as indeed continues to edge at the waters of staffing. Um, and by realigning the visibility of organic feeds, which oftentimes would include staffing's use of those evergreen roles, um, they continue to erode the usefulness of indeed for staffing. Um, yes, it's certainly a, a risk for staffing because they've been dependent on that free traffic. But it's gone. Um, we can't hope for the olden days anymore. So they really have to focus on um, good use of their existing databases and finding more ways in which to distribute those open roles with boards that are frankly more friendly and more willing to engage with staffing.
Speaker C: Indeed has been trying to leave staffing for a really long time. As soon as recruiting recruit acquired. Indeed. They're recruit. They are a staffing company. Every staffing company should have known that that was going to be happening. I'm surprised it hasn't happened sooner.
Speaker D: I know, I know. And it's amazing that we're still having this conversation.
Speaker C: Hey, and what's that? That's one of the reasons I have such a love hate with this space. Like it's so slow. But then again things don't change. Right. So here I am. I was thinking about this over 10 years ago. Now it's finally coming to pass.
Speaker B: Pass.
Speaker D: Right. Uh, yeah, it's wild. We, we move very slowly. We do.
Speaker C: How? Any advice maybe for recruiting teams that we're looking to diversify, uh, and reduce dependency. Is it just programmatic, is that the answer or uh, what are you suggesting?
Speaker D: Um, I think there's a couple of maybe three different ways I would suggest looking at it. So the first is I feel like a vastly underutilized resource that companies have already paid for which is their existing database. Um, so I would ask, you know, how are they engaging qualified candidates who are already in those, their existing databases. Especially as the market tightens up here, um, this is a real opportunity to re engage those um, second level and third level candidates who just didn't get to the final cut. Um, they were enamored with your brand enough once they may be enamored again. Um, they do need to expand their distribution channels. I mean that's just without a doubt. And accept that there is going to be an increased cost. Um, for. Do I want to say forever? I guess there's. The cost is going to go up because indeed has driven the cost up. And by expanding distribution you get access to more candidates than what you're going to have through an indeed, you're going to have a different experience, um, which is not just indeed centric. Um, so you're going to have better brand exposure and you have to think about candidates that you are not going to reach through. Indeed that you're now going to be able to potentially reach through niche job boards. And this is very similar to what I talk about with Disability Solutions. Right. So when you are expanding your distribution to, let's just say to a new job board, we'll just keep it simple. You need to plan on committing to those new distribution channels for a minimum of 6 to 12 months. Um, because it takes time, especially for smaller companies to build brand and reputation versus an enterprise employer. You know, brand engagement on a niche level can be incredibly impactful. What we saw Disability Solutions is it would take a new brand, approximately three months of advertising to get to the right quality and quantity of candidates that we wanted to see going to those roles because the job seeker trusted us and the more exposure they had to that company, then they also began to trust that company. And I think the, you know, the last thing is, and um, this is not going to be my best area of expertise. But we need to think about how our companies are being seen in LLMs. And this again is another opportunity, I think, for niche boards because we know that Claude and ChatGPT and all of the models are not necessarily taking the company career center as the trusted source of data about that company. They are taking a variety of sources to figure out how they want to represent your brand when they're giving a response. And that's incredibly powerful. So if you have niche boards that are building community centric company, um, engagement, that is a benefit in terms of LLM advantage. And that's about the end of my knowledge there. But I do think that that is also another really important way that we need to think about diversifying our funnel.
Speaker C: Thank you for that. And what's interesting is just like this week and a half I've had a couple calls with vendors who've reached out because I get a lot of like, as an influencer person with a blog and I don't. I'm sure you get this too. Like people want you to write about them or talk about them and suddenly it's been all about the LLMs. So they want me to write content that is for like a perplexity type system that will trickle and be available on all those, um, those platforms. But right now it's only, I don't know, 2% of all traffic. I don't of the exact number, don't quote me. Um, it's still really small. But if you're the number one ranking and all your content for Jobs is the number one ranking on a very general search term, uh, that's a lot of free, potentially traffic that you, you could receive. So it's, it's interesting. Uh, and there are tools that can rate my site as an influencer. Uh, the uh, LLM M ability for keywords, uh, which is super fascinating, uh, and not really proven on anything.
Speaker D: Uh, Wild west right now.
Speaker C: It is. So it makes me, it makes me laugh. Um, looking forward in your crystal ball for 12 to 18 months. So get that out. What should employers be preparing for? We talked a little bit about LLMs but like when we're thinking of job boards, recruiting technology and candidate behavior will. Do you think the market's going to shift? Uh, so it'll be more candidate. Like they'll have the power again?
Speaker D: Um, I don't, I don't unfortunately. I think um, if we kind of go top to bottom. So kind of what, what you should expect as an employer from, from a job board, um, what I hope you will see is more proactive engagement with your companies from niche job boards. Um, we're seeing this as an opportunity to regain market share. We're seeing it as an opportunity to better serve the job seekers that we've prioritized. Um, so hopefully that is happening and that when you're working with your agencies or you're working with your buying teams or your programmatic vendors, you're asking them to consider more niche job searches or more niche job boards, we're going to be looking at again increased cost. We know that the question is whether employers will take the opportunity to redistribute, spend or kind of further emboldened deed by maintaining dependence, um, allowing indeed to set the price, dictate the visibility and use their brand in their garden as they see fit. Unfortunately, I would expect candidate behavior to become more frantic and I would even say more frenetic in the coming months. Um, I think this is, this will be a result of more than just indeed limiting the content visible to job seekers. That will be a part of it. Kind of the overall constrictions happening in the marketplace right now. Job seekers will be looking for top of the funnel sources who they can trust to tell them the truth and share content that's really meaningful. Especially when getting to the interview and getting to the offer stage is really harder than ever. Um, and I will end by saying I feel like as an industry I'm seeing still far too much content that is blaming candidates for why the system isn't working, um, and not taking responsibility internally, um, for the data management and barriers that we're putting into place to get qualified talent in the door. And then I think the Last thing that we're going to see a lot of is still a lot of continued litigation on AI tools who are doing decision making and legally defining what does decision making actually look like. Um, and you know, as an industry, we may be a bit stalled on some of the AI development until we see some of these cases really come through the courts. Um, because right now we are. Our legislature is not actively managing how AI should be utilized in our lives.
Speaker C: Very well said. And I do feel like the European Union, just like with gdpr, is going to drive a lot of the changes, uh, for us in terms of compliance, since they're ahead of the game. But, yeah, there is so much litigation happening, uh, in a number of different areas. I was at a conference last week and I was really surprised that the two AI sessions I was in, we didn't talk about that at all.
Speaker D: That's wild.
Speaker C: Yeah. And so you might be melding this chatbot or you might be using a ranking system that really is going to change fundamentally in the next 12 to 18 months because the court is going to make a decision.
Speaker D: So. And. And you may be liable for it as a company.
Speaker C: Yeah, that's the, uh, exciting, scary, terrifying part, all at the same time. Well, Julie, thank you so much for taking time and sharing your expertise. We're going to include some, uh, resources in the show notes, uh, about Julie, her LinkedIn job, uh, board doctor, and then some great content that she's been sharing for, uh, for you to check out. Where else can they go or where do you suggest? What's the best place to go to learn more?
Speaker D: Definitely. LinkedIn is, is kind of my regular hub. Please sign up for the newsletter at the Job Board Doctor. Let me know what content you're interested in, um, how I can better serve the community to make sure that we're getting as much information out there as possible.
Speaker C: Well, thank you so much for your expertise and I, uh, appreciate you taking the time to chat with us on the podcast.
Speaker D: Thank you for having me.
Speaker B: And that is a wrap on this episode of the Workology podcast. A special thank you to Julie. So Wash, for helping us make this sense of what's changing with indeed. And what really matters and what it means for your recruiting strategy. If there's one takeaway here. The days of predictable free job traffic are now behind us and the teams that will win are the ones being diversified and building data driven hiring funnels. Be sure to subscribe, share this episode with your team and visit workology.com for more resources to help you stay ahead in this evolving talent market. Check out the show notes for helpful links and thank you for tuning in. We'll see you next time. If you enjoyed this episode, and I really hope that you did, be sure to subscribe, leave a review, and share it with another HRTA leader who's thinking about people development. As always, you can find more resources, courses and conversations over@uh workology.com thank you again for joining the Workology Podcast. This podcast episode is sponsored by the Workology Marketplace. We're helping educate and provide you resources for HR technology selection. Check it out over at uh marketplace workology.com this podcast is for the disruptive workplace leader who's tired of the status quo. My name is Jessica Miller Merrill. Until next time, visit workology.com to listen to all our episodes of the Workology Podcast.
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