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But Zakrasek said that the company's aim isn't to eliminate job boards like LinkedIn and Monster. In fact, the company actively partners with these companies to get the best data for job searchers and wants to push forward a matching process that hasn't evolved much in over a decade.


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Susan Vitale, chief marketing officer of Holmdel, New Jersey-based iCIMS, a company that designs applicant tracking system and recruiting software, thinks the entrance of Google for Jobs into the market has spurred more competition in the sector. Vitale said that since they've started using Google for Jobs, traffic to the iCIMS career site has increased 90 percent.

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Traffic from the site Indeed, by contrast, has decreased year over year. Vitale likens Google's transition into the recruitment process to the way the tech giant took over travel booking, overtaking third-party travel sites like Kayak. She explained that while she still might go to a site like TripAdvisor for better pictures than Google, she'll book most of her travel through Google. Which is why job boards like Indeed also have been experimenting with AI to stand out in an increasingly competitive market.

Like Google, Indeed uses AI trained on a data set with trillions of data points to surface the most relevant jobs for job seekers. Indeed also employs natural language processing to the listings that go on its site, optimizing what Raj Mukherjee, senior vice president of product at Indeed, calls "just a bag of words," into text that appeals to the right candidates.

He said that since the site started applying NLP, the rate of employers responding back to applicants has increased 10 percent across all industries. He sees matching candidates with employers as the fundamental challenge of the industry — a challenge that he sees AI as poised to solve.

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But most job boards are just "on the surface" of what they can do with AI, said Angie College, vice president of operations and candidate experience at Adecco, a staffing company that serves , job seekers daily. She said that while the company is in talks with some unnamed job boards to directly integrate its recruiting software, most of their experience right now is with using advertising on the boards.

For their application process, they use Mya Systems , an AI recruiting tool that engages directly with applicants via text, to more quickly place recruits. AI is one big way to carve out a competitive advantage, especially when it comes to job matching, but increasingly being able to integrate with other stages of the recruiting process is essential to having a competitive edge with employers and candidates alike. Being able to not only surface jobs for candidates but connect them directly with recruiters is one way that job boards will continue to differentiate themselves in the future.

Increasingly, companies like Adecco and iCIMS are looking at both internal and external tools that can proactively serve up jobs to candidates, even when they might not be looking. And large job boards, like Indeed, are aware of the market demands. For instance, now Indeed offers Indeed Assessments, candidate evaluation models that can help employers figure out a candidate's fit for a job before interviewing them. They're a static piece of data that looks back at what you've done.

They don't show what you want to do or even prove that you have the skills you say you do," said Indeed's Mukherjee. His company is currently speaking with two major job boards about integrating AllyO into their products. Does it need to look like today's job board? Not at all," said Gupta. Gupta said that while high-volume automation will continue to be important to high-recruiting sectors like retail, features that allow a company to become an "employer of choice" will help job boards reach companies in industries like finance and consulting, where the best applicants might not be actively looking for jobs.

He cited LinkedIn, which incorporates social networking and a news feed; and CareerBuilder and Monster, which offer brand consulting.

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Indeed also offers a product where companies can curate a page with reviews and job listings, and offers the company metrics about whose visiting its page. But even as job boards take on other services and companies seek more proactive recruiting methods, it doesn't mean that the job board itself will go extinct. Vitale added that she doesn't see the bump in traffic from Google for Jobs as "lasting forever," especially as the rest of the market catches up.

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