Graph Search at the Super Bowl

If you are like me, and not a Patriots fan, the best part of the Super Bowl was the commercials. One commercial, in particular, caught my eye. Do you remember the Google Job Search for Veterans commercial (see the youtube version below)?

I work in Knowledge Management and have increasingly leveraged Knowledge Graphs to address my clients’ needs. However, it’s not often I see a commercial about the technology I work with. It’s an even bigger surprise when the commercial is featured during the Super Bowl, and focuses on the people who support our country.

Why do I think this commercial is about a Knowledge Graph? The commercial shows portions of different Military Occupation Classification (MOC) codes pulled from various  forms and ID cards. These nine-digit codes represent a primary job function and include information on the service member’s position, skill set, and specialty within their branch of the military. The commercial is showing one example of what is likely hundreds of codes in each instance. Even with all of this complexity, Google makes it simple to search for jobs based on any one of these codes, making it easier for veterans to navigate their transition from the Armed Forces.

Google can provide a simple search interface most likely because behind the scenes they are using their Knowledge graph to map MOC codes to military branches to positions to specific skills and training. While I do not work for Google, I would imagine this mapping would look something like the image below.

Knowledge Graphs excel at this type of complex mapping. Once the ontology above is in place, Google can take a simple search query and then infer a position and skill set that translates to jobs outside of the military. In this case, Google’s knowledge graph handles the translation so that employers can continue to speak in their terms and veterans can search using the terms/codes that they understand.

Congratulations to Google for using this powerful technology to match Veterans with organizations that can use their help.

If your organization’s search  has similar complexity around codes and mapping of information, you should consider developing a knowledge graph to support the same kind of interface that Google presents.

Joe Hilger Joe Hilger Joe is Enterprise Knowledge's COO. He has over 20 years experience leading and implementing cutting edge, enterprise-scale IT projects. He has worked with an array of commercial and public sector clients in a wide range of industries including financial services, healthcare, publishing, hotel and lodging, telecommunications, professional services, the federal government, non-profit, and higher education. Joe uses Agile development techniques to help his customers bridge the gap between business needs and technical implementation. He has a long track record of leading high-performance professional teams to deliver enterprise-level solutions that provide real value. His development teams have a strong record of client satisfaction, innovation and leadership. Joe is an expert in implementing enterprise-scale content, search, and data analytics solutions. He consults on these areas with organizations across the country and has spoken on a wide range of topics including enterprise search, enterprise content management, big data analytics, Agile development and content governance. More from Joe Hilger »