It’s almost every HR manager and recruiter’s dream to have the best careers page out there. When done well, a company careers page can be one of your most powerful candidate attraction tools, working steadily in the background while you manage your day-to-day. Yet so many talent acquisition professionals get stuck when it comes to improving, optimizing, and working towards creating the best careers page for their business.
Fortunately, there are some talent acquisition teams out there that have managed to master the art of the company careers page. Looking at their strengths, we found seven areas to work on to help you get to creating a better careers page.
7 steps to make the best careers page
1. Showcase your employer brand on your company careers page
First and foremost, careers pages are often treated as your employer branding powerhouse. As a candidate’s first touch point with your company, your company careers page is an important tool in driving your employer brand. Some visual elements you may want to look out for in terms of consistency are:
- Logo: Is your company logo present?
- Domain name: Does it share the same domain name as your website?
- Colors: Can your company color scheme be clearer?
- Font: Are you using your company font?
Inconsistency in visual elements may cause confusion in candidates and discourage applications. However, visual elements are only one part of your employer brand. Your employer brand is also communicated passively through:
- The about section on the company’s main page;
- Team sections describing the dynamics of each department and their role;
- Employee reviews;
- Pictures of your office and team;
- Company values and mission;
- Details of the perks of working with your company.
Improving your company careers page with any of these elements can help you better manage your candidates’ expectations and promote a better candidate experience.
2. Add a video to engage your audience
One thing we learned from the best careers pages is that adding a simple video can already get you more applications. Job listings with an embedded video receive more applications than those that don’t have a video. If you’re already planning on investing in creating a recruitment video, you can use that opportunity to also shoot promotional videos for select departments or frequently hired-for positions. If not, you may want to consider either investing internal capabilities or hiring a freelancer specifically to work with you to create versatile videos highlighting your employees and work culture.
Video can help put your employer branding on the map and manage candidate expectations from day one, which is one of the core functions of a company careers page. Additionally, candidates often actively seek out employee reviews, video can be a great opportunity to communicate what it’s like to work for your company from the perspective of your employees. Video can help illustrate and bring life to your careers page and encourage more applications.
3. Optimize your company careers page for SEO
You may have already heard of SEO or may be currently using it. However, many HR professionals and recruiters remain in the dark regarding what SEO (Search Engine Optimization) can do for their careers pages and job descriptions. When done consistently and correctly, SEO can bring organic Google traffic to your career page and open vacancies. With more eyes on your careers site and vacancies, you’ll be getting more applications without the additional legwork.
Many of the greatest careers pages out there, fine-tune their SEO to encourage more organic traffic. If you’re interested in learning how to make SEO work for your careers site, you can read on here for advice on what your next steps should be.
4. Audit your job descriptions for accuracy and candidate experience
Job descriptions play a massive role in attracting candidates and helping them understand what they can expect when working at your company. Job descriptions should also be considered as a fundamental pillar of your careers page. They will bring candidates to your careers site or they will be the second stop after the careers page, which is why it’s important that they represent the same quality as offered by your careers page.
Audit your job descriptions for quality and keep in mind the following questions:
- Is the function of the position advertised clear?
- Does it communicate the company mission and goal? Does it describe how the position ties into this goal?
- Are the basic details (location, title, salary range) present?
- Can it appeal to a diverse audience? Or is it connecting with the audience that you intend to reach?
- Is your apply button or recruiter contact details clearly visible?
- Can you tie in any SEO keywords to get more visibility?
Improving your job descriptions is a crucial step in the direction of attracting the right talent and building your best careers page yet.
5. Assess your current traffic to your careers page
Treat your company careers page like a marketer treats a landing page. With the help of Google Analytics, you can have a sneak peek into your careers page performance including some helpful stats like:
- the number of users currently on your page;
- where your users are coming from (from another page, from your social channels or from searches);
- what country your visitors are searching from;
- the type of device (mobile or desktop) your visitors are using;
- or what time of day and day of the week they frequently visit.
If monitored over time this information can help you find out if you are reaching your intended audience or help explain why you are getting low volumes of applications. If you do not have access to this information yourself, you should ask your marketing department (or webmaster) for assistance. They may be able to produce a regular report so that you can assess the traffic on your careers site. Solid data can help you work towards creating the best careers page possible.
6. Make your company careers page mobile responsive
Consider that 45% of active job seekers regularly begin their job hunt on their mobile phones; 59% save a job on their mobile phone and apply later on a desktop. The power of mobile is undeniable, which means that in order to capture as many candidates as possible, you must look at mobile as a substantial factor. Optimize your careers site for mobile and make sure your application process can be done via mobile.
What can you do to encourage mobile applications? It starts with your careers site. Very few candidates will have their CVs available on their mobile yet many careers sites continue to make this a requirement. However, connecting to LinkedIn as simple as a login. Consider adding a one-click apply option to capture mobile applicants. If further information is required, you may opt to send a follow-up questionnaire and incorporate an attachment question, requesting a detailed CV.
7. Keep your company careers page updated!
When you’re busy coordinating interviews, sourcing candidates, and arranging the admin behind making job offers, keeping your careers page 100% updated becomes a low priority. However, considering how many candidates will come across your careers page when they research your company, it is paramount that you are putting your best foot forward. This includes the visual elements discussed above (design, video, employer brand) but it also includes the accuracy and how recently vacancies have been updated. If candidates see roles that have been “live” for over four months, they may be discouraged to apply.
Optimizing your careers page can easily become a full-time job. But not everything needs to be done all at once. Treat every step as a separate task in order to make the project digestible, or enlist the help of your team.
Inspiration from 5 of the best careers pages
Need some inspiration to improve your careers page? Below we have included five of our favorite careers pages and why we think they’re great.
What we love most about Evernote is how they put their employer branding video at the forefront. Using interviews with their employees, they highlight their work culture differentiators and sprinkle in a little humor. Once you scroll down, they also showcase their four best benefits: a travel stipend, baby bonding program, barista training, and learning program. Better yet, they don’t just list these benefits but also explain why these are important to their company culture.
The Slack careers page is beautifully designed and balances a visually pleasing experience with clarity when it comes to the roles available and their employer brand. They show a wide range of jobs available across the world and across departments, making it unlikely that any one candidate will leave the page without exploring at least one opportunity.
Hotjar has quite an unusual work culture: their entire team is remote! On their careers page, they own this unusual setup and highlight some of the great perks that come with remote work. We also love that they’ve included the details of their recruitment process broken down into five stages. This helps all visitors understand what they can expect if they apply to one of Hotjar’s remote roles.
Wonderbly takes their prospective candidates backstage to show them what it’s like to work in a creative, fun, and sometimes silly office. Using an employer branding video to show their workspace and culture, they’re able to give candidates a representative experience. As a bonus, they describe what each of their teams does and include a carousel of employee photos to show you who you might be working with.
Tinder sets a great example in their career page by taking employee spotlights to the next level. On their careers page, candidates have the opportunity to “swipe with” some of their employees. Each page is an interview with an employee from a different department and asks them questions about their background, goals and what they enjoy most about their job and Tinder. These insights can help prospective candidates understand what it’s like to work with these employees.
Build your best careers page
Building the best careers page for your business is no longer a nice-to-have for recruitment and HR professionals. They now form the basis for an active candidate attraction strategy. If you are looking to work towards creating your own careers page, make sure to:
- Showcase your employer brand.
- Add video to engage your candidates.
- Optimize your page for SEO.
- Audit your job descriptions.
- Assess your current careers page traffic.
- Ensure that it is mobile responsive.
- Keep it updated with live positions.
If you work on these seven areas you’ll be on track to create your own great careers page in no time.