For the majority of the 22-year history of my company, I paid little attention to our Careers Page. It was a place to post jobs, as far as I was concerned. In 2013, I restructured my digital marketing agency, which required aggressive recruiting and a re-evaluation of our Careers section. It took years to fine-tune the content to engage quality candidates effectively and successfully.
I learned the hard way that having a well-designed and informative Careers section on your corporate website is essential for attracting top talent. A compelling Careers section not only displays your company culture and values but also provides potential candidates with a clear understanding of available opportunities and the application process. Based on my personal experience across ten agencies over 30 years, augmented by additional research, I have outlined eleven best practices for an effective Careers Page below.
Highlight your company mission and values
My first lesson in hiring was ensuring candidates understood and were aligned, if not inspired by, our company’s vision, mission, and core values. With that insight, I recommend highlighting your company’s vision, mission, and values at the top of your Careers Page. This helps potential candidates determine if they align with your organization’s goals and work environment before moving further into the job openings and application process. Include information about your leadership team (linking to bios as appropriate) as they are responsible for ensuring employees live the mission and core values.
Provide information on benefits and rewards
Clearly outline the benefits and perks your company offers to all employees. This can include health insurance, retirement plans, paid time off, and professional development opportunities. Based on competitive benchmark research, highlight unique elements of your benefits package, including remote or flexible work options, work-life balance initiatives, volunteer days, in-office benefits, and any unique benefits that set you apart.
Highlight your Employee Value Proposition (EVP)
Highlight your organization’s unique selling points and what sets you apart as an employer of choice. This may include showcasing company culture initiatives, media coverage, awards or industry recognition received. More importantly, illustrate potential career paths within your organization and opportunities for advancement. To emphasize this point, highlight employee success stories or testimonials that demonstrate career progression and development.
Share your company story
Facts tell, but stories sell. Use a video, featuring employees, leadership and inside views of the organization, to paint a compelling picture of work life at your company. Include testimonials from current employees discussing their experiences working at your company. This provides potential candidates with valuable insights into your company culture and the opportunities for growth and development. As mentioned previously, display any industry awards or recognition your company has received for being a suitable place to work, as third-party validation is a powerful technique.
Leverage technology
Beyond an introductory video, consider incorporating additional interactive elements such as a library of videos based on department, location, role, and topic. For example, a candidate interested in a sales role at the San Francisco office is likely to have different interests and needs than a candidate for a finance position in New York City. For companies with physical offices or other facilities, create virtual tours. Utilize chatbots or live chat support to assist candidates with any questions they may have and provide a personalized experience. For larger organizations with aggressive or continuous recruiting needs, consider incorporating personality tests or other quizzes to help vet candidates early in the process.
Provide clear job descriptions and requirements
Ensure that your job listings are detailed, accurate, and up to date. Include a clear description of the role, responsibilities, and qualifications required. This transparency helps candidates assess their suitability for the position and reduces the number of unqualified applications. Focus the description based on core accountabilities and associated talents or strengths of candidates that will succeed in that role. I’ve shared my thoughts on evaluating candidates for fit in this article: Hire for Culture, Talent and Traits, not Skills, Knowledge or Experience.
Simplify the application process
Make the job application process as straightforward and user-friendly as possible. Implement an applicant tracking system that allows candidates to easily submit their resumes and cover letters online. Minimize the number of steps required and ensure that the process is mobile-friendly. Anticipate frequent questions and provide answers in an FAQ section. Topics may include remote work policies, dress code, and relocation assistance. For candidates reading this article, read this post: How to craft a resume that performs well with HR software filters.
Emphasize diversity and inclusion
Demonstrate your commitment to diversity and inclusion by highlighting your company’s initiatives and policies. This can include employee resource groups, diversity training programs, and inclusive hiring practices. By displaying your dedication to creating a diverse and inclusive workplace, you will attract a wider pool of qualified candidates.
Optimize for optimal reach engagement
Ensure that your Careers section is optimized for search engines by including relevant keywords in your job descriptions and page content. This will help job seekers find your listings more easily when searching online. It is also important to make sure your Careers section is easily accessible from your website’s main navigation menu. Additionally, link your Careers section to your social media platforms, where you can share company culture and employee stories in a more informal setting. Lastly, do not forget the importance of optimization for mobile devices, which often outperforms desktop traffic in terms of usage.
Close the loop
Provide a feedback mechanism for candidates to share their experience with the application process, whether through surveys or contact forms. Use the feedback to identify areas for improvement and enhance the candidate’s experience. To maximize the value and impact of candidate feedback, build automated requests to share experiences throughout the application process.
Keep content fresh and updated
Regularly update your Careers section with new job listings, company news, and employee spotlights. This demonstrates that your company is actively growing and evolving, and it keeps job seekers engaged and informed. Remove outdated job listings promptly to avoid confusion and maintain the accuracy of your content. Do not forget to refresh videos regularly, as it can be awkward to highlight past employees, causing potential blowback.
By implementing these best practices, you can create an effective Careers section that attracts top talent and highlights your company’s unique culture and values. Remember to continuously monitor and refine your Careers section based on feedback from candidates and hiring managers to ensure it remains engaging, informative, and aligned with your organization’s goals. For more insights into building a business check out this compilation of entrepreneurial and career-oriented articles.
