The most important recruiting tool for organizations that often gets overlooked is the career site.
Your career site is more than just a talent acquisition channel. It is the homepage for your employer brand. It’s where potential hires first encounter your company’s culture and values, and it plays a major role in shaping whether they can picture a future with you.
So, how do you create a career page that not only sets your employer brand apart but also captures the ambitions of your top candidates?
In this piece, we’ll cover how to build a high-converting career site, key best practices and highlight some standout examples from the industry.
Chapter 1: The Fundamentals
John E. Kennedy once said, “Advertising is salesmanship in print,” a line that’s described advertising for over a century.
But why does it matter here?
Your career site is your job salesperson. It’s pitching aspirations and new possibilities.
And how do you get sales right?
Your careers site is your jobs salesperson
Your key to selling begins with a profound understanding of your customers – who they are. To effectively "sell" your organization to job seekers, you first need to understand who they are. Your career site should speak directly to their goals, values, and aspirations.
Start with candidate personas—a fictional but data-driven profile of your ideal applicant. This persona should be based on real-world insights like data about your existing employees and a good measure of market research.
Think about their career goals, skills, lifestyle preferences, and how they’d fit with your culture. For instance, if you’re a SaaS startup targeting tech-savvy millennials, for example, if you are a young SaaS startup targeting tech-savvy millennials, your career site might feature flexible working, opportunities for learning and development, and perks like wellness app subscriptions.
Once you’ve nailed down your target personas, align your career site’s messaging and design to appeal directly to them. Speak their language, emphasize the benefits that matter most, and design with their preferences in mind.
Whether it's a clean, minimalist design or bold visuals that showcase your vibrant work environment, your career site should feel like a direct invitation to your ideal candidate. By aligning its style and tone with the expectations of the talent you want to attract, you create a site that draws in the right people. The goal is to make candidates feel at home before they even hit ‘Apply.’
Deloitte offers a standout example of a well-crafted careers site. In an industry often associated with the old-school, buttoned-up “gray suit” image, they could have easily stuck with traditional marketing. Instead, Deloitte opted for a more authentic, impactful approach that speaks directly to the values of their ideal candidates—those driven to make a difference. Their "lift the lid" videos and carefully curated articles highlight their people, values, and purpose, clearly showcasing what the brand stands for and the kind of talent they're looking to attract.
Chapter 2: Culture Comes First
Your culture is unique—it's the DNA of your organization, made up of your values, beliefs, and daily behaviors. Highlighting that culture on your career site isn't just about listing what you do; it’s about showing who you are. This is what can make or break a candidate's decision to apply.
1. Tell Your Story
Start by telling the story of your company. How did you get here? What values keep the wheels turning? What’s your mission? This narrative helps candidates connect with your company on a personal level and imagine themselves as part of your journey.
2. Use Authentic Imagery
Ditch the stock photos and use real images from your office, team gatherings, and everyday moments at work. Let potential candidates peek into the real-world dynamics of your team and workplace culture.
3. Employee Spotlights and Testimonials
Showcase testimonials or stories from current employees. These firsthand perspectives offer insight into what it’s really like to work with your team and reflect the diversity and inclusivity of your workplace.
4. Highlight Perks and Benefits
Be upfront about the perks and benefits. Whether it's wellness programs, opportunities for growth, or flexible work options, make sure they’re easily visible and compelling to candidates.
5. Virtual Tours and Interactive Features
Think about adding a virtual office tour or interactive elements like a day-in-the-life feature. These tools make the experience more immersive, helping candidates visualize themselves in your environment.
Above all, maintain authenticity. Everything you showcase should give candidates an honest sense of what they can expect if they join your team. It's about building a connection that resonates on a deeper level.
The Four Seasons careers site employs storytelling and authentic imagery to paint a vivid picture of life at the company. Through a clear focus on employee well-being, they highlight their "Golden Rule" philosophy of treating others as they would like to be treated, fostering an inclusive and respectful work environment. The site features stories about the employee experience, opportunities for growth, and a commitment to helping individuals reach their potential, creating an appealing narrative for prospective candidates drawn to a strong, people-centric culture.
Chapter 3: Design for Usability and Accessibility
Your career site shouldn't just look good—it has to work for everyone. Usability and accessibility are essential, not just to include a diverse audience but to ensure a seamless experience that keeps potential candidates engaged.
1. User-Friendly Design
Keep the design intuitive and straightforward. A clean layout with clear navigation and a logical structure makes it easy for visitors to find what they need. If candidates get confused, they'll likely bounce rather than apply.
2. Mobile Optimization
Job seekers are increasingly browsing on their phones, so your site must be mobile-responsive. It should work just as smoothly on a smartphone or tablet as it does on a desktop.
3. Fast Loading Times
Speed is everything. A slow site can drive candidates away. Optimize images, clean up your code, and make sure your site loads quickly to hold their attention.
4. Accessibility for All
Make your site accessible to everyone, including those with disabilities. This means using alt text for images, ensuring screen reader compatibility, and providing captions for videos. Beyond legal compliance, it's about ensuring no talent is left out.
5. Simplifying the Application Process
The application process should be simple and efficient. Reduce the number of steps, allow candidates to auto-fill information from LinkedIn, and make sure the forms are easy to complete on any device.
Focusing on usability and accessibility not only broadens your audience but shows you respect candidates’ time and effort. This attention to detail can elevate your employer brand and improve the quality of applicants.
Mighty Networks is a great example of doing career sites right - it incorporates features like legible text, non-intrusive animations, and videos, all while maintaining a smooth user experience. The site also includes ARIA tags and alternative text to support screen reader users, ensuring inclusivity. Additionally, the content clearly conveys the company's culture and values, with straightforward descriptions that make it easy for all candidates to engage and understand the brand.
Chapter 4: Write Thoughtful Job Descriptions
At the heart of any career site are the job description pages. These aren’t just vacancy listings; they’re where candidates start to envision themselves as part of your team.
Crafting these pages well is key to attracting the right talent while reinforcing your employer brand.
1. Clarity in Job Descriptions
Each listing should be clear and to the point. Avoid industry jargon and clearly outline the role, responsibilities, and qualifications. This helps candidates self-select, ensuring those who apply are more likely to be the right fit.
2. Highlight Growth and Development Opportunities
Candidates want more than just a job—they want a career path. Highlight opportunities for growth and development to show you’re invested in their future.
3. Showcase Your Employer Brand
Use the job description to reinforce your employer brand. Share insights about your culture, values, and what sets you apart as an employer.
4. Streamline the Application Process
The application process should be painless. Clear calls to action, easy-to-fill forms, and one-click applications via LinkedIn or resume uploads can make a huge difference.
Keep job postings current and communicate clearly about the next steps in the process. Candidates appreciate knowing where they stand, and it helps build a strong reputation for your company.
A well-crafted job description page not only draws in the right candidates but also reflects your company’s professionalism. It's the first real interaction a candidate has with your organization, setting the tone for their entire experience.
Schneider, one of North America's largest trucking and logistics firms, demonstrates how to write concise and appealing job descriptions. In a competitive landscape marked by a shortage of qualified drivers, Schneider's ads stand out by delivering essential information without fluff.
Their job description effectively highlights key details, including a $3,000 sign-on bonus, ensuring clarity for compensation-sensitive candidates. The use of concise bullet points makes the content easy to read, with each bullet working harmoniously to maintain brevity. By keeping to around five or six bullets, Schneider ensures the information remains easily scannable, enhancing the overall candidate experience.
Chapter 5: Integrate Social Proof
Social proof is one of the most effective tools for attracting talent. It leverages the experiences and stories of your current employees to build trust with potential candidates. Here’s how to integrate social proof into your career site.
1. Employee Testimonials
Genuine employee testimonials can offer a window into your company's environment. Let your people share what it's really like to work there. Ensure these testimonials come from various roles, backgrounds, and levels within the company to reflect your workplace diversity.
Netflix features a host of powerful employee narratives that offer a glimpse into the company’s culture of inclusivity and how it breeds innovation. Interestingly, Netflix also publishes an annual ESG report highlighting the progress it’s made over the years and what it means for its future workforce.
2. Success Stories and Career Growth
Highlight stories of employees who have advanced their careers within your organization. Showcasing internal growth proves you invest in your people and offers candidates a vision of where they could be in a few years.
3. Awards and Recognitions
If your company has earned any accolades—especially for being a great place to work—display them prominently. External validation builds credibility and shows that you're not just talking the talk when it comes to employee satisfaction.
4. Integrating Visual Elements
Images and videos go a long way. Use visuals that show real employees in actual work settings. They add authenticity and can communicate more about your culture in seconds than a block of text ever could.
5. Social Media Integration
Bring your social media feeds into the mix, especially ones that feature company events or employee highlights. This adds a dynamic, real-time element to your career site, keeping candidates engaged with up-to-date insights into your culture.
By weaving social proof into your site, you're not just listing job openings—you’re telling the story of your company. Candidates can see themselves becoming part of your team, and that emotional connection can be a game-changer.
Chapter 6: Optimize for Searchability
A great career site won’t do much good if people can’t find it. That's where Search Engine Optimization (SEO) comes in. Here are a few ways to make your site more discoverable and draw in the talent you're looking for.
1. Keyword Research
Start by doing some keyword research. What are candidates searching for? Identify relevant terms and strategically weave them into your site content, from job descriptions to blog posts and your ‘About Us’ page.
2. Optimize Job Description Pages
Your job titles and descriptions need to include the right keywords. This doesn’t just boost your ranking on search engines—it helps your openings show up in targeted job searches across multiple platforms.
3. Mobile-Friendly Site
Google loves mobile-friendly sites, so make sure yours is responsive and loads quickly on phones and tablets. A sluggish, poorly formatted site can send candidates running before they even have a chance to apply.
4. Quality Content
Regularly update your career site with valuable content. Blog posts, industry insights, or employee stories not only engage potential candidates but also help improve your SEO rankings.
5. Backlinks
Backlinks from respected websites are gold. Reach out to industry sites or publications and get them to link back to your career page. This will boost your site’s credibility and ranking in search engine results.
By following these SEO strategies, you’ll make your career site easier to find, improving your chances of attracting top-tier talent.
Chapter 7: Call to Action
The call to action (CTA) is where your careers site turns interest into action. It’s the bridge between browsing and applying. Here's how to create CTAs that get results.
1. Be Clear and Direct
Your CTA should leave no room for confusion. Whether it’s “Apply Now,” “Join Our Talent Network,” or “Explore Opportunities,” make the next step obvious and straightforward. It should stand out and be easy to locate.
2. Place It Strategically
CTAs should be positioned where they’ll have the most impact. Drop them into job descriptions, at the end of testimonials, and in other high-engagement areas. The goal? Trigger action when candidates are most interested.
3. Make It Visually Distinct
Design your CTAs to grab attention without clashing with the site’s overall aesthetic. Use bold colors, fonts, or subtle graphics to make them stand out without being overwhelming.
4. Offer Value
CTAs should offer something meaningful. If you're inviting candidates to join your talent pool, mention the perks, like job alerts or exclusive company news. Make it worth their while.
5. Keep It Simple
The action you're asking for should be quick and painless. If it’s applying for a job, streamline the process so it’s easy to complete without unnecessary steps.
A strong CTA can drive candidate engagement and conversions. It connects interest with action, helping potential hires take that leap toward becoming part of your team.
Wrapping Up: Best-Practices for Career Site Design
A well-designed careers site isn’t just about drawing in the right talent—it’s about turning interest into commitment. This is where conversion comes in, and it’s the true measure of your site’s effectiveness.
In this final chapter, we focus on how to transform careers site visitors into applicants. From crafting job descriptions that spark action, to simplifying the application process and using CTAs that pack a punch, every part of your site plays a role in guiding candidates toward that final application submission.
It’s about making sure your careers site isn’t just a place to browse—it’s a launchpad for future team members.
Turning career site visitors into eager applicants is the final step in attracting, engaging, and securing top talent. Let's dive into how to transform your careers site into a conversion powerhouse, turning curiosity into concrete results for your organization.
Simplified Application Process
A clunky or drawn-out application process can turn off even the most enthusiastic candidate. The solution? Streamline it. Here’s how:
1. Cut the Clutter
Reduce the number of steps needed to apply. Keep the process as simple as possible, ideally no more than a few minutes from start to finish.
2. Make It Mobile-Friendly
A growing number of candidates apply via mobile devices. Ensure your application process works smoothly on any device to capture these applicants.
3. Implement Resume Parsing
Allow candidates to upload their resumes and auto-fill key details. It saves time and avoids mistakes, creating a better user experience.
4. Offer Clear Guidance
Provide instructions at every step, from application tips to FAQs. This clarity reassures candidates and keeps them on track.
5. Allow Saving and Returning
Give candidates the option to save their progress and finish later. This flexibility is crucial for those balancing multiple applications or time constraints.
A streamlined, user-friendly application process shows respect for the candidate’s time and effort. It reduces friction, making it easier for candidates to apply, which can significantly boost your conversion rates.
A great careers site doesn’t just attract—it converts. From compelling job descriptions to a simplified application process, every detail matters in turning visitors into applicants.
Using CTAs Effectively
Calls to Action (CTAs) are vital for guiding candidates through your careers site and nudging them to apply. A well-placed, clear CTA can turn a casual visitor into a serious applicant.
1. Place Them Strategically
Position CTAs where candidates are most likely to take action—think job listings, employee testimonials, or company culture pages. The goal is to catch their attention when they’re most engaged.
2. Use Direct, Actionable Language
Keep the language simple and direct—“Apply Now,” “Join Our Team,” or “Submit Your Resume.” Clear instructions ensure candidates know exactly what you want them to do next.
3. Make Them Stand Out
Design CTAs to pop. Use bold colors, standout fonts, or eye-catching icons that separate them from the rest of the page content, without clashing with the overall design.
4. Keep the Flow Simple
Once a candidate clicks a CTA, don’t make them jump through hoops. Clicking “Apply Now” should go straight to the application, not another info page.
5. Test, Tweak, and Improve
Run A/B tests on your CTAs—tweak wording, placement, and design to see what works best. Small adjustments can lead to better conversion rates.
Effective CTAs guide candidates seamlessly from interest to action, turning your careers site into a conversion engine rather than just an information hub.
Build Trust with Transparency
Trust is key to attracting quality candidates. Transparency during the hiring process builds that trust and keeps candidates engaged. Here’s how to be open without overloading them with info:
1. Explain the Process
Give candidates a clear picture of the application process. Walk them through what to expect at each step—from applying to hearing back.
2. Set Realistic Timelines
Be upfront about how long it takes to review applications. When candidates know what to expect, it reduces anxiety and uncertainty.
3. Keep Job Descriptions Honest
Don't sugarcoat the role. Accurately represent the responsibilities and expectations so that candidates know exactly what they’re getting into.
4. Provide Feedback
Even a quick, automated message acknowledging an application goes a long way. For those reaching later stages, offering feedback—good or bad—shows respect for their effort.
5. Offer Accessible Support
Make it easy for candidates to ask questions or get help during the process. Having a visible contact link or support option shows you value candidate engagement.
Transparency earns trust, showing candidates that you respect their time and are committed to fair treatment.
Leveraging Social Proof
Social proof builds trust and credibility, making it easier for candidates to see themselves working with you. Here’s how to make the most of it:
1. Share Employee Stories
Feature testimonials and success stories from current employees. Highlight individuals who’ve advanced in their careers to show candidates what’s possible.
2. Flaunt Awards and Recognition
Have you won awards for workplace culture or innovation? Showcase them. External validation boosts your credibility as a top employer.
3. Display Company Culture
Use your careers site to visually show what it’s like to work at your company—authentic photos from company events or even a video tour of the office go a long way.
4. Feature User-Generated Content
Encourage employees to share their work experiences on social media, then feature this content on your careers site. Real voices and peer perspectives resonate with candidates.
5. Share Relevant Stats
If you’ve got numbers to back it up, flaunt them. Stats like high employee retention rates or satisfaction scores are compelling to prospective talent.
By leveraging social proof, you build a compelling case for why candidates should choose you, making it easier to turn their interest into action.
Optimizing for Conversion Rate
Boosting the conversion rate of your careers site means continually tweaking it to encourage more visitors to apply for jobs. Data-driven improvements help fine-tune the site’s effectiveness, transforming interest into action.
1. Track Key Performance Indicators (KPIs)
Start by identifying KPIs like the number of applications per visit, time spent on job listings, and click-through rates on CTAs. Monitoring these gives you a baseline for assessing changes.
2. Improve User Experience (UX)
Make sure your site’s UX is smooth and intuitive. Navigation should be easy, with job info clearly accessible, and the overall design should feel professional and inviting.
3. Use A/B Testing
Experiment with different layouts, wording, and CTA designs. A/B testing reveals which versions perform better in terms of encouraging candidates to take the next step.
4. Analyze Drop-Off Points
Pinpoint where candidates abandon the application process and simplify those pain points. Streamlining these stages helps reduce barriers to completing applications.
5. Focus on Continuous Improvement
Keep refining your careers site based on data and feedback. Regular updates to content, functionality, and design will ensure that your site remains optimized for converting visitors into applicants.
Optimizing for conversions transforms your careers site into an engine for attracting talent. By constantly refining it, you not only capture attention but also turn interest into action.
Retargeting and Follow-Up
Retargeting and follow-up strategies are critical for bringing back candidates who visited your careers site but didn’t apply. These tactics help re-engage visitors and encourage them to complete the process.
1. Launch Retargeting Campaigns
Use email marketing or social media ads to reach out to candidates who viewed job listings but didn’t apply. Remind them of the opportunities, share more info, or spotlight new roles.
2. Send Personalized Email Follow-Ups
For candidates who started but didn’t finish applying, send a personalized follow-up email. Address potential concerns, offer assistance, or provide further insights about the position.
3. Engage via Social Media
Stay connected with potential candidates through social media. Share company updates, job postings, and engaging content to keep your brand top of mind.
4. Use Feedback Surveys
Send a short survey to candidates who didn’t apply, asking why they dropped off. This feedback is invaluable for refining your application process and overall site experience.
5. Build and Nurture Talent Pools
Create a talent pool from candidates who showed interest but didn’t apply. Engage this group with job alerts or targeted content to keep them in your hiring pipeline for future roles.
Retargeting and follow-up efforts help keep your brand in front of potential candidates, ensuring they don’t slip through the cracks. This approach keeps your talent pool warm and encourages them to re-engage when the time is right.
Engaging Talent Effectively
A careers site is more than a job board—it’s where candidates connect with your company’s values and imagine their own growth. The key to this is engagement. It's not just about drawing candidates in but keeping them interested and involved.
Interactive Design Elements
Incorporating interactive features into your careers site can elevate the candidate experience, turning it into an immersive journey.
Virtual Reality Tours Let candidates explore your office virtually. A VR tour offers a sneak peek into your work environment, allowing them to experience your company culture firsthand.
Interactive Job Previews Provide interactive previews of job roles that simulate day-to-day tasks. This gives candidates a better understanding of what to expect, helping them determine if they're a good fit.
Quizzes and Self-Assessments Add quizzes that help candidates find roles suited to their skills and interests. This personal touch makes the experience both informative and engaging.
Gamified Elements Incorporate gamified elements like challenges or leaderboards to inject fun into the process. Candidates will feel more engaged and may even explore more opportunities.
Real-Time Chat Add a live chat feature, whether AI-driven or with real HR reps, so candidates can ask questions and get immediate answers. This instant communication keeps their interest alive.
By integrating these elements, your careers site becomes a space where candidates can not only gather information but also actively engage with your brand. The result? More interest, more involvement, and a higher chance of application.
Building a Responsive Communication Strategy
An effective communication strategy ensures candidates feel heard, respected, and valued throughout their interaction with your careers site.
Prompt Responses Quickly acknowledge inquiries and applications. Whether automated or personal, prompt replies show that you respect candidates' time and interest.
Personalized Follow-ups After a candidate applies or asks a question, send personalized follow-up emails. Include relevant information like details about the next steps, company culture, or role expectations.
Chatbots for Immediate Assistance Use AI-driven chatbots to provide 24/7 assistance. These bots can answer FAQs, offer personalized job recommendations, and help guide candidates through the application process.
Regular Updates on Application Status Keep candidates informed about where they stand in the application process. Regular updates build trust and maintain engagement, even if the final decision isn't in their favor.
Feedback Opportunities Allow candidates to provide feedback about their experience on your site. Not only does this show that you value their input, but it also helps you identify areas for improvement.
By implementing a responsive communication strategy, you enhance the candidate experience, strengthening your employer brand and keeping candidates engaged from their first inquiry through the final stages of the hiring process.
Transform Your Careers Site into a Candidate Journey
Your careers site is more than a curation of open roles. It sets your candidate experience in motion.
We've covered strategies to transform your site into a candidate journey, focusing on elements like interactive design, personalized experiences, compelling content, and effective communication. Every interaction on your careers site is an opportunity to deepen a candidate's connection with your company.
Want to see how ChatterWorks helps companies quickly find top talent? Book a demo and see us in action!
As the right hand to many founders, Shafiur has made operations the secret weapon for many startups. He has built the operational infrastructure and held prominent leadership roles for several companies, including Airbus Aerial, Specright, Connectifier (Acquired by LinkedIn Feb' 16), and Airware. Decades of broad exposure have taught Shafiur which levers make each functional area work and how they must be coordinated for a startup to succeed.
