Think back to the last time you applied for a job.
Perhaps you came across a job ad, clicked on it to apply, and was taken to the company’s careers page.
How often did you think to yourself, ‘wow, this company really knows how to sell its vision and make me want to be a part of their journey!’
Now look at your careers page from a candidate’s perspective and be honest. Would you want to click ‘apply now’?
If you know you’ve got some improving to do, this guide can help get you started.
Now more than ever candidates care about who they choose to work with, as much as they do about getting ‘the job.’ Before even completing ‘Step 1’ in the job application process, a candidate will likely assess your careers page first, and make judgements from there.
A careers page is essentially your foundation for brand awareness, and the ideal platform to attract top talent. Ideally, you want your careers page to be clean-cut, simple, engaging, user-friendly and let’s be honest, attractive!
We’ve gathered examples of companies who nail this, as well as tips on how to create a successful careers page and the options you have to create one.
If you still need a little convincing as to why you should invest in a careers page, read on.
Telling your story
You have your ‘About’ section set up on your website designed to give visitors a reason to buy from or work with you. Pretty straight forward. So, let’s say a candidate reads your ‘About’ section and decides to look on your careers page. How many candidates would you say actually stay on that page and get excited enough to hit ‘apply now’?
I’m going to reference Simon Sinek’s TED talk on how great leaders inspire action. He spoke about the golden circle, with the ‘why’, ‘how’ and ‘what’. People focus too much on the ‘what’ which is the result and spend less time on the ‘why’ which is the purpose, cause and belief. Simon said (see what I did there?) that “people don’t buy what you do; they buy why you do it.”
If we relate this to recruitment and attracting candidates, it all interconnects. “The goal is not just to hire people who need a job, it’s to hire people who believe what you believe,” he said.
“If you talk about what you believe, you will attract those who believe what you believe.”
Your careers page needs to embody this. By doing so, you could improve your Employee Value Proposition (EVP) and candidate experience. According to employee communication platform, Employer Branding Australia, your Employee Value Proposition or EVP for short is the central messaging which articulates your ‘why work for us’. Some of the best EVPs also capture ‘what’s it like to work here’ and even ‘what do we expect from you/what can you expect from us’.
It encompasses everything an employer is doing to attract and retain employees which include salary, benefits, rewards, and perks.
Through your careers page, candidates will be able to see and believe in your company’s mission, value and purpose and its relevance to them as a potential employee rather than as a buyer. By including key and important elements in your career page, your EVP could improve along with your candidate experience.
That word may well be the hottest topic of 2019 and for good reason. Without a positive and memorable candidate experience, companies and organisations risk losing quality talent that is all too quick to look elsewhere.
The important elements to include in your careers page
What would you want shown on your company careers page? What would you add that represents your business, the team, your culture and brand? It’s so much more than just the jobs. Ask yourself this: “What is your ‘why’?”
Why should people want to work at your company? More importantly, why do people stay?
Here’s a list of things you could include:
- Your employer brand, mission statement and values should be front and centre. Include a short but precise description of why you do what you do, and how you’re doing it. Don’t overload your page with content – avoid jargon. For example: Airbnb
- Include video as much as possible. This could involve an office tour with employees jumping in and saying hello. Or, employee testimonials about what it’s like to work at your company and why they come in every day. For example, our own video.
- Avoid stock photos as much as you can. Use your own employees as models (we all have a few who are up for the challenge). Personalise your careers page with a section dedicated just for your team’s profile picture. Make your employees the heart of your careers page. You want candidates to hop on your careers page and feel that this is the company and team they want to be a part of.
- Add benefits and employee perks. Yours could include career development programs, free lunches, monthly birthday celebrations, paid courses, flexible work, paid maternity leave and so on.
- Capture your candidate’s attention through colour and visuals with graphics and video playing in the background. Remember to relate it to your branding. See Spotify as an example.
- Attach links to employer reviews from Glassdoor, Seek or Indeed. These have tremendous power to showcase your company using someone else’s words. Use them well.
- Keep your content authentic and on brand and ask yourself if you were to come across your careers page, what emotions would it elicit? Furthermore, list any business awards and add links to your social media channels. Highlight your diversity and inclusion program if available, or use figures to demonstrate your employee demographics with ethnicity, gender, disabilities and sexual orientation like Google has.
- You could also provide some information on the application process. According to a recent study a typical candidate spent 3-4 hours preparing and submitting one job application, yet 70% of employers believed it only took one hour. Give insight into the process by outlining whether all applicants will receive a callback or only those that have been shortlisted. According to a 2019 Hubspot report, 96% of global employees who changed jobs checked potential employers’ reputation, where 50% would check via the company’s website.
- Don’t forget to add a job alerts feature if your candidates can’t find their dream role. You could also consider a chatbot that enables candidates to ask questions and get real-time responses.
- Finally, consider adding a company blog, a FAQs page, and ensure to update your careers page every quarter with new information, including new hires, benefits, images, videos and job openings.
How JobAdder users can build their careers page
After speaking with our JobAdder Onboarding team, we gathered four methods that our users could display their job ads on their careers page. This includes:
- The JobAdder CareersPage
- XML feed
- The JobAdder API
The JobAdder CareersPage is a great way to quickly display jobs on the website. However, being very standardised, the CareersPage does not offer many customisation options beyond this.
Here’s an example: MJ Bale.
Here’s one example: Emergent.
When looking for greater control and customisation of how the ad listings display, users can opt for the XML feed. The XML option gives ultimate flexibility to display jobs, however, it does require further development work to implement.
See below for an example: Rocket lab USA.
For users who want ultimate control or the web developer prefers working with APIs, they can utilise the JobAdder API.
Example: Retail World Resourcing.
If users need a page to display their job ads as soon as efficiently possible then the JobAdder CareerPages is the best option. Bear in mind that it does take visitors to a separate page. With career pages, it’s helpful to treat it as another landing page on your website.
Where can you begin?
There are many considerations when developing or updating your careers page. This includes SEO, content, images, videos, your call to action, social media – the list goes on. But, it is a process and the success through your careers page in hiring talent can be worthwhile. Stay alert of this and let your candidates know you’re hiring, or let them know they can check back later.
Make your candidates the focus for your careers page and you’re halfway there.