Use These Career Page Best Practices for Your Recruitment Marketing

Posted by Patty Cisco on June 17, 2019 at 1:57 PM     Recruitment Marketing
Use These Career Page Best Practices for Your Recruitment Marketing

We’ve talked before about how it’s important to use all of your online channels for recruitment. But all roads lead to your career webpage, which is why it’s one of the most important (if not the most important) methods for recruiting candidates.

Here’s how to make sure your career page is a place for potential candidates to connect with you, whether they are ready to fill out an application, upload a resume or simply request more information.

What Elements Should a Career Page Include?

You have some options for what to include on your careers page. However, keep in mind that the user experience of the page and any online application process should be high-quality in functionality, design and user-friendliness. After all, the page is a reflection of the company the user could be working for in the future.

So, with that being said, the list below features some common elements to include on a careers page. However, only tackle the ones that you (or your team of developers) can really perfect.

In other words, certain elements like an online application process may seem like a good idea, but if the end product is buggy and difficult to use, you risk losing top talent before they finish applying.

Possible career page elements include (in no particular order):

  • An attention-grabbing value proposition above the fold
  • Job postings, descriptions and requirements
  • Employee testimonials
  • Benefits
  • Company culture overview
  • Mission statement and company values
  • Online application process
  • Calls-to-action (CTAs) to lead the user to apply for a job or learn more
  • Engaging videos, pictures and graphics that align with your brand voice

See our recently optimized careers page as an example >>

Highlight Company Culture, and Speak the Recruit’s Language While You’re at It

How would you describe your workplace to someone who has never heard of it before? Would you say that the office is focused on chasing goals, but always stops to celebrate success? Is it a casual atmosphere, or are you more traditional?

Once you have that idea in your head, it’s time to write the copy for the page. As you do, everything should loop back to that central tenet. You want to paint your company in the best possible light, of course, but you should still take pains to be truthful. It helps sort out the people who won’t be a good fit so you don’t waste your time on interviews.

Testimonials are a great way to support this picture of workplace bliss. Ask employees if they’re willing to share their experience working for the company to add social proof to the page. If an employee working there tells a job seeker that it’s a great place to work, the job seeker is more likely to believe that real-life person’s testimonial over your polished company motto.

One last tip, from one copywriter to another: Keep it as brief as possible, or at least make it skimmable with bullet points and headers. Wow them with the benefits, give them a few snappy paragraphs about the casual dress code and your sterling reputation, leave them with a testimonial or two, and then prod them to apply.

Related: Why a Killer Online Presence Is Key for Recruitment Marketing >>

Optimize (for Users and Search Engines)

As with any webpage, it’s important to optimize your company’s career page. For the search engines, this means including keywords that candidates are using for their job search. Include them in the page copy, headers, meta descriptions, image alt tags and the page title itself.

For the user, this means getting in the mindset of your ideal candidate. What’s going to sound good to them? What words do they need to see on your page to make them think, “Hey, this might be a great fit for me!”?

If you have a persona already built out for job candidates, this should be fairly simple. If you don’t, no worries. Look at what career-related keywords your website is already ranking for, check LinkedIn to see what keywords ideal candidates have on their profiles or interview new hires to see what they were looking for during their own search.

Related: What in the World Is a Persona Anyway? >>

Capture Future Candidates with a “Job Updates” Sign-up

Not everyone who lands on your career page is ready to apply. Maybe they’re just looking to see what’s out there but are still happy in their current role. Maybe they’re interested in working for your company but don’t see any open positions that would be a good fit.

Don’t take the chance that they’ll find you again when they’re ready to apply. Make it easy for them to apply when the time comes by giving them the option to sign up for email updates of available job openings.

Don’t Forget Automated Follow-Ups

There’s a pretty decent chance your ideal candidate is applying elsewhere, even as they hit that “submit” button to send you their resume. In this competitive recruitment market, going the extra mile is never a bad idea—and it’s easier than you might think.

If you set up a form for them to submit their resume online, a simple way to personalize the process is to create an automated thank-you email that sends immediately after a prospective candidate connects to make sure they feel informed and engaged early in the process.

Related: Need Employees? Here's How Recruitment Marketing Can Help! >>

Make the Page Mobile-Responsive

Last but certainly not least, ensure your website, landing pages and emails are mobile-responsive.

Having a mobile-responsive website is a must in today’s world. Most candidates will take a look at your company from their smartphones. If they can’t read the page on the device in their hand, they’ll leave the site.

More Recruitment Tips from Marketing Essentials

That’s all for the recruitment tips today, but be sure to check out our other recruitment marketing blogs for more on recruiting methods and strategies. They’ll give you everything you need to get started on your own recruitment campaign.

Of course, if you would rather have a partner you trust take care of the campaign for you, I should mention that we do offer recruitment marketing services. Contact us and we’ll chat!

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