There are hundreds of job boards online to advertise job openings, but you also need to create a great career page to get noticed. The reality of the American job market is that 70% of the workforce are passive individuals not actively looking for a new job. Having a stellar recruiting resource in-house on your website can help attract top talent to fill your company's open roles.
A career page is crucial for hiring, but it's also crucial to distribute your job postings. ZipRecruiter distributes job postings to 100+ job boards and employers can get started for free.
According to a LinkedIn survey, 68% of job candidates listed a company's website, along with online professional networks and social media, and the most effective talent branding tools. Having a dynamic career page can inspire potential candidates to seek out more information or to apply. Below is more information about creating a great career page, including elements every care page should have.
What Is A Career Page?
A career page is a page on your company’s website that provides information about your company and career opportunities for job seekers. It’s also one of the primary recruitment tools to market your company to potential employees. A career page should give job seekers a sense of who you are as a company and why they should come work for you.
Whether they find you directly or through an online job board, most candidates will end up on your career page. A carefully crafted career page contains pertinent information about your company and open positions and a first-hand look at what it looks like to be an employee at your company.
Key Elements That Every Career Page Needs
Creating a career page that converts page views into applicants and potential employees isn’t hard, but it requires thoughtfulness. Here are some key features you need to include on your company’s career page.
A Mission Statement
Most companies start with a mission in mind, but many of them never take the time to create or share a mission statement. A mission statement is a short sentence or paragraph that summarizes who you are as a company and why you exist.
While your company might exist to be profitable and pay the bills for you and your employees, that’s not your mission. A mission statement gets to the heart of why you started your business — the problem you aim to solve, the people you want to help, and what motivates you and your staff to wake up every morning and come to work.
If you don’t have a mission statement yet, create one, and if you do, make sure it’s prominently featured on your career page.
Example: Airbnb's career page shares their mission statement front and center. Anyone who comes to their career page can see their mission statement right away and determine if the company may be a good fit.
A Window Into Company Culture
Your career page should also give candidates a birds-eye view of your company culture. A great way to showcase company culture is by showing your employees interacting with each other. The use of video and photos can visually draw people into your company, allowing them to picture themselves working there too.
Example: Sprinklr’s career page gives prospective employees an authentic look into their company culture through images of employees socializing. They also include a personal welcome message in video form from their Chief Culture & Talent Officer.
Messaging Should Speak To The Type Of Person You Want To Attract
Having an attractive career page is a must, but you also want to attract the right people. You do that by aligning your career page’s messaging to the type of person you want to fill your company’s roles.
One way to attract the right people is by having clear, distinct job descriptions on your career page. Also, don’t just describe the job and its responsibilities. Describe how the open position plays a role in your overall mission.
Example: SiteGround’s career page shows all the departments that they are currently seeking talent. Their messaging speaks to prospective employees who are looking to make a difference. Each job description includes the position responsibilities, expectations, and what the company offers.
Easy To Navigate Interface
Like any website, you want your career page to be easy for anyone to navigate. Create a clean interface that leads candidates through everything they need to know. Having a cluttered, confusing website is a surefire way to lose the attention of job candidates quickly.
Example: The SoFi career page has a clean design and easy-to-use interface.
Company’s Core Values
Does your company have specific core values? If so, you’ll want to include those on your career page too. Core values share more of the “why” behind your company and guide all of your processes and actions.
Adding your core values to your company page reinforces the role employees have in your success. You can share your core values by listing them on your site and highlighting employee stories and experiences.
Example: The Pinterest career page displays their core values prominently.
Company’s Perks and Why It’s A Great Place To Work
The job itself and getting paid aren’t the only reasons someone applies for a job. And as much as you want your mission and vision to inspire, people still want to know what you’re company offers in terms of benefits and perks.
Be sure to prominently feature any added perks that come with being an employee at your company. Possible perks include:
- Paid time off
- Sick leave
- Parental leave
- Healthcare insurance
- Retirement account matching
- Education opportunities
- Student loan repayment assistance
- Gym memberships
- Flexible hours
Let potential employees know what they’ll receive when they come to work for you.
Example: The Union Home Mortgage career page lists all the perks and benefits that make it a good place to work.
The Story of the Company’s Growth
People love stories, so share your company’s story of growth. Did you start your company in your parent’s basement? Share that detail. Think of where you’ve been compared to now and significant moments in your company’s life. People connect to stories, and sharing yours will help potential hires connect with you. If you have a dynamic story, add video or employee quotes to add life to it.
Example: The Zenefits career page shows the company’s growth over the past year.
A Peek Inside Daily Office Life and Employee Activities
One of the best ways to connect with candidates is to show them what it’s like to work for you. You can share that by giving them a snapshot of daily life in your workplace.
Add photos, employee stories and quotes, and video to bring your office to life. Get creative and even involve your employees to brainstorm the best ways to capture office life at your workplace.
Example: RingCentral’s career page gives an inside look at what it would be like to work there.
Benefits Of Having a Great Career Page
There are several benefits to having a great career page on your company website. A great career page can:
- Inspire job candidates to apply for job positions
- Create clarity for ideal candidates and those who don’t fit your needs
- Reinforce your company’s vision
- Draw in top talent
- Help you stand out from your competition
The last thing you want is for talented job candidates to visit your website and leave without applying for a job because they were underwhelmed, confused, or didn’t connect because you didn’t invest time in making a resource that accurately captures life at your company.
Frequently Asked Questions
What makes a good career page?
A good career page contains information about your company that’s important to job candidates, like your mission statement, detailed job descriptions and how they relate to overall company goals, and a snapshot of your company’s culture and core values.
Why is a career page important?
A career page connects job candidates with your company’s vision and acts as a recruitment tool to attract the right talent for open positions.
How do you write a career page for your website?
Start by setting goals for what you want your career page to accomplish. Then, brainstorm ideas on specific features that accurately capture those goals. Include management and employees in the process to get a well-rounded perspective of your company.
How do I improve our company’s career page?
Take an honest look at your company’s career page. Get other employees and management involved in taking a hard, honest look at where it’s lacking and then create a plan to improve it.
The Bottom Line
If your career page isn’t up to par or is non-existent, make a plan to create one soon. You’ll have a better chance of drawing in the type of potential employees you need to fill positions in your company.
You can maximize the number of job candidates who visit your site by using online job boards to advertise job openings. ZipRecruiter can help with all of your hiring needs. If you are ready to add to your team, consider listing your job openings on ZipRecruiter!