Are you happy with your company’s Careers web page?
Many companies seem to create this vital page as an afterthought. It sometimes looks like a college summer intern wrote it just to have a place to post jobs for the company.
There may be a few sentences about the company’s mission and how much they care about their employees – but not much else.
Your Careers page needs to make an impact, as it’s one of the first pages your prospective employees will see. It should be nearly as important as your Home and About Us pages.
Here are six tips that are sure to make your organization’s Career page much stronger and more compelling:
Tip #1 – Make your Careers page as much about your potential applicants as your organization.
Many companies make the content of their web pages all about them. They want to be the Hero – but this gets boring to their readers very quickly!
As a StoryBrand Marketing Guide, I’ve learned that it’s much more interesting to show how your business solves your clients’ issues and wants – by using your services.
It’s best to take on the role of the Guide and make Heros out of your clients. Show them how your company can help them win!
This holds true for your Careers page as well. It needs to be as applicant centric as possible.
For example, practice wage transparency with job applicants by adding the following:
- Explain why their listed wage is what it is.
- How your wages compare to the competition
- What they can do to get paid more – such as bonuses and incentives.
Tip #2 – Take the time to find out what top candidates are looking for in a position (besides a healthy paycheck!), and highlight how you meet those needs.
When I help companies with their Career pages, I send them a list of interview questions that asks questions like this. It’s best to customize your content to match exactly what your potential employees are looking for!
Although including your job openings on your careers page is essential, that shouldn’t be the bulk of the content. Instead, focus on what potential employees really want.
Here’s a list of possible reasons or ‘extras’ that attract job seekers to work for organizations:
- Healthy work-life balance
- Positive company culture
- Company values that align with their core values
- Purposeful work
- Opportunity for advancement
- Growth and professional development
- Attractive employee benefits packages
Here’s an example from a fintech design firm called Praxent that shows three non-financial reasons to work for them:
Tip #3 – Be sure your Careers page answers these three questions somewhere in your content:
- How can working with your company make a prospective employee’s life better?
- What kind of person will thrive in your company?
- Why should they choose to work with you instead of your competitors?/ What do you offer that sets you apart from other companies?
You’ll set your Careers page apart if you have honest answers to these questions, as very few companies include this type of content. You can be sure prospective employees want answers to these questions – even if they don’t ask you directly!
Tip #4 – Include employee testimonials.
Testimonials from current employees add authority to your organization. And they prove that what you’re promising truly does ring true with those you’ve hired.
It’s easier for an applicant to imagine working for your firm if she sees that her peers love working there, too.
You’ll see two excellent testimonials below from Pine & Company CPAs:
Tip #5 – Describe the application process – preferably inside a 3 or 4-step plan.
Having a plan for your job seekers makes it easy to see how to get started and view the next steps.
Here’s a simple 3-step hiring plan for Nelson Exteriors Construction:
It’s always a good idea to include details like:
- How long it will be to hear back from you
- How many interviews to expect in your hiring process
- How soon you need to have the role filled
Tip #6 – Be sure to stay in touch with your applicants. There’s nothing worse than being ‘ghosted’ after spending an hour of your life applying for a great job! That has certainly happened to me, leaving a bad taste in my mouth.
Innovative companies even send nurture emails to their list of applicants that remind them why their firm is a great place to work.
Tip #7 – Make your Careers web page look good.
Please don’t make it look like a poorly planned postscript to your website. Include images, videos, compelling design features, and a clear layout. These will all add interest and keep potential employees scrolling on the page longer.
If you are too overwhelmed and understaffed to create a good careers page, contact Fabulous Copy today. I will help you create a strong careers page and compelling job descriptions – so you can fill your open positions faster and keep growing your business.
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