Employment28 Dec 2023
4 ways to build a compelling careers page
Your careers page is where potential new team members get a taste of what your company is all about and what it's like to work there. And as a gateway to your company culture, it needs to go beyond your current list of job openings. By elevating your page to share the story of your company culture and the employee experience, it can be used to help attract best-fit candidates to your company.
At Belong Creative, we’ve helped companies transform their careers pages to showcase what makes their business a great place to work. So we’re sharing our top tips on how to create a careers page that helps your company stand out from the crowd.
1. Understand the purpose of a careers page
A standout careers page (or pages) is an important Employer Branding and recruitment tool that lives on your corporate website. It’s the go-to place for future team members to learn about who you are, the culture of your workplace and the behind the scene details of the day-to-day experience. Essentially, it’s your company’s story, told in an authentic and relevant way so that potential employees can see themselves as part of the narrative.
Benefits of a compelling careers page
Your careers page is the central source of all information regarding the roles and growth opportunities your company offers. It’s the first stop for job seekers vetting your organisation and the place they’ll land after seeing your job posts elsewhere online. If your site lacks clear and compelling messaging and design, you could risk losing great talent before they even apply.
Your career page content should reflect your Employee Value Proposition and Employer Brand identity. This starts with designing a page that makes it easy for visitors to navigate and find the information they need. Beyond this, being clear why a job or career here is different can help connect like-minded candidates with aligned values and aspirations.
Highlighting how your employees show up, interact and foster an inclusive culture can be a compelling attractor when it comes to careers, helping potential candidates feel like they want to become part of your community. For candidates who align with your company values, this makes applying for a job feel like a natural next step.
2. Showcase your company culture
Your careers page is a key communications tool to share your company culture and values. Here are some core elements to consider:
Your company's mission, vision and values
Share what your company stands for. This helps visitors make an informed decision about whether your company’s values align with their own, ultimately leading to a better match in the hiring process.
Employee testimonials and success stories
The people who work for your company represent its culture and values. When employees share their real experiences and successes, they become brand ambassadors and showcase the company's strengths (and challenges). Sharing employee testimonials on your career page is one of the most effective ways to promote an authentic and relatable Employer Brand.
Employee benefits
Beyond financial compensation, non-monetary benefits reflect how your company values its employees. Sharing information about these employee benefits on your careers page can help differentiate your company early in the job-hunting process. Benefits you can highlight include:
1. Healthcare benefits
2. Flexible work arrangements
3. Financial support for education
4. Leave entitlements including parental, medical and compassionate leave
5. Corporate discounts
6. Bonuses and other financial perks
Want to create authentic connections?
Using high-quality images, videos and infographics can transform your careers page from a simple information source to an engaging experience that shares the story of your company.
3. Highlight development opportunities
The journeys behind your current employees career growth are a powerful testament to the opportunities available for potential candidates. Storytelling is an effective way to showcase these experiences and inspire candidates to join the team. You can share stories about:
Clear information on the roles available and the potential for advancement within helps candidates understand the career trajectories or paths your company supports and encourages. Aspects you can highlight include opportunities to participate in training programs, secondments, mentorships and more.
4. Effectively manage job listings and applications
Your careers page should make it easy for candidates to find and apply for roles that match their skills and interests. Our best practice tips include:
1. Incorporate useful filters in the job search functionality
2. Provide well crafted job listings with clear descriptions
3. Ensure the application process is seamless with the ability to save applications at any stage
4. Consider real-time support via live chat to support the application process
Interested in building a future talent pool?
1. Offer a contact form allowing candidates to submit their resumes and express interest for future roles.
2. Provide clear contact information for enquiries.
3. Keep in touch with candidates so they’re kept in the loop about the latest opportunities.
Real life examples: 6 careers pages and why they work well
Strategically-developed career pages can build trust with job seekers, so that they see your company as a great place to work. A good career page highlights your values, culture and opportunities while keeping job seekers interested, informed and next step actions to either apply, join the community or follow on social media. Check out these examples of companies with creative and engaging career pages that stand out from the rest.
1. Air New Zealand
https://careers.airnewzealand.co.nz/#cabin-crew
An immersive experience with video, photography, and animation to encourage visitors to keep exploring.
2. Toll Group
https://www.tollgroup.com/careers
Big bold headings and sticky main navigation make it easy to find what you need, plus divisional video content brings different areas of the business to life.
3. BAI Communications
https://www.baicommunications.com/careers/ -
Longer-form storytelling brings a more personal and human side to the Employer Brand.
4. Coles
https://colescareers.com.au/careers
Easy to use and well laid out, with a careers blog for updated inside scoops plus a chatbot to help you navigate the larger site.
5. Reece
https://careers.reece.com/au/
The site is designed beautifully with videos, animations, and lots of interview tips. The customisation shows Reece is committed to helping candidates succeed.
6. Allianz
https://allianz.career-inspiration.com/app/home
Offers direct access to employees to ask personalised questions for the authentic inside story.
Showcase what makes your employment experience special
To create an impactful careers page, you need a planned approach that considers content, design and functionality. The ‘give’ is to provide genuine insights into your company so potential employees can quickly and easily see if you are the right fit for them.
Need help transforming your careers site? Reach out to Belong Creative and we’ll be in touch to talk about how we can transform your careers page into a magnet to attract better candidates to your company.
