6 ways to improve the content on your Careers Page

Think of your careers page as a landing page for new applicants. You have the opportunity to make a unique and lasting impression on a candidate. You have only a short window to capture a candidate’s time and attention; you need to convey your company culture, history, perks, and employee experience with a few words, images, and videos.

Use the following strategies to improve the content of your careers page and convert more views into applications!

1. Use authentic team photos

Real photos of employees wearing your uniforms, doing the actual job, and having fun are more likely to resonate with your applicants. It helps them visualize what it would be like to work with and for you.

Many hiring managers worry that they don’t have high-quality or professional photos of their team. That’s okay! In this day and age, a relatively new phone and good lighting are all you really need. After getting consent from your employees, consider taking candid photos of them performing their day-to-day duties.

If you don’t have that opportunity or if your employees aren't comfortable with their photos being shared, you can showcase your ‘final product’ as a good substitute. For a landscaping company, this might mean displaying photos of your best yard work from the summer. For a restaurant, it could be images of your most popular dishes.

If you have a brick-and-mortar business, photos of the work environment — with or without employees — are always a great choice.

2. Showcase your company values and mission

Sharing your corporate mission and values on your careers page gives candidates an idea of what your organization stands for. Is your company fun and casual? Employee-driven? Community-focused? Or maybe all of the above?

You don’t have to wait until the interview process to share your mission and values. Adding this information can help applicants determine whether they are a good fit for your company and open roles right away, saving you the time of filtering them out later. It also gives candidates who could be a great fit something to be excited about.

Incorporate your company values in your company description, showcase them on your image carousel, add them to your benefits section, or highlight them through employee testimonials. Ideally, using all four methods will help job seekers get the full picture of what you stand for as a company.

3. Gather and use real employee testimonials

Connecting prospective candidates with your current employees helps to build confidence in your brand and excitement around the possibility of a new job. Job seekers will begin to identify with your staff when they hear employees explain how your brand has invested in them, launched their career, taught them new skills, or helped them give back to their community.

If you don’t have any existing testimonials to pull from, gathering new ones doesn’t have to be a daunting task. You can send a survey to your team and ask them pointed questions about their experience working with you — just be sure to let them know why you are asking, and that their responses aren’t anonymous.

You can also simply interview each employee and ask them the same questions. Be sure to record those interviews, though, so you can pull exact quotes!

Here are a few example questions to add to a survey that may help you gain insight into your team and capture quality testimonials:

• What are some ways you feel that the company has supported your professional development and growth?
• What are your main accomplishments during your time with us?
• What is a benefit of working here that you love?
• How would you describe the company culture to a friend or family member?
• Has the company helped you meet your personal or professional goals? If so, how?

4. Use a compelling recruiting video

To capture the true essence of your company culture, consider creating a fun, informative recruiting video! Seeing employees in action and hearing from corporate leaders (and even founders) can really demonstrate why your business stands out from your competitors.

Just like with employee photos, if you don’t have a professional video, you can create one yourself with your phone and a little time. A good video for your careers page could include employees performing daily responsibilities, testimonials from tenured employees on why they appreciate and enjoy their time working for your company, and an explanation of a variety of positions or roles within your company to give job seekers the full scope of what it’s like working for your company.

5. Showcase growth and a well-defined career path

When configuring your careers page, make sure job seekers know there are ways to advance at your company beyond entry-level openings. You can do this by showcasing testimonials from team members who started at the bottom and worked their way up the ranks. Use the Benefits section of your careers page to highlight growth opportunities within your company, and show applicants you value their time and energy — and reward those who do well.

6. Use social media to your advantage

You can add social media links to your careers page to help generate interest and excitement about your company culture. Candidates who are unfamiliar with your company and culture are likely to click through to your social media accounts to get an idea of what it’s like to work with you. If you’re not making the most of your social media, though, this might leave job seekers wanting more.

When you post on social media, don’t just think about potential clients — consider potential employees, too. Adding the occasional post about company culture, showing public appreciation for valued or tenured employees, and highlighting the benefits your employees enjoy in their daily work life can help lend legitimacy to your social media presence and attract potential applicants.

Sharing your open jobs or careers page link on social media can also help with recruiting and may even convert your best clients into stellar employees. After all, hiring in this day and age can be difficult, and you should use every tool at your disposal to attract high-quality applicants.