Careers page best practices – A comprehensive guide

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Karthik Subramanian

Karthik Subramanian

22 Sep, 2020

This comprehensive guide on careers page best practices will enable you to:

  • Have an awesome public profile
  • Appeal to a wider audience base
  • Attract the right set of candidates

Let us get into it right away.

When does the relationship between an employee and an employer begin?

  • The first time she receives a recruiter’s call?
  • During the interview?
  • On the first day at work?

Actually, it begins much before. It begins the first time she hears about the company.

Candidates could have heard about it during a casual chat with their friends in a pub, at a networking event, or while scrolling through their LinkedIn feed.

The candidate checks out the company’s homepage, business functions, and slowly moves towards the careers page. Here is where she spends the maximum time acclimatizing herself with the company’s culture.

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So, if you don’t have a careers page, it is time to call your website team for a huddle. And, if you’re looking for guidance around building the most inspirational careers page, this blog is for you.

 

Careers page best practices – The making of a good careers page

From our research of the best careers pages, we found that every careers page must have the below components (in no particular order):

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Let us look into each of the components now.

Open positions

This is one of the main reasons why aspiring candidates land on your careers page. So, make sure the open positions have the below attributes:

  • Name of the position
  • Designation
  • Reporting manager’s designation
  • Detailed job description
  • Qualifications of employees
  • Skills needed
  • Location of the position (or remote)
  • Salary
  • Insurance
  • 401 (k) benefits
  • Other perks
  • Email id for communication

This improves transparency within the potential employee community and they know what to expect by the time they attend their first interview.

We loved AppsFlyer’s career page for its neat assortment of available jobs and the clean UI.  The icons for each location and department are a visual treat.

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Quick Tip: You won’t find enough space in your careers page to accommodate all details about the open positions. So, while you include the basics of the role in the careers page, you can move the descriptive text into a separate URL.

 

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Header banner image

The header banner image right at the top of the careers page that most often shows the smiling faces of the employees.

Usually, a high-resolution group picture works better than a collage. So, make sure you’re slotting that time on everybody’s calendar for the group picture.

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We liked G2’s banner the most. They’ve put up a video right at the top to showcase how their workplace could be a fun environment.

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Quick Tip: If you can get your employees to wear your company’s branded t-shirts or sweatshirts for the photoshoot, that is even better. If you need inspiration, look no further than LeadFeeder’s career website.

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Names of teams

Let aspirants see the different teams in your company so they know how it looks from afar. Have a small writeup of what each of those teams does – for example, product engineering, research, sales, marketing, customer success, etc.

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Make sure you have the images of people from the respective teams in your company and not stock images.

That’s what the team at Hiver has done. Their careers page includes team names and available openings inside each team.

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Klaviyo takes it a different level. They tell aspirants what their engineering and design teams are up to.

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Testimonials

Go around with a mic and interview your employees on why they like working with your company or what made them join. Feature their testimonials along with their headshots on your website to add extra credibility to your company’s work culture.

Take a look at Carto’s stacked testimonials in a moving carousel that do the job for them.

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Or, you could use larger pictures of employees with accompanying testimonials similar to Talkdesk.

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Make sure you have at least 8-10 employee testimonials that can roll in a moving carousel on the careers page.

Quick tip: Don’t get stuck on testimonials from one team or from the longest-working folks. Make it as diverse as possible so everyone feels happy to be a part of it.

If you have a large employee base, then we suggest you lay out the guidelines about how employees can submit their quotes or testimonials. The guidelines could include the kind of language you expect from them, their picture, its dimensions, and backdrop.

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Videos

There is no better medium of communication than videos. Use it to showcase your workplace, meetings, culture, team outings, birthdays, and leadership talk.

They help add the ‘human element’ to your careers webpage than being a dull one. And, videos get more engagement than any other form of content.

Here’s how Calendly has put up a superb video about what their employees love working for at the company.

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Quick tip: If you’re planning for employee engagement events, then don’t forget to get the video team shoot videos for you. This makes it authentic than artificially decking up for a video shoot.

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Pictures

If you really want your careers page to do the trick for you, there is one simple mantra – put as many visuals as you can. The more pictures of your employees you have, the better.

Every occasion in your company – a fundraiser, sales reps hacking down targets, a pleasant customer, awards, promotions, new employee arrivals, farewells – demands a picture.

Webflow shows the images of its employees in a tiled layout that moves sideways as you scroll along the website.

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Or, you could be simple like Jobber, who have headshots of employees along with their testimonials.

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Arrange all pictures in neat folders in the cloud so you can pull them up whenever you need them for your careers website.

Quick tip: Don’t put pictures that are low-res or in a massive collage because that really affects the viewer’s experience.

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Leadership talk

Get your leadership to speak in front of the camera about how excited they are to expand their organization and welcome new employees. They could speak about the company culture, why it is the best place to work, or what differentiates it from others.

Future employees view this as a ‘thumbs-up’ to a thriving employee culture within the workplace. It is surprising that not a lot of companies in our research list feature their management on the careers page.

Grammarly does it by having their CEO speak about their vision for the company in a video.

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Vendasta’s CEO Brendan King explains the reasoning behind why Vendasta provides different perks to their employees such as breakfast before 8 am, coffee all day long etc.

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Quick Tip: While it is fine to give executives prepared scripts ahead of their video shoot, a casual conversational style works better. It might need a few takes and test your patience, but the final product is well worth your effort.

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Diversity

When it comes to contributing to the community around you, diversity is a key agenda for corporate executives.

Some companies care for equal employment opportunities for all, some want more representation of women on their payrolls, while others prefer having differently-abled employees.

Drift’s career page focuses on a culture of diversity, inclusion, respect, and trust and invites potential employees to create something extraordinary.

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No matter what diversity causes you care for, ensure that your careers webpage has a placeholder for this. A lot of potential employees look for it so they have a sense of belonging at their workplace.

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Careers page best practices

From our research of winning employer branding strategies, here’re the careers page best practices that you can implement for your business right away.

Here is what we found:

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Let us now look into each of these best practices.

 

Homepage link

Most SaaS companies do this. They provide a link to their main careers page via the homepage. Some provide a direct link from their top menu or from their footer.

This provides a good user experience as candidates don’t have to search for it or guess the URL.

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Create/Reinforce the brand

Brand building needn’t be for customers or partners alone, it can be for potential employees as well. And, the careers website is the easiest way you can reinforce your brand within the larger employee community.

By putting up visual images of happy employees, the workplace, work culture, and testimonials, you’re elevating your brand in the minds of employees. Top employers have annual budgets and dedicated staff working on employee branding.

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Create employee personas

  • Who is the ideal employee for you?
  • What is she looking for in your careers webpage?
  • Which social media platform does she prefer using?
  • What is the ideal age bracket for the positions you’re hiring for?

Answers to these questions help build your ideal employee persona. This helps you tailor your content on the landing page to the audience that is likely to visit it.

A company employing retired individuals for short-term projects needn’t have pictures of 20-year-olds clinking mugs of beer on their careers section.

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Empty spaces

Your careers website’s design must be in tune with the rest of your website, but not at the cost of usability. Make your careers website easily scannable because potential employees may not read every word but will skim through it.

And, the empty space makes it clutter-free and worth spending time on it.

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The power of visuals

Let the pictures and videos speak for themselves. Every picture or video has a story to tell and attracts more audience than written content.

So, go ahead and insert visuals all through the careers website to make it lively.

 

Keep it light

Having a serious theme for your SaaS career page isn’t recommended unless you’re living in the 80s where blazers and ties were the norm. Instead, have a casual tone to it – on the layout, written text, visuals, and the people participating in it.

When you trade being serious for a conversational style, you’ll attract a lot more aspiring candidates.

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Talk to one person

Queen Victoria once complained that she found it easier to talk to Benjamin Disraeli than William Gladstone (both gentlemen served as Prime Ministers in separate terms).

It was because Disraeli spoke to her one-on-one versus Gladstone who spoke to her as if addressing a large public gathering.

When you’re writing copy for the careers page, keep this story in mind. Your copy should speak to an individual in the crowd, i.e., your ideal employee, and not to an army of individuals.

It reduces noise and confusion. This is also the reason why nailing down your employee persona is important.

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Call to action (CTA)

Have a consistent CTA throughout the webpage. The most common CTA for a careers page is asking visitors to scan through the open positions.

Most companies want potential employees to head over to do this right on their header banner. A few others had links to their values or guiding principles.

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Update from time to time

Your company might undergo business changes from time to time. And, employees join and leave all year long.

So, don’t forget to update the careers webpage at least once every 6 months (apart from updating job postings every week). Talk to different teams within your company to understand the different changes and implement them on the website.

This ensures it stays relevant with the changing times and features only current employees instead of the ones who’ve quit.

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Don’t forget Glassdoor ratings

Glassdoor is an open public forum for present and past employees to share feedback about companies. All employee feedback contributes to a final Glassdoor rating which reflects the employee-friendliness of a company.

If you’ve taken care of your employees, then don’t be surprised to have a great Glassdoor rating. And if you have a great rating, then don’t be shy to display it on your careers page.

After all, you’ve earned it!

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Now that we’ve covered the biggest careers page best practices let us now look into the steps to design them.

9 steps to design a great careers page

Let us now go over the steps to launch your careers page.

 

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Step 1

Note down what you’d like on your careers page. At the bare minimum, you will need the copy, pictures, videos, a website wireframe, job descriptions, and employee testimonials.

Step 2

When you’ve identified what you need, start working towards your goal. Set a deadline for the launch. If it could coincide with a major event like a product launch or a funds raise announcement, nothing like it.

Step 3

Now, start working with individuals or teams responsible for each section of the landing page. Get everybody in a room to explain the project, take their suggestions, and let them know what you expect them to do.

Step 4

Begin with the website wireframe first. Get your website developers, designers, and copywriters to talk to each other and coordinate this whilst you give them the overall direction.

Step 5

Get your teams the necessary ammunition to do their job. For example, copywriters may need employee testimonials, video editors will need the script, and designers may need high-res pictures.

Step 6

Rome was not built in a day. So, have weekly meetings to hear everybody’s thoughts and their obstacles. Review the progress each week and the website iterations as it comes to life.

Step 7

When you’re 80% there, show your progress to the executive team and explain your end objective, which is employer branding and attracting the best talent.

Step 8

When you’re launching it, make sure you make enough noise. Here are a few things you could so:

  • Ask your employees to talk about it on social media.
  • Ask the CEO to do a video and put it up on his/her LinkedIn network. Share the video on social platforms.
  • Write a blog around it and invite aspirants to take a look at it.
  • Do a behind-the-scenes video of the team working on your careers page and launch it for aspiring employees to know what it takes to get it done.

Step 9

Review the performance of the website every month and add/edit/optimize it to keep it relevant. Ask interviewees what they felt about the careers page and what they’d like to see in it. This is a great way to deliver what your audience is looking for.

Following these careers page best practices will enhance your corporate brand and attract better talent. So, give yourself adequate time to get the best output and results. Keep finetuning it until you have what you need.

Karthik Subramanian

Karthik Subramanian I’m passionate about content marketing and I love to help people get started on their marketing journeys. I am a medium-distance runner and I love beaches (especially on balmy Sunday evenings). I can read a balance sheet and have a Bachelor of Commerce degree, but I’m wondering what to do with it.

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