How To Create A Career Page: A Comprehensive Guide
Updated 6 November 2022
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A company website is a repository of information for anyone who wants to know more about its history, management, vision, mission, products, services and locations. A page that is of immense interest to candidates is a company's career page. A detailed, informative, accessible and engaging career page can attract qualified candidates to a company. In this article, we examine how to create a career page, the importance of a career page and important steps to keep in mind while creating a career page.
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How To Create A Career Page?
Before we discuss the steps to help you learn how to create a career page, it is important to provide information about career pages and their purpose Content and design and two important aspects of a webpage. Once you decide to create a career page, consult with top management, human resources, content writers, web designers and digital marketing teams to identify their requirements. You can make your career page informative and engaging to hold a reader's attention. Follow these steps to create a company career page that can hold a candidate's attention and attract the right talent for your company:
1. Make it accessible and visible
You can locate the career page icon in an easily-visible and accessible portion of the main page. Most companies use the text 'careers', while some use phrases like 'join us', 'explore careers', 'work with us' or 'want to join us?'. You can use phrases and words that are in sync with the general tone of your website.
2. Attract candidates with an introduction
A good introduction headline followed by a brief paragraph and a visual that captures the company's vision can hold a user's attention. A catchy headline and paragraph engages the user and may encourage them to access the job openings page. You can limit the paragraph to about two to three sentences. Ensure that your text has clarity to reach a wide audience.
Related: How To Write Requirements for a Job (With 3 Examples)
3. Create a Q and A section
Answer a potential employee's questions in a Q and A section. You can also incorporate a chatbot to answer potential queries. The user clicking on a company's career page could be a fresher or an experienced professional looking for a job change. You can create the content for your Q and A section considering the different types of candidate who may use it. You can explain in simple terms how a professional engagement can be beneficial for the company and the candidate. To avoid making the work engagement seem transactional, you can use words like collaboration, partnership, association and growth in your text.
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4. Expand on the company's vision for employees
A company's homepage may contain details of its vision, mission and business strategies. A career page can have content exclusively focusing on job opportunities, career growth prospects and work culture. The home page and the career's page are typically in sync with each other, in terms of tone and language. Highlight the salient features of your business operation and how you differ from other organisations working in the same domain.
If your company enables higher learning, guarantees a healthy work-life balance and promotes employee engagement, consider expanding on these policies in the career page. This page can have multiple audiovisual elements that show employees in their workspaces, pictures from employee engagement programmes and information about incentive schemes and reward initiatives.
Related: What Is Corporate Culture? (Definition And Different Types)
5. Give visibility to testimonials, awards and achievements
The career page can have testimonials from clients and employees along with their name, picture and designation. Providing resources to verify the information can complement the authenticity of the testimonials you include. Use pictures and details of awards won by the company and its employees. Provide links that can take the user to web pages about events. You can also post links to pages with information regarding the contributions of employees. For example, you can share links of employees' contributions to impactful Corporate Social Responsibility (CSR) initiatives.
6. Keep open job listings organised
Typically, a candidate who tries to access open job listings or vacancy postings lands on a dedicated page with lists of available positions. The design of the page is important, because an organised and clutter-free job listings page can keep users engaged for extended periods of time. A complicated job listings page can cause candidates to lose their interest and stop browsing further. You can provide search and filter mechanisms to further simplify the user experience.
Place a prompt for creating job applications in an easily accessible and visible spot. Test the page periodically for bugs and after every vacancy posting, to ensure that search and filter options work as intended and do not recommend irrelevant jobs. Avoid flashy blurbs and bubbles of content unrelated to careers on your job listings page. This can distract users while they are searching for jobs or filling out applications.
Related: What Is The Meaning Of A Job Profile? Definition And Tips
7. Make job descriptions simple
Avoid using complex phrases to describe a job, the candidate profile and the duties and responsibilities of various job roles. Use simple language and phrasing to reach a wider audience. Use bullet points to make the information easier to scan. Give accurate information regarding job titles, eligibility criteria and associated duties and responsibilities.
8. Provide information regarding benefits and perks
Most professionals change jobs to improve their earning potential. The perks and benefits of a job may also motivate some individuals. If you want your career page to attract the right talent, you can clearly mention a position's earning potential and its benefits and perks. Depending on the company's salary negotiation policy, you can mention whether salaries can be negotiated or not. Most companies leave room for such negotiations towards the end stages of the recruitment process.
Related: What Are Benefits Of Employment? Definition And Types
9. Keep the application process simple
Candidates may have a soft copy of their resume and a covering letter template on their computer. You can allow them to upload their resume or copy it into the application instead of filling out a lengthy application form. You can include queries like 'Are you available for a telephonic interview?' or 'Preferred method to reach you', so that candidates can choose a method of contact that is convenient for them.
Related: How To Use Keywords In Job Applications (With Examples)
10. Indicate what to do after applying
After a candidate applies for a job, ensure that you provide them with information on how to follow up on the application process. You can send an automated email indicating the timeline within which HR may shortlist applicants. Inform candidates well in advance if you shortlist them for a telephonic or personal interview.
11. Update job listings frequently
Though most companies may mark job listings as filled, many do not remove them from the job listings periodically. This can cause confusion and clutter the job listings page. Candidates may miss out on relevant openings which are mentioned further down the list. To improve its effectiveness, always keep your job listings page updated so that it displays only the latest and most relevant job listings.
Related: How To List Job Responsibilities in Job Listings
12. Engage with candidates for future job openings
If a user is not interested in any of the current job openings, you can engage them with a pop-up window asking permission to notify them about job openings in the future. You can also request users to subscribe to your company's website, newsletter or email communications. If you get a user to subscribe to company communication, you can motivate them to contact the company when new opportunities arise in the future.
13. Use engaging content relevant to the job posting
A career page can use engaging content that answers a candidate's question and inspires them to join a company. You may use an engaging and informal tone with freshers. If your HR policy allows you to post senior management roles on the career page, use a more formal tone with experienced candidates who may apply for those positions. If the opening is technical, you can keep the content technical to engage candidates and invoke curiosity.
Related: How To Apply For A Job In 6 Steps (With Tips)
Why Are Career Pages Important For A Company?
The career page of a company website increases the probability of receiving applications from candidates who are genuinely interested and motivated. When a company shares a job vacancy on a career website or on professional job search sites, they automatically reach a wider audience with the information. HR personnel may end up processing and filtering through numerous resumes that are mismatched or irrelevant to the job posting. Career pages help HR personnel reach a candidate directly without the involvement of third parties like consulting firms and job search sites.
An updated career page with multiple job listings can indicate that a company is expanding its operations and improving their brand value. A career page is also an important tool to attract traffic to your website. If you have enabled the 'share' option for job listings, it can improve your reach through user-generated activity. A career page helps companies build long-term relationships with candidates who are interested in working with them.
Related: Top 10 Recruitment Sources For Hiring A New Employee
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