David Rodeck

Must-Haves to Make Your Small Business’s Career Page Stand Out

In today’s tight labor market, business owners need to consider every strategy they can to attract employees. A top-notch career page on your company website is one way to create a terrific first impression and start your interview process on the right foot.

If your page needs a refresh, whether you’re designing a new one from scratch or just want to spice up your current one, these are the building blocks of a quality digital home for your small business hiring efforts.

The Importance of a Strong Career Page

When someone sees one of your job postings, chances are their next move will be to visit your company’s website. After all, just because a candidate is qualified for an open role doesn’t guarantee that they’ll want to apply. They need to gauge whether the job and your business would be a good fit for them.

The page they see should offer more information about the available positions, along with the requirements, so visitors can decide whether to proceed with an application. Beyond that, though, it’s also an opportunity to show candidates what it’s really like to work at your business — your mission, your values, your culture. What separates your job ad from your competitors’? Why is your company the best place for successful talent to work?

Showing potential applicants exactly what your business is about helps them decide whether it would be a good fit for them before they apply. Your hiring team, meanwhile, saves time that would otherwise be spent interviewing people who aren’t a match.

Must-Haves for Your Company’s Page

So, what should be on your career page to really make it pop?

  • Company branding. Your company branding should be clearly visible throughout the career page. Present a consistent color scheme, company logo and values. At a glance, visitors should have an idea of what your company stands for.
  • Clear job descriptions. Make it easy for potential candidates to understand what you’re looking for. Every post should list the job description, responsibilities, requirements from applicants, job location, benefits and salary (as long as it’s information you’d like to share). You should also provide clear instructions for how to apply. Don’t leave candidates guessing about what to do next or they’ll move on.
  • Up-to-date information. If a visitor checks your page and sees a job post from six months ago, they may think you aren’t actively looking for new employees. Regularly update your page with the latest posts and remove those that have already been filled.
  • Video. A short video gives prospects an inside look at what it’s like to work at your company. You could give them a tour of your office and talk to your staff. Ask your current employees for their take on the company culture and benefits. Prospects are going to be most interested in your staff’s perspective rather than yours as the business owner.
  • SEO optimization. You may be able to boost traffic to your job postings by optimizing the page for search engines, also known as SEO. In particular, avoid funny or creative job titles like “sales ninja.” Instead, combine clear titles with specific locations to reflect the terms potential candidates will search for. For example, “sales manager in Cleveland, Ohio.”

How to Make Your Page Stand Out

Beyond the must-haves, there are a few other moves you can make to get the most out of your career page. First, design a mobile-friendly page. Many job candidates, especially younger ones, will browse your site on their phones. Clunky formatting forces applicants to work to find information, and some may just opt to exit the page rather than attempt to zoom in and dodge pop-ups.

Within the job postings themselves, do more than explain the basic requirements of a position — actually sell the job. What can do you do to get candidates excited about a role? Does it involve more responsibility than the same job at other companies? Quicker advancement? More interesting projects? This is also a good time to list your employee benefits, especially the most competitive ones. For example, show off your generous work-from-home policy, if you have one.

Beyond the financial perks, think of the other top reasons someone would want to join your company. Then assemble a list of the top five reasons to apply to your business. For inspiration, ask your employees why they enjoy working with you.

When you invest in these features, your website does more of the recruiting work so your hiring team doesn’t have to. A strong career page ensures that your job listings are as effective as possible so that when you have an opening to fill, you can relax and enjoy a steady stream of job applicants excited about joining your organization.

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