Creating a Branded Career Page: A Comprehensive Guide

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Jul 30, 2024

Creating a Branded Career Page: A Comprehensive Guide

What is a Career Site?

A career site is a specific section of a company's website or a stand-alone branded website designed to simplify recruiting and hiring. It has informative and engaging functions that best present to potential job candidates the company's employment opportunities.

Differences Between a Career Site and a General Company Website

A branded career site and a general company website function for diverse objectives and target different audiences. Here are the key differences:

	Career Site	General Company Website
Purpose	Presents full information about vacancies and everything related to them such as corporate culture, success stories, and recruitment process, to engage potential job candidates.	Provides an overall review of the company including its history, services, and/or products oriented to attract customers, clients, and investors.
Audience	It is oriented to active and passive job seekers.	It is targeted at a wide audience such as clients, business partners, and investors.
Content	- Open positions and application portals - Company ethos and value - Employee testimonials - Сareer development opportunities	- Company history, mission, vision - Product or service information - News and blog articles - Info for investors (financial reports and stock performance)
Design and User Experience	Offers appealing, informative, and interactive experience for job seekers. It contains tools for job search, application submission, and tracking application status.	Ensures easy access to the company's information (products, services, and corporate information). It contains units for different audiences (customers, investors, and partners).
Features	Job alerts and new vacancy notifications, detailed job descriptions, application forms, FAQs about the hiring process	Product information and/or case studies, clients testimonials, e-commerce functionality for purchase, customer support resources: contact forms, chatbots, FAQs
Integration	Applicant Tracking Systems to boost hiring, social media for fast vacancy-sharing and candidate attraction	Customer Relationship Management systems to control client interactions, analytics tools for tracking visitor behavior and engagement

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Benefits of a Career Page

A career site puts up multiple advantages to the employee-seeking business. Here are some key points:

Brand Promotion

Shown company philosophy and principles, frame a positive and appealing to job-seekers employer branding.

Advanced Candidate Experience

Compelling and informative recruitment-related content plus effortless site navigation encourage the candidate to apply for the vacancy.

Consistent Communication

Coherent messaging between the recruiter and the potential employee decreases information loss and miscommunication.

Time-saving

Automated processes reduce the hiring team workload and shorten vacancy closing time by providing self-application functionality.

Cost-Effectiveness

Reduced dependency on external recruitment agencies and job boards lowers recruitment costs by attracting direct applications.

Analytics and Insights

Collected data on candidate behavior on the site, and general application statistics provide valuable insights for recruitment strategy improvement.

Abundant Talent Pipeline

Passive engagement of candidates who may be interested in future opportunities creates a pool of top talent for upcoming openings.

Designing an Effective Career Website

Creating a powerful career website that attracts top talent and reflects and reinforces the company's brand and reputation calls for a strategic approach. Here are the principal stages, best practices, and tips for an effective career website:

10 Key Steps

1. Specify objectives: Clear up what achievements must be reached with a career site.

2. Understand the audience: Identify demographics, preferences, and needs.

3. Integrate company brand: Ensure the alignment between the career site and overall corporate branding (colors, fonts, and voice of tone).

4. Create a user-friendly design: Develop intuitive navigation with easy-to-reach menus and quick access to such blocks as job listings, company information, and application portals. Guarantee seamless responsiveness on all devices.

5. Include such type of content:

Job listings: Provide detailed and clear job descriptions with search and filter functionality.
Company culture: Insert sections describing your company culture, values, and work environment.
Employee testimonials: Add videos, quotes, and stories from current employees giving candidates a real sense of the workplace.

6. Simplify the application process: Design an understandable application form easy to complete. Enable candidates to track the application status.

7. Use multimedia elements: Incorporate high-quality videos and photos to show your office, team events, and everyday activities.

8. Develop interactive features: Guarantee real-time candidate assistance with a live chatbot. Enable job listing sharing via social media platform integrations.

9. Implement SEO and analytics: Use analytics tools to track guests' behavior and measure the site's general effectiveness. Make sure search engines rank the site correctly.

10. Respect compliance and accessibility: Ensure your career site complies with legal requirements and is convenient to all types of users.

5 Best Practices

1. Appealing content: Produce and regularly update authentic content to keep it relevant and engaging.

2. Clear call-to-actions (CTAs): Guide candidates through the site straight to the application form thanks to strategically placed comprehensive CTAs.

3. Diversity and inclusion: Present variety-supportive manifests and initiatives in specialized sections.

4. Career growth information: Tell about professional paths, development opportunities, and education programs emphasizing employee success stories.

5. Feedback instrument: Enable candidates to share feedback on their self-application process experience.

3 Implementation Tips

1. Regular Maintenance: Frequently update the site with new vacancies, company news, and fresh blog content.

2. Uniformity: Verify consistent branding and messaging across the career and major company websites.

3. A/B Testing: Experiment with different designs, layouts, and content to find what works best.

SEO and Marketing for Career Sites

Making a career site appealing to top talent and effective in terms of search engines requires a combination of SEO techniques and digital marketing strategies.

SEO Strategies for Career Sites
Keyword Research	Distinguish pertinent keywords that will resonate with potential candidates using tools like Google Keyword Planner, SEMrush, or Ahrefs. Focus on long-tail ones like "sales manager jobs in Copenhagen" or "junior marketing positions."
On-Page Optimization	Add targeted keywords in job titles and descriptions. Ensure each listing's uniqueness. Optimize meta titles and descriptions with appropriate keywords improving click-through rates. Use clean, keyword-rich URLs for job listings and blog pages. Use H1, H2, and H3 tags for structured content including keywords naturally. Produce high-quality valued content to job seekers.
Technical SEO	Make your site responsive and mobile-friendly. Optimize site speed by compressing images, using browser caching, and minimizing JavaScript and CSS. Submit an XML sitemap to search engines to help them crawl and index your site efficiently. Ensure your robots.txt file allows search engines to crawl important parts of your site. Implement schema markup for job postings to enhance search engine understanding and display rich snippets. Utilize HTTPS to secure your site and improve search rankings.
Internal Linking	Add links to related job listings, blog posts, and other pages within your site to improve navigation and SEO.

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Digital Marketing Strategies
Content Marketing	Regularly publish blog posts on hot topics about career advice, industry trends, and company updates.
Social Media Marketing	Share job listings on social media platforms like LinkedIn, Facebook, Twitter, and Instagram. Responding to comments and messages of potential candidates thus keeping them interested. Reach definite demographics with targeted social media ad campaigns.
Email Marketing	Make a feature so candidates can sign up for job alerts based on their preferences. Send regular newsletters with company news, job openings, and relevant info.
Pay-Per-Click (PPC) Advertising	Target relevant keywords and drive traffic to your job listings via Google Ads. Reach a broader audience and promote specific job openings with Facebook and LinkedIn ads.
Employer Branding	Gather employees' positive reviews on Glassdoor and Indeed to reinforce your employer brand.
Referral Programs	Motivate current employees to refer potential candidates thanks to the employee referral program.

Case Studies: Successful Branded Career Pages

Some companies have excelled in creating compelling career pages that reflect their culture and set organizations apart from their competitors.

Tiktok, a leading short-form video hosting service, welcomes its potential employees with a video showcasing its offices, team, daily routine, and mood.Candidates can find their ideal job by keyword, location, and team. There is a separate page for those who have just started their career path and are looking for an internship or graduate opportunities. All this is also supplemented with mottos that underlie the general TikTok ideology.

Netflix as a major international video streaming service uses pictures of its production films/shows as a cover for career site pages. Candidates can immediately submit their resume/CV or find the necessary vacancy first. Separate pages are dedicated to inclusion and diversity which also matches their principles in creating video projects. Podcasts that tell the inside story about the filming and realization of various shows are especially engaging and encourage you to become a part of this large-scale company.

Coca‑Cola is a multinational corporation that manufactures, sells, and markets soft drinks. On its career page, it describes itself as a global community of passionate dreamers, builders, doers, and thinkers, explaining what is like to work and thrive with Coca‑Cola. The candidate can find a career fit and explore the hiring process. A special block is devoted to the coverage of social and environmental initiatives, which are actively supported by the company's team.

Get inspired by more examples of Career sites in our blog post about Employer Value Proposition.

However, not all companies have enough resources to develop and maintain separate career pages or websites. Just for such cases, we have created the Careers site, where you can publish all your vacancies on the auto-generated pages directly from Axterior and share it with potential candidates using unique links. Each vacancy page will certainly include branded details to make it look like a part of your employer's brand and PR strategy.

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Conclusion

A branded career page creates a powerful first impression on potential candidates. Showing information related to the vacancy and highlighting the company's unique values, culture, and atmosphere motivate individuals to fill out job application forms. By following these SEO and Marketing recommendations your career page will remain actual and effective ensuring not only attraction but also retaining the best talent.