Compelling, search-optimized career site content is critical in helping job seekers find your organization's job listings. We’ve outlined some best practices to ensure your career site reaches the right people and encourages them to apply to your open positions!
In this article we will cover:
- Write Detailed Career Site Content
- Continuously Share Engaging Content
- Optimize Your Job Descriptions
- Related Topics
Write Detailed Career Site Content
In addition to appearing in search results, the goal of your career site content should be to answer any questions job seekers have about what it’s like to work for your organization.
Make sure the following questions are answered through your career site content:
How many employees do you have and how many locations? Include a list of your locations.
What is a unique story you want prospective applicants to know about your company? In 10-15 words or less, explain why potential applicants should work for your team instead of competitors.
How long have you been in business and what can you share about your company’s history or values? Highlight how much your company has grown, any unique challenges you have overcome, and how your company values contribute to your overall success. Prospective applicants should be able to by into and feel motivated by your company's values.
Has your company won any awards? Highlight these awards, why they’re important, and any relevant images on your career site. Job seekers will be especially excited to see if you’ve won any “Best Places to Work” awards.
What are the benefits you offer employees? Include a bulleted list and explain how each benefit is unique.
What do career paths look like at your organizations? Today’s job seekers want to build long-term careers with their employers. Share examples of career paths across a few different departments so prospective applicants can envision growing their careers on your team.
Do you have employee success stories or testimonials to share? Providing authentic and authoritative testimonials from employees builds more trust among prospective applicants. Ask each employee to write 2-3 sentences about why they enjoy working on your team and how they’ve moved up in their careers.
Does your company participate in any volunteer programs or extracurricular activities? Include pictures showcasing this involvement and write a brief description explaining why the volunteer programs or extracurricular activities are meaningful to your company.
If you had to encourage a job seeker to apply to your open roles using only one sentence, what would it be? This is your primary value statement. This statement should let job seekers know they’ve come to the right place and lets them know how you can solve their problems.
Continuously Share Engaging Content
Once you have your career site content built out, you shouldn’t stop there. It’s important to regularly share compelling content about any new awards, employee testimonials, or benefits. Also regularly refresh the images and videos on your career site, so job seekers can visualize what it’s like to work for your team.
Here are some best practices to keep in mind for images on your career site:
If the image contains people and faces make sure that you can see the faces clearly.
If you would like a certain image to be used as a header banner across the top portion of your career site, please be sure the image is abstract and does not include any text or people in it.
Images must be high-quality as to see all the encompassing elements (big or small).
All photographs should be in JPEG format (JPEG 2000 preferred) and all other images should be PNG files.
Remember, the images on your Career Site are a major part of ensuring a good first impression with a user, so make sure you’re only submitting quality content.
Optimize Your Job Descriptions
Job Descriptions are another big part of your career site content and it’s important to write job descriptions with Google search results in mind.
Start with job titles that are short and sweet. Avoid including anything about sign-on bonuses or other added details in the job title. In Google results, standard job titles that are most likely to match what job seekers are searching for rank higher in search results.
Keep your job descriptions short, ideally between 300 and 800 words. In your job description, share what makes your team stand out including a strong company overview, a list of responsibilities and qualifications, an overview of your benefits, and opportunities for career growth. Be sure to state the exact address of your open role(s), including the zip code, as jobs with specific locations outlined typically rank higher in Google results.
Be sure to refresh your posted jobs after a reasonable amount of time, as older jobs do not rank well on Google. Check out Automatic Job Refresh to find out how to have your jobs renewed automatically.
Finally, make sure to include an Equal Opportunity Statement. Simply including this statement at the bottom of your job descriptions and on your career site can help you improve search results and stand out as a top employer.
Here’s an example of an Equal Opportunity Statement: "We are an equal opportunity employer. All applicants will be considered for employment without attention to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran or disability status.”