Before a candidate hits “Apply,” they’re already judging your brand. We’ll show you how to turn your careers page into a powerful recruitment tool that reflects your culture and connects with the right talent.
- Lead with a clear employer value proposition (EVP) that sets the tone
- Show your real culture, not stock photos and vague promises
- Use employee testimonials as social proof that your workplace delivers
- Make it easy to apply with a mobile-friendly, streamlined UX
- Tell stories that make jobs feel meaningful, not transactional
- Highlight career growth and development paths
- Keep everything up to date—your content reflects your credibility
- Track engagement and optimize what’s working
Every Great Hire Starts With a Great First Impression
Before anyone ever talks to your hiring team, they’ve already started forming opinions. They’re checking out your website, sizing up your company, and deciding if it’s worth their time. And for most, that first impression happens on your careers page.
Today’s candidates are asking: Will I grow here? Do I fit? Is this a place I can be proud of?
A generic page makes it easy to move on. A strong one pulls people in.
The best careers pages don’t just list jobs. They show who you are. They make it clear what kind of people thrive on your team and what your culture actually feels like.
If your page feels like a formality, candidates will treat it like one.
But when it’s built with intention—when it reflects your voice, values, and employer brand—it becomes more than just a page on your website. It’s a signal, a filter, and a magnet for the right people.
Tip 1: Lead With Your Employer Value Proposition
Before anyone scrolls through open positions or clicks play on your culture video, they need to know one thing: what’s the value of working here?
Your employer value proposition (EVP) isn’t a slogan. It’s the promise you make to your people—the experience they can expect, and what you expect in return. It should clearly answer: Why work here?
Start with a short, focused statement that captures who you are and why someone should care. Then, back it up. Add quick proof points like career growth examples, promotion stats, or a quote from leadership that actually sounds like a real person.
A clear EVP sets the tone and attracts people who will truly thrive in your environment.
If it’s not front and center on your careers page, you’re asking candidates to guess. And in today’s job market, they won’t.
Tip 2: Show (Don’t Tell) Your Culture
Every company claims to have a great culture. Few actually show it. Your careers page is your chance to prove it’s real. Forget corporate speak. Show the experience.
- Use real photos, not stock ones. Share candid shots from events, everyday work, or behind-the-scenes moments.
- Add short videos. Think leadership soundbites, day-in-the-life clips, or Q&As with employees. Ask yourself: What would a skeptical candidate want to see? Then give them that.
- Match your tone to your culture. If you’re process-driven, write with clarity and professionalism. If you’re creative and fast-paced, let a little personality shine through.
Above all, stay consistent. The tone, visuals, and vibe should align across your careers page, social media, and interviews. If it feels off, candidates will notice.
Tip 3: Use Employee Testimonials as Social Proof
You can talk about your culture all day long, but people believe it when they hear it from employees.
Good testimonials go deeper than “I love working here.” They share what surprised someone after joining, how they’ve grown, or what makes the work meaningful.
Feature a mix of voices—new hires, long-timers, different departments, and perspectives. Reflect diversity not just in demographics, but in experience and story.
Quotes are great. Video is even better. And context matters: who’s speaking, what role they play, and what they’ve achieved.
A few genuine testimonials do more for your brand than a hundred lines of copy ever could.
Tip 4: Simplify the Application Process
Once someone’s ready to apply, don’t make them regret it.
You’ve earned their interest, so don’t lose it with a broken link, a long form, or a clunky mobile experience.
Keep it simple: clean layout, clear calls-to-action (CTAs), easy search and filtering. Make sure the form is short, intuitive, and mobile-friendly.
If they’re not ready to apply yet, offer a way to stay in touch, like a “join our talent community” form or email sign-up, or a way to follow your employer brand on social media.
And be clear about what happens next. When will they hear back? What’s the next step? That transparency builds trust.
Don’t let bad user experience (UX) stand between you and a great hire. Make it easy for someone to take the next step.
Tip 5: Don’t Just Post Jobs. Tell Stories.
Job descriptions explain what the role is. Your careers page should show why it matters.
Bring each role to life. What does success look like? How does the team work together? How does this job contribute to the bigger picture?
Skip the copy-and-paste template. Add real stories—employee spotlights, short videos, or a note from the hiring manager.
This is where your employer brand shines. When candidates understand the “why,” they apply with confidence, and they stick around longer once they’re hired.
Titles don’t sell jobs. Stories do.
Tip 6: Highlight Career Growth and Development
Top talent isn’t looking for a stop. They’re looking for a path.
If you’re not showing how people grow at your company, you’re missing a huge opportunity.
- Share real examples of learning, mentorship, and advancement. That could be a simple section about your approach to professional development, testimonials from promoted employees, or stats that prove your investment in professional growth.
- Skip vague lines like “we support growth.” Show it. Link to your onboarding process, learning programs, or mentorship opportunities.
When people can see a future with your company, they’re far more likely to start it.
Tip 7: Keep It Current
Few things turn off candidates faster than an outdated careers page.
Old photos, expired job posts, or “we’re back in the office” copy from 2021 sends the wrong signal fast.
Great recruitment marketing is timely and intentional. Refresh your photos, bios, and testimonials regularly. Remove filled roles. Update leadership quotes and tone to reflect where your company is today.
Your team evolves. Your careers page should too.
And if your EVP or culture has shifted, make sure the content reflects that. Fresh content builds credibility. It shows you’re paying attention and that your employer brand is active, not outdated.
Tip 8: Track What’s Working (and What’s Not)
Your careers page should be more than guesswork.
Use tools like Google Analytics, Hotjar, or your Applicant Tracking System (ATS) to track what matters—bounce rate, time on page, job clicks, and completion rates.
Ask: Where do people drop off? What are they engaging with? What gets them to click “Apply”?
Treat it like a living product. Test headlines, visuals, and CTA placement. Even small changes can boost performance.
And when you update your EVP or launch a new hiring campaign, make sure your page reflects it.
The more you measure and refine, the stronger your results.
Turn Your Careers Page Into a Talent Magnet
When it’s done right, your careers page is more than a job board. It’s a magnet that helps the right people picture themselves on your team before they even apply.
It doesn’t take fancy tools—just clarity, consistency, and care. A clear EVP. Real stories. Strong visuals. Smart tracking.
Getting there takes alignment between HR and marketing—and a shared focus on treating candidates like people, not clicks.
If your page isn’t attracting the right talent (or worse, pushing them away), it’s time to rethink your employer branding approach.
Ready to turn passive clicks into real candidates? Let’s build something greater, together.
Frequently Asked Questions (FAQs)
What makes a great careers page today?
A great careers page tells a real story about who you are as an employer. It goes beyond job posts to show your culture, values, and what success looks like for your people. It’s visually engaging, easy to navigate, and built to convert.
How often should we update our careers page?
Often. Your team changes, so your page should too. Update photos, swap testimonials, refresh job descriptions, and make sure your tone still fits your employer brand and company culture.
Do employee testimonials really make a difference?
Absolutely. People trust people. Testimonials make your culture relatable and help candidates picture themselves on your team.
What’s the most common mistake companies make on their careers page?
Treating the page like a job board. Your careers page should tell your employer brand story—who you are, what you value, and how people grow with you.
How do we know if our careers page is working?
Watch the data. Track page engagement, click rates, and application completions. Look for drop-offs and test improvements. If the right people aren’t applying—or aren’t staying—it’s time to adjust your message.
Stop scrambling. Start strategizing.
Download the Revel 2025 Workforce Planning Playbook and get ahead of the hiring game for good.
