Create a career site that attracts top talent: Tips and tricks

by | Glossary

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An appealing and informative career site is now more important than ever to attract the best talent in a highly competitive job market. Companies are competing for qualified applicants and therefore need to stand out from the competition in order to present their uniqueness. The career page acts as a business card and offers applicants detailed information about the company as well as an overview of vacancies. An authentic and serious appearance is important to avoid negative surprises for new employees. In addition, employees also use the careers website to speak to the outside world and provide insights into the company and potential colleagues. In our article, you will find tips and tricks on how to create a career site that not only attracts the attention of top talent, but also effectively communicates your company brand and values. From compelling job descriptions to highlighting employee references, we have everything you need to stand out from the crowd in a highly competitive job market.

Understanding the importance of a career page

A well-designed careers site is a great way to present yourself as an employer and attract talent. It offers potential applicants an insight into your culture, your working style and your values. It’s also a great way to strengthen your brand and improve your positioning on the job market. A careers site can also help to improve the quality and quantity of applications and reduce the cost of posting job vacancies.

Tip: To get the most out of your career site, you should consider the needs and expectations of your target group. Think about who your target group is and what they expect from an employer. Make sure your career site meets these expectations and provides a clear insight into your culture and values. A career site should also be user-friendly and make it easy for applicants to apply.

If you take these aspects into account and align your careers page with your target group, you can effectively address potential applicants and encourage them to apply to your company. A professionally designed career site that meets the needs of applicants

Elements of an effective career site

An effective career page should contain the following elements:

An overview of your culture and values

An overview of your culture and values is an important part of a career site. Potential applicants want to know what they can expect from your company and what values you represent as an employer. A clear explanation of your culture and values can also help to ensure that applicants who do not fit in with your company do not apply.

Information on working conditions and remuneration

Potential applicants want to know what they can expect from a job at your company. Include information about the job, working conditions, pay and benefits you offer on your careers page. If possible, also provide details of your career opportunities and promotion prospects.

Job descriptions

A clear and precise job description is an important part of a career site. Make sure your job descriptions include all the requirements and expectations of the job and that candidates know what is expected of them. Avoid keeping your job descriptions too general, as this can lead to applicants applying who are not qualified for the position.

Employee testimonials

Employee testimonials are a great way to convince potential applicants to apply to your company. Let your employees talk about their experiences at your company and give them the opportunity to share their opinions. Employee testimonials can also help to communicate your culture and values and strengthen your brand.

Tip: To gain the trust of potential applicants, you can also display pictures or videos of employees in action on your careers page. This gives applicants an even more authentic impression of the working environment and team spirit in your company.

It is important to note that the above elements are only an excerpt of what a comprehensive career site should offer. In addition to the points mentioned above, you can also add information about company history, successes, social responsibility and employee development. A well-designed careers site can help attract talented applicants and position your company as an attractive employer. Take the time to carefully design and regularly update your careers page to give potential applicants the best possible picture of your company.

How to present the corporate culture on the careers page

Company culture is an important part of a career site as it helps applicants get a better idea of what it’s like to work at your company. A positive and appealing presentation of your corporate culture can encourage potential applicants to apply for open positions. Here are some ways you can showcase your company culture on your careers page:

Pictures and videos

Images and videos can help to convey your corporate culture and working environment. Use high-quality images and short videos to give a visual impression of what it’s like to work at your company. Show scenes from your office, your team working together and your employees working on interesting projects. Authenticity is crucial here in order to gain the applicants’ trust.

Employee testimonials

Employee reports are also a good way of communicating your corporate culture. Let your employees talk about their experiences in your company and give them the opportunity to express their opinions. This can take the form of short quotations or longer stories. Applicants appreciate finding out first-hand how your employees experience the corporate culture.

Events and activities

On your career page, also mention events and activities that you organize to showcase your culture. This could be a regular happy hour, a closed meeting or a charity event. Such events show that you value team spirit, cooperation and the well-being of your employees. They can also help to strengthen the sense of community within the company.

Tip: Living diversity and inclusion
Diversity and inclusion are important components of a positive corporate culture. Make sure your careers page reflects the diversity of your team and the inclusive atmosphere in your company. Show pictures of employees from different backgrounds and emphasize your commitment to equal opportunities and a respectful working environment. This can encourage applicants to feel comfortable and welcome at your company.

In addition to the elements mentioned above, it is also advisable to clearly communicate your corporate values and philosophy. Use clear and engaging language to describe your mission, vision and values. Emphasize which qualities and skills are important to you and how these are anchored in your corporate culture.

By presenting your corporate culture authentically and convincingly on your careers page, you can attract applicants who share your values and fit in well with your team. Take the time to carefully design and regularly update this section of your careers site to ensure it reflects the best of your organization.

Tips for creating convincing job descriptions

A convincing job description is the key to attracting the right applicants. With a well-formulated and precise job description, you can arouse the interest of potential applicants and ensure that they understand the requirements and expectations of the position. Below you will find some tips to help you write convincing job descriptions:

Precise and clear

Job descriptions should be precise and clearly formulated to avoid misunderstandings. Avoid general terms that could confuse applicants. Instead, use specific and well-defined terms to accurately describe the role and tasks. Precision is important to give applicants a clear idea of what is expected of them.

Friendly tone

A friendly and inviting tone in your job descriptions can make applicants feel welcome in your company. Use language that is appealing and easy to understand. Avoid overly technical terms or jargon that could put applicants off. Make sure that the job description is informative and understandable.

List requirements and expectations

A clear and comprehensive list of job requirements and expectations is crucial to attract qualified applicants. List all required qualifications, skills and experience relevant to the position. Be specific and avoid vague formulations. This allows applicants to quickly see whether they meet the requirements. At the same time, you filter out applicants who do not meet the requirements.

Tip: Emphasize development opportunities
In addition to the requirements and expectations, you can also talk to potential applicants about development opportunities for the future. Draw attention to further training opportunities, internal training courses or promotion prospects within the company. This shows applicants that your company values their professional development and offers them long-term prospects.

Create a positive employer branding

A meaningful job description not only serves to attract the right applicants, but also to strengthen your employer brand. Use the job description to communicate your corporate culture, your values and the special features of your company. Show why your company is an attractive employer and what benefits applicants can expect from working for you.

By following these tips and wording your job descriptions carefully, you can attract the interest of qualified applicants and ensure you attract the right talent to your company.

The importance of optimizing career sites for mobile devices

In today’s digital world, more and more people are searching for job vacancies on their mobile devices. It is therefore important that your career page is optimized for mobile devices in order to reach potential applicants. Below you will find some tips on how to ensure that your career site works optimally on mobile devices:

Use a responsive design.

A responsive design is an absolute must for a mobile-optimized career site. It ensures that the site automatically adapts to different screen sizes and looks good on smartphones and tablets. Make sure that all elements of the page, including text, images and forms, are displayed correctly and attractively.

Simplify navigation

Clear and user-friendly navigation is particularly important on mobile devices. Simplify the menu structure and ensure that important information is easily accessible. Avoid too many submenus or nested pages so as not to impair user-friendliness. Clear and intuitive navigation makes it easier for applicants to find the relevant information.

Use clear fonts and colors

Readability is a decisive factor on mobile devices. Use clear, appropriately sized fonts to ensure that the text is easy to read without the user having to zoom in or scroll horizontally. Also choose high-contrast colors for text and background to ensure good readability. A pleasant and eye-friendly color scheme contributes to a positive user experience.

Use clear call-to-actions.

The application process on your mobile career site should be simple and intuitive. Use clear call-to-actions to show applicants how they can apply. Place eye-catching and clearly visible buttons or links that users can use to apply directly via their mobile device. A simple and fast application process increases the likelihood that qualified candidates will be interested in your vacancies.

Tip: Test your careers page on different devices
Before you publish your mobile-optimized careers page, it is advisable to test it on different mobile devices. Check the loading speed of the page, the responsive design and the general user-friendliness on various smartphones and tablets. Regular testing ensures that your careers site works perfectly on various mobile devices and that all important information is clearly visible and easily accessible.

By optimizing your career site for mobile devices, you can ensure that you reach potential applicants who are conducting their job search on the go. A user-friendly and engaging mobile experience will increase interest in your vacancies and increase the likelihood of qualified candidates applying to you.

Use of social media to advertise job vacancies

Social media is a great way to advertise your vacancies and make your careers page accessible to a wide audience. Below are some tips on how you can use social media effectively to advertise your vacancies:

Use relevant hashtags

Hashtags are a powerful tool to spread your job offers in a targeted manner. Use relevant hashtags that are related to your job offers, your industry or your company. This ensures that your vacancies are seen by the right people who might be interested in the position. Also research popular hashtags in your industry and use them to increase your reach.

Share employee testimonials

Employee testimonials are a good way to convince potential applicants of your company. Let your employees talk about their experiences, challenges and successes in your company. Share these testimonials on your social media platforms to communicate your culture and values. Authentic stories from employees can strengthen the trust of potential applicants and arouse their interest in working with you.

Use visual content

Visual content such as images and videos are extremely effective on social media for attracting attention and highlighting your vacancies. Create appealing visual content that represents your job offers and the working environment. Pictures of your office, your employees in action or your company events can arouse the interest of applicants. Videos are a great way to showcase your work, your culture and the people behind your company.

Tip: Use targeted ads on social media
To present your job vacancies to a wider audience, you can place targeted ads on social media platforms. Use the extensive targeting options offered by social media platforms to present your ads to the exact people who match your ideal applicant profile. Targeted advertisements can increase the visibility of your vacancies and attract qualified applicants who would not reach your careers page in any other way.

Measuring the success of your career site

To measure the success of your career site and ensure it is effectively attracting candidates, it is important to track relevant metrics. Below are some metrics that you should consider when measuring the success of your career site:

Number of applications

The number of applications received is an important indicator of how well your career site appeals to applicants. Regularly monitor the number of incoming applications. An increase in applications could indicate that your career site is successfully attracting applicants. However, also pay attention to the quality of the applications to ensure that you reach the right candidates.

Quality of applicants

The quality of applicants is a decisive factor for the success of your career site. Check whether the candidates applying via your career site have the required qualifications and skills. A good quality of applicants shows that your career site is attracting the right talent. If you find that the quality of applicants is not meeting your expectations, you may need to review and optimize your recruitment strategy or career site.

Application rate

The application rate indicates how many visitors to your careers page actually apply. A low application rate may indicate that there are obstacles or barriers preventing applicants from applying. Monitor the application rate continuously and analyze possible reasons for a low application rate. You can increase the application rate by optimizing and adapting your career page.

Important tip: Use A/B tests
To continuously improve the success of your career site, you can carry out A/B tests. Test different elements of your career page such as call-to-actions, headlines, images or form designs to find out which variant achieves the best results. With the help of A/B tests, you can make informed decisions and optimize your career site to increase the number and quality of applications.

Time spent on the page

The time spent on your careers page provides information on how long visitors stay on your page and engage with the content. A longer dwell time indicates that your careers page is interesting and engaging, so visitors will spend more time reading information about your company and the jobs on offer. A high dwell time can also indicate that your career site meets the expectations of visitors and provides them with relevant information.

To measure the time spent on your career site, you can use tools such as Google Analytics. These allow you to record and analyze the average length of stay of visitors. If the dwell time on your careers page is low, this could indicate that your content is not engaging enough or that the navigation on the page can be improved. By optimizing content, adding visual elements or improving the user experience, you can increase dwell time and boost visitor interest.

The time spent on your careers page is a good indicator of how well you can attract the attention and interest of potential applicants. By keeping an eye on this metric and making improvements, you can further increase the effectiveness of your careers site and attract qualified candidates.

Best practices for maintaining and updating your career page

It is important to regularly update and maintain your careers page to ensure it is effective. Below are some best practices for maintaining and updating your career site:

Update vacancies regularly

Update your vacancies regularly to ensure that they are up to date. Delete old vacancies and add new ones so that your careers page is always up to date. Potential applicants are looking for current vacancies and it can be frustrating to come across outdated or already filled vacancies. By updating your vacancies regularly, you keep applicants informed and ensure that they find relevant vacancies.

Update your employee testimonials

Regularly update your employee references to ensure they are current and relevant. Publish new testimonials regularly to motivate potential applicants. Employee testimonials are an effective way of presenting your corporate culture and gaining the trust of applicants. By sharing current experiences and stories of your employees, you convey the impression of a dynamic and committed working environment. It is important that the testimonials are up-to-date to maintain the credibility of your career site.

Improving user-friendliness

Also improve the usability of your careers site by making sure it is user-friendly and has clear navigation. A well-structured and easy-to-navigate career site allows applicants to browse smoothly. Make sure the most important information is easy to find, use clear headings and paragraphs and use visual elements to improve readability. Optimize your careers page for mobile devices too, as more and more applicants are searching for jobs on their smartphones.

Tip: Carry out regular usability tests to check the user-friendliness of your career site. Ask friends, colleagues or external users to test your site and give you feedback. This gives you valuable insights and allows you to make targeted improvements to ensure your careers site offers a seamless and engaging experience.

Advantages of a career website

A career site offers a company various Advantages compared to your own homepage.

  1. Companies can provide applicants with targeted information about their company.
  2. Cost-effective employer branding, both internally and externally.
  3. Applicants who do not fit in with the corporate culture can be filtered out in advance.
  4. Optimization and standardized process for personnel recruitment.
  5. Complementing the employer branding and personnel marketing strategy.

The implementation of a career site can be carried out by your own IT be developed. The problem here is that the company’s own IT staff usually have very little have experience in the field of human resources and are familiar with the associated Information that should be present on a career page.

Probably the easiest way is to hire an agency that has the necessary experience and know-how. Click here for more information.


A well-designed careers site can make all the difference when it comes to attracting the best talent to your company. With precise and clear job descriptions, a friendly tone and transparent communication of requirements and expectations, you can appeal to applicants and attract qualified candidates.

It is also important to optimize your career page for mobile devices. A responsive design, clear fonts and colors, and clear calls to action ensure that your job listings are easy to read on different devices and provide a smooth experience for applicants.

Using social media to advertise job vacancies is another effective way of reaching potential applicants. By using relevant hashtags, sharing employee testimonials and using visual content, you can showcase your careers page on various platforms and strengthen your employer brand.

To measure the success of your careers site, you should track metrics such as the number of applications, the quality of applications, the application rate and the time spent on the site. You can use this data to evaluate the effectiveness of your career site and make any necessary adjustments.

Finally, it is important to regularly update and maintain your career page. By regularly updating job vacancies and employee testimonials, you remain relevant and attractive to potential applicants. Improvements to the user-friendliness of your career site make it pleasant and easy to use.

Remember that your careers page is an important part of your employer branding strategy. By applying these best practices, you can ensure that your careers site achieves the results you want and helps you attract the best talent to your organization. Maintain your career site continuously to keep up with the changing demands of the job market and maximize your chances of successful recruitment.

Recruiting book recommendations

A good recruiting strategy is crucial for the success of any company. No two strategies are alike. Depending on the company, industry, geography and demographics, it is important to develop a customized recruiting strategy that takes all of the above factors into account. I have selected a few books for you that will help you to develop and implement a good strategy.

Find, train & manage employees

Employer branding, leadership & social recruiting with Linkedin & Facebook – for entrepreneurs & the self-employed.

The book is aimed at entrepreneurs and service providers who are looking for the right personnel and want to be perceived as an attractive employer. The book provides you with many step-by-step instructions on how to attract and retain new employees in a plannable way. You will find many easy-to-implement strategies for attracting new employees on platforms such as Meta and LinkedIn. Use social media to be perceived as an attractive employer.

Social Media Recruiting Handbook

Expert know-how – practical tips – legal information.

Experienced experts show how to successfully use the most important social media channels for recruitment. The authors reveal the secrets of their success and show how you can find more and better qualified applicants with social recruiting. You will also find out what opportunities there are for your company with “Employer Branding” in order to be one step ahead of your competitors in the “War for Talents”. Legal information, practical examples, interviews and guidelines as well as a systematic structure offer you a practical decision-making aid for your daily work.

Playbook Recruiting

Winning employees with successful moves.

This playbook guides you through the recruiting process in a practical but theoretically sound way. It offers implementation options in all the phases described, gives concrete ideas for application, points out pitfalls and stumbling blocks and provides inspiration for your own experiments. The book offers tips & tricks with suitable “recruiting moves”. The content can be easily adapted to the respective situation in daily recruiting practice and implemented immediately.


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