Stand out with an award-winningIf you want to attract more qualified job seekers and turn page views into applications, you’ve come to the right place.
Your careers page plays a bigger role than you might think. In today’s competitive talent market, building a careers page that actually converts isn’t just about aesthetics — it’s about strategy. From showcasing your company culture to improving job application conversion rates, a well-designed, search-optimized careers page can help you stand out, earn trust, and bring top talent to your door.
Your careers page might be costing you great talent
Job seekers aren’t just scanning for open roles — they’re evaluating your culture, your leadership, and whether your company walks the talk. And they’re doing it fast.
Most careers pages? They blur together. The same buzzwords. The same vague promises.
Statements like “We’re a fast-paced, collaborative team looking for rockstars” and “employees are our greatest asset” don’t cut it anymore.
Today’s candidates are sharper — and more skeptical — than ever. They’ve been ghosted, burned, and baited by culture claims that didn’t hold up past onboarding. They’re not here for fluff. They want to know what it’s actually like to work at your company.
If your careers page doesn’t offer that credible proof, they’ll bounce before your page even finishes loading.
Six tips for a careers page that increases qualified applicants
Here’s the good news: you don’t need to overhaul everything. You just need a smarter, more authentic approach to telling your story. So, let’s get into the ways you can create a careers page that inspires and converts.
1. Start with what employees say, not corporate speak
You’ve got about 8 seconds before they click away.
Use use it wisely. Instead of leading with generic values or a mission statement pulled from your annual report, show job seekers what it feels like to work at your company. Start with questions like:
- What makes your people stay?
- What sets your culture apart in a crowded talent market?
Your employees know these answers best, so ask them. Use real survey feedback to identify your company’s biggest strengths and then quote them. Their voices hit way harder than a self-promotional “we’re a supportive workplace.” One feels like marketing. The other is truth.
Pro tip: Comb through your employee engagement survey comments. There’s gold in those open-ended responses!
2. Use employee stories to bring your culture to life
A picture may be worth a thousand words. But a real employee story? Priceless.
Job seekers trust your employees more than they trust you (sorry). Spotlight real voices — on camera or in quotes. Use video snippets, Q&As, or even TikTok-style day-in-the-life reels.
Ask questions like:
- What surprised you most about working here?
- How have you grown since you joined?
- How does your team stay connected?
Don’t overproduce it. Use their words, not your script.
Pro tip: Look for enthusiastic internal storytellers across departments — not just your usual culture champions. Diversity of voice = diversity of appeal.
3. Feature credible employer recognition awards
This is a big one. Don’t just tell people you’re a great place to work. Prove it.
Third-party employer recognition – especially credible awards backed by feedback – validate your culture and give employees confidence to choose you. This is your trust fast-pass, so feature the badges front and center on your careers page.
Pro tip: Call out that Top Workplaces awards are based entirely on employee feedback. It’s a small detail that builds instant credibility. That trust will lead to clicks, applications, and your next great hire.
Learn more: 6 Reasons Employer Recognition Awards Matter
4. Prioritize user experience like a marketer would
Make it ridiculously easy to find jobs at your company.
You might have the world’s most inspiring culture, but if people can’t easily find and apply for your jobs, you’ll lose them.
Make your careers page super-simple to navigate:
- Put the job search bar “above the fold,” high on the page.
- Give users the option to filter by department, location, or remote/hybrid.
- Make your application mobile-friendly, fast, and frictionless.
- Include salary ranges and benefits — transparency is a trust booster.
Pro tip: Try applying to one of your jobs from your phone. If the process feels clunky or confusing, candidates will bail. Great culture means nothing if your application experience gets in the way.
5. Optimize for SEO and GEO (make Google send talent your way)
Yes, your careers page needs some love from AI and search engines.
Use keywords job seekers are actually searching for, such as:
- [Your Company] jobs
- Best jobs in [City], [State]
- The top workplaces for remote [Industry] jobs
- Best places to work in [Industry or City]
- Top employers in [Location]
Pro tip: Use culture keywords pulled directly from your employee survey like “flexibility,” “career growth,” and “remote work.” These will match up with what real candidates are Googling, especially Gen Z and Millennials.
6. Design your careers page with conversion in mind
Your careers page isn’t a brochure. It’s a funnel, so treat it like one:
Guide potential applicants toward action with the right calls to action (CTAs) and trust-building message.
Use high-converting CTAs that meet people where there are:
- “Explore Our Open Roles”
- “Fins a Job That Fits You”
- “Apply in Minutes”
- “Join Our Talent Network”
- “Get Job Alerts”
And for content driven by real employee voices, try these:
- “Why Our People Say They Stay”
- “Watch a Day in the Life”
- “Meet the People Behind the Culture”
Pro tip: Add a chatbot or FAQ section to answer “Should I apply?” questions on the spot.
Final take: your real, authentic culture wins
Today’s top talent is skeptical. Rightfully so.
Job seekers know fake culture speak when they see it. And they’re tired of seeing ping-pong tables being passed off as purpose.
To win them over, you need real, credible proof of your everyday culture:
- Proof from your people (real quotes, videos, stories.)
- Proof from the outside (credible awards like Top Workplaces.)
- Proof in the details (clear benefits, career paths, and values that show up in real life.)
When your careers page is built on authenticity, it does more than look good. It converts. It builds trust. And it makes your recruiting job way easier.
Now go! Start by auditing your careers page. Replace that stock photo. Capture real employee voices with a survey. Let your people do the talking and validate your culture with third-party employer recognition. Here are some great careers pages for inspiration!
Craft a careers page that actually converts
Begin with real employee feedback — and let Top Workplaces do the heavy lifting.
- Validate your culture with trusted third-party recognition.
- Replace generic messaging with authentic employee voices.
- Boost your brand’s visibility with features seen by millions.
- Unlock dozens of regional, national, industry, and culture awards with one simple survey.
There’s no cost to participate or win awards, so why wait? Get the ball rolling by nominating your company. With just some basic information and a few minutes, you’ll find out which awards your organization is qualified to win.
