In today's competitive business world, being visible and creating a strong brand perception is crucial. One of the most important methods for this is through companies' career pages, which serve as the first point of contact for individuals interested in your company, whether they are actively job searching or not. It's an area where you convey your company culture, values, what it's like to work there, the events, social activities, office environment, and what individuals will contribute by working with you in the most accurate and appealing way.

What Makes Career Pages Attractive to Candidates! Your content and page should not consist of copy-pasted, cliché phrases. Because candidates now are very familiar with that language and those expressions. To attract the best talent to your company, you need to personalize your career page, job listings, and story to excite candidates. Employer branding is built on differentiation, and this page is one of the best places to showcase it. You need to show why you are different from competitors, what you offer to candidates, and reasons for them to choose you.

Even when preparing job postings, you shouldn't use standard templates; instead, produce tailored content for each department and position. Because what excites a marketer versus a developer is completely different. An engaging headline will increase clicks and interest in the job posting. Having success stories on the career page, real examples from within the company, promotions, and plenty of internal company videos will also provide a roadmap for the candidate. It's essential for the candidate to really get to know you before clicking the Apply button, especially for those who are not actively job hunting…

Career pages are usually structured around collecting resumes. However, this applies only to candidates actively seeking employment. But our goal is not only this; we should always aim to reach potential and good candidates. We should also gather emails from those who currently do not have updated resumes. Keeping them informed about current news and announcements will encourage them to share not only for themselves but also within their network.

All job postings should be published on the career page first. We see inconsistencies in many career pages in this regard. Some roles may be on the career page while others may be on different job portals. If people are following your career page, they should see the job postings here first. In fact, automatic notification emails about the roles they are interested in could also be sent.

Increasing the visibility of this page on social media is also important, not just through the career page itself. You can announce job openings and company-related information on platforms like LinkedIn, Twitter, Instagram, etc. This will further increase traffic to the page.

Another less common practice is collecting feedback. Getting feedback from those who visit your career page is always valuable. What kind of experience did they have, what would they like to see, was applying easy/difficult? These are valuable feedback for development and the next steps.

The Importance of the Career Page!

• Employer Brand: The foundation of employer branding is differentiation from competitors. The career page is the best tool to showcase these differences. It's where you best demonstrate what life is like at your company, what kind of experience they will have from day one to the last, what you will bring to each other, your goals, successes, and where your journey is headed.

• Talent Acquisition: What is your story, what do you want to convey? The career page is the best place to tell this story. Diverse and effective content, a great candidate experience will increase both job seekers and organic traffic. This way, you can attract more top-tier candidates.

• Cost Savings: A good career page will attract a lot of candidates and will ensure that our candidate pool is full, and most importantly, it will enable candidates to come to us without us going to them.

• Candidate Experience: A well-designed career page makes it easy for candidates to find open positions, get to know the company, and facilitate applications, providing a great candidate experience. This will increase our candidate pool and improve the overall hiring process.

When creating a career page, being attractive and visible are our most important criteria, but we must also reflect the truth. It can be an excellent career page, but if the same energy is not felt in the interview, it becomes meaningless. Therefore, it is important to reflect the reality, the company profile, culture, and energy.

And we must remember that the career page is also variable. Companies grow, their cultures change, visions and goals are renewed, and new value propositions emerge. We must always keep this page current and lively.