About 75% of job seekers explore an employer's reputation prior to applying, highlighting the importance of career sites, which 39% view positively. LinkedIn impacts over 75% of those who recently changed jobs.
To boost your employer brand, design an engaging LinkedIn Career Page and a user-friendly careers page on your website. This guide presents how to create a career page and 3 steps to convert your touchpoints into valuable resources for attracting qualified talent.
What Is a Career Page?
A career page is a dedicated section on a company's website or LinkedIn that highlights job vacancies, company culture, mission, and benefits. That effectively showcases the employer brand and makes the application process feel engaging and rewarding.
Candidates actively assess employers by exploring culture videos, reading employee reviews, and comparing LinkedIn with Glassdoor ratings. A strong career page on both LinkedIn and your website effectively attracts mission-driven talent.
LinkedIn Career Page vs Website Career Page: What’s the Difference?
LinkedIn showcases your brand to passive talent, while serious candidates rely on your career page. Both need synergy.
How to Create a Career Page on LinkedIn in 3 Steps
LinkedIn features two layers: a free Company Page for all users and a premium Career Page add-on from LinkedIn Talent Solutions, which includes the Life tab and advanced branding options.
Here's how to set them up in 3 detailed steps:
Step 1: Create and Complete Your LinkedIn Company Page
If you don't have a Company Page yet, go to linkedin.com, click the Work icon in the top-right corner, and select Create a Company Page. Choose your page type based on your organization: small business, medium to large business, showcase page, or educational institution. Fill in every field:
- Company Name: exactly as it appears in your branding
- Custom LinkedIn URL: match it to your brand name (e.g., linkedin.com/company/yourcompany)
- Website, industry, company size, and type
- Tagline: one sharp sentence that captures your company's value to employees
Upload a high-resolution logo (300x300 px) and a cover image (1128x191 px) that represent your brand. Craft a strong About section with relevant keywords. Ensure all company specialties and locations are listed, along with your website link.
Step 2: Activate and Build Out Your Career Pages (Life Tab)
The Company Page has a Jobs tab for open roles. To unlock the Life tab for employer branding, you must purchase LinkedIn Career Pages through LinkedIn Recruiter or Job Slots.
Then, edit the Career Page settings. From there, you can build out your Life tab with:
- A custom hero banner or video that leads with culture.
- A "Why work here" narrative specific, not generic.
- Custom content modules for different teams, values, and benefits.
- Employee spotlight features real employees, real roles, real quotes.
- Awards and recognition badges (Great Place to Work, Best Employer certifications, etc.).
Different candidate segments can receive tailored content; engineers access one version while marketers view another. Most websites struggle with this level of personalization, often requiring extensive custom development to achieve it.
Step 3: Post Jobs Strategically and Activate Your Team
Posting jobs on LinkedIn is easy. Still, many companies miss valuable opportunities by not optimizing their listings. This lack of optimization can significantly affect their success in attracting the right talent.
When posting each role:
- Use job titles candidates search for, like "Growth Marketing Specialist," not internal terms.
- State a salary range upfront; transparency is crucial for candidates.
- State workplace type (remote, hybrid, on-site) at the very top, not buried on line 12.
- Use screening questions to filter fit before the first call, saving your team hours per role.
- Enable Easy Apply on roles where application volume matters more than filtering.
LinkedIn data reveals that employee-shared content generates about twice the click-through rate of brand posts. Companies with active employees are 58% more likely to attract top talent. Highlight team members in your Life tab.
How to Create a Career Page on Your Website in 3 Steps
Your career page is where serious candidates land after finding your job on LinkedIn or Google. It must effectively convert their interest into applications, proving you’re worth their time. Here's how to build a website career page that does:
Step 1: Set Up the Right Structure and URL
Use a clean subdirectory URL ; yourcompany.com/careers, rather than a subdomain like careers.yourcompany.com. Subdirectory URLs inherit your main domain's SEO authority, which means better Google rankings for your job listings and career content.
Structure the page to follow a natural candidate journey:
- Hero Section: Who you are and why someone should work here.
- Mission and Values: The "why" behind the company, in plain language.
- Culture Proof: Photos, videos, employee testimonials, real and specific.
- Benefits and Perks: Detailed, not vague. "Competitive salary" tells candidates nothing.
- Open Roles: Searchable, filterable, with salary ranges and workplace type visible.
- Application CTA: Prominent, mobile-friendly, and as frictionless as possible.
Place a prominent Call to Action above the fold, like "See Open Roles" or "Explore Careers," directing candidates to the jobs section instantly. Also, test your application on mobile, as over 70% of job seekers use it.
Step 2: Write Copy That Answers "Why Here?"
Candidates on your career page ask, "Why choose this company for my career?" Your copy must respond clearly by presenting your employee value proposition, emphasizing what distinguishes you from others in a direct manner.
- Weak: "We're a fast-paced, innovative company that values collaboration and excellence."
- Strong: "We're a 90-person team building infrastructure for climate tech. Engineers own their projects end-to-end, ship to production in the first two weeks, and never wait six months to see their impact."
Highlight key benefits like compensation transparency, career growth, remote work policies, and DEI details, as candidates prioritize these. Additionally, optimize job listings for search using schema markup and relevant titles for better visibility.
Step 3: Add Social Proof and Connect It to a Smart Hiring Workflow
Candidates often doubt company claims but trust employee opinions. Glassdoor research shows 86% of job seekers read reviews, while 71% feel a company's image improves with active review responses, bridging the credibility gap.
Add these trust signals to your career page:
- Authentic video testimonials from diverse employees outperform polished corporate presentations.
- Quotes addressing candidates' interests: growth, daily life, team culture, and work-life balance.
- Use real photos of your team and workspace; avoid stock images to maintain trust.
- Integrate Glassdoor or Comparably rating widgets for genuine third-party validation.
- DEI requires clear percentages, programs, and real initiatives. Vague statements don't attract today’s candidates.
- Awards and recognition serve as verified stamps of credibility from third parties.
Once your career page attracts serious applicants, AI tools like Skima AI efficiently evaluate resumes, ranking them against job requirements. This provides a prioritized shortlist quickly, enhancing your workflow and making recruitment manageable.
What to Include on a High-Converting Career Page?
Whether you're building for LinkedIn or your website, certain elements consistently separate high-performing career pages from forgettable ones. Here's your reference checklist:
The aim is not to include everything simultaneously. Instead, each section should justify its inclusion and help the candidate progress closer to submitting their application.
5 Common Mistakes to Avoid
A well-designed career page may still lose high-intent candidates if friction points exist. These 5 mistakes significantly affect both conversion rates and the quality of candidates:
Poor Career Page Visibility
Placing your careers page only in the footer or hidden in a dropdown adds unnecessary friction. Over 64% of candidates research your company before applying, so make it easily accessible.
Generic Employer Messaging
Candidates seek clarity on mission, values, team structure, pay philosophy, growth potential, and daily experiences. Vague, jargon-laden descriptions diminish trust and negatively impact conversion rates.
Poor Mobile Experience
Most job seekers use mobile devices to apply, but clunky forms result in fewer completed applications and take significantly longer. Long, unoptimized forms quickly drive away qualified candidates.
Outdated Career Content
Outdated job listings, old photos, and irrelevant campaigns signal to candidates that you’re not attentive. Many organizations fail to update roles and narratives, which directly damages their employer brand.
Inconsistent Brand Messaging
When your LinkedIn Career Page and website convey different messages, candidates doubt which is authentic. Consistent EVP, tone, and visuals on both platforms strengthen employer branding and enhance conversion rates.
Summary
Candidates desire a consumer-grade experience when evaluating employers. They investigate your reputation, values, and culture through various channels. Your careers page and LinkedIn presence often influence their decision to apply.
By developing a targeted LinkedIn Career Page and a compelling careers page on your website boosts reach and control. Moreover, integrating AI tools like Skima AI ensures consistent messaging and up-to-date content, attracting top candidates in a competitive market.
Frequently Asked Questions
1. How do I create a career page on LinkedIn?
To create a career page on LinkedIn, access your company Page as a super admin, ope
2. What should a career page include to attract candidates?
A high-performing career page should include a clear employer value proposition, company mission, employee testimonials, benefits, open roles, hiring process details, and a simple, mobile-friendly application experience.
3. How do I create a career page on my website?
Start with your employer brand message, structure the page around candidate needs, add searchable job listings, optimize for mobile, and integrate it with your ATS to streamline applications and candidate tracking.
4. Why is a career page important for recruitment?
A career page helps candidates evaluate your company before applying. It builds trust, improves employer branding, reduces drop-offs, and increases the chances of attracting qualified and better-fit candidates.
5. How can I optimize my career page for SEO?
Use keyword-rich job descriptions, structured data like JobPosting schema, fast-loading pages, clear navigation, and optimized metadata so search engines can index your roles and improve visibility in search results.
