A few years ago, I thought career sites were on their way out. Platforms like Indeed/Glassdoor and LinkedIn made it so easy for job seekers to find company information, job listings, employee reviews, and apply—all in one place. So, why bother maintaining your own career site, right? Nope. Surprise, surprise—career sites are still around. (BTW, I was also the one who thought it was preposterous that anyone needed a camera on their cell phone.)
If you’ve been following Brandemix 20 year journey you’ll know that I have been combing through our archives of employer branding and HR communications projects since Day 1. And when I look back at early career sites we built, they were pretty bare-bones—in fact we called them digital 4-page brochures. They were just some corporate fluff with a list of job openings.
But today’s career sites do far more than show a list of roles. The good ones serve as a living, breathing extension of a company’s culture, values, and overall employee experience. Candidates want to know who they’re working for—not just what the job description entails. They want to see how a company operates, what it believes in, and whether they’ll be supported in their careers.
It’s no longer good enough to have just a few generic paragraphs about “joining our team.” Successful career sites include multimedia like job profile videos, employee testimonials, and blogs. These elements help create an emotional connection with potential candidates—letting them see the company’s personality and what it’s really like to work there.
That means that for your career site to shine in a way that goes beyond listing job openings, it has to be a tool for telling your story and showcasing what makes your company unique. We call this employer branding. But with the rise of AI, it’s easier than ever to churn out generic content. So, how do you avoid that and create content that truly resonates with candidates? Hehe…
The Power of Employer Brand Research
Here’s where employer brand research comes into play. Before you even think about writing content for your career site, you need to understand what your employees love about your company and what candidates are really looking for. This isn’t just about pulling up some stats or looking at what’s trending in your industry. It’s about going directly to your team—through surveys, interviews, and informal conversations—and learning what they genuinely think about their employee experience.
Ask them what makes your workplace unique. What are the values that make them feel engaged? What does a good day feel like? What do they see as the company’s greatest strengths? You can even dive into external reviews on sites like Glassdoor to get a sense of how people outside the company perceive your culture and what to play up the good things, or address the criticisms. Once you have all this collected you’re ready to build your employer brand architecture and content around it.
Make it authentic and human. The goal isn’t to create something “salesy” but something that speaks directly to the type of candidates you want to attract. Share stories that reflect what your employees really love about working there, highlight the ways your company lives out its values every day, and focus on the aspects of your culture that make you stand out.
So, what’s next for career sites? Maybe we can expect to see a few key trends:
1. More Personalization
As companies gather data from candidates and employees, career sites will become more personalized. Imagine a site that not only showcases job openings but also tailors the content to the individual candidate’s interests or career goals. Maybe a potential hire sees content related to their role in the company, or they can quickly see employee testimonials that match their career aspirations.
2. Authenticity Over Perfection
With the rise of AI-generated content, there’s a real opportunity for companies to differentiate themselves by being real. People want to see the good and the bad, not just the shiny, polished corporate facade. Candidates appreciate transparency. Showcasing authentic stories about the ups and downs of your company’s culture will build stronger connections with future hires.
3. Employee Growth and Development
Candidates are increasingly looking for employers who prioritize career growth and learning. Career sites will need to highlight training programs, mentorship opportunities, and paths for progression. Show how you invest in your employees’ long-term success, and you’ll attract candidates who are eager to grow with your company.
4. Ongoing Engagement
Career sites are no longer just a destination for job seekers. They’ll become hubs for continuous engagement. Companies will use their sites to stay connected with candidates over time—whether that’s through email sign-ups for job alerts, content like webinars or employee Q&A sessions, or even talent communities where candidates can stay in the loop about company news and opportunities.
Is it time for a career site refresh?
If your company is still treating its career site like a digital brochure, it’s time to rethink that approach. Check your career site today and see if you have any of this generic messaging on it. If so call Brandemix today. During the month I’ll be explaining each of these pet peeves in greater detail so sign up for our newsletter or follow us on social.
🚨 Pet Peeve Alert: “People Are Our Most Important Asset.” 🚨
🚨 Pet Peeve Alert: “We’re Like a Family.” 🚨
🚨 Pet Peeve Alert: “Come Grow With Us.” 🚨
🚨 Pet Peeve Alert: “Make Your Next Move to _________.” 🚨
🚨 Pet Peeve Alert: “We’re Looking for Self-Starters Who Thrive in a Fast-Paced Environment.” 🚨
🚨 Pet Peeve Alert: “Where Innovation Happens.” 🚨
🚨 Pet Peeve Alert: “Endless Opportunities for Growth.” 🚨
🚨 Pet Peeve Alert: “Make an Impact from Day One.” 🚨
🚨 Pet Peeve Alert: “Exciting Challenges Await.” 🚨
🚨 Pet Peeve Alert: “Work That Matters.” 🚨
🚨 Pet Peeve Alert: “There’s No Telling How Far You Can Go.” 🚨
🚨 Pet Peeve Alert: “Explore the Possibilities.” 🚨
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
