Your careers website is often described as the shop window of your employer brand, the digital space where candidates gain a first impression of your company culture. However, from a talent attraction perspective, it’s much more than just a showcase of values and perks. In reality, your careers website is frequently the last opportunity to persuade high-quality candidates to choose you as their next employer.
Wiser’s Head of Product, Jade, shares her advice on what it takes to create a site that not only reflects your employer brand but also converts top talent in 2025.
Your website should be built around the candidate journey, serving as a strategic engagement tool.
If you’re considering a website revamp in 2025 or looking to elevate your your existing platform, the first step is to understand how candidates are interacting with your current site. Start by conducting persona-led research and mapping the journeys of different types of talent. Not all candidates will arrive at your website through the same channels or with the same intentions.
For example, a candidate landing on your site from LinkedIn may have already engaged with a specific job description and is therefore likely to head straight to that job’s landing page. On the other hand, a candidate discovering your brand through Instagram might be drawn to a life page, employee stories, or the “About Us” section.
Tailoring your careers website to these diverse candidate journeys requires a strategic approach to personalisation — it’s about presenting relevant content in the right place, at the right time.
This might mean showcasing team culture videos or success stories on your homepage for candidates exploring your brand while offering a detailed benefits overview or employee testimonials on job description pages for those closer to applying.
The key is to ensure that every piece of content resonates with where the candidate is in their decision-making process.
One area often overlooked is the importance of relevancy. While creating visually appealing pages may capture initial attention, it’s the relevancy of your content that drives conversions. Candidates are searching for information that answers their specific questions: What does the role involve? How will I grow within this organisation? Does this company align with my values?
Irrelevant or generic content not only frustrates candidates but can also lead to them abandoning your site entirely. Tailored content that speaks directly to them fosters trust, boosts engagement, and increases the likelihood of conversion.
Your careers website isn’t just a platform for talent attraction — it’s the gateway to building meaningful connections with your future workforce. By aligning your content strategy with the candidate journey, it’s reflective of your culture and will set your employer brand apart and position your company as the employer of choice.
