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Mark

Mark has over 20 years’ experience working with clients on how their brand, technology and the web can help them attract, engage and retain the best talent. And he is still going strong. He's worked with some high-profile brands, delivered some award-winning projects, met some great people and had a lot of fun along the way. Oh, and he has a dog. Ted. He’s always on LinkedIn. He’s probably more recognisable than Mark is.

May 30
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Building a business case for a new careers website

By Careers websites

Thinking about building a new careers website? Or upgrading the one you’ve already got? Smart move. But now comes the tricky part – convincing the people in charge of the purse strings that it’s actually worth the investment. You know it’ll make a difference, but maybe they need a little more than your gut instinct to give it the green light. That’s where this blog comes in. We’ve laid out exactly why having a dedicated, well-built, candidate-friendly careers site isn’t just a “nice to have”. It can be a game-changer. And we’ve backed it all up with solid stats to help you build a proper business case. Let’s dive in.

What a careers website isn’t

Let’s get this out the way first. A “careers page” tacked onto your main website with a few job listings and a blurry photo of last year’s Christmas party is NOT a careers website. It won’t cut through the noise. It won’t excite top talent. And in today’s competitive job market, it definitely won’t convince someone to hit “apply.” So, if you’ve been told “we already have a careers page,” this is your chance to explain why that’s not enough.

What a careers website is

A real careers website is your employer brand’s home. It’s where you get to tell your story, your values, your culture, the kind of work you do, and why someone would want to be part of it. It’s where candidates get that all-important first impression. Done right, it’s packed with real voices from your people, helpful tips, maybe a blog, maybe a video (we’ve made a few for Deichmann), and a clearly mapped out journey from interest to application. It’s engaging, informative, and built around what candidates actually care about. And in a world where more recruitment happens online than in-office? This is your digital handshake.

Because not everyone knows who you are (yet)

If you’re not a household name, you need to work harder to grab attention. A great careers site helps you do just that. Think of it as your online pitch to potential candidates who stumble across your job ad or Google your company. If what they see is dull, clunky, or barely there, they’ll move on. In fact, 86% of job seekers research company reviews and ratings before applying. And 75% consider your employer brand before even thinking about clicking “apply.” (starred.com) A careers site gives you control over that first impression and a chance to make it a good one.

You’ll build a talent pool (and keep people interested)

Not every great candidate will find the perfect role the first time they visit. But if your site gives them the option to register their interest, sign up for job alerts, or read more about life at your company, you’ve got a chance to keep them warm. That way, when the right role does come up, you’re not starting from scratch. Instead, you’ve already got engaged, informed candidates who want to work with you. And an added bonus is you can segment this pool and send them tailored content they’ll actually want to read.

You’ll deliver a way better candidate experience

Let’s talk about candidate experience. It really matters. 60% of job seekers quit partway through online applications if the process is too long or confusing. (onrec.com) That’s a huge amount of missed opportunities. A well-designed careers website streamlines things. It helps people find what they need, understand the role, and feel confident enough to apply. All without jumping through hoops or creating accounts they’ll never use again. It’s smooth. It’s clear. And it leaves a great impression, even if someone doesn’t land the job.

You can link it with your ATS (and make things seamless)

Already using an ATS (Applicant Tracking System)? Great. A careers website can pull your job data straight from it and make it look… well, a whole lot nicer. When we built a new site for The Telegraph, we integrated their ATS (Workable) directly into the site. That meant candidates didn’t have to hop between systems or get confused by inconsistent branding. The experience was seamless from start to finish and it showed in the results. An integrated system keeps candidates engaged and helps reduce that pesky drop-off during the application stage.

You’ll get insights and data to make better decisions

Another big plus? With a proper careers site, you get access to all kinds of data. Thanks, Google Analytics! You can track where candidates came from (job ads, LinkedIn, social, etc.), what content they engaged with, how long they stayed, and whether they actually applied. That gives you clear, actionable insight into what’s working and what’s not so you can focus your recruitment budget in all the right places. It turns guesswork into strategy.

You’ll actually get more applications (seriously)

We don’t just build careers sites because we like how they look (though they do look good). We build them because they work. When we launched the new site for NFU Mutual, it saw a 36% increase in completed applications and a 148% boost in visitors. That’s the power of better UX, clearer content, and a site that actually speaks to what candidates care about.

In short, people want more than a job.

Jobseekers today are looking for more than just a role. They want to know who they’re working for. A careers website gives them the window into your world they need. It’s your chance to show off your culture, values, and team. It helps position you as an employer of choice and gives people plenty of reasons to choose you over someone else. In fact, 81% of job seekers expect a dedicated careers website. And 89% say it’s a key source of information when considering a job.

If you’re trying to build a business case for a new careers website, you’ve got the stats, the strategy, and the why. It helps you attract better people, boost your employer brand, reduce drop-off, build talent pipelines, and gather insights to improve over time. Oh, and did we mention you’ll likely get more completed applications? At That Little Agency, we’ve built award-winning careers sites for names like Clarks, Met Office, Volkswagen Group UK, Berenberg, JLR, Miele X and the Telegraph Media Group. And we’d love to help you too.

Need help making your case?

We’ve even developed a free careers website audit to benchmark how your current site stacks up. It’s packed with useful, actionable feedback that can strengthen your pitch for a new build. Interested? You can find out more here. Or just fancy a chat? Drop us a line. Some of our best work starts with a biscuit and a Zoom call.

May 30
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Building a business case for employer branding

By Employer branding

Employer Branding sounds like one of those things only big, shiny companies with massive HR teams worry about. But in reality? It matters to every business that wants to attract great people, keep them around, and make work feel… well, like a good place to be. Whether you’re a start-up or a seasoned name in your industry, your employer brand is already out there. It’s in your job ads, your Glassdoor reviews, your interview processes. It’s even in what your people say about you at the pub. So, this blog is here to help you make the case for why investing in your employer brand (on purpose, not by accident) is one of the smartest moves you can make. We’ll keep it simple.

People want more than a job. They want a reason

Gone are the days when a decent salary and a desk were enough. Today’s candidates want to feel something about where they work. Purpose. Progress. Personality. They want to know what you stand for and whether it matches what matters to them. The numbers back it up. 92% of people would consider leaving their current job for one with a better reputation. (smartdreamers.com) And 76% are more likely to stay with a company that has a strong employer brand. So, if you’re not showing up with a clear, compelling story about why your workplace is worth joining, the chances are your competitors are.

You already have the story. You just need to tell it well

Good news – you don’t have to invent some glossy, made-up narrative. Your employer brand isn’t a pitch. It’s a reflection of what already makes your company great (or different, or quirky, or cool). Is it the people? The energy? The way you laugh through the tough times? Whatever makes your culture tick, that’s your superpower. The key is to tell that story clearly, consistently, and stick it where the right people can see it. It’s not about perfection. It’s about being honest, interesting, and you.

It makes hiring easier, faster, and cheaper

Here’s the really good bit: when people like what they see about your company, they’re way more likely to apply. And if your brand is strong, they’re more likely to be a good fit and say yes when the offer comes in. That means fewer wasted interviews, shorter time-to-hire, and less pressure on your team. In fact, companies with strong employer brands cut their cost-per-hire by 43%. (tmpw.co.uk) That’s going to make a big difference to that all important bottom line. Plus, when your reputation is doing some of the heavy lifting, you don’t have to work as hard (or pay as much) to stand out in the crowd.

First impressions last. Make them count

The candidate experience isn’t just about efficiency. It’s your first chance to show people what you’re like to work with. Every email, every phone call, every delay or no-show interview sends a message. And here’s the thing: 55% of job seekers ditch applications after reading a bad review (inc.com) and 78% see the application process as a reflection of how a company treats its people. (impress.ai) So there’s no doubt about it. It matters. Even if someone doesn’t get the job, they should walk away thinking, “Hey, I’d still recommend that place.”

It keeps your best people around

Hiring’s only half the job. The other half? Keeping your people happy, engaged and (most importantly) not on LinkedIn job alerts every week. A solid employer brand helps you deliver on your promises. When your culture, values, and day-to-day experience actually match up, people notice. And they stick around. Companies with strong employer brands see 40% less turnover. That means fewer exit interviews and way less time spent wondering why your best people are disappearing.

It strengthens your entire brand

Your employer brand doesn’t just sit in the HR corner. It touches everything. When people love where they work, they talk about it. They post. They share. They attract others. And it’s not just warm fuzzies. The employee voice is three times more credible than the CEO’s (qualtrics.com) when it comes to talking about life at a company. That kind of advocacy? You really can’t buy it. And when potential customers or partners see a company full of happy, engaged people, it builds trust. Your reputation grows in all the right ways.

In short

You’re already being judged as an employer every day. The only question is whether you’re actively shaping that reputation or letting it take on a life of its own. A strong employer brand helps you hire better, retain longer, save money, and boost your reputation. And best of all? It doesn’t have to cost the earth. Sometimes it just starts with being more honest, more human, and more intentional about how you show up. So, if you’ve been waiting for a reason to invest in your employer brand, this is it. Because in a world full of noise, people don’t just want a job. They want to feel like they belong. The question is: are you giving them a reason to?

Need a little help?

If you’d like some help, support or even a little chat around defining your employer value proposition, developing your employer brand or any aspect of your talent attraction strategy just drop us a line. After all, much of our best work has started with a cup of tea and a biscuit.

May 28
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That Little Agency - Employer Branding - Careers Websites - Content Marketing - Changing Your EVP

Question, Mark. How often should we change our EVP?

By Employer branding

It’s a question I get asked all the time: “How often should we update our EVP?” And honestly, it’s a fair one. With the fast pace of change these days, and all the noise around employer branding, it can feel like you need to refresh your EVP every time something shifts in the business. But before rushing to rewrite, let’s take a step back.

Think of your EVP – your Employee Value Proposition – as something alive and evolving. It’s not a one-off project you tick off the to-do list. If your organisation hasn’t changed much, there’s usually no need for a complete reset.

When is it time to rethink your Employee Value Proposition (EVP)?

There are definitely moments that call for a proper review. Big shifts, like a merger, acquisition, major growth or downsizing, are good reasons to step back and ask: “Does our current EVP still reflect who we are now?” Because let’s face it, your company might not be the same place people joined a year or two ago. The culture, the work, the experience – it’s probably evolved. And your EVP should reflect that.

It’s about being honest and accurate. If the business has genuinely changed, your messaging to both current and future employees needs to catch up. People notice when it doesn’t.

But not every change means a new EVP

A new Head of Talent Acquisition? A competitor winning some awards? A few comments that the EVP “feels a bit tired”? These aren’t bad prompts to check in on your messaging, but they don’t mean you need to tear everything up and start again.

Unless the employee experience has genuinely shifted, your EVP likely still holds water. If your organisation hasn’t changed much, forcing a new EVP can actually dilute your message and confuse your people.

It’s not all or nothing

It doesn’t have to be a big yes-or-no decision. Instead of thinking in black and white, think of your EVP as something you tune, like tweaking an engine to keep it running at its best. Small, thoughtful updates based on feedback from new joiners, exit interviews, engagement data, and day-to-day observations can keep your EVP aligned and relevant. It’s about refinement, not reinvention.

The problem with changing too often

Here’s something to consider: if you’re refreshing your EVP every three or four years without any significant business changes behind it, you could be sending mixed signals. What are you saying to people? That last year’s message doesn’t apply anymore? That this year’s pitch is completely different?

That kind of flip-flopping can lead people to question whether your EVP was ever real in the first place. If they don’t see real change in the organisation, but they keep hearing a new story, it starts to feel like marketing fluff, and trust begins to slip.

So how do you know when a change is needed?

Good news: you don’t have to rely on guesswork. There are plenty of indicators you can track to figure out whether your EVP still hits the mark. If you’re not already measuring some of these, it might be time to start:

  • How many hires are coming from key competitors?
  • How are those teams performing after those hires?
  • What’s engagement like after three months for new joiners?
  • How many new hires are even aware of your EVP?
  • Are candidates being lost to counteroffers?
  • What percentage of new joiners turn into top performers?
  • How long are they staying?
  • Are they willing to share their stories?

These insights can paint a clear picture. If things are heading in the wrong direction, make some targeted adjustments to your EVP. But if the numbers are holding up well, that’s a good sign it’s still working.

In short

So, when should you change your EVP? Only when your organisation has gone through a meaningful shift. Otherwise, keep an eye on it, listen to what the data’s telling you, and make the occasional tweak to stay sharp and relevant. Your EVP doesn’t need constant reinvention, but it does need regular care and attention.

Need a little help?

We hope you’ve found this article helpful. If you need help, support, or just a chat about your employer brand or talent strategy, please don’t hesitate to contact us. Between you and me, much of our best work has started with a cup of tea, a chocolate Hobnob and a video call.

Apr 27
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Persuasion versus promotion: The power of employer branding

By Employer branding

That Little Agency - Employer Branding - Careers Websites - Content Marketing - Persuasion Blog Hero Image

Is employer branding misunderstood? I frequently encounter this question, and those who ask it can be forgiven for assuming the answer is ‘yes’. Too often, how companies present themselves to current and prospective employees feels unimaginative or formulaic. There seems to be a lack of appreciation for what strong employer branding can achieve. Somewhere along the way, many organisations have confused its purpose. Employer branding is less about promotion and more about persuasion.

Consider the difference between these two approaches. Promotion is broadcasting a message: job postings, benefit summaries, and corporate slogans. A careers page that simply says, “We’re hiring – apply now.” The office tour video that focuses on the free snacks or the social posts listing your awards, rewards and perks. Promotion is all about visibility. But its impact often stops there. It tells but doesn’t connect.

Persuasion, by contrast, is about storytelling, articulating culture, and building an emotional connection. It’s about showing – not telling – people why your organisation is a great place to work. It’s about crafting an authentic narrative that resonates with individuals, whether they’re candidates, colleagues, or ex-employees. Great employer brands use persuasion to build trust, foster loyalty, and spark genuine excitement. They invite people into something bigger: a shared purpose, an inclusive organisation and a culture worth being part of.

This means a slight shift in mindset for our friends working in talent acquisition. To move away from sourcing candidates, generating applications and creating shortlists, and towards persuading the right people to believe in, invest in, and champion your culture. And that includes those people who already work for you. If we capture the hearts and minds of people, their bodies and talent will quickly follow.

In short

Next time you review your employer branding efforts, ask yourself: how much of it leans on promotion versus persuasion? And consider how to tip the balance decisively toward the latter.

Need a little help?

We hope you’ve found this article helpful. If you want help, support or even just a chat about this or any aspect of your employer brand or talent strategy, then drop us a line. Between you and I, much of our best work has started with a cup of tea, chocolate Hobnob and a video call.

Apr 26
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What is Search Engine Optimisation (SEO)?

By Careers websites

One of the most common questions we’re asked when developing a careers website is: “Can you make sure it’s optimised for Google?” It’s a smart – and important – question, but not always a clear one. The short answer is yes: we’ll ensure your site is fully set up for indexing across all major search engines – not just Google, but also Bing, Yahoo UK, DuckDuckGo. That’s just a standard part of our process. But true optimisation is about more than ticking technical boxes. We need to understand: What exactly should your site be optimised for? Is it a specific job? A department? A key element of your employer brand? Maybe all three? Once we know, we can build an SEO strategy aligned to your goals.

Before we dive deeper, let’s step back and cover the fundamentals of Search Engine Optimisation (SEO) – and how search engines really work.

Back to basics

SEO is both an art and a science. At its core, it’s the process of enhancing a website’s visibility in search engine results for relevant queries. Effective SEO spans a wide range of efforts – from technical improvements to content strategy – all aimed at matching user intent and delivering a strong user experience.

How search engines work

Search engines like Google follow three key steps:

  • Crawling: Bots scan the internet, collecting information from millions of web pages.
  • Indexing: This information is stored and organised within a massive database.
  • Ranking: When a user searches, algorithms select and order the most relevant pages to display.

For instance, a search for “Employer Brand Agency” prompts Google to sort through its index and display the results it deems most relevant to the user’s query and intent.

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Organic traffic vs paid search

SEO primarily focuses on generating organic traffic – visitors who find your website through unpaid search listings. However, on most search results pages, you’ll also see paid advertisements – often listed at the top.

A few important distinctions:

  • Search Engine Marketing (SEM): Encompasses both paid and organic strategies to appear in search results.
  • Search Engine Optimisation (SEO): Specifically focuses on improving unpaid, organic visibility.
  • Search Engine Advertising (SEA): Refers to paid ads targeted to specific keywords.
  • Pay-Per-Click (PPC): A model where advertisers pay each time a user clicks on an advert.

Both SEO and PPC have their place. While PPC delivers immediate results (at a cost), SEO builds sustainable visibility over time. Ideally, a balanced approach incorporates both.

Why SEO matters

Companies invest significantly in SEO for a reason: it drives high-quality, sustainable results. To illustrate, Google processed approximately 8.3 billion searches daily in 2024 – a number that continues to grow exponentially. If you have a website, appearing in relevant search results is essential.

SEO captures real intent

Unlike social media, where brand messages compete for attention, search is intent-driven. Users are actively seeking information, solutions, or opportunities – and SEO connects you directly with that demand. This makes SEO a powerful inbound strategy: users come to you, already primed to engage.

SEO creates competitive advantage

Creating a website and leaving it at that simply won’t cut it. With new websites popping up left and right, getting noticed is becoming increasingly complex. But SEO can help your employer branding by:

  • Enhancing visibility
  • Building authority and credibility
  • Increasing engagement
  • Driving qualified traffic
  • Strengthening employer brand loyalty

The three fundamentals of search engine optimisation

SEO is all about optimising your website to increase your online visibility. But what do we mean by that? What exactly should you be optimising? Well, there’s a lot you can do, and it can be divided up into three main areas.

Technical optimisation

Technical SEO ensures your website functions properly for both users and search engines. Key focus areas include:

  • Fast page loading times
  • Crawlability (making the right pages accessible to search engines)
  • Eliminating dead links
  • Website security (SSL certification)
  • Implementing structured data

A fast, secure, well-structured site not only improves rankings but also provides a superior user experience – a key priority for search engines.

On-page optimisation

On-page SEO focuses on optimising the elements within your website itself. This includes:

  • Creating high-quality, relevant content
  • Smart keyword integration
  • Demonstrating Experience, Expertise, Authority and Trustworthiness
  • Building clear site structures and internal linking strategies
  • Crafting effective URLs, meta titles, and alt text

On-page optimisation ensures your content is discoverable, relevant, and valuable — boosting both user engagement and search rankings.

Off-page optimisation

Off-page SEO focuses on building your site’s reputation across the wider internet. Key strategies include:

  • Earning high-quality backlinks
  • Content marketing
  • Active engagement on social media platforms

High-quality backlinks act as endorsements of your content’s credibility, signalling trust to search engines and helping to improve rankings.
Platforms like LinkedIn, Glassdoor, Indeed, Facebook, Instagram, TikTok, and YouTube – along with major job boards – can all enhance your SEO performance.

Key search engine ranking factors

Search engines evaluate hundreds of factors when determining rankings. While the exact algorithms are proprietary, several key factors are consistently influential:

  • Content quality, relevance, and usability
  • Strength of internal and external linking
  • Technical infrastructure (security, mobile optimisation, etc.)
  • Overall user experience (site speed, ease of navigation, etc.)
  • Brand reputation and online presence

Focusing on these fundamentals provides a strong foundation for sustainable SEO success.

So, where does that leave us today?

Search engines continue to improve their algorithms to improve their users’ experience. The focus points of SEO in 2025 are still high-quality, user-centric content, technical excellence (site speed, security, mobile compatibility) and a clear alignment with search intent. Search engines are working hard to better understand a user’s search intent and show that user the results that best fit their needs. Related to that, they continue to improve how information is presented in the search results, which can differ quite a bit per search intent.

Zero-click searches

Today, more searches are answered directly within search results – without users clicking through to a website. While this can reduce site traffic, being the source of these featured answers still strengthens brand visibility and authority.

Large Language Model (LLM) chatbots

Tools like ChatGPT, Gemini, and Claude are reshaping how users search for information. Search engines are also incorporating AI-driven overviews that synthesise information across sources to answer complex queries. This evolution means SEO strategies must focus not just on attracting clicks, but also on becoming trusted, high-authority sources that AI and search platforms reference.

Need a little help?

We’re here to help. Whether you’re launching a new careers site, aiming to improve your search visibility, or looking to ensure your brand is referenced across new AI-driven platforms, it all starts with one essential question: “What exactly do you want to be optimised for?” Once you can answer that, you’re already on the path to success. Let’s connect. After all, much of our best work has started with a cup of tea and a call.

Apr 24
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How to improve the SEO of your careers website

By Careers websites

Search engine optimisation (yep, that SEO thing again). Mysterious? A bit. Important? Definitely. It’s the not-so-secret sauce that helps your careers site show up when someone searches “marketing jobs in Bristol” or “best places to work in fintech.” And guess what? It’s not just about stuffing keywords into a page anymore.

Whether you’re managing a full-blown careers hub or just want your job postings to be easier to find, this blog will walk you through the basics (and some juicy extras) to boost your visibility, attract the right candidates, and outsmart the algorithms. Even the AI-powered ones. Let’s dive in.

Start with a reality check

Do a quick Google search for pretty much any job title. Who’s at the top? Indeed. LinkedIn. Job boards with million-dollar budgets and armies of SEO experts. But don’t be discouraged. You’re not trying to outrank Indeed. You’re trying to be the best result for the right candidate. Think niche, long-tail searches like “entry-level shoe design jobs in Manchester.” That’s where you can win.

Be mobile-first (because your candidates are)

More than half of your traffic will come from mobile devices. Google knows this, and it cares. A lot. If your site loads slowly or looks clunky on mobile, you’ll be penalised in rankings. So make sure your pages are slick, quick, and mobile-friendly. Start with Google’s PageSpeed Insights for a quick health check.

Speed = Experience = Better rankings

Speaking of speed, nobody wants to wait for your site to load. Candidates will disappear. Google will sulk. SEO will suffer. Compress those image files, cut out unnecessary code, and host on a decent server. According to research, nearly half of users expect pages to load in under two seconds. Make sure yours does.

Get on board with Google for Jobs

Want a shortcut to more job views? Make your job listings Google for Jobs friendly. That means using structured data (schema markup) so Google can read your job info and include it in its job search box. Clients who’ve done this have seen traffic spike by up to 60%. Free traffic. Real candidates. Want help? Well, we wrote a paper around this, so download a copy and ask your tech team to add the right tags. No brainer.

Write you job ads for humans (not robots)

It’s easy to just paste in a job description and call it a day. But resist! Write your job ads like you’re trying to excite someone about the opportunity (because you are). A human tone is better for both your audience and search engines. Google’s algorithms favour natural, readable content that sounds real, not robotic.

Ditch the funky job titles

We get it, “People Wizard” sounds fun. But no one is searching for it. If your job title doesn’t match what candidates are typing into Google, your listing won’t show up. Keep it clear and searchable: “HR Manager,” not “Culture Ninja.” By all means go bananas later on in the job description.

Think beyond the job title. Use keywords smartly

Start with the basics (job title, location), then think: what would someone actually type into Google? “Digital marketing job Leeds,” “remote graphic design role,” “graduate software engineer London.” Use those phrases in your headings, subheadings and meta descriptions to boost relevance.

Optimise for voice search

People don’t talk the same way they type. Instead of typing “accounting jobs,” they’ll say, “show me accounting jobs near me.” That’s voice search. And it’s rising fast. Add natural, question-based phrasing to your copy and FAQs, and make sure location details are crystal clear.

Make the most of images and videos

Don’t just chuck in any old stock photo. Name your images properly (e.g., data-analyst-team-london.jpg), and use alt text that describes what’s happening.

Bonus tip: Videos rock for SEO. They increase time on page and boost click-throughs. Think “day-in-the-life” clips, culture tours, or behind-the-scenes interviews.

FAQs: your secret SEO weapon

Remember how AI tools like ChatGPT are becoming a new kind of search engine? Well, guess what. They love FAQs. One founder added FAQ schema to a few pages and started appearing in ChatGPT answers within 48 hours. That’s lightning fast by SEO standards. Use FAQs to answer questions like:

  • “What’s the interview process like at [company]?”
  • “Can I apply for multiple roles?”
  • “Do you offer remote jobs?”

Use structured data (FAQ schema) so both Google and AI tools can pick them up.

Share vacancies on your socials

Social shares don’t just drive traffic. They also influence search rankings. LinkedIn, Facebook, Twitter (X), and even TikTok can boost the visibility of your careers content. Encourage employees to share job openings and blog posts with their networks. It helps with reach and brand authenticity.

Build killer landing pages

Think of your site as a collection of landing pages, not just one homepage. Create dedicated pages for job categories, locations, or career paths (“Tech jobs in Glasgow,” “Early Careers at [Company]”). These focused pages help with both user experience and SEO.

Blogging isn’t dead

In fact, it’s more alive than ever. You’re reading this one for example! A good blog can answer candidate questions, boost keyword rankings, and drive traffic to your vacancies. Think “Top tips for interviewing at [Company],” or “5 reasons our grads love working here.” Bonus: link to relevant jobs at the bottom of every post.

AI is changing the game

Here’s what you need to know right now:

Search engines are smarter than ever. Google’s BERT and RankBrain updates mean that search engines understand context. It’s not just about keywords anymore. It’s about meaning. So your careers content should focus on the intent behind what people are searching. Tip: Don’t just optimise for “Careers at [Company]”. Try “How to apply for a job at [Company]” or “Is [Company] a good place to work?”

Personalised job recommendations. AI can dynamically tailor job suggestions based on browsing history or location. Use tools that personalise listings based on what the user has looked at before. This gives candidates a smoother experience and boosts your engagement.

AI-driven local SEO. Hiring in Manchester? Or for remote roles in Wales? AI now gives much more weight to local searches. Optimise your site for geo-specific queries like “customer support jobs in Birmingham.”

And here what to plan for in the near future

Chatbots for careers sites. Expect AI-powered chatbots to become standard. They answer candidate FAQs, guide people through applications, and even capture data in real time. This makes the experience faster, friendlier, and more efficient for job seekers.

SEO for AI search tools (Bing!) Tools like ChatGPT use Bing’s search index. So, if you’re only optimising for Google, you might be missing a chunk of AI-driven search traffic. Here’s how to show up in AI answers:

  • Add FAQ schema (structured data).
  • Focus on long-tail, high-intent keywords.
  • Create topic clusters: blog posts, guides, and landing pages that all link together.
  • Post on Reddit, Quora, and Medium (AI models love those sources).
  • Monitor where your brand is being mentioned in AI tools like ChatGPT.

Ready to see how you measure up?

If you’re wondering how your current site stacks up, we’ve got you. Our Careers Website Audit benchmarks your site against best practices for content, structure, speed, mobile performance, and of course, SEO. We’ll tell you what’s working, what’s not, and where to improve. All within 48 hours. Want one? Just drop us a line and we’ll take it from there.

In short

You don’t need to be an SEO wizard to make big improvements. Think like your ideal candidate, write like a human, and keep the experience simple, fast, and relevant.With AI playing a bigger role in how people search, now’s the perfect time to experiment, tweak, and stand out.

For further information

If you feel that you’d like some help, support or even a little chat around your careers website and SEO, just drop me a line. After all, much of our best work has started with a cup of tea, a biscuit and a Zoom call.

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