So which is best? Well, there is only one way to find out…
Or we can just discuss the pros and cons.
In today’s competitive job market, businesses need to leverage every tool available to attract top talent. Two of the most popular platforms for this purpose are company careers websites and LinkedIn company pages. Both serve as powerful recruitment channels, but they offer distinct advantages. Understanding the differences between the two can help you create a better talent acquisition strategy. So let’s compare the benefits of having a dedicated careers website versus using a LinkedIn company page for recruitment.
Customisation and branding
Careers website
A careers website gives you complete control over how you present your company. You can fully customise the design, layout, and content to reflect your company’s culture, mission, and values. A well-designed careers page is more than just a place to list job openings – it can be an extension of your brand that showcases your workplace culture through employee testimonials, videos, and other engaging content.
LinkedIn company page
LinkedIn offers some customisation, but it’s limited by the platform’s uniform template. While you can add a company description, logo, and banner image, it doesn’t allow the same level of creativity in layout or interactive features. However, since LinkedIn is a professional network, job seekers already associate it with job opportunities and professional development, giving your LinkedIn page a strong, built-in credibility.
Winner: Careers website
When it comes to branding, a careers website offers much more flexibility to craft a unique and memorable candidate experience.
Reach and visibility
Careers website
Your careers website’s visibility is largely dependent on your SEO efforts and how well it’s integrated into your overall digital presence. For example, optimising job descriptions for search engines and promoting them through social media can help increase traffic. However, your careers website primarily reaches people who are already aware of your brand or are specifically searching for job opportunities.
LinkedIn company page
LinkedIn has over 900 million users globally, giving your job postings access to an enormous pool of potential candidates. With LinkedIn, you benefit from the platform’s sophisticated algorithms that recommend your job postings to the right people based on their skills, experiences, and location. In addition, LinkedIn allows you to build a community of followers who will automatically be notified when new roles are posted.
Winner: LinkedIn company page
For sheer reach and targeted visibility, LinkedIn’s vast network and algorithm-driven recommendations give it a significant advantage over a standalone careers website.
Candidate experience
Careers website
A careers website allows you to create a streamlined, user-friendly experience specifically tailored to job seekers. You can offer an intuitive application process, provide additional resources (such as FAQs or company benefits), and integrate with applicant tracking systems (ATS) for a smooth, end-to-end process.
LinkedIn company page
LinkedIn provides a familiar platform for candidates, and many job seekers appreciate the convenience of applying directly through their LinkedIn profiles. However, the experience is more standardised. While this can be efficient, it doesn’t offer as much room for personalisation or branding. Additionally, some candidates may prefer to apply via a company’s dedicated portal, which may feel more formal and professional.
Winner: Careers website
A well-designed careers website offers a more tailored and comprehensive experience for candidates, from learning about your culture to submitting applications in an intuitive way.
Employer branding
Careers website
A careers website gives you a dedicated space to highlight your company culture in a meaningful way. You can share detailed stories about your employees, showcase team events, or dive into the values that make your workplace unique. This gives candidates a deeper sense of your company beyond the job description, which can be a deciding factor for many job seekers.
LinkedIn company page
LinkedIn allows you to share posts, company updates, and employee stories, but the presentation is more limited. It’s ideal for quick updates and posts but lacks the depth and personalisation a careers website can offer. That said, LinkedIn’s professional environment makes it easy for potential candidates to view mutual connections, get recommendations, and engage with employees.
Winner: Careers website
For companies serious about showcasing their employer brand and work culture, a careers website offers the depth and flexibility needed to leave a lasting impression.
Cost and resources
Careers website
Building and maintaining a careers website requires time, effort, and budget. You’ll need to invest in web development, content creation, and potentially ongoing SEO efforts. If integrated with an ATS, there may also be associated costs. However, these upfront expenses often pay off in the long run, especially for larger companies with frequent hiring needs.
LinkedIn company page
A LinkedIn company page is relatively low-cost to maintain. While posting jobs on LinkedIn may come with fees, especially for premium listings, creating and updating the company page itself is free. It’s also less resource-intensive since LinkedIn handles the technical infrastructure. Additionally, you benefit from LinkedIn’s built-in network and professional focus, which can save costs on advertising and SEO efforts.
Winner: LinkedIn company page
If cost and resource efficiency are priorities, a LinkedIn company page requires less investment and ongoing maintenance than a fully customised careers website.
Data and analytics
Careers website
When candidates apply through your careers website, you can gain deeper insights into their journey. You can track how visitors navigate the site, which pages they visit, and where drop-offs occur during the application process. These metrics are invaluable for optimising the candidate experience. You can also leverage this data to fine-tune your recruitment marketing strategy, from SEO to engagement with different types of content.
LinkedIn company page
LinkedIn provides valuable analytics about your audience and job applicants. You can see the demographics of people viewing your page, the number of followers, and engagement metrics. Additionally, LinkedIn Talent Insights offers more granular data on the job market, skills in demand, and competitor hiring trends. However, the data is limited to what LinkedIn provides, and you have less control over customising your insights.
Winner: Careers website
For companies looking to build detailed, proprietary insights into their recruitment funnel, a careers website offers more control over data and analytics.
In conclusion
Both a careers website and a LinkedIn company page play vital roles in modern recruitment strategies.
- A careers website offers more control over branding, candidate experience, and detailed data, making it ideal for companies that want a comprehensive and tailored recruitment platform.
- A LinkedIn company page provides broad reach, lower costs, and a ready-made audience of professionals, making it a great tool for quickly connecting with potential candidates.
Ultimately, the best solution may involve using both. A careers website can serve as a deep branding hub, while LinkedIn can amplify your reach and connect you with passive job seekers. Combining the strengths of both platforms can create a holistic and effective hiring strategy that drives results.
Need a little extra help
If you’d like some help, support, or even a little chat about LinkedIn and your careers site or any aspect of your employer brand and talent attraction strategy, just let us know. After all, much of our best work has started with a cup of tea and a Zoom call.
