Careers websites19

Let’s be honest, your careers site probably doesn’t get the attention it deserves. It’s always on, always there, quietly doing the hard yards of attracting and converting potential candidates. But if it’s been a while since you gave it any proper TLC, it could be doing more harm than good.

In this blog, we’ll walk you through the key signs that your site might be overdue a refresh (or a total makeover), what modern candidates actually expect, and how to take the first steps, even if you don’t have a huge budget.

The quiet red flags you might be missing

So, how do you know when it’s time to hit refresh? Sometimes it’s obvious. Like when your homepage still features your old logo, or someone clicks on your blog page only to find the last post was from 2019. But other times, it’s subtler. Maybe it takes a few too many clicks to get to your job listings. Or the apply button is hidden out of sight. Or maybe the site just feels… off.

These things matter more than you might think. Candidates are used to slick digital experiences in every other area of their lives, and your careers site is no exception. In fact, 75% of users say they judge a company’s credibility based on its website design alone (medium.com).

And then there’s mobile. Around 60% of your visitors are likely browsing on their phones. If your site is slow, unresponsive, or just plain clunky on mobile you’re not going to keep them around.

One of the biggest warning signs? A disconnect between your site and your actual employer brand. Candidates want to get a real sense of what it’s like to work with you, your people, your values, your vibe. If they don’t see that clearly on your site, chances are they’ll move on to a company that wears its culture on its homepage.

When a quick fix just won’t cut it

Sometimes a few updates are enough to bring your site back to life. But other times, it needs a complete rethink.

If your brand has evolved (maybe you’ve updated your EVP, changed your tone of voice, or shifted your hiring focus) but your site still reflects who you were five years ago, it’s probably time to start from scratch. Same goes if you’re stuck on old tech that’s hard to update, slow to load, or impossible to integrate with modern tools. Or if your site structure is holding you back from ranking on Google or showing up in AI-driven searches. And if applying for a job feels like a frustrating puzzle? That’s a candidate experience killer.

What today’s candidates actually want to see

Modern jobseekers aren’t just looking for vacancies. They’re looking for signals. Does this company walk the talk? Can I see myself here? Is this a place I can grow?

That’s where features like employee stories, short videos, behind-the-scenes content, and a mobile-first design really come into play. Job listings should be clear and easy to navigate. Application flows should be short, smooth, and ideally integrate with platforms people are already using (like LinkedIn or Indeed). Your content should feel fresh, human, and genuinely representative of your culture not just generic marketing fluff.

And let’s not forget visibility. Google for Jobs, AI summaries, social media. If you’re not showing up where people are already looking, you’re falling behind. Structured data, good SEO practices, and a presence across platforms like LinkedIn, Instagram and YouTube make a big difference.

Where to start if you’re working with limited time or budget

Refreshing your careers site doesn’t have to mean months of planning and a six-figure budget. There are quick wins that can create a real impact and give you time to plan for bigger changes later.

Start by doing a quick audit. Pull up your site on your phone. Try applying for a job. Ask a colleague who’s not involved in hiring to do the same. Where do things get stuck? What feels confusing?

From there, track the numbers. Look at bounce rates, how long people stay on the site, where they click, and where they drop off. Tools like Google Analytics or even simple heatmaps can help.

Once you’ve got a sense of what’s working and what’s not, set yourself some realistic goals. Maybe it’s increasing job views by 20%. Maybe it’s reducing form drop-offs. Keep it focused and track your progress.

Then, go after the low-hanging fruit:

• Swap out tired stock photos for real team images
• Cut outdated job listings
• Add fresh testimonials, videos or quotes from current employees
• Make CTAs clearer and more compelling
• Group related content into easy-to-navigate sections

If accessibility hasn’t been on your radar yet, it should be. Making your site screen reader-friendly, adding alt text, and using clear headings isn’t just good practice. It makes your site more usable for everyone.

So… do you need a refresh or a rebuild?

Here’s the honest truth: even small tweaks can make a noticeable difference. But if your careers site no longer reflects who you are, or worse, if it actively undermines your employer brand, it’s probably time to go deeper.

Think of your careers site as more than just a job board. Done right, it’s a powerful brand experience. One that speaks to the right people, at the right time, and inspires them to take action.

Not quite sure what action to take first?

That’s OK. Sometimes it helps to get an outside perspective. If you feel you’d like some help, support or even just a friendly chat about how to make your careers website pull its weight just drop us a line. After all, much of our best work has started with a cup of tea and a biscuit.

It sounds like the start of a joke. A Baby Boomer, a Millennial, and a Gen Z-er all land on your company’s careers website. One is hunting for job security and a good retirement plan. Another is scouring for purpose and growth. And the youngest? They’re sizing up your values, scanning for TikTok-worthy content, and deciding (usually within second) whether you’re even worth a scroll. And if your careers site is speaking only to one of them, you’re losing the others.

Welcome to the new era of recruitment, where building your careers website around just one generation (looking at you, Gen Z evangelists) is not just short-sighted – it’s costing you talent.

The universal basics, because everyone’s got standards

Before we dig into generational quirks and preferences, let’s start with what every job seeker wants, no matter their age. There are six non-negotiables that must be baked into your site:

• Clarity about the role: This includes detailed job descriptions, expectations, and transparent salary ranges. No one wants to play “guess the compensation.”
• Culture insights: People want to know who they’ll be working with, why your company exists, and how it feels to be part of it. Mission statements, employee stories, and authentic videos are essential.
• Easy navigation and mobile optimisation: Your site should be intuitive, fast, mobile-friendly, and accessible to everyone.
• Simple applications: Job applications shouldn’t feel like a part-time job. A streamlined, save-and-resume application process is key.
• Transparency about hiring: Lay out your hiring steps, expected timelines, and FAQs. Nobody enjoys being ghosted, especially after they’ve poured hours into the application process.
• A visible commitment to inclusion: Show diversity in action, not just in words. Representation in imagery, real DEI initiatives, and a clear stance matter.

Those are the basics. If your site doesn’t nail these, generational tailoring won’t save you. But once the foundations are set, it’s time to go deeper. We know that we’ll be making a few sweeping statements here, and that grouping individuals by their generation can be a little presumptuous, but please bear with us as it is a useful approach as we highlight a few trends and observations.

The generational layer cake, because ‘one size doesn’t fit all’

Here’s where things get interesting. Each generation brings its own priorities, expectations, and digital behaviours. If your careers website is targeting only one group, you’re likely frustrating or even alienating others. Let’s unpack what matters most to each.

Baby Boomers: Keep it clean and respect experience

Boomers (born 1946–1964) are often overlooked in today’s recruitment narrative, but many are still active in the workforce. And they bring invaluable experience. They’re drawn to roles that offer stability, robust benefits, and a respectful nod to their years of service. If your site’s all razzle-dazzle with no substance, they’ll bounce. So, what resonates with Boomers? Clear, professional language. Legible fonts. Straightforward navigation. Information on healthcare, pensions, and phased retirement options. And maybe a line or two about how much your company values seasoned professionals (because they’ve earned it).

Gen X: Show the balance, not the burnout

Gen X (1965–1980) is your quietly ambitious, no-nonsense cohort. They want to know whether your company will let them lead a life outside of work. Make sure your careers page showcases real flexibility, be that remote or hybrid work options, autonomy, and family-friendly policies. They also care deeply about career advancement and continuous learning, so spotlight upskilling programs and opportunities for growth. If your site can answer the question, “Can I thrive here without burning out?”, Gen X will stick around.

Millennials: Purpose, progress, and a dash of personality

Millennials (1981–1996) are your values-first generation. For them, work isn’t just a payslip. It’s a personal mission. They want to know what your company stands for and how they can grow with you. So don’t hide your DEI work on a subpage three clicks deep. And don’t bother with sterile copy. Use real stories, real photos, and real humans to share what it’s like to work at your company. Emphasise development paths and make your impact obvious. Sustainability, social responsibility, and recognition culture? Put those front and centre. According to Robert Walters, over 90% of Millennials rate career progression as a top priority. If they don’t see a path? They won’t bother applying.

Gen Z: Purpose-driven, mobile-first, and brutally discerning

Ah, Gen Z (1997-2012). The digital natives who know when your “values” are just fluff, your social media is an afterthought, and your hiring process is held together with sticky tape. This generation is career-curious and values-aligned. They crave growth (70% expect promotion within 18 months), feedback (74% expect it within a week of applying), and purpose (86% say it’s essential). If they land on your careers site and can’t immediately feel your mission, culture, and progression opportunities? They’re gone.

And yes, they’re mobile-first. 46% apply for jobs via their phones, and 62% discover roles via social media. So, if your site isn’t fast, responsive, and social-integrated, it’s basically invisible to them. Short-form video, employee Q&As, TikTok-style content, and even live chat functions can make your site Gen Z-ready. But remember, currently Gen Z only currently represents 27% of the global workforce. They’re just one slice of the hiring pie. Your site should reflect all your future employees, not just the trendiest ones.

The myth of the Gen-Z-only website

It’s tempting to take what we’ve learned about Gen Z and overhaul everything to suit them. And yes, we should be calling out the tired, corporate careers pages that miss the mark entirely. But a Gen-Z-only approach ignores the talent and value offered by other generations. You don’t need a flashy TikTok takeover or chatbot-driven UX to appeal to Boomers or Gen X. And you don’t need to strip it all back to basics to win over Gen Z. What you need is flexibility.

Introducing the personalised careers site

Imagine landing on a careers homepage and being greeted with choices like:

• “I’m a recent grad – show me the ropes.”
• “I’m a seasoned pro – take me to the big leagues.”
• “I care about purpose – what’s your mission?”

These create personalised entry points that meet people where they are. Add filters, curated journeys, or even generational-style UX paths to let your candidates tailor their experience. One size doesn’t fit all. And your site shouldn’t try to force it.

Ask your colleagues what they want

Still not sure how to make your careers site better for everyone? Ask your own team. Set up a quick internal questionnaire to learn how your people use (and judge) careers websites. Here are five questions to get you started:

• What generation do you identify with? (Boomer, Gen X, Millennial or Gen Z)
• What is your current role and level of experience?
• When you look at a careers website, what information matters most to you? (Rate from 1–5: salary info, growth opportunities, benefits, DEI content, company values)
• What do you wish more companies showed on their careers sites?
• How was your experience using our company careers page?

Gathering this data gives you real-world insights and helps you build something with your people, not just for them.

Build for everyone. Not just the cool kids.

Your careers website isn’t a vanity project. It’s your frontline recruiter. Whether someone is looking for their very first job or their final promotion before retirement, your site should make them feel seen, supported, and excited to apply. Forget about building a website for just one generation. Instead, design for humans. Offer clarity, purpose, accessibility, and a healthy dose of personality. That way you’ll be far more like to attract talent across every generation. Because when it comes to great hiring, exclusion is expensive. And inclusion is powerful.

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.

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.

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.

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.

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.