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Mar 08
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BrandPointZero - Employer Branding and Communicatons - AI and Employer Brand Image

AI and Employer Brand: Managing your reputation in 2026

By AI, Careers websites

TL;DR

For most people, their first encounter with your employer brand won’t be your careers site. It’ll be AI. It pulls together what’s said about you online and delivers a confident summary. If you’re not shaping what it sees, it’ll prioritise what’s most visible, most recent and most repeated. Not necessarily what’s most true.

Why employer brand matters in 2026

Employer brand has always influenced attraction, retention and advocacy. In 2026, it also underpins trust. With candidates, customers, investors and the wider public. Because your reputation now lives in spaces you don’t fully control.

The labour market may be cooling, but talent isn’t settling. UK unemployment reached 5.1% in late 2025 (ONS), yet almost two thirds of 18-25 year olds and nearly half of 26-35 year olds say they plan to move jobs within six months. Over 40% of workers expect to change roles (GI Group’s 2025 survey). Three in four professionals say they feel more confident switching jobs than asking for a pay rise (Robert Walters).

Even in a softer market, people are restless and selective. Your employer story still matters. Arguably more than ever.

How search has evolved

Around 70% of job searches begin on Google. Before anyone reaches your careers site, they meet aggregators, review platforms and increasingly AI generated summaries. Meanwhile, 65% of job seekers use AI tools to research employers, tailor CVs and prepare for interviews (CNBC). For Gen Z, that number’s even higher. Your first impression is no longer your homepage or employer brand film. It’s a one paragraph AI summary of everything said about you online.

Four ways AI is already shaping your employer brand

Search to consideration
Ask any AI assistant, ‘What’s it like to work at [company]?’ and it’ll combine Glassdoor and Indeed reviews, Reddit threads and recent news into a single answer. It’ll sound confident. It won’t always be balanced. That’s the version candidates see first.

Messaging in the interview room
Candidates now use AI to interpret your job ads, decode your EVP and rehearse answers that reflect your brand back to you. If your messaging isn’t distinctive, AI smooths it into the same corporate language used by everyone else. That’s what you’ll hear in interviews. You won’t just be assessing culture fit. You’ll be assessing how well a candidate’s AI tool paraphrased the sources it considered most credible. Glassdoor. Indeed. Reddit. And, if you’re lucky, your careers site.

Inside the employee experience
AI tools are analysing engagement surveys, pulse data and internal channels. They surface patterns around leadership, workload and culture at speed. If there’s a gap between what you promise in your EVP and what people experience day to day, it won’t stay hidden for long.

Customer spillover
The same signals candidates see are visible to customers, partners and investors. High turnover. Weak leadership reviews. Stories about burnout. Fair or not, they shape commercial perception.

AI isn’t just observing your employer brand anymore. It’s curating the story others hear.

The reputational risk

Review platforms matter
80% of job seekers check reviews before applying. AI tools now cite them as primary sources. If you’re not actively managing your presence on Glassdoor, Indeed and similar platforms, you’re allowing one sided or outdated commentary to define your reputation. AI will amplify whichever narrative is loudest.

AI also amplifies distortion
Old issues, viral posts or sensational headlines can outweigh steady progress because algorithms prioritise recency and repetition.

Inconsistencies become obvious
If your EVP promises flexibility but reviews highlight burnout, AI will connect the dots. If you champion inclusion but internal sentiment tells a different story, that gap will surface.

Automation adds another layer of risk
AI powered screening tools promise efficiency, but they bring transparency, bias and compliance challenges. Candidates expect clarity on decisions. Regulators expect evidence your systems aren’t discriminatory. If AI learns from historically biased data, it’ll replicate those patterns at scale. Without oversight, efficiency quickly becomes exposure.

The opportunity: Making AI work for your employer brand

Rather than seeing AI as a threat, leading organisations are treating it as a channel that needs managing.

Think GEO, not just SEO
Generative Engine Optimisation is about helping AI interpret you correctly through clear language, structured data, current proof points and consistent signals.

Tighten your pillars and proof
Define a small number of employer brand themes and support them consistently across careers content, leadership commentary, PR and employee stories. When AI encounters the same narrative repeatedly, it’s far more likely to surface it accurately.

Review your review ecosystem
Encourage balanced feedback. Respond thoughtfully. Use review sites and forums as listening tools, not just rating platforms.

And keep humans in the loop
Be transparent about AI use in hiring. Monitor for bias. Ensure accountability sits with people, not algorithms.

AI rewards clarity, consistency and credibility. Used well, it can amplify your strongest stories and highlight where experience needs attention.

Closing the loop: From brand to experience

If AI is broadcasting your workplace culture, the only sustainable defence is a culture worth broadcasting. Use AI-driven analytics to identify where lived experience diverges from promise. Leadership behaviours. Workload. Progression. Wellbeing. Inclusion. Close the gaps. Show progress. Make change visible internally and externally. In an AI mediated world, how you treat your people is still the true guardian of your employer brand. AI simply makes it harder to hide.

Practical next steps

Audit your AI reputation
Ask leading AI assistants, ‘What’s it like to work at [your company]?’ Compare the narrative to your EVP and engagement data.

Map your high influence signals.
Identify where AI is pulling from. Review sites, news, forums, awards, social content, careers copy and investor reports. Look for contradictions or gaps.

Deliver quick wins.
Update outdated review information. Refresh culture content with credible, current stories. Respond to recurring themes. Share visible progress.

How we can help

If AI is now co-authoring your employer brand, you need a strategy that goes beyond damage control. We’re helping organisations improve the sources AI relies on, build AI ready careers content and structured data, add conversational AI search to careers sites and use AI across people and employee experience communications in ways that build trust. The AI landscape will keep evolving. The fundamentals won’t.

Clarity. Credibility. Consistency.

If you’d like to explore your employer brand in an AI first world, let’s talk.

Feb 18
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Answer engines and what they mean for your careers website

By AI, Careers websites

Search is shifting into something new. Analysts predict that by 2028, 25 % of people will use AI Assistants as their first point of search. Not Google, not Bing, but tools designed to give answers instantly. We’re already seeing this play out. Traditional search engines still dominate, while answer engines like Google’s AI Mode, Perplexity, ChatGPT and Bing Copilot are gaining traction by cutting straight to the response.

For career platforms and recruiters, this means the old playbook of optimising solely for clicks and page views is under pressure. This broader move towards answer engines is reshaping how people find information – and how employers need to think about visibility, attribution and measurement in a world where a click is no longer guaranteed.

What are answer engines?

Unlike traditional search engines that serve up a list of links, answer engines provide a direct response. Ask Perplexity a question, and you’ll get a conversational answer with sources. Use ChatGPT, and you’ll get a summary or solution, often without ever clicking a link. Even Bing and Google are shifting from ‘ten blue links’ to AI‑generated answers – all with the ability to refine your query on the spot.”

For example:

Google’s traditional search engine
Here are 10 pages about entry‑level software engineer jobs in London.

Google AI mode
Here’s a curated list of entry‑level software‑engineering roles in London, plus a summary of each company.

The appeal for job seekers is clear. Speed, simplicity and less digging around on websites. For careers platforms and employers, it’s trickier because fewer clicks mean fewer chances to capture that all‑important visit.

Why answer engines matter to careers sites and job seekers

Google’s widespread introduction of AI‑generated summaries signals just how mainstream AI‑driven results have become. Google’s AI mode is rapidly expanding, too. It has rolled out in 12 countries, been activated by more than 80 million users, and is delivering billions of impressions in just six months.

On the competition front, other answer engines are reporting strong engagement and much longer session times than traditional search, indicating deep user interaction. If people are getting instant answers without clicking through to your careers site, it doesn’t mean your vacancies disappear. It means you need to think differently about visibility and impact.

Some answer engines cite sources, while others may paraphrase content without a link. Either way, measuring the value of your recruitment campaigns becomes harder when the traditional click‑to‑visit path is broken.

This is where analytics and attribution come in. By tying together multiple touchpoints throughout the candidate journey – from the first search to the final application or call – you can still prove the role your efforts play, even if the journey looks less linear than before. Call‑tracking and conversation‑analytics tools, for example, let you see which campaigns are driving honest conversations with candidates, not just clicks, helping you close the gap between what happens on an answer engine and what happens on your careers site.

How careers platforms can adapt to answer engines

In response, careers‑site managers are turning to AI‑optimisation practices – from structured markup to llms.txt files – to be cited in AI‑generated answers. Here’s how to make sure you’re still showing up:

Be present in answer engines and AI overviews

It’s not just about ranking in the search engine results pages (SERPs) anymore. You need to look at ways your website and resources can actively appear in answer engines and AI overviews when candidates ask questions about roles, salaries or interview tips. Also, keep an eye on emerging opportunities, such as answer‑engine ads, while competition is still low.

Make sure your website is answer‑engine‑ready

Answer engines need structured, trustworthy content to appear for queries. Focus on:

Content: Write pages that directly answer job seekers’ questions, in clear language. Think FAQs about roles, application processes and career advice. Keep your pages updated and refresh them regularly.

Tech setup: Use schema markup and semantic tags, keep your site fast and consider implementing an llms.txt file to guide AI crawlers (it’s important to note that it’s still early days for this and not being formally picked up by the major answer engines).

Authority: Show expertise with author profiles, up‑to‑date research and information, and citations from high‑authority sites in the career‑development space.

Understand the whole candidate journey

Clicks aren’t disappearing completely, but they’re only part of the picture now. Many enquiries will come through ‘dark’ routes, where someone sees your answer in an engine and calls or applies without visiting your site. Call tracking, marketing analytics and attribution are key here. They let you link enquiries to the channels and touchpoints that influenced them, even when there’s no obvious digital footprint.

How to track and analyse performance from answer engines

The rise of answer engines doesn’t mean traditional SEO or PPC stops mattering – far from it. But it does mean you need to adjust your tracking and measurement. Some practical steps are:

Monitor visibility in answer engines: Track when your brand or job postings are cited in AI overviews or answer‑engine results, even if you don’t get the click.

Use trackable assets: Use attribution tools and call tracking to understand where leads really start. UTM tags, trackable phone numbers, dedicated landing pages and QR codes, for example, give you clearer attribution.

Optimise beyond the click: Create content that answer engines can surface (clear, authoritative, well‑structured), but make sure you’re tracking the outcomes that matter, such as calls, applications, hires and return on investment.

Analyse ‘direct’ traffic and offline engagement: Combine web analytics with conversation analytics tools to uncover the real intent behind candidate enquiries and measure the uplift from AI visibility.

Bring it all together: Marketing attribution tools can connect fragmented journeys – from an AI mention to a direct call or application – giving you a clearer picture of performance and ROI.

Stay flexible: Tools like Google’s AI mode are evolving quickly. What works today may not work tomorrow.

Some answer engines automatically add ‘UTM Source tags’ to the links they display. These tags allow you to see exactly where traffic is coming from. By including these parameters in your tracking setup, you can continue to monitor the source of enquiries, ensuring your attribution data stays accurate even when traffic comes through new channels like answer engines.

In short

The search landscape isn’t vanishing – it’s transforming. Answer engines are shortening the journey from question to answer, which means careers websites and recruiters need to measure success differently. If you can adapt your tracking, analytics and attribution to follow the outcome – not just the click – you’ll stay ahead, no matter which engine your candidates are using. Over the next few weeks, we’re going to share more thoughts around SEO, AEO and something we’re calling XEO. Everything Engine Optimisation.

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.

Jan 11
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BrandPointZero - Employer Branding and Communications Agency - Clearing Your Cache Image

Clearing your browser cache

By Careers websites

Apart from “Kind regards”, the phrase that I include most in my emails to clients is, “and remember to refresh the page to reload the code and see the update. If that doesn’t help, you may need to clear your browser cache.” Of course, refreshing the page often solves the problem, but occassionally the client does need to clear their cache. And more often than not, they don’t know how to do it. This should help.

What is cache anyway?

Your browser stores bits of websites (images, scripts, etc.) to help them load faster next time. That’s the cache.

But sometimes:

  • It gets outdated
  • It conflicts with new updates
  • It just
 misbehaves

That’s when you give it a gentle reset.

Google Chrome

Steps:

  1. Click the three dots (top-right corner)
  2. Go to Settings
  3. Click Privacy and security
  4. Select Clear browsing data
  5. Tick Cached images and files
  6. Hit Clear data

Shortcut: Press Ctrl + Shift + Delete (Windows) or Cmd + Shift + Delete (Mac)

Microsoft Edge

Steps:

  1. Click the three dots (top-right)
  2. Go to Settings
  3. Click Privacy, search, and services
  4. Under Clear browsing data, click Choose what to clear
  5. Select Cached images and files
  6. Click Clear now

Edge is basically Chrome’s cousin – so this will feel familiar.

Mozilla Firefox

Steps:

  1. Click the three lines (top-right)
  2. Go to Settings
  3. Select Privacy & Security
  4. Scroll to Cookies and Site Data
  5. Click Clear Data
  6. Tick Cached Web Content
  7. Click Clear

Firefox likes to be different – but not too different.

Safari (Mac)

Steps:

  1. Click Safari (top menu) → Settings/Preferences
  2. Go to the Advanced tab
  3. Tick Show Develop menu in menu bar
  4. Close settings
  5. Click Develop (top menu) → Empty Caches

Yes, Apple hides it. Because of course they do.

Brave Browser

Steps:

  1. Click the three lines
  2. Go to Settings
  3. Click Privacy and security
  4. Select Clear browsing data
  5. Tick Cached images and files
  6. Hit Clear data

If you’re using Brave (for those who hate advertising)

When should you clear cache?

  • A website looks broken
  • You’re not seeing recent changes
  • You’re troubleshooting login issues
  • Or just doing a digital spring clean

A quick word of warning

Clearing your will cache speed up troubleshooting, but it may log you out of some sites and for a short while may make pages load slower once. Until it once again caches key information, then the page load will be faster again. One step back for two steps forward.

Final thought

Clearing your cache is like giving your browser a quick shower – it doesn’t fix everything, but it solves a surprising number of problems. So if something’s acting weird online, then give this a try this first. It’s a bit like turning it off and then on again?

Dec 01
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The myth of the Gen-Z-only website

By AI, Careers websites

That Little Agency - Employer Branding - Careers Websites - Content Marketing - Multi-generational Image

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.

May 30
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BrandPointZero - Employer Branding and Communications - Blogs - Business Case for Careers Websites

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.

TL;DR

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 Careers Website Audit. Or just fancy a chat? Drop us a line. Some of our best work starts with a biscuit and a Zoom call.

Apr 26
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BrandPointZero - Employer Branding and Communications - Blogs - What is SEO

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.

That Little Agency - Employer Branding - Careers Websites - Content Marketing - Search Results List Image

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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