What is a career site? Boost your employer brand today
What is a careers site?
A careers site is a dedicated online space that focuses entirely on your organisation as an employer. No sales talk about your products or services — just a genuine and engaging look at what it’s like to work for you.
The goal? To inspire, inform and persuade potential new colleagues to apply.
What will you find on a careers site?
A strong careers site is so much more than just a list of vacancies. You might include:
An up-to-date overview of current job openings
Stories from employees
Information about your company culture and values
Details of employee benefits and perks
A clear explanation of the application process
Photos and videos of the workplace
Dedicated pages for specific target groups (such as students, engineers or care workers)
All presented in a style that reflects your organisation. It should feel familiar, genuine and uniquely you.
Why not just add a “Jobs” page to your main website?
Fair question! But imagine this:
You invite a candidate for an interview. Do you let them enter through the warehouse door round the back? Or do you welcome them through the main entrance – with a smile, a cup of coffee and a great story?
Exactly. Candidates want to feel welcome. They’re looking for different information than your customers. So give them their own entrance – through a dedicated careers site that’s fully tailored to them.
The benefits of a careers site (and they’re seriously impressive)
Creating your own careers site might take a bit of time, but the return on investment is well worth it. From attracting more candidates to strengthening your reputation as an employer – it’s a smart move that really pays off. Here are the key advantages:
More – and better – applications
A well-built careers site removes barriers. Job listings are easy to find, the content is engaging, and the application process is smooth. That means more people apply – and, crucially, the ones who truly fit your company culture.Stronger employer branding
Your employer brand is your identity as a workplace. And that’s about more than just a logo or a glossy office photo. You need space to show who you really are: the atmosphere, the people, your ambitions, your humour – and yes, even your challenges.Your careers site is the perfect stage to bring that story to life.
You’re in control
External platforms make everyone look the same. But on your own site, you call the shots:– Playful or professional?
– Straight to the point or full of detail?
– Image-heavy or more copy-led?You decide the tone of voice, visuals, layout and extra content – think blogs, podcasts or team videos. That’s how you create a distinctive and recognisable employer story.
Findability in Google (SEO)
Jobseekers often begin their search on Google. With a well-structured careers site, you’ll rank for relevant search terms, such as “electrician vacancy Birmingham” or “working in disability care London”. With the right page setup, structure and optimisation, you’ll attract free, targeted traffic to your vacancies.Less dependent on job boards
Of course, you can continue posting vacancies on platforms like Indeed or LinkedIn. But why rely entirely on third parties when you can build a strong recruitment channel of your own? A careers site is a long-term investment – and the better you build it, the less you’ll need to spend on expensive external platforms.Insight into visitor behaviour
With proper analytics in place, you’ll gain a clear view of what’s happening on your site. Which vacancies are getting the most views? Where do visitors drop off? How often do people actually apply? These insights allow you to make continuous improvements, turning your site into an increasingly effective tool.Shorter time-to-hire
Candidates who explore your site are usually well-informed already. They connect with the atmosphere you present, know what to expect, and are more inclined to apply. This often leads to a shorter, smoother recruitment process.
More tips on how to strengthen your employer brand? Read here!
Elements your site really needs
A great careers site is more than just a few glossy images and an ‘apply now’ button. It’s about smart structure and useful content that actually helps people take the next step.
Smart job search
Let people filter by location, role or hours. The easier it is to find the right job, the more likely someone is to apply.Clear vacancy descriptions
Don’t just list what you expect – explain what you offer in return. Give a feel for the team, describe a typical day, and be honest about what the role involves.
Bonus tip: include a salary range. Being upfront builds trust.Employee voices
Genuine stories from your people – through video, short quotes or mini-interviews. Nothing is more convincing than the real thing.Plenty of visuals
Show off your workplace, share snaps of team outings, or add a 360° office tour. Let people see what makes your culture special.Simple and clear application flow
No one wants to fill in a 20-question form. Keep it short and sweet: name, contact details, CV. You can always ask more later.Mobile-friendly design
More than half of applications come from mobile devices. Your site should load quickly and be easy to use on any screen size.Clear and compelling calls to action
Whether it’s ‘Apply now’, ‘Ask a question’ or ‘Schedule a chat’ – be direct and make it easy for people to take the next step.Apply without a CV
For some roles, a traditional form is a barrier. Offer flexible options like applying via WhatsApp, sending a voice message or using LinkedIn.
Extra tips to make your site truly irresistible
Inject some humour
Try something light-hearted, like: “We’re not after superheroes – just people who know when it’s time for a coffee break.”Let the numbers do the talking
Share stats like how many colleagues you have, how many cups of tea are brewed daily, or how often birthdays are celebrated each month – fun, tangible details that bring your workplace to life.Tailor content to different target audiences
Consider separate pages for graduates, apprentices or IT professionals, each with content that speaks their language.Put your values into action
If ‘personal development’ is one of your core values, show what that really means – whether it’s training courses, mentoring schemes or a healthy budget for professional growth.Give a glimpse of the onboarding process
What can new starters expect in their first week? A little preview goes a long way in reassuring candidates and building confidence.
More tips to optimize your careers site? Read here!
Why now is the perfect time to get started
The way people search for jobs today looks more and more like how we book a hotel:
We Google.
We compare.
We check the vibe and read the reviews.
Only when it feels right do we hit “book” – or in this case, “apply”.
A careers site taps into this shift beautifully. It’s your digital front door. And if it’s warm, personal and polished, people will be eager to step inside.
How Serena helps you make it happen!
Building a great careers site doesn’t have to be a technical nightmare. With the Serena CMS, you’ve got all the tools you need to get started quickly and professionally. Whether you’re creating your site yourself or working with an agency, Serena gives you full freedom over design, content, and structure – with zero hassle.
What can you expect?
An incredibly simple and intuitive admin dashboard
Easy integrations with job boards and ATS systems
Flexible modules for job filters, employee stories, and calls-to-action
Responsive design that looks perfect on both mobile and desktop
A straightforward way to showcase your employer brand
In short: Serena helps you truly bring your employer brand to life – and turn visitors into applicants.
Conclusion: Your own stage as an employer
In today’s competitive job market, standing out as an employer means having your own stage. A place where you don’t have to shout over a hundred others, but where you control exactly how you present yourself.
A careers site is that stage.
Whether you’re a fast-growing SME or a major player in the market, it’s the smart, authentic, and sustainable way to attract talent.