The clearest way to think about your company careers page is to see it as a shop window. The careers page is not the only means at your disposal to market the job opportunities you offer but it should be the starting point for all these efforts.

Whether candidates note that you’re hiring after seeing your open position on a job board, or hear about it through social media or even a word-of-mouth referral, they will typically head to your careers page to find out more about the vacancy, your company and the application process. In other words, there needs to be something worth visiting when they get there.

Far from replacing careers pages, the proliferation of job boards that began in the 1990s has made a fully-optimized careers page a necessity. Placing the right applicant tracking software at the heart of your recruitment efforts removes much of the hassle associated with creating, hosting and maintaining an attractive and up-to-date careers page.

For companies without the IT resources to develop a careers page in house, the best ATS options offer simple tools to build a good-looking and professional site that’s connected to your applicant tracking system. An ATS offers automated job posting to ensure that all open positions that you post to job boards, social media or any other platform will also appear on you careers page.

But a careers page is about more than getting your jobs seen. It’s also the anchor for your employer brand, a broader concept of your company’s reputation in the digital age. The main difference with reputation is that it’s easier than ever for prospective hires to get an advance idea of what it’s like to work for your company.

Wherever you, your colleagues or employees appear online whether it’s your company Facebook page, a Twitter conversation, or a Linkedin profile, you’re talking to two audiences: customers and talent. While this makes some businesses nervous, it’s actually a considerable opportunity for companies of all sizes.

While giants like General Electric have set the bar expensively high with the big bucks approach to employer brand, there are relatively inexpensive lessons for others to learn. It’s become popular to say that “hiring is marketing” because it’s increasingly true. Happily it doesn’t have to be done on prime time television to be effective. Digital platforms offer an affordable and potentially enormous reach.

In many ways the traditional strengths of small and mid-sized businesses like personal relationships, approachability and tight-knit teams are ideally suited to the social media age, where authenticity is rewarded.

Feeling unsure what your employer brand is? Give yourself one minute to describe it on a piece of paper or a whiteboard. Stuck? Get some of your core team together and brainstorm on what is unique or special about working for your company as opposed to other similar companies? Is it the people, the mission?

Murat Mutlu, Co-founder & Product Designer at Marvel Great Design and Experience. ATS software user
Murat Mutlu @mutlu82
Co-founder, product designer
Marvel Great Design and Experience

We needed a quick way to create a jobs page that looked good without adding extra resource to the design/dev team. I have heard about Workable from a few trusted co-founders so we gave it a go and it's been brilliant at managing all the prospects. We're currently on a trial but will definitely upgrade and complete our hiring!

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