Open job listing -page is a career page that contains a list of your currently open positions. This page is most often shadowed from your application tracking system, in other words, your recruitment system.

The difference between an actual career site and an open job listing -page

The answer is in the heading. When an actual career site expands on the prospects of having a career with your organization, an open job listing -page is a fast track to the objective of leaving an application. You need to treat these differently to make the most benefit for your organization.

open job listing example

What a Career Page should focus on

Target this page for passive job seekers. A passive job seeker is a person who is not currently in the frame of mind putting an effort into sending applications anywhere. They simply do not have the need to make any changes to their career or work life at this point. In fact, the idea of investing time and effort into the process is a negative thought.

If your “career site” has no other information than a list of your vacancies and perhaps helpful tips or information about your recruitment process, you will offer nothing to a passive job seeker.

That’s why you should separate your career page from your recruiting now -page, and cater to your both types of audiences.

Key content on your actual career page

(1) What business are you in from the perspective of a talent.


  • “We are the leading Business Accountancy firm in the Tech Industry. Our people help tech entrepreneurs to start up, finance and understand how to balance their business finances.”
  • “We are the pioneers in modern talent marketing and employer branding. Our consultants help growth companies to exploit talent marketing to win in the war for their ideal talents.”
  • “We develop, market and sell digital course platform to entrepreneurs wanting to make a big buck online.”

Why this matters? This is about marking your company’s territory in the talent market. When a talent understands your position in the market, they are in a better place to start building their awareness about what you could represent to them as a potential place of work.

(2) What does it look like to work in your company?

This is literally about giving visual clues in the form of images for the career site visitor. Think of this as if the person was a fly on your office ceiling. What are they able to see?

  • Images giving a clue are real photos of your people in different work related set ups.
  • The purpose is to communicate (with images) where the work takes place, who are the other people like who work there, how does the office look like, are people working on their own or in pairs or groups etc.
  • Images like these allow the career site visitor to get a sense of how it might feel like working at your company.

When a talent understands your position in the market, they are in a better place to start building their awareness about what you [your organization] could represent to them as a potential place of work.

(3) Who are your key Target Audiences?

Your career site should clearly indicate who are your strategically ideal talent target audiences.

A career site should not be targeted to every single role you may hire to your business but to those talents your business desires.

If your business is a growth company in the tech field, your career site should focus on talents identifying with the tech sector and the tech world.

Furthermore, if you have a specific culture that may be a turn off to a regular Joe, make your culture visible on the career site. Your career site should speed up the pulse of the viewer. Either by wanting them to leave and never come back or wanting them to set aside everything else they were just doing in order to dive in.

(4) Examples of how your business makes the lives of your talents better.

In the Magnetic Employer Brand©️ Method, I have replaced the traditional EVP’s with a modern talent promise and Key Story Themes for communication and marketing. The Modern Talent Promise is a clarification of how we as an employer take the responsibility of making – not just the work life, but work life and personal life better for our employees.

If your business employs a lot of people with young families and you offer more flexible working hours, ability to work remote from home or other benefits to balance work and personal life, these should be clearly indicated on your career site.

Why? Because even though a career site visitor was not currently looking to make any changes, your Modern Talent Promises may well be the reason why they become curious about your business. And when they eventually convert into an active job seeking mode, they may as well remember you.

A career site should not be targeted to [appeal to] every single hiring profile you hire for. Your career site should focus on your key target talent audiences. This helps your career site visitors to understand “whose place to work” you really are.

Susanna Rantanen

(5) Content links to:

Educational content about your primary business area (see an example of how Facebook Designer career page does this in about a middle of this article >>) that is immediately helpful and valuable to your key target audiences.

Employee experience -related topics and themes.

Your key social media profiles you use for developing your employer image.

What the Open Jobs or Recruiting -page should focus on

  • Easy way to search & browse open jobs.
  • Talent Acquisition team faces & contact details.
  • Information about how your recruitment process flows after the application has been sent.
  • FAQ about the most typical questions applicants ask about in your recruitment processes.
  • A simple 3-step plan how to apply for a job at your company.
  • Any tips or advice you have for an applicant that helps them to succeed in your recruitment processes.

Did you yet listen to the podcast-episode “Why you should care DEEPLY about your career site?”

Go directly to Soundcloud to listen to the episode >>

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