Applicants today have more choices than ever – they make decisions quickly, digitally, and with a critical eye. In a job market where qualified professionals are in high demand, first impressions matter. And those impressions often begin with the first click on your careers site. What was once a static information page is now one of the most important touchpoints of your employer brand. This is where talent decides whether they feel addressed, build trust – or click away. A compelling careers website doesn’t just present facts – it reflects your values, culture, and appeal as an employer.
We’ve created this checklist to help you strategically optimize your careers site and gain visibility in the competition for new employees.
Goals for the Careers Website
At the core is an authentic representation of your employer brand: What sets your company apart? Applicants want to know what they’re getting into – and your careers portal should convey exactly that. Real stories from the workplace, clearly defined values, and a credible visual language are key.
At the same time, it’s about efficiency. If users can’t quickly find what they’re looking for, they’ll leave within a few clicks. That’s why a thoughtful structure, precise information, and a user experience tailored to your target groups are essential.Technology also plays a crucial role. A high-performing, mobile-optimized site integrated with HR systems not only saves internal time but also signals professionalism externally.
Summed up: A great careers website is not just a digital job board – it’s a strategic recruiting tool.
1. Must-Have Features for the Modern Candidate Journey
A good careers site should feel like a personalized online shop – not administrative software. Avoid frustration – even one extra click can lead to drop-offs.
Intuitive Navigation: Structure your content logically from the applicant’s perspective – not based on internal departments.
Flexible Application Process: Offer various application methods – such as one-click apply, resume upload, or application via LinkedIn and other networks.
Customizable Forms: Make your application forms as simple as possible. Minimize required fields and use auto-fill functions wherever possible.
Accessibility: Ensure your careers website is accessible to everyone – regardless of physical or cognitive limitations. Use sufficient contrast, readable fonts, and allow navigation via keyboard or screen reader. This demonstrates digital competence and social responsibility – and expands your reach.
2. SEO Optimization: So Talents Can Find You
Even the best careers site is ineffective if it isn’t visible. Use SEO to be discovered more easily. SEO increases reach – and reduces recruiting costs over time.
URL Management & Content: Ideally, job listings should remain accessible under stable URLs, even after being filled. New positions can be dynamically added. Avoid duplicate content that can arise from identical postings on multiple platforms.
Search-Optimized Content: Solid keyword research lays the foundation for precise job titles and relevant terms. Consider different search intentions – such as work models, career levels, industries, or locations.
Technical SEO Fundamentals: Mobile optimization, regular monitoring of Core Web Vitals and an up-to-date XML sitemap are basic requirements. Fast load times (via image compression, reduced JavaScript, powerful servers, and caching) also improve SEO performance.
While many companies excel at content creation, the technical SEO foundation is often lacking – such as URL structure, keyword integration, or load times. This is where diva-e comes in: with tailored technical SEO solutions, we help clients unlock content potential and boost long-term visibility.
3. Smart Integration of HR Tools & Feedback Systems
Technical integrations can streamline processes and enhance the candidate experience – for both applicants and HR teams.
Applicant Tracking Systems (ATS): Automate application handling and keep candidates informed of their status. This reduces HR workload and increases process transparency.
Chatbots: Available 24/7 to answer common questions, improving accessibility and service – even outside office hours.
Feedback Forms: At the end of the process, these show candidates that their opinion matters and provide valuable insights for improving recruitment.
Analytics Tools: Track bounce rates, popular content, and conversion rates to continuously improve the recruiting process. Identify weak points and implement targeted actions.
4. Content that Convinces – Without Needing IT Skills
Content is the heart of your employer brand. A strong careers website offers more than just job listings. Authentic content replaces clichés and builds trust.
Employee Videos & Interviews: Offer authentic insights into daily work life and introduce the people behind the brand.
Storytelling: Convey your company culture through relatable, emotional stories from employees.
FAQs: Reduce HR inquiries by answering frequent questions upfront – saving time for both applicants and recruiters.
Blog Posts on Current Topics: Show innovation and expertise with up-to-date content, positioning your company as a modern and forward-thinking employer.
Best Practices: Examples of Outstanding Careers Websites
Our customer dmTECH, a subsidiary of dm-drogerie markt, demonstrates how a modern careers portal can effectively attract IT talent. In collaboration with diva-e and Storyblok, they created a flexible, user-centric platform that simplifies applications and strengthens visibility as a tech employer within the group. With strong UX design, fast implementation, and a headless CMS, this project optimizes the application journey and streamlines internal processes – a true best practice for employer branding in tech.
An international bank from Germany shows how thoughtfully designed digital careers sites can succeed. Together with diva-e, they developed a modern, editor-friendly CMS solution. Highlights include a customized job search with improved user guidance and integration with third-party tools. Storytelling is key: authentic employee portraits on the homepage offer insights into the company culture – a strong example of employer branding in the financial sector.
HubSpot welcomes applicants with the message "Let’s grow together." The careers portal targets different groups (Early Careers, Remote Work, DEI, Life at HubSpot) and combines smart UX with powerful people stories, video insights, and social feeds – authentically showcasing what collaboration at HubSpot is really like.
Conclusion: Your Career Portal as a Key to Employer Branding
A modern careers website is more than just a job board – it’s your digital flagship in the war for talent. Those who impress with clarity, cutting-edge technology, and emotional storytelling don’t just attract more applicants – they sustainably strengthen their employer brand. Whether it’s mobile optimization, authentic insights, or a seamless application process: with the right adjustments, your careers site becomes a true talent magnet.
