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What Makes a Successful
Careers Section on a Corporate Website?


Rosie Edwards


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A Careers section is one of the most important areas of a company’s website, and is often the most visited area of a corporate website. For many prospective employees, it’s the first real impression they get of what it’s like to work at your organisation—and a deciding factor in whether they apply at all.

If done well, the careers section can position your company as an employer of choice, attract the right talent, and strengthen your employer brand. According to research, 64% of job seekers say a lack of information on a company’s website can deter them from applying. So it’s critical to give them what they need—a fast, clear, and authentic insight into life at your company.


So, what are people looking for in a Careers section? 

While motivations vary—between early career candidates, experienced professionals, or those exploring a career change—there are consistent patterns in the most sought-after content:

  • Open roles (searchable and filterable)
  • Information about culture, values and purpose
  • Employee stories and testimonials
  • Career development and benefits
  • Hiring process and FAQs
  • DE&I and sustainability commitments

Given its importance, here’s a guide to what makes a Careers section stand out—and deliver the best results:

1. Intuitive Navigation and Job Discovery

Candidates are often job-hunting across multiple websites and platforms, therefore it is essential to make it easy for them to find opportunities and explore your company.

  • Smart job search functionality: Ensure that you filter your job opportunities by location, team, keyword, and contract type. Consider AI-powered matching to surface relevant jobs.
  • Clear taxonomy: By grouping roles by department or business unit, and highlighting key locations or remote opportunities, this will appeal to candidates more.
  • Mobile-optimised experience: Job seekers often search on the go, therefore you must ensure the search and application process is seamless on a mobile, as well as a computer.
  • ‘Featured roles’ or ‘Hot jobs’: Prioritise strategic hires or high-volume roles with visibility on the Careers homepage.
2. Tell a Compelling Employer Story

Candidates want to understand not just what you do, but who you are as a company. Your Careers section should bring your culture to life.

  • Employer brand video or intro statement: Showcase your business and communicate your values, mission, and impact to attract early talent.
  • ‘Why work here’ pages: Use imagery, tone, and copy to reflect your authentic culture.
  • Team-specific insights: Offer peek-inside content tailored to engineering, sales, or operations teams.
3. Address your target groups

Different target prospective employee groups will have different needs of the website, and are at different stages of their careers. To deepen engagement and understanding it is wise to address the specific groups you want to attract such as:

Early careers candidates – such as graduates, first time jobs, interns and so on. They are likely to need more support on what to do, what’s expected and future careers paths

Experienced hires – who will be looking for more on the wider opportunities, specific on pay and benefits, career opportunities and culture and values

Specific target groups – perhaps specialist roles who will be seeking information very relevant to their role, for people profiles with a similar role and how the team fits within the wider organisation

4. Incorporate Employee Voices

Candidates trust in people. Sharing real employee experiences builds credibility and connection and is generally content that is well engaged with in a website.

  • Employee stories and testimonials: Use blog-style features, short-form quotes, or video snippets to share employee stories and testimonials.
  • Diverse perspectives: Showcase a mix of tenure, roles, backgrounds, and locations, to highlight the diversity in your business.
  • Social content feeds: Embed employee posts from LinkedIn, or other social media platforms (with moderation in place).
5. Be Transparent About the Process

Uncertainty around application processes can deter great candidates. Clarity builds confidence.

  • Application journey explained: Step-by-step breakdowns or simple visuals showing what to expect during the application process will ensure that your business attracts the optimum amount of talent.
  • Interview tips and FAQs: Help candidates prepare and know what you’re looking for, to show them that you are a trustworthy company.
  • Hiring timelines: Share average response times or updates on roles to manage expectations, ensuring you maintain a good relationship with potential employees.

6. Create a sense of belonging – Values, Purpose and DE&I

Candidates care about what a company stands for, and want to ensure they will belong. 

  • DE&I commitments and data: Share goals, initiatives, employee networks, and progress made, as this will attract the best talent to your business.
  • Sustainability and social impact: With sustainability being one of the main priorities, link to your ESG efforts, volunteering programs, and CSR partnerships.
  • Values in action: Real examples of how your culture lives day-to-day—not just on posters, will ensure that candidates get a real feel for the company they will be joining.
7. Make Benefits and Growth Opportunities Clear

People want to know what they’ll get, so be open and specific about what you offer.

  • Benefits overview: Ensure you provide an overview of all of the additional benefits, for example, health, wellness, leave policies, flexibility, etc.
  • Learning & development: Prospective employees will want to know how they can progress at the company, this means sharing career paths, training programs, mentorship, and certifications is essential.
  • Internal mobility and promotions: Stories of career growth from current employees help candidates envision a future at your company.
8. Incorporate Engaging Visuals and Interactive Elements

The Careers section should feel as dynamic and engaging as your workplace.

  • Video content: Office tours, leadership messages, and employee stories help potential employees engage with your business.
  • Interactive job maps or office guides: As new offices can be a daunting place, it is important to provide employees with interactive job maps and office guides.
  • Cultural quiz or team fit tools: Interactive widgets that help candidates find the right team or role ensure that employees feel welcomed by your business.
9. Encourage Connection and Ongoing Engagement

Not every visitor is ready to apply today—so build a pipeline by keeping them connected.

  • Talent community sign-ups: Let candidates register interest and receive job alerts or newsletters, to encourage engagement.
  • Follow us on LinkedIn or social links: Ensuring your employees follow your business on LinkedIn and other social networks, will encourage growth for your business.
  • Events or webinars: Promote upcoming recruiting events or career fairs.
10. Ensure Accessibility and Inclusion

It’s crucial that your Careers section is inclusive and accessible to all.

  • WCAG 2.1 AA compliance: Ensure your job site and application process are usable for people with disabilities.
  • Accessible job descriptions: Use plain language, avoid jargon, and ensure screen-reader compatibility.
  • Inclusive language: Check your job ads and career copy for biased phrasing using tools or manual review.

Conclusion

A well-designed Careers section does more than advertise jobs—it communicates your identity as an employer and builds meaningful connections with future talent. By putting user experience, transparency, inclusivity, and authenticity at the heart of your Careers website, you create a destination that attracts the right people and inspires them to join your journey.

The best Careers sections don’t just show open roles—they show opportunity, growth, and belonging.

We do an analysis of corporate websites, including the careers content every year in our Digital Index. To view the latest findings >

If you’d like us to benchmark your careers content get in touch.


About Black Sun

Black Sun Global is a stakeholder advisory and engagement agency that's been driving transformation and positive change for ambitious brands for more than 20 years. With deep expertise in disclosure and reporting, ESG, sustainability, and digital engagement, we reshape how organisations connect with customers, investors, employees, and the wider world. 

We are trusted partners to some of the most influential global organisations, sparking innovation and sustainable performance through our strategic insights, partnerships, and proprietary technologies.

As founders of the Positive Change Group, we are on a mission to create a new kind of stakeholder relations partner. Our world-class specialists work closely with executive leadership teams to protect reputations, inspire trust, and promote responsible business practices - building resilience and long-term value in a rapidly changing world.

For more information, please visit: www.blacksun-global.com





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