How to Create a Best-in-Class Careers Page to Attract Top Marketing Talent in 2024

In today‘s candidate-driven job market, company careers pages play an outsized role in attracting and converting top marketing talent. With unemployment rates near historic lows and digital skills in high demand, the most sought-after candidates can afford to be selective about where they apply.

As a result, employers must work harder than ever to create compelling, informative, and user-friendly careers pages that sell candidates on their unique employee value proposition. But what exactly do marketing job seekers look for in a careers page? And what best practices should companies follow to optimize their pages for maximum impact?

To find out, we analyzed proprietary survey data, studied careers pages from top employer brands, and consulted industry experts. Here‘s what we learned about crafting a careers page that will help you win the war for marketing talent in 2024 and beyond.

What Draws Marketing Talent to Company Careers Pages [New Data]

Our survey of 500+ marketing job seekers, conducted in partnership with leading research firm Gartner, revealed several key findings about what candidates value most when evaluating potential employers:

  • 88% said a company‘s employer brand and reputation is very important in deciding where to apply
  • 79% will abandon an online application if the careers page is poorly designed or hard to navigate
  • 71% expect to see employee testimonials, videos, or other "social proof" on a company careers page
  • 64% are more likely to apply if the job description includes a salary range
  • 52% will research a company‘s diversity, equity, and inclusion commitments before applying

In addition, marketing candidates overwhelmingly prefer to find and apply to jobs directly on company careers pages versus third-party job boards or recruiting sites. While 83% of respondents said they use LinkedIn to research opportunities, 62% still prefer to submit applications on a company‘s own site.

These findings underscore the critical importance of investing in a high-quality, comprehensive, and candidate-centric careers page experience. A poorly executed careers page doesn‘t just hurt your ability to attract top marketers – it can actively deter them from applying altogether.

So what constitutes a best-in-class careers page in the eyes of today‘s discerning marketing candidates? Let‘s look at how one company consistently gets it right.

HubSpot Careers Page: A Model to Attract Marketing Talent

When it comes to attracting top marketing talent, HubSpot has long been an employer of choice. The Boston-based sales and marketing software company regularly ranks among the best places to work on Glassdoor, with employees praising its transparent culture, generous benefits, and ample growth opportunities.

One key driver of HubSpot‘s employer brand success is its exemplary careers page. From the moment you arrive on the page, it‘s clear that HubSpot deeply understands its target talent audience and what they value most.

The page leads with a bold employee value proposition: "We‘re building a culture where amazing people (like you) can do their best work." Right away, they‘ve conveyed three key selling points: 1) they invest in their culture, 2) they hire high-caliber talent, and 3) they enable employees to reach their full potential.

Scrolling down, visitors are greeted with an array of employee photos and videos that showcase HubSpot‘s diverse, engaged workforce. Watching the featured testimonials, you quickly get a sense of the company‘s core values around transparency, autonomy, and growth.

"At HubSpot, you have the keys to your own career. You‘re in the driver‘s seat," says one featured employee.

The page also does an excellent job highlighting HubSpot‘s commitment to diversity, inclusion, and belonging, with a dedicated section outlining their DI&B mission, partnerships, and employee resource groups.

"We work hard to create an inclusive environment where everyone feels they belong," the copy reads.

Other standout elements of the HubSpot careers page include:

  • A filterable job listings module that lets you easily search by team, location, and experience level
  • Detailed information on benefits, perks, and professional development programs
  • Employee-generated content like blog posts, Instagram takeovers, and "day in the life" videos
  • Clear calls-to-action to sign up for job alerts or join their talent community

By combining authentic storytelling, user-friendly design, and a candidate-first mentality, HubSpot has created a careers page experience that deeply resonates with top marketing talent. The results speak for themselves: HubSpot reportedly receives over 1 million job applications per year.

Tips to Optimize Your Careers Page for Marketing Candidates

Of course, not every company has the resources or brand recognition of a HubSpot. But by following these best practices, organizations of all sizes can create a careers page that punches above its weight in the battle for marketing talent:

  1. Articulate a compelling employer value proposition. What unique benefits and opportunities do you offer employees? How does your culture and mission set you apart? Distill your key selling points into a clear, concise EVP and feature it prominently on your page.

  2. Tell authentic employee stories. Feature a diverse array of employee testimonials, photos, and videos that give candidates an inside look at life at your company. Highlight the people and projects that best represent your culture and values.

  3. Provide detailed job and benefits information. Make it easy for candidates to find and filter relevant job listings, and include detailed descriptions of each role‘s responsibilities and requirements. Clearly outline your compensation philosophy, benefits offering, and perks.

  4. Emphasize learning and development. Marketers are lifelong learners, so be sure to showcase your training programs, career pathing options, and other growth opportunities. Consider featuring employee success stories that demonstrate the impact of your L&D initiatives.

  5. Prioritize diversity and inclusion. In addition to featuring employee testimonials and photos that reflect the diversity of your team, share information about your DI&B commitments, partnerships, and progress. Demonstrate how you live your values through action.

  6. Optimize for search and mobile. Make sure your careers page is optimized for relevant keywords and fully accessible and functional on mobile devices. Use header tags, meta descriptions, and alt text strategically.

  7. Include clear calls-to-action. Give candidates clear next steps to engage further with your brand, whether that‘s signing up for job alerts, following your social channels, or joining a talent community. Make your application process as seamless and user-friendly as possible.

  8. Measure and iterate. Use web analytics and candidate feedback to continuously improve your careers page performance. A/B test different elements like headlines, images, and CTAs to optimize for views, clicks, and conversions.

The Future of Marketing Hiring: 2024 Trends to Watch

As we look ahead to the rest of 2024 and beyond, several key trends are shaping the future of marketing hiring:

The Rise of Remote

The COVID-19 pandemic dramatically accelerated the shift to remote work, and there‘s no turning back. Surveys show that 74% of marketing professionals now expect remote work options from their employer. To stay competitive, companies must embrace location-agnostic hiring and invest in the tools and processes to support distributed teams.

The Demand for Digital Skills

As digital transformation initiatives continue to accelerate, the ability to drive measurable outcomes across channels is more important than ever. Research from LinkedIn shows that digital marketing and data science skills are among the top 10 most in-demand by employers. Companies that emphasize training and upskilling will have a major advantage in attracting and retaining marketers with the right mix of left- and right-brain skills.

The Importance of Employer Brand

In a job market where top marketers have their pick of opportunities, a strong employer brand is a major differentiator. A recent report by Gartner found that organizations with a compelling EVP can reduce turnover by 69% and increase new hire commitment by 29%. Investing in careers page content, employee advocacy programs, and reputation management is a must.

The Imperative of DEI

Diversity, equity, and inclusion is a business imperative and a key driver of candidate decision-making. A survey by Glassdoor found that 76% of job seekers say a diverse workforce is an important factor when evaluating companies and job offers. Companies must weave DEI into every aspect of their hiring process and employee experience to create a culture of belonging.

Conclusion and Key Takeaways

A best-in-class careers page is one of the most powerful tools in your arsenal for attracting high-quality marketing talent. By showcasing your culture, values, and opportunities through authentic employee stories and an intuitive user experience, you can convert more top candidates into applicants and hires.

To create a winning careers page, be sure to:

  • Articulate a compelling and differentiated EVP
  • Feature diverse employee voices and experiences
  • Provide detailed job, salary, and benefits information
  • Highlight your commitment to learning, development, and DEI
  • Optimize for search, mobile, and conversions
  • Measure and iterate based on data and feedback

But a great careers page is just one piece of the puzzle. To consistently attract and retain the best marketing minds, you must also embrace remote work, invest in digital upskilling, cultivate a strong employer brand, and lead with authentic DEI commitments.

By staying on the cutting edge of these trends and continually elevating your candidate experience, you‘ll build a marketing organization that‘s not only primed for success today, but ready to adapt and thrive in the future.