How You Can Build a Great Career Page for Your Small Business – Lessons from Slack
Businesses have known for a long time that the quality of a website directly impacts customer purchases, yet we often don’t put the same amount of effort into our career pages. Building an effective career page is essential, but many of us lack the resources or knowledge to do so, particularly if we are part of a small business.
To help you learn how to build a great career page let’s take a look at red-hot startup Slack. They only have about 600 employees, but must compete with tech behemoths like Facebook and Google. So how do they make it work? Here’s a deep dive into what makes their career page so effective:
The First Look
Slack opens with a simple statement of its mission. Their mission drives everything at the company and it’s the first thing they want potential candidates to see. People who like the vision will continue to scroll through the page while people who don’t will leave and self-select out of the application process. The vision-first approach is a smart way to increase the volume of qualified candidates, even if overall candidate volume might decline.
Immediately after the mission comes a set of employee images. What makes Slack’s image choice unique and powerful is that they are deliberately highlighting the diversity of their workforce without ever directly stating it.
Vision and Culture
Slack then devotes another section specifically to the company vision. Here they do it with more text, but they also infuse it with statements about the company culture and attitudes they want in candidates. Slack wants to make work better and they are starting with their own team. They want “curious, creative people,” but they also emphasize that while they work hard, it’s “within normal business hours.” With just a few paragraphs Slack is able to clearly share its vision while also pitching who they want to hire and what it’s like to work there.
Next, Slack shares their core values. Nearly every company has a listed set of values, but Slack has chosen to list them front and center on their career page. What this does is trigger candidates to align themselves with these values in their application. Psychologically this is called priming – you feed someone an idea that causes them to nurture it in their own mind, often unconsciously. When people are hired they will have already thought about Slack’s values and will have begun adjusting their own values accordingly.
Perks and Benefits
Slack closes its career page by focusing on the benefits that come with working there. Note that this is not where the company starts, but where it ends. In terms of website behavior only engaged users are likely to make it to the bottom of the page, which means that anyone reading about Slack’s perks is also at least mildly interested in the company’s vision and values.
The benefits listed here are also somewhat unique. Most companies offer a wide arrange of perks, but Slack has chosen to highlight only the ones it feels are key. This keeps the reader focused and prevents them from getting lost in an overload of information.
All open opportunities are listed at the bottom of the career page in a simple, easy-to-navigate interface. The simplicity isn’t the only thing that stands out though, what is more interesting is the fact that the vacancies are at the very bottom of the career page, rather than at the top – and this isn’t by accident. Slack is deliberately filtering candidates out who aren’t interested in taking the time to read about the company. Doing so increases the odds that candidates who apply believe in Slack’s mission and are aligned with its values.
Overall, the Slack career page is dedicated to selling you on the company first, before actually showing you their vacancies. This is a smart approach because it helps to filter people out who aren’t taking the company and its vision seriously. On your own career page, you might be tempted to instantly start with your job openings. While this will increase the volume of applicants, it will probably reduce their overall quality. Keep that in mind when building your site.
In terms of visuals, one thing Slack does very well is use what designers refer to as “white space.” When filling a web page (or nearly any document besides a book for that matter) less text is better. By having lots of white space the site feels more open and has a sense of flow. It also makes it easier to draw the reader’s attention to specific points.
Another great design point on the site is the combined use of both real-life images and illustrations. It keeps the site feeling real, but also playful.
Finally, the use of color is careful and calculated. Colors are aligned with the Slack’s branding, and are used in a selective way that makes them pop visually.
How You Can Build a Great Career Page Too
A quality career page is worth the investment. It will get you more talented candidates, who will in turn help you get more happy customers. You don’t have to copy Slack, but you can use them as a model. Here are five things to keep in mind when building the site:
1) Use White Space
Less is often more when it comes to web pages. Once you are done with your first design of the career page set a goal to cut an additional 25% of the content (visuals and text) out. This will force you to simplify things and keep your messaging clear.
2) Highlight Your Company Vision
Every candidate should have a crystal-clear vision of what you want to achieve. This doesn’t have to be the first thing they see, but it should be one of the first things.
3) Share Your EVP
EVP stands for Employer Value Proposition. This is the thing that makes working for you more interesting than working for other companies. It can be the culture, the pay, the adventure, or anything else – just make sure it reflects reality.
4) Use Videos or Pictures of Employees and Testimonials
Slack does a great job of sharing what some of their people look like. However, they didn’t include any quotes or testimonials from them. Even a short and simple quote can help to show why your company is a great place to work.
5) Make it Easy to Apply
The application form should usually be simple and easy to use. Interviews and selection processes are allowed to be challenging, but application forms are not.
Tools for Building Your Career Page
There are several tools that make it easy to build a great website, including career page, without needing any web design experience. Here are a few:
- WordPress – One of the most popular tools out there. It includes free templates, paid templates, and the opportunity to do you own custom designs.
- Squarespace – The templates provided by Squarespace are as elegant as they are easy to use. Pricing is great too.
- Wix – Wix is similar to Squarespace in its use of customizable templates, but uses a freemium model where you can start free and upgrade when you need to.
Need More Inspiration? Here are Some Other Great Career Pages from Companies Large and Small:
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