Reading Time: 8 minutes

Your career site is one of the most powerful tools for attracting top talent—but is it truly working for you?

If your site isn’t optimized to engage candidates and provide a seamless experience, you could be missing out on great hires. A strong career site should go beyond job listings. It should reflect your company culture, showcase high-quality content, and convert candidates to applicants.

At Stories Inc., we’ve spent over a decade helping companies create compelling career site content that drives real results. In this post, we’re sharing six expert-backed strategies to improve your career site, straight from our free on-demand course, Mastering Career Site Strategy.

Tip 1: Plan Your Content Strategically

A well-structured career site starts with a solid content strategy. Before adding new content, take a step back and assess what’s already there. Conduct a content audit to identify gaps, outdated information, and opportunities to better align with your employer brand and hiring needs.

In addition to sharing evergreen content—such as company culture pages, employee stories, and mission-driven messaging—it’s important to plan for dynamic content updates. Regularly refreshing job family pages, location-specific content, and featured employee testimonials keeps your site engaging and relevant. A strategic approach to content planning ensures your career site remains an active, evolving tool for attracting top talent.

Want step-by-step help? Watch our content planning here.

Tip 2: Diversify Your Content 

Your career site needs more than just job listings to capture and hold a candidate’s attention. A variety of content types helps tell a richer, more engaging story about your company and workplace. 

• Videos offer an immersive way to showcase company culture, highlight employee experiences, and provide an inside look at different teams and roles.
• Employee testimonials and quotes add authenticity, giving candidates a firsthand perspective on what it’s like to work at your company. 
• Blog posts provide opportunities to go deeper into career growth, company initiatives, and industry insights while also improving SEO. 
• High-quality photography of real employees and workspaces helps candidates visualize themselves at your company.

See examples of great career site content in our video on content strategy.

Tip 3: Personalize the Experience

Not all candidates are the same, and your career site content should reflect that. 

Personalizing content based on different candidate personas ensures that job seekers find relevant information that speaks directly to them. Entry-level candidates, for example, may be looking for content about career development, mentorship, and company training programs, while experienced professionals might care more about leadership opportunities and work-life balance. 

Beyond job function, geographic personalization can also make a big difference. Highlighting location-specific content—such as office culture, benefits, or cost-of-living perks—helps candidates envision what working at your company would look like in their city. 

Personalization can also be enhanced through dynamic content that tailors messaging based on a visitor’s interests or past interactions. The more relevant and specific your content, the more likely candidates are to see themselves at your company and take the next step.

Discover how to personalize your career site content effectively in this video.

Tip 4: Communicate Like a Human

Buzzwords like “fast-paced environment” and “cutting-edge innovation” sound impressive but don’t actually tell candidates what it’s like to work at your company. Instead of relying on vague statements, use specific, evidence-based language that clearly describes your culture, values, and employee experience.

Here’s how to make your content more authentic:

• Be specific: Instead of “we offer great benefits,” list key perks and share how they impact employees.
• Show, don’t tell: If diversity is a priority, don’t just say “we value diversity”—feature real employee stories that highlight inclusion in action.
• Use employee language: Interview employees and incorporate their actual words to make your content more relatable.
• Ask “So what?” If a sentence feels generic, rewrite it with more detail or an example that makes it unique to your company.

Learn how to replace jargon with clear, story-driven content in this video.

Tip 5: Use AI to Improve (Not Replace) Your Content

AI is a powerful tool for streamlining content creation, but it works best as a support system rather than a replacement for human creativity. It can generate first drafts of job descriptions, blog posts, and landing page copy, helping teams work more efficiently while still allowing for refinement and personalization. AI can also adjust tone and style to ensure consistency and create tailored content for different candidate personas, making messaging more relevant to specific roles or locations.

While AI can enhance content quality, it shouldn’t replace the human touch. Authentic employer brand messaging comes from real employee stories and experiences, not automated text. Use AI to improve efficiency and clarity, but always refine content to ensure it remains engaging, accurate, and reflective of your company’s unique voice.

See our tips on using AI to improve your career site in this video.

Tip 6: Keep Your Career Site Fresh and Relevant

A great career site needs regular updates to stay engaging and effective. Candidates expect accurate, up-to-date information, and if your site looks outdated, they may assume your hiring process is too.

Here’s how to keep your career site fresh:

• Review and update regularly: Audit your site at least quarterly to refresh job descriptions, update employee testimonials, and ensure EVP messaging still aligns with your culture.
• Use analytics to guide improvements: Track metrics like page views, bounce rates, and time on page to see what’s resonating with candidates and what needs refining.
• Adapt to candidate needs: If candidates frequently ask about career growth, work-life balance, or hiring timelines, consider adding FAQs, interview prep videos, or employee stories that address these topics.
• Showcase new content: Regularly highlight recent employee spotlights, company milestones, or new job family pages to keep your site dynamic.

Get expert tips on managing and maturing your career site in our final video.

Take Your Career Site to the Next Level

Improving your career site isn’t a one-time task—it’s an ongoing process that requires strategic planning, engaging content, and continuous updates. By diversifying your content, personalizing the candidate experience, avoiding jargon, leveraging AI, and keeping your site fresh, you can create a career site that attracts top talent and drives applications.

If you’re ready to go deeper and learn how to improve your career site with expert-backed strategies, check out our full Mastering Career Site Strategy course created in partnership with Happydance. This on-demand video series walks you through everything from content planning to personalization, storytelling, and beyond.

Access the full course playlist here and improve your career site today.