To attract and convert top talent, your career site must be more than just a place to search jobs. It needs to be a rich, authentic destination that clearly answers the candidate’s core question: “What will my life be like if I work here?”

On top of that, candidates are now using AI to ask those questions so its imperative for employers to provide answers for the search engines to crawl which now includes sites like ChatGPT and Perplexity.

With that in mind we came up with five content pieces that are essential for building a compelling and effective employer brand story.

1. Culture & Values Defined

Candidates want to know what your organization stands for and how they will be expected to behave. A strong statement of values is a magnet for culture fit. Don’t just list buzzwords; explain the behaviors that embody your values. Transparency here builds trust before an interview even takes place.

• Live Example: A benchmark for this is HubSpot’s famed Culture Code, a massive public deck that details the company’s commitment to heart, humility, and transparency. This content piece has become a strategic asset for defining their employer brand.

2. Authentic Employee Testimonials/Stories

Generic quotes don’t cut it. Candidates want to see genuine, video, or long-form written content that gives them a sense of real-life experiences within the company. Showcase different roles, demographics, and departments. This content piece provides a “day-in-the-life-of” view and builds emotional connection.

• Live Example: Spotify’s “Join the Band” experience emphasizes its collaborative and passionate culture. The site is rich with employee-focused content, including videos and profiles, that highlight the company’s “work fast, play nicely” ethos.

3. Comprehensive Benefits & Perks Breakdown

Beyond salary, candidates are evaluating your commitment to their well-being, growth, and work-life balance. Provide clear details on health coverage, retirement, paid time off, and, increasingly, remote or hybrid work policies. Frame perks as investments in your employees, not just giveaways.

• Live Example: The HubSpot Benefits page is an excellent resource for clearly outlining benefits, including global parental leave, flexible work models, and comprehensive mental health support, demonstrating how they invest in their employees’ growth and well-being.

4. Clear Application Process

A confusing or overly long application process is one of the biggest deterrents for candidates. Your career site must clearly map out the journey from initial application to job offer, including typical response times, the number of interview rounds, and what each stage entails. This manages expectations and reduces candidate anxiety.

• Live Example: Miro’s detailed “How We Hire” flow breaks down their hiring journey into clear steps—Apply, Interview (with specific sub-steps like Recruiter Screen, Skills Assessment, and Leadership Round), and Decision—providing transparency into the entire process.

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