Your careers site is one of your most powerful Recruitment Marketing channels. It’s where your content, brand and data strategy come together to attract and convert the right candidates—often before they’ve even clicked apply. But when your goals include improving conversion rates, reaching passive talent or launching a new Employee Value Proposition (EVP), optimizing your site becomes less about what looks good and more about what actually works.

This blog post is your practical guide to optimizing your careers site using AI and analytics. You’ll learn how to validate persona alignment with your employer brand and EVP messaging, improve SEO visibility and identify what drives conversion—so you can audit your site with precision and implement changes that lead to measurable outcomes. With clear steps, example prompts inspired by those built into our Rally® Inside™ with Rally® AI™ Recruitment Marketing Platform, and specific use cases, you’ll have the tools to move forward with confidence—whether you’re launching a new EVP, adapting to shifting talent priorities or proving ROI of your Recruitment Marketing strategy.

Why Your Careers Site Isn’t Converting—and How to Fix It

Careers sites come in all shapes and sizes. Maybe you inherited one that’s been pieced together over time. Maybe it’s a single page owned by Marketing or managed through your ATS. Whatever the setup, today’s candidates are doing their homework—and they’re judging your culture, values and experience long before they hit apply.

As Recruitment Marketing, Employer Brand and Talent Acquisition professionals, we need more too. A high-performing careers site should do more than inform or speak only to active job seekers—it should help attract the 75% of the workforce who are considered passive talent, differentiate your employer brand and move candidates to take action through relevant, persuasive content.

So before jumping into a redesign, ask: What do you need your careers site to do for you—and for candidates? I recently covered this approach in my Learn With Lori session on “Careers Sites that Captivate and Convert,” where I taught Rally Inside users how to apply AI and analytics to their strategy.

Let me share this approach with you—so you can uncover what content is resonating, identify where candidates are falling off and build a careers site that helps you convert the talent you want to hire. Let’s go!

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