Employer Branding Must Haves That Make Career Sites Work

There’s no single template for a great careers page—there are a lot of ways to hook great candidates. But sometimes you just come across one that works, and often it’s because they’ve nailed a unique element of a solid employer brand. 

I recently came across two such stand-outs during my employer brand fangirling. Here’s what caught my eye.

1. Palo Alto Networks: a career-dedicated blog

In a rare but beautiful turn of events, cybersecurity company Palo Alto Networks has an extensive careers microsite with a blog dedicated entirely to documenting the employee experience. Candidates hear from workers about what it’s like to work at Palo Alto and how their current work fits into their long-term career plans.

Blogs like this are a great option for companies who don’t have the budget for video but still want to give job seekers a closer look at what goes on inside. 

A blog that shares real employee stories? Well done Palto Alto Networks. Cue clap emoji. Photo: Palo Alto Networks

Another bonus: The blog, which features real employees writing about their experiences in their own words, is very well tagged so candidates can jump directly to posts about topics they care about, like internal mobility, career development, and company culture. 

What else is working?

• A bold, modern, and dynamic design that’s easy to navigate using the navigation bar and on-page links. In other words: It’s a fully developed site and it acts like one. 

• Pages dedicated to the experience and support of specific groups, like veterans, students, and early career candidates.

2. Square: a crash course on modern commerce 

I may be in love!

A strong employer brand site teaches visitors something they didn’t know—about the brand, the industry, the problems they solve, their customer base. 

From Square’s site, candidates learn the basics, like company benefits and values. They also learn how current employees landed their roles, why they chose their careers, and what they like about their jobs at Square. 

They learn about the Square interview process and what applicants can expect.

A transparent interview process explained creatively is what candidates deserve in this day and age. Photo: Square

They learn about the company’s suite of products and how a prospective candidate's skills might fold into those focus areas. 

They also come away knowing more about the company mission and the customers they serve. 

Why is this rugged cowboy smiling? Because Square just made his business life beautiful! Photo: Square

Basically the site is a mini crash course on commerce and Square’s monumental role in expanding access. And it just makes you want to jump in. 

There’s not a lot that could pull me out of the autonomous bliss that is freelancing, but I do kind of want to eat Square with a spoon right now. 

What else is working?

• A unique and authentic voice. An employer brand shouldn't just mimic the company brand, but step out on its own to reflect the internal culture. If a brand were a family, the employer brand would be that cool cousin everyone loves because the party starts when they get there. 

• A highly visual site—it’s loaded with high-quality photos and videos so candidates can envision themselves working there. Let’s not pretend we’re not all thinking it: Good visuals make a brand look sexy. 

  Emily McCrary-Ruiz-Esparza writes about workplace culture, DEI, and hiring. Her work has appeared in Fast Company, From Day One, and InHerSight, among others.

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