A well-designed career page is crucial for attracting top talent and showcasing your company’s values and culture. You can also improve your site’s SEO performance by optimizing your career page for E-E-A-T (Experience, Expertise, Trustworthiness, and Authoritativeness). In this comprehensive guide, we’ll provide actionable steps to create a standout career page and discuss the ongoing actions required from C-level executives to ensure its success.
Let’s dive in!
Creating a Careers Page Optimized for E-E-A-T SEO
Follow these steps to create a career page that not only attracts top talent but also serves as a trust signal to boost your E-E-A-T score:
Crafting Your Careers Page
- Research leading companies’ career pages: Analyze the career pages of industry leaders to identify best practices and elements that appeal to potential candidates. Look for successful layouts, multimedia content, and clear communication of company values.
- Create compelling job descriptions: Write clear and concise job descriptions that accurately describe the roles and responsibilities, qualifications, and benefits for each position. Use inclusive language and avoid jargon to attract a diverse pool of candidates.
- Develop an appealing layout: Design your careers page with easy navigation and a visually appealing layout that showcases your company culture and values. Include images, videos, and testimonials to provide candidates with a glimpse into your work environment.
Developing Your Careers Page
- Implement a seamless hiring flow: Establish a smooth hiring process that guides candidates from application to onboarding. This should include steps like resume screening, interviews, and reference checks. Make sure the application process is mobile-friendly and easy to complete.
- Conduct market research: Research current market trends and competitive salary ranges for each position to ensure you’re offering attractive compensation packages. Consider offering unique benefits and perks to set your company apart from competitors.
- Create a benefits communication plan: Develop clear messaging around your comprehensive benefits package, including information on how to enroll and take advantage of these offerings. Highlight unique perks that make your company stand out.
Refining and Maintaining Your Careers Page
- Develop employee retention and engagement programs: Implement initiatives that focus on employee satisfaction, growth, and development, such as mentorship programs, training opportunities, and performance management systems.
- Review and update job descriptions and salary ranges: Periodically review and update job descriptions and salary ranges to ensure they remain competitive and accurate in the current market. Keep an eye on industry trends and adjust as needed.
- Seek feedback from C-level executives: Collaborate with C-level executives to gather feedback on the careers page, hiring flow, and employee development programs, ensuring alignment with the company’s goals and values. This feedback will help you continuously refine your careers page and attract top talent.
Experience, Expertise, Authoritativeness, and Trustworthiness: The core components of E-E-A-T
Added to the E-E-A-T acronym in December 2022, the first E focuses on the writer’s real, first-hand, or real-life experience on the subject matter. Content created by individuals with abundant personal experience is more reliable and effective in accomplishing its objectives. Integrating the experience component into your career page helps convey the expertise of your team members and increases trust in your organization.
The expertise of the content creator is vital, especially for YMYL content. Users should be able to trust the expertise of the person who wrote the content based on their credentials, awards, education, and experience in the field. Showcasing your team’s expertise on your career page will instill confidence in potential candidates and contribute positively to your E-E-A-T score.
Google takes the author, content, and website into account when determining authoritativeness. The site’s reputation judges a website’s authority, mentions and links from well-known experts, use in research, and relevant reviews. By creating a career page that highlights the accomplishments and recognition of your company and team members, you strengthen your site’s authoritativeness in the eyes of search engines and users alike.
The most crucial component of E-E-A-T, trustworthiness, is assessed based on experience, expertise, and authoritativeness. Untrustworthy pages score low on E-E-A-T  regardless of their expertise or authority. Ensuring your career page conveys your organization’s trustworthiness through transparent communication and showcasing real-life examples of your company culture will help boost your E-E-A-T score and attract the right candidates.
Key Actions for C-Level Executives
For a successful careers page, C-level executives must be involved in the process. Here are the key actions they need to take:
- Review the careers page and hiring flow: Provide feedback to ensure that the page and hiring process align with the company’s goals and values. Offer suggestions for improvements based on industry best practices and employee feedback.
- Collaborate with HR: Work with the HR team to implement employee retention, engagement, and development initiatives, such as mentorship programs and performance management systems. Support the HR team in their efforts to attract and retain top talent.
- Monitor market trends: Stay informed about market trends and competitive salary ranges to help attract and retain top talent. Adjust compensation packages as needed to remain competitive in the industry.
- Provide feedback on job descriptions and salary ranges: Ensure that job descriptions accurately reflect updated salary ranges and market trends and maintain consistency in language and formatting across all job descriptions.
- Support employee growth and development: Advocate for initiatives that promote a positive work environment and provide opportunities for employees to grow and develop their skills, such as offering professional development workshops, sponsoring industry conferences, and providing access to educational resources.
- Emphasize the importance of E-E-A-T: Communicate the significance of Experience, Expertise, Trustworthiness, and Authoritativeness in SEO to all levels of the organization, ensuring that the company’s online presence aligns with these principles and enhances its reputation in the industry.
- Encourage employee advocacy: Foster a culture where employees are encouraged to share their positive experiences working at the company on social media, review platforms, and in their professional networks, further boosting the company’s E-E-A-T score.
- Measure and analyze results: Continuously track key performance indicators (KPIs) related to the careers page, such as the number of applications received, time to fill open positions, and employee turnover rates. Use this data to make data-driven decisions and refine the careers page and hire process over time.
Conclusion: Enhancing Your E-E-A-T Score and Attracting Top Talent Through a Robust Careers Page
Creating an effective careers page is essential for both attracting and retaining top talent in today’s competitive job market. Following the steps outlined in this guide and involving C-level executives, you can craft a compelling careers page showcasing your company’s experience, expertise, trustworthiness, and authoritativeness. This helps you attract the best candidates for your organization and bolsters your E-E-A-T score, leading to improved SEO performance and a stronger online presence. Invest in your careers page and witness your company thrive as a result.
Delve deeper with our team of experts  to uncover the transformative power of these principles for your website and witness the impact they can have on your search engine rankings and online presence.
Here are the references that were used in this article:
1. Experience, Expertise, Authority, Trustworthiness (E-E-A-T) – Google Search Quality Evaluator Guidelines – https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf
2. Our contact form to initiate your E-E-A-T audit