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Optimize your career page for Search Engines

September 7, 2023

10 inspiring Careers Page Examples to attract great candidates

In today's digital age, having a strong online presence is crucial for the success of any business. This holds true not only for products and services but also for attracting top talent to your organization. With the increasing competition in the job market, it is essential to optimize your career page for search engine optimization (SEO) to ensure that it stands out among the crowd. By doing so, you can turn your career page from a hidden gem into a top search result, attracting the attention of qualified candidates.

When candidates are searching for job opportunities, they often turn to search engines to find relevant websites and postings. If your career page is not optimized for SEO, it may not appear in the top search results, making it difficult for potential candidates to find your organization. By optimizing your career page, you can improve its visibility and reach a wider audience, increasing your chances of attracting the right talent.

Understanding the role of keywords in career page optimization

Keywords play a crucial role in SEO and optimizing your career page is no exception. These are the words or phrases that candidates use when searching for job opportunities online. By incorporating relevant keywords into your career page, you can increase its chances of appearing in search engine results.

To identify the right keywords for your career page, you need to put yourself in the shoes of your target audience. Think about the terms and phrases they are likely to use when searching for job opportunities in your industry. For example, if you are in the technology sector, keywords such as "software engineer," "web developer," or "IT specialist" may be relevant. Conducting thorough keyword research will help you identify the most relevant and valuable keywords for your career page.

How to conduct keyword research for your career page

Keyword research is a crucial step in optimizing your career page for SEO. It helps you identify the keywords that are most relevant to your target audience and have a high search volume. There are several tools available that can assist you in conducting keyword research, such as Google Keyword Planner, SEMrush, or Moz Keyword Explorer.

Start by brainstorming a list of potential keywords that are relevant to your industry and job openings. Then, use a keyword research tool to analyze the search volume and competition for each keyword. Look for keywords that have a high search volume but low competition, as these are more likely to drive organic traffic to your career page.

What is SEO (Search Engine Optimization)?

Once you have identified the most valuable keywords, strategically incorporate them into your career page's content, meta tags, headings, and URLs. This will help search engines understand the relevance of your page and improve its chances of ranking higher in search results.

On-page optimization techniques for your career page

Optimizing your career page goes beyond incorporating keywords. There are several on-page optimization techniques that you can implement to improve its overall SEO performance.

First and foremost, ensure that your career page has a clean and user-friendly design. A cluttered or confusing layout can discourage candidates from exploring your job opportunities. Make sure that the navigation is intuitive and the content is well-organized.

Next, optimize your page's meta tags, including the title tag and meta description. These are the snippets of text that appear in search engine results and can greatly influence whether a candidate clicks on your page. Use your primary and secondary keywords in a natural and compelling way to entice candidates to visit your career page.

Another important on-page optimization technique is optimizing your career page's URL structure. Use descriptive and keyword-rich URLs that accurately reflect the content of your page. For example, instead of using a generic URL like "www.linkedin.com/careers/job1234," use a URL like "www.linkedin.com/careers/software-engineer-job-opportunity." This not only helps search engines understand the content of your page but also makes it more user-friendly.

Creating engaging and informative content for your career page

When it comes to optimizing your career page for SEO, content is king. Creating engaging and informative content is essential for attracting and retaining the attention of qualified candidates.

Start by providing a clear and compelling introduction to your organization and its values. Candidates want to know what sets your organization apart from others and why they should consider working for you. Highlight any unique selling points, such as a positive company culture, career development opportunities, or competitive benefits.

Next, provide detailed information about your job openings. Clearly state the job title, responsibilities, qualifications, and any other relevant details. Be transparent about your organization's expectations and what candidates can expect from the role.

Content and Content Marketing Are Not the Same. Here's How to Frame the Top  11 Content Formats. | Entrepreneur

Additionally, consider incorporating testimonials or success stories from current or past employees. This adds credibility to your career page and helps candidates envision themselves working for your organization.

Lastly, regularly update your career page with fresh and relevant content. This could include blog posts, industry insights, or employee spotlights. Not only does this show that your organization is active and engaged, but it also provides more opportunities for keywords to naturally appear on your page.

Incorporating relevant keywords in your job descriptions

Job descriptions are a critical component of your career page and can greatly impact its SEO performance. When writing job descriptions, it is important to incorporate relevant keywords in a natural and meaningful way.

Start by analyzing the keywords that are most relevant to each job opening. Consider the skills, qualifications, and responsibilities that candidates are likely to search for when looking for similar positions. Incorporate these keywords throughout the job description, but be careful not to overuse them. The key is to strike a balance between optimizing for SEO and providing a clear and compelling job description. Use LowFruits to analyze and find keywords best suited to your requirements.

LowFruits (@low_fruits) / X

In addition to incorporating keywords, make sure that your job descriptions are informative and well-written. Clearly state the job requirements, responsibilities, and any other relevant details. Be specific and avoid vague or generic language. This will not only improve your career page's SEO performance but also attract more qualified candidates who are genuinely interested in the position.

Leveraging social media to drive traffic to your career page

Social media platforms have become powerful tools for attracting talent and driving traffic to your career page. By leveraging social media effectively, you can increase the visibility of your job openings and reach a wider audience.

Start by identifying the social media platforms that are most relevant to your target audience. For example, LinkedIn is a popular platform for professionals, while Instagram and Facebook may be more suitable for creative or customer-facing roles. Create and optimize your organization's social media profiles, making sure to include a link to your career page in the bio or about section.

Next, regularly share updates about your job openings on social media. Use engaging visuals, compelling captions, and relevant hashtags to increase the visibility of your posts. Encourage your employees to share these posts with their networks, increasing the reach and potential for attracting qualified candidates.

Additionally, consider running paid advertising campaigns on social media platforms. This allows you to target specific demographics, interests, or locations, ensuring that your job openings are seen by the right audience.

Partnering with hiring agencies and staffing agencies for increased visibility

Partnering with hiring agencies and staffing agencies can significantly increase the visibility of your job openings and boost your career page's SEO performance. These agencies have access to a wide network of qualified candidates and can help promote your job opportunities to their audience.

Start by researching and identifying reputable hiring agencies or staffing agencies that specialize in your industry or job function. Reach out to these agencies and discuss the possibility of partnering together. Provide them with all the necessary information about your job openings and establish clear communication channels for sharing updates and candidate referrals.

By partnering with hiring and staffing agencies, you can tap into their expertise and resources, saving you time and effort in the recruitment process. They can help optimize your job descriptions, provide valuable insights on market trends, and actively promote your job openings to their network of candidates.

Tracking and measuring the performance of your career page

Optimizing your career page for SEO is an ongoing process. To ensure its continued success, it is important to track and measure its performance regularly. This will help you identify areas for improvement and make data-driven decisions to enhance your career page's SEO performance.

Start by setting up Google Analytics or any other web analytics tool to track the traffic to your career page. Monitor the number of visitors, their demographics, and the sources of traffic. This will give you insights into which channels are driving the most traffic and which keywords are performing well.

Additionally, track the conversion rate of your career page. This could be the number of candidates who submit an application or the number of inquiries received. By analyzing the conversion rate, you can identify any bottlenecks in the application process or areas for improvement on your career page.

Regularly review the performance data and make adjustments as needed. This could include optimizing your keywords, updating your content, or improving the user experience of your career page. By continuously monitoring and optimizing your career page, you can ensure its long-term success in attracting top talent.

Conclusion: Taking your career page from hidden gem to top search result

Optimizing your career page for SEO is an essential step in attracting top talent to your organization. By understanding the importance of keywords, conducting thorough keyword research, and implementing on-page optimization techniques, you can enhance the visibility and performance of your career page.

Creating engaging and informative content, incorporating relevant keywords in your job descriptions, and leveraging social media can further drive traffic to your career page. Partnering with hiring and staffing agencies can increase the visibility of your job openings, while tracking and measuring the performance of your career page will help you make data-driven decisions for continuous improvement.

By taking these steps, you can transform your career page from a hidden gem to a top search result, attracting the attention of qualified candidates and positioning your organization as a desirable employer in the competitive job market.

Amidst today’s noisy digital world, brands find it challenging to create meaningful connections with their customer base and target audience. Getting the target consumer’s attention and persuading them to buy from you gets even trickier. Hence, content marketing has become more crucial than ever for brands to attract, educate, and retain customers.

Content creation is a top priority for 80% of marketers, and there is no reason it shouldn’t be. Consistent, high-quality, and engaging content impacts your audience’s decisions through education and persuasion.

Depending on your business goals and requirements, the role of Content Marketers you hire will vary. The primary responsibilities revolve around forming consistent brand messaging and deciding upon a unique and identifiable voice, style, and pitch across various distribution channels.

From raising brand awareness to attracting a relevant audience to your website, boosting social media presence and engagement, generating leads, and building brand loyalty – content marketing drives all the growth efforts for your brand. When done effectively, it can help you:

  • Build positive brand awareness
  • Make your audience stick around for longer
  • Get better traction on social media
  • Gain more trust of your audience than ever
  • Generate qualified leads
  • Improve conversion rates
  • Boost business visibility with SEO
  • Position your brand as an authority
  • Cultivate loyal brand fans

While content marketing is a broad role with numerous areas of expertise involved, it’s vital to thoroughly understand your company’s current marketing goals and the related requirements. In this blog, we will dive deep into the step-by-step approach to hiring a Content Marketer.

What is The Role of a Content Marketer?

A Content Marketer must be deeply passionate about telling your brand’s story to the world. The objective is to educate and nurture the target audience to establish brand authority using thought-leadership and drive more people to buy from you.

As a candidate is expected to be a mediator between the brand and the target audience, they are primarily responsible for planning, creating, and sharing valuable content to grow their company’s awareness and engagement to bring more business.

To be more specific, the role of a Content Marketer requires a perfect blend of creativity and attention to detail in an individual. It’s a balancing role, as they need to ensure creating content that resonates and strengthens business relationships, using strategies that position your business as authentic and problem-solving.

Take a look at the core responsibilities of a Content Marketer that most businesses expect them to take over:

  • Research and Competitor Analysis: The first and foremost step to creating a content marketing strategy is effective initial research. It not only helps a Content Marketer understand the nuances of the industry through competitor analysis but also study and understand the target audience thoroughly.
  • Building Content Marketing Plans: Once the competitor research and target audience analysis is done, a Content Marketer needs to work on the different plans for all the business objectives, targeted channels, segments of the audience, and the bigger marketing strategy. A content marketing plan typically consists of:
  • Specific goals along with a pre-decided timeline
  • Various channels to be targeted for content distribution
  • Types of content to be created
  • Budget for the entire staff, outsourced services, and paid promotion (Collabs and Ads)
  • Creating Editorial Calendar: Creating, managing, and maintaining a content calendar is one of the most crucial responsibilities of a Content Marketer. It is a centralized visual document that enables effective collaboration among the marketing team and helps Content Marketers ensure on-time production and delivery.
  • Content Creation: Once the strategy and calendar have been approved by relevant stakeholders, Content Marketers need to do the on-ground work. This task usually depends on the scale of your company and content marketing strategy. Suppose an organization already has a set of writers, then the Content Marketer doesn’t need to create content by themselves.
  • Search Engine Optimization (SEO): Producing quality content that educates your target audience and resonates with them, isn’t enough. You need to optimize your content creation to make it search engine-friendly. While most companies need a dedicated SEO specialist for keyword research and planning, Content Marketers need to closely collaborate with them and should be well-versed in the basics of SEO.

While the practices discussed above are primary responsibilities of a Content Marketer, they also need to be proactive with

  • Content editing and ensuring adherence to a certain style guide    
  • Continous publishing and distributing content
  • Measuring and analyzing performance

How to Hire a Content Marketer: Step-By-Step?

Content marketing has become the key to driving growth for businesses. Unlike a few years ago, it’s not possible now to get away with a one-person team for content marketing. You need deeply trained individuals for specialist roles.

Let’s now dive into the step-by-step approach of hiring a Content Marketer. But before you even source your first candidate, you should have a clear expectation of the skillset and experience to look out for top content marketing candidates.

Top Must-Have Skills in a Content Marketer

Apart from having relevant industry experience, a good Content Marketer must possess the following skills.

  1. Excellent Writing Skills

A Content Marketer’s prior skillset should be writing excellent attention-grabbing content. From long-form blog posts to website copy, ad copies, social media content, video scripts, emails, newsletters, e-books, whitepapers, and more – a Content Marketer should be able to adapt to the business’s specific requirements and create quality content.

  1. Audience Research

Identifying user behavior is vital for framing the story in the right direction. So a Content Marketer must know how to identify and analyze the needs and pain points to develop a buyer persona. User research can be performed through social listening, relevant communities, in-person calls with customers, analyzing sales call recordings, and more.

  1. Keyword Research

Creating valuable thought-leadership content isn’t enough. Researching the right set of keywords is an essential skill to further educate your target audience on the Whys, Hows and Whats of your business, and have your website rank on Google.

  1. Data-oriented Content

Content that’s not backed by relevant data points does not build enough trust. Experienced content marketing professionals would always prefer data over hollow claims. No doubt that only data doesn’t help a content piece succeed, but it’s essential..

  1. Project Management, Planning, and Publishing –

A Content Marketer is also expected to break down and analyze the pain points to turn keyword research into content ideas. So a professional must be able to identify and solve content gaps.

Further, they must know how to create a content calendar, decide the different types of content, and choose relevant platforms to publish and schedule marketing campaigns.

  1. Content Promotion

Creating a valuable content piece, for example - an ebook, isn’t enough. Your content marketing team needs to promote it proactively for bringing enough attention and engagement.

  1. Performance Analysis

Setting up goals and plans is one thing, but continuously executing, measuring, and analyzing content performance is another. A Content Marketer should always be monitoring key performance parameters to figure out the upcoming plans with the necessary updates required.

Not to forget - stakeholders and marketing heads need the performance reports regularly. So Content Marketers must be able to collect and comprehend all the data to make it worth presenting.

Step 1: Create a Candidate Persona

Let’s sort out the priorities first, and decide the type of content marketing candidates you want to recruit. From exceptional research skills to storytelling, communication skills, relationship building, audience engagement, and more capabilities must be comprehensively considered. Identify and break down the skill requirements for Content Marketers:

  • What are the educational qualification criteria for the role?
  • How many years and what type of work experience do you want in candidates?
  • What are the specific skill sets you’re looking for?
  • Which industry experience would you primarily prefer?
  • Are there any tools your candidates should be hands-on with?
  • What are some personality traits that will fit your company?
  • Where do they look for a new job?
  • What are their career and life goals?

Forming a candidate persona by answering all these questions would ensure you are not shooting in the dark while sourcing candidates. Further, it helps you determine the traits of the ideal candidate, and plan your sourcing and recruitment strategy further.

Step 2: Document the Role Requirements and Decide on Your Recruiting Process

Next step is determining your role requirements suiting primarily to organizational needs and business goals. A content marketing professional is expected to own the entire content strategy, creation, and distribution. But what about your business’s unique requirements?

You might need someone comfortable with frequently creating long-form content pieces like blogs, ebooks, or whitepapers, or creating engaging video content based on your industry trends.

Talk to various relevant stakeholders for seeking the complete detailed company requirements for the role.

Before you enter the recruitment funnel, outline your talent acquisition process. Identify various strategies, channels, and other informational insights you would need – and maintain a collaborative document.

As you update the tactics and tweak your recruitment process for meeting hiring requirements optimally – keep your document up to date.

Step 3: Prepare a Content Marketing Job Description

Once you have finalized the role requirements with respect to your current content marketing goals and team, you can start sourcing candidates. Preparing the job description is the first task you’ll need to do.

Here are the necessary components you must have in your job description:

  • Job Title: The position you’re looking to fill. For example - Content Marketing Specialist or Content Marketing Manager.
  • Roles & Responsibilities: An outline of the candidate’s day-to-day activities. From ideation to implementation and the impact on the organization, everything should be covered.  
  • Skill Requirements: Skills and abilities a candidate must have to perform the job successfully.
  • Perks and Benefits: The compensation details, perks of the job, and any other benefits.
  • About the Company: Why should a candidate consider working with your company?

Content Marketer Job Description Template


The job of a Content Marketer is to perform competitor research, create user persona, and write plagiarism-free content for blog articles, social media, and the company website. They need to stay updated on the latest SEO techniques.


  • Develop, write and deliver persuasive copy for the website, email marketing campaigns, sales collateral, videos, and blogs
  • Build and manage an editorial calendar; coordinate with other content crafters to ensure standards
  • Measure impact and perform analysis to improve KPIs
  • Include and optimize all content for SEO
  • Contribute to the localization of processes and content to ensure consistency across regions
  • Review and implement process changes to drive operational excellence


  • Proven content marketing, copywriting, or SEO experience
  • Working knowledge of content management systems like WordPress
  • A well-maintained portfolio of published articles, blogs, copy, etc
  • Proven experience of working under pressure to deliver high quality output in a short span of time
  • Proficiency in all Microsoft Office applications, Google Suite
  • Fluency in English or any other required language

Soft Skills

  • Excellent verbal and written communication skills
  • Excellent writing and editing skills
  • The ability to work in a fast-paced environment
  • The ability to handle multiple projects concurrently
  • Strong attention to detail and the ability to multi-task projects and deliverables

Step 4: Source Candidates

Once you have the tailored job description in hand, it’s now time to do the groundwork and source candidates. Create an attractive job post to promote your job across job boards and social channels.

  • Begin with what to expect from the role at your company?
  • Why should candidates apply for the position?
  • Highlight the growth opportunities
  • State the company vision and mission
  • Briefly describe the recruitment process

Prepare an impactful job post and also execute paid job ad campaigns if required. The next step would be promoting your jobs on various job boards and hiring platforms. You can leverage the following platforms for hiring Content Marketers:

  • LinkedIn
  • Indeed
  • Instahyre
  • ZipRecruiter
  • Monster
  • GlassDoor
  • CareerBuilder

Not to forget - almost 3/4th of the workforce includes passive candidates, so you cannot miss out on passive talent sourcing as well. Reach out to qualified candidates on communities, LinkedIn, Twitter, and even Facebook to offer them suitable opportunities.

Step 5: Evaluate Candidates and Interview Shortlisted Ones

Once you have filtered candidates based on their experience and skills listed on their profile, it’s time to evaluate them deeply. Ask them to create a content strategy for your website, along with a value-adding content piece like a small blog. The topic of the article must fall within the scope of the strategy.

Interview the candidates whose profiles got shortlisted. Keep in mind the parameters covering skills, relevant experience, and personality traits of candidates.

Step 5: Make the Hire

Reach out to selected Content Marketers and communicate about the compensation.

Further, extend your offer letter to all the candidates who have been selected. In the case of passive sourcing, extend to only those who were aligned with you on the compensation and are willing to move forward.

Ensure having a deadline for the joining date and mention the necessary documents required by your recruiting team.

  • Get the required documents and set up the offer agreements with candidates
  • Organize an orientation session for the onboarded candidates
  • Introduce them to the entire team and the marketing teams they will be working with
  • Guide the new candidates about your company management tools and communication channels
  • Provide candidates with forms for benefits and perks like Health Insurance.

Supercharge Your Hiring for Content Marketer with Nurturebox

Inbound candidate sourcing doesn’t work effectively anymore. Do you also find challenges in closing quality candidates through job posts even after spending on ads?

Don’t worry, passive candidate sourcing can be an optimal solution for hiring top content marketing candidates.

Nurturebox is a one-stop talent sourcing and engagement platform which is powered by automation. Here’s how you can source product managers from LinkedIn using Nurturebox:

  • Install the Nurturebox Chrome plugin and sign up.
  • On your LinkedIn profile, start sourcing Content Marketers with boolean searches stating the required experience from targeted locations and including other criteria
  • Add the qualified candidates to your sourcing campaign pipeline with just a click
  • Automate the candidate engagement through email, Whatsapp and LinkedIn direct messages for reaching out and nurturing candidates at scale.

Recruitment insights you won’t delete. Delivered to your inbox weekly.

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