How to boost employer branding on your website in five easy steps

Every year, Webranking examines exactly what jobseekers are looking for and assesses how Europe’s largest companies are communicating their employer branding and career opportunities online. For more Webranking research, see last year's insights on jobseekers and employer branding.

Here we'll share key insights from our results and dive more deeply into six essential elements you need on your website careers page, with examples of best practice from across Europe. With these, you'll be effectively communicating your employer brand and attracting top talent to your business in no time.

Key findings

• Strong company introductions improve first impressions – Values, culture and purpose are addressed by the majority of companies, but not all; 97% of jobseekers consider a company introduction important.  
• Employee stories strengthen employer branding – 57% of companies use text-based employee stories, and only 31% use video content. Stories help jobseekers visualise company culture, making organisations more relatable and credible.  
• Investment in employee growth attracts talent – 87% of jobseekers prioritise learning and development opportunities, and 65% of companies highlight them on their careers pages. Fewer (45%) provide information about career progression, despite its importance for long-term retention.  
• Few present compensation policies – Only 33% of companies provide information on compensation policies, despite 74% of jobseekers considering this highly important when researching potential employers. 
• Lack of recruitment process transparency – While 80% of jobseekers want an overview of the hiring process, only 37% of companies provide this information. A clearer recruitment process can enhance candidate experience and improve employer perception.  
• Limited information on company locations – Only 42% of companies provide details about their geographical presence in the careers section.  

  1. First impressions and introductions 

  A brief company introduction may seem like a basic step, but it plays an important role. A well-crafted company introduction provides clarity about the company and strengthens employer branding by making the company more appealing and relatable to potential candidates. According to our survey, 97% of jobseekers consider a company introduction important – but only 79% of companies assessed included an introduction in the careers section of their corporate website.  

  96% of jobseekers also value information about the company's purpose. Candidates research several companies during their job search, looking for a company whose purpose and values align with their own. This can be an important factor in whether they proceed with an application, making it critical when it comes to attracting (and retaining) the right people. 85% of companies showcase their values and culture, and 81% communicate their purpose, but these elements are not just helpful – jobseekers expect them. They should be easily found and clearly communicated in your careers section.  

  For example, on Tele2's website, the careers page is outlined with a short and clear introduction of the company, their purpose and role in society are described, and their perspective on sustainability is addressed.

2. Employee stories

Don't overlook social proof. Just as you might offer reviews or testimonials and storytelling when selling your products or services, employee stories are a compelling way to attract top talent by showcasing a company’s culture through real-life experiences. By sharing personal insights via interviews, testimonials or videos, companies can create a relatable and engaging employer brand. Let your people do the talking! 

Our data shows that 57% of ranked companies use employee stories in text format, featuring input from multiple employees, while only 31% use video content. These stories help potential candidates visualise themselves within the company and help build a sense of credibility, making them a valuable tool in recruitment and employer branding strategies.

SEB, for example, share a range of employee stories across various job areas, providing insight into different career paths and experiences. They also use video formats, which can give a more engaging perspective on the experience of working at the company.  

3. Employee growth and development 

Providing information about learning and development opportunities is a valuable factor in attracting and retaining talent. Our research shows that 87% consider learning and development opportunities very important when evaluating potential employers, which signifies a high interest in information on this topic. Companies that showcase training programmes, career progression paths, and skill-building initiatives demonstrate a will to invest in employee growth, making the companies more appealing to candidates.  

Currently, 65% of ranked companies present information about learning and development opportunities on their careers pages. CaixaBank present their training model that describes which areas of development their employees can partake in. 

In addition, fewer companies - 45% - provide information about career progression and promotion opportunities within the organisation. While learning and development programmes help employees grow, jobseekers also want to understand how they can advance within the company. Without visible promotion pathways, companies may struggle to attract ambitious candidates seeking long-term career prospects. AirLiquide describe their internal mobility strategy, which is a opportunity for employees to grow.

4. Compensation and benefits 

Compensation policies are presented on a minority of company websites, with only 33% of companies making this information publicly available. This is in stark contrast to jobseeker expectations, as 74% of respondents state that understanding a company’s compensation policy is highly important when researching potential employers. By clearly communicating compensation policies, companies can provide greater transparency, helping jobseekers make informed decisions. We understand that, as a global/international company, it can be challenging to communicate a specific compensation policy due to regional differences and regulations; however, it is more about conveying your overall approach to compensation rather than detailing every policy variation.

Given the strong interest in this information, making it more accessible could improve employer branding and better align with jobseeker expectations. ASML provide detailed information about compensation and benefits tailored to each of the global locations on their careers page.  

5. Geographical locations  

One area where many companies fall short is providing an overview of the geographical presence in the careers section. Only 42% of companies present their different locations, whether by region, country, or continent. To further improve accessibility, companies can utilise interactive maps that visually display their locations. Without clear location details, candidates may hesitate to apply, unsure if the opportunities align with their personal and professional circumstances.  

To further improve accessibility, companies can utilise interactive maps that visually display their locations, making it easier for jobseekers to explore opportunities across different regions. AstraZeneca make it possible to discover different locations world-wide with an interactive map.