How to create a careers page that attracts top architecture and design talent

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When a prospective candidate Googles your firm, what do they see?

While architecture and design firms generally understand the importance of optimising their websites to appeal to potential clients, they often overlook the importance of doing the same to attract new hires. 

At Bespoke Careers, we work hard to find you the best candidates that fit your culture and needs, and then get them excited about the prospect of working for you. However, candidates will always want to do their own research too, and your website plays a key role in shaping their first impression of your company.

"What they find - or don't find - on your website can make all the difference in whether they choose to apply or move on to your competitors," explains copywriter for architecture website, Nikita Morell.

The race for top-tier talent within A&D is fiercer than ever, and the best candidates we work with are often considering multiple job offers at a time. Beyond compensation and benefits, they’re seeking firms that align with their values, offer a positive and supportive culture, and provide opportunities for growth and advancement.

So how can you optimise your website to make the best possible impression and bolster your chances of the candidate choosing you over the competition? We sat down with Nikita to find out. 

What’s the best title for a career page?

Firstly, the naming of your career page is of imperative importance. While ‘Careers’ is a popular, descriptive choice, you’ve already missed a chance to delight and inspire your audience. 

“Try something more engaging like ‘Work With Us’ or ‘Join Our Team.’ Nikita explains. "The key is to use 'you' language that speaks directly to the reader, making them feel invited and valued."

This small but impactful tweak sets the tone for the entire user experience, immediately signalling to prospective candidates that your firm views them as more than just another applicant.

What should a careers page include?

Your careers page should do more than simply list open positions - it should represent who you are as a business, and allow the reader to imagine themselves working for you. Start with a strong, aspirational heading that sets the tone, like Populous' "It's All About People." This immediately communicates that your employees are the heart of your organisation.

Rather than claiming their successes as their own, they’re communicating that their people are what makes them great – an indicator that they’ll feel valued and supported at their firm. 

"You want to engage the reader on an emotional level, not just present them with a dry, functional careers page," Nikita explains. "Give them a sense of your firm's culture, values, and the unique experience they can expect as part of your team."

Values and differentiators

What does your firm truly value? Is it cutting-edge sustainability? A commitment to diversity and inclusion? Don't just use buzzwords - back up your claims with tangible evidence.

"Share data on the diversity of your workforce, or highlight specific initiatives you've undertaken," Nikita advises. Candidates can easily spot a generic values section, especially if it's filled with vague, AI-generated claims that lack substance and fail to showcase what truly sets your firm apart. This is your opportunity to differentiate your firm from the competition and give prospective hires a clear sense of what makes you unique. Get specific about the qualities and practices that define your workplace culture.

See here how Gensler use facts and figures to showcase the diversity of their workforce and global presence.

Company values are not only a way to attract like-minded individuals, but also to filter out those that don’t share yours. 

Employee testimonials, stories and achievements

Nothing sells your workplace culture better than the testimonials and stories of your current employees. These personal narratives give candidates an authentic behind-the-scenes look at your firm, allowing them to envision themselves as part of your team.

"Consider capturing these stories on video for maximum impact," Nikita suggests. "An authentic, relatable video of an employee discussing why they love working at your firm can be far more compelling than a written testimonial."

Short, relatable content resonates better than high-production pieces, aligning with today's preference for human, genuine storytelling. A short video about why they love working for you, shot on a smartphone will have great impact.

Below you can see how Gensler embed Instagram videos on their careers page to showcase the vibrancy, fun and personality of their team members.

And don't forget to showcase the achievements and growth of your team members. Highlighting their successes demonstrates that you value and support their professional development - a critical consideration for top talent.

A holistic approach

Of course, optimising your careers page is just one piece of the puzzle. To truly leverage your website for employer branding, you need to take a holistic approach that extends throughout your entire online presence.

"Your careers page is the centrepiece, but you need to ensure that your brand messaging, imagery, and overall user experience are aligned and consistent," Nikita explains. "Every touchpoint, from your homepage to your project galleries, should reinforce your identity as an employer of choice."

This means ensuring that your visual branding, tone of voice, and core messaging are cohesive and reflect the unique value proposition you offer prospective hires. It also means leveraging complementary platforms, like LinkedIn and Glassdoor, to amplify your employer brand.

Think of your website as the hub, and your other online channels as spokes that feed into and support that central experience. When a candidate encounters your brand across multiple touchpoints, it reinforces your authenticity and credibility as an exceptional place to work.

For more information on leveraging employee advocacy to attract top talent, listen to our conversation with Alex Her here.

The power of personalisation 

While extensive careers pages may not be necessary for small bespoke firms with only one or two roles, firms looking to hire a high volume of staff with a variety of skills and experience should consider tailoring their website to the range of unique needs and interests of the ideal candidates.

Consider creating specialised career paths or landing pages for different disciplines or project teams, like design, project management, business support or sustainability. This allows you to speak directly to the pain points and aspirations of those specific candidate profiles.

The more personalised and relevant you can make the experience, the more invested and engaged the candidate will become. It signals that your firm truly understands and values their unique background and goals.

Leveraging data and insights 

Leverage data and analytics to gain insights into how your careers page and broader online presence are performing. Track metrics like bounce rate, time on page, and conversion rates to identify areas for improvement. This data-driven approach can also inform the development of buyer personas for your ideal candidate profiles. By understanding their pain points, motivations, and decision-making criteria, you can refine your messaging and positioning to better resonate.

Remember, your website is not a static brochure - it's a dynamic, responsive platform that should evolve based on user behaviour and market trends. Stay agile, test different approaches, and continuously optimise to ensure you're delivering the most compelling and effective employer brand experience possible.

As firms compete for the brightest minds and most innovative thinkers, their online presence has become a critical weapon in their employer branding arsenal. By crafting an engaging, authentic, and compelling careers page - and aligning that experience seamlessly with their broader digital ecosystem - firms can differentiate themselves, connect with the right candidates, and bolster their chances of landing the best and brightest.

Your website is your chance to make a lasting impression and truly sell your firm as an employer of choice. When you get it right, you unlock a powerful competitive advantage that can transform your ability to attract and retain top talent.

Interested in hearing about how Bespoke Careers can help find you top talent for your business? Get in touch here.

Or would you like to hear how Nikita can transform your website through engaging copywriting and design? Get in touch with her here.