Attracting tomorrow’s talent: top five takeaways from our club meeting
Deutsche Telekom includes sophisticated job search filters for different jobseeker demographics
Competition for the best recruits is as intense as ever, with organisations now having to face the challenges and opportunities presented by AI. We hosted a club meeting on the best ways to attract talent, combining some of our own insight with that of two of our Club members, Charlotte Borthwick, Associate Director - Digital & Social at G4S and Sara Smed Sorensen, Senior Web Specialist & Strategist at Nordea.
The key takeaways from the event are presented here.
Prioritise a Seamless Job Search Experience
Jobseekers are likely to be the biggest audience on your corporate site, or at least one of the largest. Our benchmark visitor research data – an aggregate of all the surveys we run on corporate websites – shows that 91% of jobseekers visit specifically to look for a job, so an efficient and seamless integration of your job search should be a priority.
Target is one of the best companies to look at for an example of a good job search – even the dropdown menu in the “Careers” section offers job search, and the filters themselves are extensive and helpful. Deutsche Telekom, meanwhile, is tailoring its job search filters to early careers professionals, presumably because there are lots of them, and/or because they are key for the company.
Think beyond the "Careers" Section
Our data also tells us that jobseekers are likely to be the biggest audience in all sections of your corporate website. Of our survey respondents who recalled visiting “About us” sections in 2025, over half were jobseekers. It is vital to ensure that you provide useful material and routes to job search from all areas of the site, including “About us”. And if you cannot integrate your careers section or site with the rest of the corporate site, at least make journeys between the two as frictionless as possible.
Our interviews highlighted the importance of considering how your employer brand, if you have one, works with the rest of the site. Charlotte observed that while G4S didn't originally set out to create a separate "employer brand," the design of their new Careers site was so well-received that the company is considering applying those brand elements across the rest of the corporate estate. Sara meanwhile talked about how Nordea ensured that the employer brand was authentically expressed in the revamped Careers section.
Adapt to the shifting demands of jobseekers – and bots
The demands of jobseekers on corporate sites are changing. Fewer now come for information about the company than previously, which we believe is a result of that information being accessed on AI platforms rather than that audience being less interested in, for example, values and culture. Of course, that means companies need to ensure that material is highly visible to AI bots, as well as making sure job search works well.
We have also collected survey data that shows all audiences, but especially jobseekers, are open to AI features on corporate sites, suggesting the “Careers” section might be a good place to test and implement AI tools, such as CVS’s Olivia chatbot.
We advise using tailored personas, for human jobseekers and AI bots alike, as you improve and adjust your site – and keep the personas updated too.
Manage complex, global integrations with detailed planning, open communication and an iterative approach
Our two guest speakers spoke engagingly about the ways they went about successful careers section and site relaunches.
Charlotte highlighted the challenge of integrating disparate systems, including 15 different applicant tracking systems (ATS) and 40 languages. One of the keys to success was open regular communication with HR and local recruiters to ensure they are bought into the process and can help troubleshoot local data issues. Using AI translation tools with human oversight was also essential, as was approaching the project iteratively.
The importance of authentic and localised content
Jobseekers want to know what working in specific locations is like, while AI bots also seek local answers to local questions. Sara outlined how Nordea successfully replaced generic location descriptions with real employee stories, videos, and specific local benefits, while Charlotte mentioned the importance of localised job descriptions.