Hiring doesn’t start with a job post

Hi reader,

In my opinion, hiring is one of the hardest parts of running a small business. You're trying to find good people, but you're usually competing against bigger companies that can pay more and offer fancier benefits. So how do you get anyone decent to notice you?

The answer: your website. Yup, your website isn’t just for selling; it’s also a great tool for hiring. Let me explain.

Today’s advice

Add a Careers page to your website (even if you're not actively hiring.)

Your website isn't just for customers. It's also the best place to show people your company’s culture and what makes you different from everyone else. Even if you’re not currently hiring, adding a Careers page is a great way to show people why they'd want to join you when you're ready to hire. 

I know you probably highlight some of this stuff on your Home page or About page. But having a dedicated page for Careers shows that you’re serious about growing your business and gives your small business an extra layer of credibility (especially when competing with bigger companies who definitely have a page for this).

Here’s why

You'll attract better candidates when the time comes to hire.

A Careers page helps you filter out candidates so that you can more easily find exactly who you’re looking for. This means you won’t get flooded with resumes from people who don’t really understand (or care about) your business. You’ll only get people who have already read about your values, seen how your team works, and they’re choosing to apply because something about it clicks for them.

That saves you a lot of time and energy down the line. You're not starting from scratch every time you need to hire. You've already laid the groundwork, and now you’re attracting people who are more likely to be a good fit.

It helps more people find you.

People looking for jobs usually start with Google. They’ll search for specific things like “part-time barista in Syracuse” or “marketing jobs at small companies.” If you have a Careers page with relevant keywords like job titles, location info, etc., Google will pick that up and include your site in those search results. That’s a win even if you’re not hiring right now, because it brings more traffic to your site from people who are actively interested in your industry.

Plus, regularly updating your site (like adding or tweaking your Careers page) tells search engines your website is active, which helps improve your overall search rankings. That means more eyes on your business across the board (not just job seekers).

How to start

Create a Careers page that shows what it’s like to work with you.

You don’t need to write a novel or list out ten fake job openings. Just start with the basics: what kind of culture do you offer? What kind of people thrive at your business? Add a short blurb inviting people to reach out if they’re interested, even if there’s nothing open right now.

The goal is to make it easy for someone to picture themselves working with you. That way, when you are ready to hire, you’ve already got people in your corner who want to be part of what you’re building.

Need an example of what one looks like? Here’s an example of a small business’s Career page for inspiration: https://reflectionscny.com/join-the-team/ 

Let me know if you have any questions or thoughts.

Best,

Jono