What makes a great careers page?
A great careers page answers the questions a good candidate asks before applying: what does this company do, who are its customers, why does the work matter, what would I own, and is this a place I want to spend the next few years? Most careers pages skip those questions. They show a photo of the office, a list of perks, and a sentence about a "fast-paced, mission-driven team," then link to job posts that read like every other listing on a job board.
That's a missed opportunity, because candidates aren't the only people reading. A prospective customer checking whether you'll be around in two years often opens your careers page. So does an investor gauging how fast you're growing, and a partner deciding whether to take your call. Open roles signal momentum, and the way you describe your company to future employees shows how clearly you understand it yourself. A careers page that explains your customers and your product well is brand marketing that happens to have an apply button.
Building one takes several kinds of work:
- understanding your positioning, customers, and voice well enough to describe the company in specific terms
- writing a careers page that tells that story and a job post for each role
- designing and publishing the pages on your website and keeping the list of open roles current
- sharing each role where good candidates will see it and checking which pages and posts bring people to apply.
A small company rarely has a recruiter or an HR team to do this, so the job usually falls to a founder who writes a post in twenty minutes between meetings. That's work an AI agent is well suited to, because the hard part is turning what's already known about the company into clear, specific copy, then publishing and maintaining it.
Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. Here's how it builds a careers page that brings you good candidates and sells your company at the same time.
How Kite builds a careers page that sells your company
Kite starts with what it already knows about your business. During onboarding, it researches your company and records your positioning, products, customers, competitors, brand voice, and visual identity in your team's knowledge base. That means it begins the careers page with the same story your homepage and sales materials tell, instead of starting from a blank page.
Kite then looks at how the companies competing with you for the same candidates describe themselves. It plans a careers page and a page for each open role, asks you for the facts only you know, such as pay ranges and how your hiring process works, and writes the copy. You review a preview before anything goes live. Once you approve it, Kite publishes the pages, writes the posts that share each role, and tracks which pages and posts bring candidates to apply.
- Start from the story your customers already hear
- Build the careers page
- How do I write a job posting that attracts good candidates?
- Publish the pages and keep open roles current
- Share the roles and see what brings candidates in
Start from the story your customers already hear
The fastest way to make a careers page sell your company is to build it from your actual positioning rather than from generic employer language. Kite already knows who your customers are, what problem you solve for them, and how you're different from your competitors, because that research sits in your knowledge base. It uses that material to explain the company to candidates in the same terms you use with buyers.
That matters for consistency as much as for quality. If your homepage says you help independent pharmacies manage their inventory, your careers page should say the same thing in a way a candidate can picture: who those pharmacists are, what goes wrong for them without your product, and what your team does about it. A candidate who reads both pages should come away with one clear idea of what you do.
Kite also researches the companies you compete with for talent. It reads their current careers pages and job posts, and it can pull archived versions of their sites to show how their careers messaging has changed over the last two years. That shows what candidates in your market are used to reading and where your page can be more specific than the rest.
Build the careers page
Kite builds the careers page around the questions candidates ask, in the order they ask them. A typical page includes:
- Why the company exists. A short explanation of the customers you serve and the problem you solve for them, written in plain language rather than a mission statement.
- What the work is like. How the team works day to day, how decisions get made, and what someone who joins now will get to build.
- The people. Who's on the team and what they've done, using real names, photos, and quotes from your team when you provide them.
- How you hire. The steps in your hiring process, how long it usually takes, and who the candidate will talk to.
- Pay and benefits. The benefits you actually offer and how you approach pay.
- Open roles. A list of current openings, each linking to its own page.
Kite designs the page in your brand's colors, typography, and visual style, which it keeps in your knowledge base. It uses only real proof. If you haven't given Kite employee quotes or team photos, it leaves those sections out rather than inventing them, and it tells you what it would add with the right material.
On a site Kite hosts, the careers page and the role pages are built as a family. The first role page sets the shape, and every later role uses the same layout and joins the list of openings automatically. Adding your next role is a matter of writing its content, not designing a new page.
How do I write a job posting that attracts good candidates?
Write the job posting like a piece of marketing aimed at one specific reader: the person you want to hire. Tell them what the company does, what problem the role will own, what success looks like in the first few months, who they'll work with, and what the job pays. Leave out the long list of requirements that most strong candidates will read as reasons not to apply.
Kite writes each job post from a short conversation with the hiring manager plus what it already knows about your company. It asks what the person will actually do, what a great first ninety days looks like, which skills are truly required, and the pay range. Then it writes a post that opens with the company and the problem, describes the work in concrete terms, and ends with a clear next step.
Here's what that looks like in practice. A twelve-person company that sells scheduling software to veterinary clinics needs its first account executive. The founder's draft says, "We're looking for a driven sales rockstar to join our fast-growing team. Requirements: three or more years of SaaS sales experience, excellent communication skills." Kite's version opens by explaining that clinic managers spend hours a week juggling appointments by phone and that the company's customers cut that time in half. It says the new hire will run demos for clinic owners, close deals that average a few thousand dollars a year, and help write the sales playbook the company doesn't have yet. It names the founder as the person they'll report to and states the salary and commission range. A good candidate reading that post knows what they'd be selling, to whom, and why it matters, and so does any clinic owner who stumbles across it.
Kite writes every post in your brand voice, so the role pages sound like the rest of your site. Many places now require employers to state a pay range in job posts, and candidates trust posts that do. Kite asks for the range every time and includes it unless you tell it not to.
Publish the pages and keep open roles current
Kite shows you a preview of the careers page and each role page before anything goes live. On a website Kite builds and hosts, you approve them with the Publish button in the conversation or with a reply, and Kite publishes the pages and checks that they display correctly. If something looks wrong later, you can undo that single change.
If your website runs elsewhere, Kite publishes the careers content through your connected Webflow, Contentful, Sanity, or Storyblok account. For a site in a GitHub repository, Kite commits the change to your default branch, or opens a pull request for you to merge if that branch is protected.
Each role page gets a title, a description, a share image, and job posting structured data. That structured data is what Google uses to show your role in its job search results, and it includes the date the posting closes. When a role is filled, tell Kite and it takes the page down and removes it from the list of openings, so candidates don't apply to jobs that no longer exist and Google stops showing them.
Every new site Kite builds comes with its own content editor. A hiring manager can open the role page and adjust the wording directly, and the change appears on the live site right away.
What you get
A careers page in your brand
It explains what your company does, who it serves, what the work is like, how you hire, and what you offer, using only real people and proof.
A page for each open role
Each one is written from your positioning and the hiring manager's answers, with a pay range and a clear next step.
Job search visibility
Each role page carries the structured data Google uses to list jobs in its search results, and closed roles come down when they're filled.
Posts that share each role
Kite writes and publishes the LinkedIn and X posts that announce a new opening.
Results by role
Kite reports visits, traffic sources, and clicks on the apply button for each page, and it proposes changes to the roles that aren't drawing candidates.
How to get started
You can work with Kite in the Kite web app or in Slack. Start by telling Kite what you need in plain language. You might write, "We're hiring our first account executive. Can you build us a careers page and write the job post?" or "Our job posts sound like everyone else's. Can you rewrite them so they actually explain what we do?"
Kite reads what it already knows about your company and comes back with a plan for the careers page and a short set of questions for each role. This is the moment to give it what it can't find on its own: the pay range, the benefits you offer, how your interviews work, and a sentence or two from the hiring manager about what the job really involves. Photos of your team and quotes from people who work there make the page stronger, and Kite will ask for them.
Kite then shares a preview of the pages. Nothing goes live until you approve it. If Kite already hosts your website, you don't need to connect anything. If your site runs on Webflow, Contentful, Sanity, or Storyblok, connect it so Kite can publish there. Connect your LinkedIn account if you want Kite to publish the posts that announce each role, and connect Google Analytics or PostHog if you want Kite to measure results on a site it doesn't host.
Integrations used to build a careers page
Kite does the research, writing, design, and publishing for this job with its own built-in tools when it hosts your website. Connections matter when your website runs somewhere else, when you want Kite to share roles on your social accounts, or when your analytics live in another product.
Publish the careers page to your website
Kite publishes your careers page and role pages on Webflow and tells you whether each change is staged or live.
Kite creates and updates the careers and role content your site pulls from Contentful.
Kite updates the careers content managed in your Sanity project.
Kite publishes careers page and role changes through Storyblok.
Share open roles
Common questions
How do I create a careers page without an HR team?
Start with the facts only you have: the roles you're hiring for, the pay range for each, the benefits you offer, and how your interviews work. Everything else on a careers page, such as the explanation of what your company does and why the work matters, comes from the same positioning you already use to sell. Kite handles the writing, design, publishing, and upkeep from there, so a founder or hiring manager only needs to answer its questions and approve the result. You'll still need a way to receive applications, such as a form on your site or the hiring software you already use.
Can my careers page double as brand marketing?
Yes, and it does whether you plan for it or not, because customers, investors, and partners read careers pages too. The pages that work best as marketing explain your customers and your product in specific terms, show real people doing real work, and sound like the rest of your site. Kite writes the careers page from your positioning and brand voice for exactly that reason. You can also link to it from your About page or your press kit, so the people researching your company find it. Kite builds those pages too, as described in Build a press kit page.
How long should a job posting be?
A job posting should be long enough to tell a candidate what the company does, what they'd own, who they'd work with, and what it pays, which usually takes a few hundred words. Most of the length in weak posts comes from long lists of requirements and generic claims about culture. Kite keeps the requirements to the skills the role truly needs and spends the space on the work itself.
Can Kite post our jobs on LinkedIn Jobs or Indeed?
Kite publishes each role on your own website with the structured data Google uses for its job search results, and it writes and publishes posts announcing the role on your LinkedIn page. To list a role on a job board such as LinkedIn Jobs or Indeed, use the board's own posting tool or your hiring software. Kite can write the listing text so it matches the role page on your site.
Can Kite write job posts for roles outside marketing?
Yes. Kite writes job posts for any role, from engineers to account executives to support staff, because the work is the same: explaining your company clearly and describing the job in concrete terms. The hiring manager supplies the details about what the role involves, and Kite turns them into a post that sounds like your company.
Where can I see examples of job posts that sell a company?
Our guide Job Post Examples That Sell Your Startup to Candidates Coming soon collects job posts from startups that explain their company and the role well, with notes on what makes each one work.