When charities think about recruitment and their website they often think:
“We need a page to list our vacancies.”
However, what a charity really needs to be thinking is:
“We need a page that that makes the best talent want to come and work here!”
A career site is so much more than a list of jobs. It’s a strategic tool that can transform how you attract, engage, and retain talent. In a competitive market where charities often struggle to match private sector salaries a career site can really showcase why you are the employer of choice and that candidates should be jumping at the chance to apply!
why a career site matters
Your mission is inspiring, and of course it features prominently across your website. But when it comes to your careers page, the focus does need to change. Candidates already believe in your cause, that’s why they’ve come directly to your site. What they now need to know is:
“Why should I work for you?”
The careers site plays an integral part in selling the organisation to the candidate. It becomes a storytelling platform as to why you are a great place to work. It’s not just about listing vacancies; it’s about creating a compelling reason for people to choose you as their employer.
the role of employer brand
Employer Brand is the perception people have of your organisation as a place to work. For charities, this can be overlooked because the mission feels like enough. However, when it comes to competing for talent you have to accept that candidates are weighing up:
- Salary and benefits
- Culture and values
- Career development opportunities
- Work-life balance
If your career site doesn’t communicate these effectively, you risk losing talent to organisations that do. A strong employer brand showcased through your careers site helps you stand out in a crowded market.
what a careers site can do for your charity
1. Build Trust and Transparency
A careers site gives you space to explain who you are, what yous tand for, and what candidates can expect from the recruitment process. This transparency reduces anxiety and sets clear expectations, which improves candidate experience and reduces dropouts.
2. Showcase Your Culture
People don’t just want a job, they want to belong. Your careers site can highlight your values, your approach to inclusion, and what day-to-day life looks like in your organisation. This helps candidates picture themselves as part of your team.
3. Compete Beyond Salary
Charities often can’t match private sector pay, but they can compete on purpose, flexibility, and benefits. A careers site is the perfect place to highlight what makes you different; whether that’s flexible working, wellbeing initiatives, or professional development opportunities. Avoid adding legal requirements as a benefit. For example, if your holiday allowance is the legal minimum this isn’t a benefit but if you offer additional annual leave on top, then it is.
4. Improve Candidate Experience
Today’s candidates expect a seamless, mobile-friendly application process. A dedicated careers site allows you to integrate modern applicant tracking systems (ATS), making it easier for candidates to apply and stay engaged. This matters because a poor candidate experience can damage your reputation and lead to talent loss.
5. Strengthen Your Reputation
Your careers site is often the first impression candidates have of your organisation. If it feels outdated, uninspiring, or unclear, they’ll move on. This is especially true in a market where candidates have options. A well-designed site signals professionalism and care, which reflects positively on your brand as a whole.
why this is critical for charities
Recruiting in the charity sector comes with unique challenges. You’re competing not just for skills, but for hearts and minds - often against organisations that can offer significantly higher salaries. Add to that the growing demand for expertise in areas like fundraising, digital innovation, and leadership, and the competition becomes even tougher.
A dedicated careers site helps level the playing field by doing three critical things:
1. Showcasing Your Impact and Values
Candidates want purpose, but they also want clarity. Your careers site is the place to connect their interest for your mission with a clear picture of what working for you looks like.
2. Highlighting Non-Financial Benefits
You may not lead on salary, but you can lead on flexibility, wellbeing, and development opportunities. A careers site gives you the space to make these benefits visible and compelling.
3. Creating a Positive Candidate Journey
From first click to final offer, the experience matters. A well-designed careers site integrated with an applicant tracking system makes applying easy, transparent, and engaging - building trust before day one.
final thought
In short, a careers site isn’t a luxury for charities; it’s a necessity. It’s the tool that turns interest in your cause into commitment to your team. Show candidates why you’re not just a great charity, but a great employer.
reflection time
Think about 10 questions you’d want to know the answer to if you were about to join your organisation, or if you saw a relevant job that you wanted to apply for in your charity. Now visit your careers page and see how many of those 10 questions you can find the answer to easily. Remember these are just your 10 questions, whilst several of these will be common to everyone, other people will be asking different things…
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