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We’ve talked about why every charity needs a careers site and what the top five essentials are for that page. But job searching is evolving, and candidates are starting to do things differently. So, the question you now need to ask yourself is:
“Is our careers page ready for AI search?”
Because here’s the truth - job seekers aren’t just Googling anymore. They’re asking AI tools like ChatGPT detailed questions about your organisation. That means if your careers page doesn’t have the right content, AI won’t find it. Therefore, your potential candidates won’t either.
So, what should you include to make sure your careers page is not just candidate-friendly, but AI-friendly too?
1. FAQs - that actually answer real questions
Forget vague statements like “we offer flexible working.” AI tools (and candidates!) want specifics.
Your FAQs section should include:
- Concrete details: “You can work from home on Mondays and Fridays as standard.”
- Real-life scenarios: “Can I adjust my hours around school pick-ups?” “What support is available for IVF treatment?” “Are you a dog friendly office?”
- Accessibility info: “We offer interview adjustments for neurodivergent candidates.”
why it matters:
AI tools scan for granular, helpful content. This means your FAQs section becomes integral if it's filled with specific and honest information that's regularly updated. Plus, providing this level of detail stops candidate anxiety and improves experience - especially for those with additional needs.
2. employee profiles that sound like real people
Candidates trust people more than polished brand statements. And now, so does AI.
We’ve previously discussed including day-in-the-life-of stories for frontline staff and how this builds trust, but adding one or two of these and thinking that’s enough just isn’t the case.
The more stories you can give AI, the better the picture it can paint to your prospective candidates.
Asking existing employees to be on video or write out testimonials of what it's like to work there can be tough. Even the most engaged employee can get camera shy or suffer from writers block. However, another option could be asking them to do a voice recording. This can be much more accessible and make more people comfortable in sharing their story.
why it works:
AI treats these profiles like internal reviews. They validate your culture claims and help candidates picture themselves in the role.
3. department snapshots
Delving deeper into individual departments is the next step on ensuring you have detailed content for AI to review and report back on. For example, candidates will want to know what it’s really like working in the fundraising team.
Create short, conversational overviews of each department including:
- What the team does
- What a typical week looks like
- Why people enjoy working there
why it matters:
These add texture and details that AI tools love. They also help candidates self-select into roles and teams that suit them.
4. a living, breathing careers page
Static content doesn’t cut it anymore. Your careers page needs to continuously evolve.
Update it regularly with:
- New FAQs based on real candidate questions – The HR team will have dozens of these at their fingertips! You can even ask existing employees what they wished they’d known at the beginning.
- Fresh employee stories every month
- Insights from your latest engagement surveys
why it’s so important:
AI tools prioritise current, conversational content and candidates want to see that your organisation is active, responsive, and people-focused.
final thought
Your careers page is no longer just the shop window we spoke about - it’s now your AI-readable employer reputation. It’s where candidates (and AI tools) go to find out what it’s really like to work for you.
So, ask yourself: If someone used an AI tool to ask, “What’s it like to work at your charity?” What would it say? Then go and ask for yourself and see what it comes back with!
Make sure your careers page gives it something brilliant to talk about.
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