Attracting and retaining skilled staff continues to be a major challenge across all sectors — especially in industries like manufacturing, engineering and construction. Yet, some companies are getting it right. They’ve recognised their website isn’t just for showcasing products or services — it’s a recruitment tool in its own right.
In this article, we take a look at several leading companies that have successfully built strong careers sections into their websites, and what you can learn from them to improve your own recruitment and retention strategy.
Why Your Website Still Matters in Recruitment
Your website is one of the few platforms where you control the entire message. It’s where potential candidates go to find out more about who you are, what you stand for, and whether your company looks like the kind of place they want to work.
Get it right, and it builds credibility, trust, and interest. Get it wrong — or ignore it entirely — and your best candidates may never even apply.
Let’s look at some examples of companies doing it well.
Siemens
Clear Opportunities Across All Levels
As one of the world’s largest industrial manufacturers, Siemens sets a strong example. Their careers section isn’t just functional — it’s aspirational. It offers:
- Structured job categories (e.g. early careers, experienced professionals, internships)
- Global job search functionality
- Real employee stories and video content
- An emphasis on purpose, innovation and social impact
Takeaway: Make it easy for people at any stage of their career to see themselves in your company. Break down barriers to entry with clear, segmented content.
Rolls-Royce
High-End Careers with a Human Touch
Rolls-Royce combines its prestige with a human-first recruitment message. Their site highlights:
- Insightful employee profiles and career journeys
- Company values and commitments
- Technical graduate programmes and internships
- Dedicated pages for experienced, early career and diversity-focused recruitment
Takeaway: Even large companies can feel personal. Show the people behind the brand to attract candidates who connect with your values.
Arup
Employer Branding That Reflects Purpose
Arup, a global engineering and design consultancy, uses its careers pages to reinforce its reputation for purposeful, sustainable work. Their site includes:
- A clear mission statement
- Stories of real projects and the teams behind them
- Information on inclusion, flexible working, and professional development
Takeaway: Your website is your brand. Make sure what you say on your careers page mirrors what candidates experience once they apply.
Balfour Beatty
Construction Jobs Made Accessible
Balfour Beatty’s careers platform is a model of clarity for a traditionally complex industry. It includes:
- Job listings sorted by category and location
- Information on apprenticeships, graduates and skilled workers
- A user-friendly interface with FAQs and application advice
- A focus on career progression from day one
Takeaway: Remove the jargon and simplify the process. Make it easy to apply, easy to learn more, and easy to get excited about a career with you.
Laing O’Rourke
Tech-Driven Construction Recruitment
Laing O’Rourke leads the way in promoting construction careers through digital innovation. Their site highlights:
- Digital engineering roles and the future of construction
- Stories of innovation and diversity
- Resources on their culture, wellbeing, and development programmes
Takeaway: If your industry is evolving, your careers page should reflect that. Position your company as forward-thinking and inclusive.
Common Traits Across All Examples
What do these companies have in common?
- Dedicated careers sections that are easy to find and navigate
- Clear communication of values and mission
- Employee stories to build trust and relatability
- Mobile-friendly design to reach people where they are
- Strategic use of visuals and tone to support employer branding
How You Can Apply These Lessons
No matter your size or sector, your website can work harder to support your recruitment efforts. Here’s how:
Build a Careers Page With Purpose
Include real roles, real benefits, and a clear path to apply. Avoid generic language — speak directly to your ideal candidates.
Show Your Culture, Not Just Say It
Photos of your team, videos from employees, and stories from the workplace give jobseekers a reason to believe what you claim.
Make It Mobile and Fast
If your site is slow or awkward on mobile, expect high bounce rates — especially from younger jobseekers.
Invest in Employer Branding
Alliance Agency offers Employer Branding Workshops to help companies clarify what makes them a great place to work — and how to communicate it online.
- Define your employee value proposition
- Align your recruitment messaging with internal culture
- Improve how you present your business to potential candidates
Think Long-Term
Your website is never finished. Keep your content fresh, your team stories updated, and your messaging consistent. Recruitment is ongoing — your site should reflect that.
Final Thoughts
The companies above aren’t succeeding in recruitment just because of their brand names. They’re succeeding because they’ve invested in telling the right story — and they’re using their website to do it.
If your site doesn’t speak to the people you want to hire, it’s time to change that.
Want your website to attract better people? Alliance Agency helps businesses across the UK build recruitment-ready websites and define their employer brand.
