Franchise career page rating
Published August 21, 2023

Rate Your Franchise’s Careers Page

An excerpt from How to Hire by Clint Smith, founder and CEO of CareerPlug, a Silver Partner of the FBR Summit 2023.

Your franchise brand is the most valuable asset to a franchisee—attracting customers and job seekers alike. Franchisors who provide a careers page that shows off the company culture and employer brand set their franchisees up to attract quality candidates.

Not all careers pages are created equal. In my new book, How to Hire, I share an easy way for you to rate the effectiveness of your franchise’s careers page. Here is how I classify them:

Level 0: You don’t have a careers page, or if you do have one, it is a bare minimum effort that usually has a general statement like, “We are always looking for good people,” or “We value our people,” that does nothing to show job seekers why. It does not list any specific job postings or descriptions. Normally there is a message to come apply in person or send your resume to a generic email address like [email protected].

Level 1: This type of careers page often has a list of job openings, and that’s about it. It doesn’t provide job seekers with a good picture of what it’s like to work there. There’s little to no effort put into showing job seekers why this is a great place to work. You can usually apply to individual jobs, but the application process is long and generic.

Level 2: This type of careers page works harder to show why your company is a great place to work, but it usually does not prove it by letting a job seeker hear from employees. If there are photos on the site, they are most likely generic stock photos. There are specific jobs listed, but everything feels impersonal and corporate. And the application process is often long and not mobile-friendly.

Level 3: This is a compelling careers page. Not only is your company showcased as a great place to work, but the page gives job seekers a genuine feel for what it’s like to work there. There are photos of actual employees, and even employee testimonials and videos. These pages also share your mission and core values.

The right people feel an immediate connection, and they are excited about the opportunity to join the team. You make it easy for them to find your open positions and apply to any job within minutes. This is the type of careers page you need.

When I ask some of our employees why they applied to work at CareerPlug, they say things like:

“After looking at your careers page, I could just see myself working here and making friends.”

“I loved reading about your core values. There was definitely a connection.”

“CareerPlug was different from other places I looked. I could tell that there was something special happening here.”

Don’t let a Level 0–2 effort keep you from attracting top performers who would otherwise love to work for you.

To learn more about attracting job seekers to your open roles, check out the Compelling Careers Page Checklist on

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About the Author: Clint Smith

Clint Smith is the founder and CEO of CareerPlug, whose hiring software powers the growth for over 16,000 companies. Clint resides in Austin, Texas, with his wife, Sarah, and their family.
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