The Digital Front Door: How Career Website Design Shapes Employer Brand Power
The Digital Front Door: How Career Website Design Shapes Employer Brand Power

Author(s): Antoaneta Valkanova
Subject(s): Economy, Energy and Environmental Studies, Human Resources in Economy, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: employer branding; design; website; digitalization
Summary/Abstract: The report examines the hypothesis that the design of the career website is positively related to the effectiveness of employer brand management. Drawing on foundational employer branding theory and mixed-methods empirical evidence, we synthesize how design features—such as ease of navigation, personalization, visual communication, mobile responsiveness, SEO, accessibility, and EVP clarity—shape candidate perceptions and employer brand outcomes. Using data from 106 survey responses; 15 expert interviews across 12 countries and 4 continents, the findings indicate strong support for the hypothesis. Respondents rated the importance and effectiveness of career site design highly (≈3.9/4 for significance and ≈3.99/5 for effectiveness), and factor analysis grouped career site design with personalization and EVP communication as a central dimension of the employer brand. The report integrates these findings with a practical KPI framework and provides a series of illustrative charts to aid communication and implementation.

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