5 Ways to Use Your Career Page to Attract the Right Nonprofit Talent
Hiring full-time staff at a nonprofit takes more than posting a job description and hoping for the best. After all, you're inviting someone to become part of your mission, and that requires attracting candidates who have both the skills and heart to fill the role.
A strong LinkedIn Career Page can help you attract candidates who care about the same things you do. It offers a window into your organization's purpose, culture, and day-to-day impact, making it easier for the right people to see themselves on your team.
There are many practical ways to turn your Career Page into a key part of your candidate attraction strategy. From refining your employer brand to making the most of built-in analytics, there are multiple steps you can take to help the right talent find and choose you.
Why your Career Page matters for candidate attraction
For many candidates, your Career Page is where their first impression of your organization begins. It's often the step between seeing a job post and deciding whether or not to apply. Unlike a role-specific listing, your Career Page gives space to tell a fuller story. It helps candidates picture themselves in your organization and understand how their work could contribute to your mission.
Here's what your Career Page can do:
Showcase your employer brand and culture: Use visuals and stories to bring your workplace to life.
- Communicate your Employee Value Proposition (EVP): Share what you offer in return for a candidate's time and talent.
- Create a central destination for job activity: Give candidates a one-stop hub for learning about open roles and your team.
With the right content and structure, your Career Page becomes a powerful ally in your organization’s hiring strategy and employer brand.
Explore more foundational guidance on building your nonprofit's Career Page
5 ways to use your Career Page to attract the right candidates
You can use your organization’s Career Page to intentionally support your hiring goals. From refining your message to broadening your reach, your Career Page can help you showcase what it’s like to work or volunteer at your organization to potential new team members
1. Clarify and communicate your EVP
Your employee value proposition should reflect both your mission and what it's like to be part of your team.
Ways to bring your EVP forward on your Career Page:
Highlight your mission and impact: Make your purpose visible and tangible. Talk about the communities you serve, the progress you’ve made, and the team behind it all.
- Feature testimonials from current employees: Let your staff speak for themselves. Real voices help candidates understand what it feels like to be part of your culture.
- Showcase growth and flexibility: Mention opportunities for professional development, mentorship, remote work, or other benefits that make your nonprofit a meaningful and supportive place to grow.
Clear and authentic messaging does more than inform—it resonates! Your EVP should help candidates quickly recognize whether your mission, values, and culture align with what they’re looking for in a workplace.
Want to sharpen your message before updating your Career Page? Learn how to shape your employer brand on LinkedIn
2. Create targeted audience tabs
LinkedIn Career Pages let you create custom tabs that can be tailored to different candidate groups.
Ways to use targeted tabs:
Create role-specific pages: For example, build a tab focused on fundraising, with videos from current development staff, success metrics, and a look into your donor engagement approach.
Highlight different teams or locations: If you have regional offices or hybrid roles, consider showcasing what daily life looks like across locations.
Use visuals to reinforce the message: Share team photos, behind-the-scenes videos, or day-in-the-life content that brings the work to life.
This makes it easier for candidates to find content that speaks directly to their interests.
3. Link to your Career Page in job posts and outreach
Your Career Page should be part of every touchpoint with potential candidates – help it stand out and attract jobseekers and those looking to volunteer.
Ways to drive traffic to your Career Page:
Include it in every job post you publish: Whether on LinkedIn, your website, or a third-party board, link back to your Career Page to give applicants more insight into your culture and team.
Add it to recruiter outreach messages: When sending direct messages to potential candidates, include a line like, "You can learn more about our team and mission here," linking to your Career Page.
Share it in newsletters and email signatures: Job seekers may come through many channels. Make sure the Career Page is accessible from as many touchpoints as possible.
Encourage staff to include it in their LinkedIn bios or posts: Personal networks often surface the most mission-aligned hires. Empower your team to share what makes your nonprofit special.
The more visibility your page has, the more likely the right candidate will find their way to you.
Learn how to drive more applicants to your nonprofit job posts.
4. Use page analytics to see what's working
Built-in analytics show which parts of your Career Page are getting attention, and where you might want to adjust.
How to make the most of Career Page analytics:
Track engagement across tabs: See whether candidates are clicking on your Life tab, spending time on specific videos, or exploring open roles. If a tab is underperforming, it may be time to rethink the content or layout.
Spot trends in candidate behavior: Are program roles drawing more views than operations roles? Are certain messages or media types resonating more with early-career applicants? Use these patterns to tailor your approach.
Test and refine over time: Update your visuals, adjust your calls to action, and refresh testimonials to reflect the kinds of roles you're currently hiring for. Small changes can lead to better alignment and better applicants.
Regularly reviewing and acting on your Career Page data builds a feedback loop that can help keep your messaging strong and your content relevant.
5. Reinforce organizational values and commitments
Today’s job seekers are looking for more than just a role—they’re looking for a workplace that reflects their values and supports their identity. Your Career Page is a powerful space to demonstrate how your nonprofit is actively building a culture where individuals with a variety of experiences and backgrounds can thrive. Showing your commitment to these values helps candidates feel seen and inspired to join your mission.
Ways to reflect your values on your Career Page:
Be transparent about hiring practices: Include a brief statement about how you structure hiring to reduce bias-such as using diverse hiring panels, posting salary ranges, or providing interview accommodations.
Highlight employee resource groups (ERGs) or affinity spaces: If your organization has internal groups supporting specific communities, give those efforts visibility. It helps candidates see themselves belonging from day one.
Showcase the good beyond your mission: While your mission may be what initially draws candidates in, don’t forget to spotlight other meaningful initiatives happening in your organization—like employee volunteer programs, your commitment to sustainability, or workforce development.
Candidates are paying attention. This is your chance to help them see the values and commitments that inform how your nonprofit hires, supports and develops teams.
Make it easy for nonprofit talent to say 'yes'
Your Career Page helps candidates feel confident about joining your team. With the right mix of storytelling, structure, and visibility, it reinforces your values and makes your organization feel approachable and inspiring.
When used intentionally, it becomes one of the most effective ways to attract people who are both qualified and aligned with your mission.
Ready to elevate your hiring efforts? Learn how LinkedIn hiring tools like Career Pages can help your nonprofit bring in the very best.
