Careers pages and employer branding for Toronto trades

What it is

It is a careers section on your website, plus tidy-up work on the places candidates look next: your Google Business Profile, your social accounts and the company pages on job boards. The goal is consistency. The ad says you train apprentices; the careers page shows who trains them; the photos show them on a real job.

The core pages are:

• Working here: what a week looks like, the crew structure, how scheduling and on-call work.
• One page per role: technician, installer, helper, apprentice, dispatcher or whatever you hire for, each with responsibilities and the next step.
• Training and growth: how you support apprentices through their hours and in-school training, and how people move up.
• How to reach us: a phone number that is answered, a text option and a plain reply promise.

Who it's for

Shops that get applicants who then go silent, owners whose crews would refer friends if they had something to send, and companies that recently grew and still have a website describing a three-person business. It also suits owners who want to sponsor apprentices, because parents and counsellors do a lot of homework before they suggest an employer.

What's included

1. A content interview with you and, where possible, one or two employees who are willing to talk.
2. A shot list for photos and short videos that your team can capture on their phones over two weeks.
3. Careers section pages written, laid out and published on your site, or a build plan for your web developer.
4. An update pass on your Google Business Profile photos and description, and on your job-board company profiles.
5. Plain wording on equal opportunity and accommodation in hiring, drawing on the Ontario Human Rights Commission's advertising guidance, for you to approve.
6. Light upkeep afterwards: new photos each season, role pages updated when you open or close a position.

Timeline

• Weeks 1–2: interviews, shot list, your team collects photos.
• Weeks 3–4: pages drafted and reviewed.
• Week 5: pages live, profiles updated, links added to every active job ad.

If your website platform is unusual or locked by a previous agency, add a week or two. We'll tell you at the start.

How results are measured

We look at three things. First, visits to the careers pages, and how many of those come from people who saw a posting. Second, the share of applicants who answer when your office calls back, which tends to rise when candidates already trust you. Third, crew referrals: how many candidates say a current employee sent them the link.

None of these are promises. They are the signals that tell us whether the pages are doing their job, reported to you monthly.

Mistakes to avoid

• Writing about "family values" without showing anything. Every shop says it. Show the Friday breakfast, the training bench, the apprentice who just passed a level.
• A single generic "join our team" page. Candidates want to know about the specific role. One page per role is clearer and easier to link from ads.
• Photos only of the owner and the trucks. Candidates want to see the people they would work beside.
• Out-of-date information. A careers page that lists a role filled last year makes everything else look neglected.
• Hiding the apprenticeship detail. If you sponsor apprentices, say what that involves. In Ontario, the training agreement is registered with Skilled Trades Ontario, and families find it reassuring when a company explains that process clearly.

Where this fits

A careers section makes every other recruiting effort work harder. Pair it with rewritten job ads, then add recruiting campaigns once the pages are ready to receive traffic. If juniors are your focus, the apprentice pipeline service builds on these pages. Costs are on the pricing page.