Your ‘About Us’ page is your company’s handshake, first impression, and storytelling opportunity all rolled into one. Job seekers and potential clients visit this page to get a feel for who you are, what you stand for, and why they should want to work with you.
A well-crafted ‘About Us’ page can set you apart in a crowded hiring landscape. In this guide, we’ll break down how to create a compelling, authentic About Us page with real-world examples and templates.
Key Elements of a Standout ‘About Us’ Page
1. Start with a Strong Mission Statement
Your mission statement is the heartbeat of your company’s brand—it tells candidates what you believe in and why your company exists beyond making a profit. A compelling mission statement:
✔ Clearly communicates your company’s purpose and values.
✔ Resonates with job seekers who share similar values.
✔ Sets the tone for company culture and expectations.
Example: Patagonia’s mission statement—“We’re in business to save our home planet.”—is an explicit, bold declaration that appeals to environmentally-conscious job seekers.
💡 Tip: Keep your mission statement concise yet impactful. Avoid corporate jargon and focus on authentic, meaningful language.
2. Tell Your Story in a Compelling Way
People connect with stories, not corporate jargon. Share the journey of your company—your origins, key milestones, and what has shaped your culture today.
✔ Highlight pivotal moments that define your brand.
✔ Showcase challenges you’ve overcome and successes you’ve achieved.
✔ Personalize the story by featuring a message from the founder or key leaders.
Example: Warby Parker’s ‘About Us’ page tells the story of its founding, emphasizing the founders’ struggles with finding affordable glasses. This relatable, mission-driven story builds trust and engagement with job seekers.
📊 Data Insight: A study by Stackla found that 86% of consumers say authenticity is a key factor when deciding what brands they support. The same applies to job seekers looking for an employer they can trust.
3. Highlight Diversity, Inclusion, and Workplace Culture
Today’s job seekers actively seek employers who prioritize diversity, equity, and inclusion (DEI). Demonstrating an inclusive workplace helps attract a broad talent pool.
✔ Share real employee stories and testimonials from diverse backgrounds.
✔ Highlight DEI initiatives, employee resource groups (ERGs), and hiring practices.
✔ Use statistics to back up your commitment to an inclusive culture.
Example: HubSpot’s ‘About Us’ page features an entire section dedicated to diversity and inclusion, showcasing company data, employee voices, and actionable initiatives.
📊 Data Insight: A Glassdoor survey found that 67% of job seekers consider workplace diversity a critical factor when evaluating job offers.
💡 Tip: Feature photos or videos of diverse teams in action, rather than stock images, to make DEI efforts feel more authentic.
4. Incorporate Engaging Visuals & Multimedia
Visual storytelling is key to keeping visitors engaged. A text-heavy About Us page can feel impersonal and overwhelming.
✔ Use high-quality team photos to give candidates a glimpse into your culture.
✔ Add videos of employees sharing their experiences at your company.
✔ Include infographics or timelines that illustrate company growth and milestones.
Example: Airbnb’s ‘About Us‘ page blends videos, images, and storytelling to showcase its culture and values, making it more engaging and human-centered.
📊 Data Insight: Studies show that visual content increases engagement by 80% compared to plain text.
💡 Tip: A short company culture video (under 2 minutes) can significantly boost job seeker engagement.
5. Provide a Clear Call to Action (CTA)
Don’t leave visitors wondering what to do next. A compelling About Us page should guide job seekers toward the next step in their journey with you.
✔ Encourage them to explore job openings, sign up for updates, or connect on social media.
✔ Use clear, action-driven language (e.g., “Join Our Team” instead of “Learn More”).
✔ Link to job postings, employee testimonials, or an application form.
Example: Salesforce’s About Us page includes a clear CTA: “Find your dream job with us—Explore open roles now.”
📊 Data Insight: Websites with strong CTAs increase conversions by 121% compared to those without clear next steps.
💡 Tip: Experiment with different CTA placements to see where they perform best (e.g., at the top, middle, or end of the page).
Real-World Examples of Great ‘About Us’ Pages
✔ Slack – Uses a conversational tone and humor to reflect its laid-back yet innovative culture.
✔ Salesforce – Integrates employee testimonials and videos to create a dynamic, engaging experience.
✔ Zappos – Includes a unique company timeline that highlights core values and milestones.
Final Thoughts: Why Your ‘About Us’ Page Matters
An engaging ‘About Us’ page is a powerful tool for employer branding. It’s more than just a company bio—it’s an opportunity to inspire, connect, and attract top talent. By incorporating strong storytelling, visuals, and DEI initiatives, you can create a page that truly reflects your company’s identity and mission.
🎯 Next Steps:
- Update your About Us page using these strategies.
- Explore TalentAlly’s career resources to strengthen your employer brand.
- Post your job openings on TalentAlly’s job board and start attracting the right candidates today!
