Your second most visited page is hiding in plain sight

Do you know which page on your site gets tons of traffic but is probably the most under-leveraged?

Yep, your careers page.

We have worked with multiple funds on designing or overhauling their sites, and the analytics consistently show this page to rank second or third in visits. Especially directly from Google.

Job listings likely reveal more about your fund's true values than any carefully crafted "About Us" page ever will. 

They're scrutinised by multiple audiences crucial to your fund's success:

• Potential Talent: Obviously, candidates evaluate these listings to understand your culture and expectations.

• Founders: Smart entrepreneurs investigate who you're hiring to understand how you really operate. A fund claiming to be "founder-first" but seeking associates with pure financial backgrounds sends a contradictory signal.

• Other VCs: Your peers study your hiring to decode your strategy shifts before you announce them. New roles signal new directions.

• LPs: Sophisticated limited partners track how firms evolve their teams as leading indicators of strategy execution.

Your job listings are a direct window into your fund's actual priorities, making them a critical but underutilised branding asset.

They can even be a space to direct talent to portfolio companies, and tell the stories of those portfolio companies. 

Some funds breaking this mould. We worked with a medtech fund in London who employ "Science Translators" - explicitly hiring for the ability to bridge technical concepts with investment potential.

Distinctive, thoughtful job descriptions generate conversation. They get shared. They demonstrate that you think differently about every aspect of your business - not just your investments.

There is an open goal here for anyone who wants to go viral…

Beehiiv’s 'Remote Office Manager' position. Isn’t an Office Manager supposed to be... well, in the office?

• (1) Think of a pain point your founders or LPs experience.

• (2) Create a ridiculous, made-up job that “solves” it.

Funny, relevant, and got seen. (And honestly…you’d probably get real applicants.)

You could do that… it got me thinking

Thanks so much for reading... a few hundred VCs now open this every week. If it’s helped you think differently about marketing, Venture, or storytelling, please send it to someone in your orbit.

#1: Rebrand a Common VC Role

Take real jobs - Analyst, Associate, Platform Manager - and give them clearer or, unexpected titles - or sub titles, if you need to categorise based on traditional tags.

Examples:

• Associate → “Chief Conviction Officer”

• Platform Lead → “Founder Happiness Engineer”

• Analyst → “Future Unicorn Scout” / Deal Hunter

• Events Manager → “Parties & People”

Generic names often indicate a generic perspective on the thing being named e.g. "Digital Marketing" "Social Media" or "Graphic Design."

While there is logic in competing in an established market, names play a huge part in how much of that market's attention you can garner. There is nothing new under the sun, but you can combine things that exist to make new things.

Creating and owning new language is a powerful way to introduce your new combination of ideas to the world.

This worked for others too:

• Tesla renamed CFO to “Master of Coin.”

• Buffer calls their customer service reps “Happiness Heroes.”

• Why not have a “Portfolio Party Coordinator” for your next VC offsite?

• Fiverr also ran these jobs last year:

Apparently it worked…

• 357 Fiverr employees changed their job titles, generating ~2.6 million views

• 91.84% increase in visits to Fiverr’s career page

• 43% increase in # of applicants year-over-year

With the echo chamber that is VC Twitter and VC LinkedIn, I think there is a very easy play here for newer, or edgier funds to draw attention to their role and vis-a-vis their fund this way.

#2: Invent a Real Weird Job (…and Actually Hire)

If you’re feeling bold:

Post a real job with a wild title. (Or at least, half-real.)

Examples from outside VC:

• Bud Light’s Chief Meme Officer

• Airbnb’s “Live Anywhere for a Year” ambassadors

Fake jobs, weird jobs, rebranded jobs - it’s all a way to show personality and signal that you actually understand the founder and investor world.

Plus…

It’s way more fun than another post about macroeconomics.

Laurie, Refinery Media