When reviewing career pages (including the top 25 listed above) and your own recruiting site, keep these important four questions in mind:

1. Does it target the right people? Instead of trying to appeal to everyone, identify the kind of people you want. Show them that you target them, and "map" the career path you want them to take.

2. Does it engage? Your site should quickly answer these two questions: Why should I come to work here? Why should I stay? Such "branding" messages should turn off those you least want, while driving those you most want to take action. The message should be memorable, consistent and realistic.

3. Does it inform? Brand the job, not just the job experience, by explaining the day-to-day experience, type of person required, type of work required and necessary skills. Include user-friendly navigation from the job-seekers' view, not from IT's view.

Key benchmark: How many clicks does it take to get from your home page to the job description? If you're at four clicks or fewer, you're doing well.

4. Does it respect the applicant? Acknowledge applicants when they apply. Tell them what steps to expect in the hiring process. Promise to protect their data and provide a status report on the job search (then follow through).