First, use more cheerful/positive messages/visuals. It was a joykill when I checked out your website and there's a sad guy placing his hand on the forehead. Show what's possible. How successful people can be once they get a job.. rather than their current state (unemployment). Don't focus on the current stat, focus on the future desirable state.
Also, you need to put more focus on the jobs. List featured jobs to draw people in. Just list some jobs below the search. This will engage the user to explore the site.
https://www.washingtonpost.com/news/fact-checker/wp/2015/04/...
The US has about 4.4 percent of the global population and about 22 percent of the global prison population.
The numbers are more startling using a different measure in the report: the prison population rate. Criminologists say this is a reliable way to compare incarceration practices between countries.
The United States had the highest prison population rate in the world, at 716 per 100,000 people. More than half of the countries and territories had rates below 150 per 100,000. The United States had a much higher rate compared to other developed countries: about six times Canada’s rate, between six to nine times Western European countries, and between two to 10 times Northern European countries.
So, I will suggest you work hard to frame it as "Many American citizens have a criminal record for the crime of being an American citizen. The system is broken and many people with criminal records really don't deserve to have them at all."
In other words, don't tell them "give a criminal a second chance." Tell them that many people with criminal records simply shouldn't have them and you are making a terrible mistake to hold that against them, both in practical terms by cutting out talent from the hiring pool for specious reasons, and in moral terms because you are denying someone an opportunity to recover from having been shafted by a broken system to begin with.
FYI: I'm a copywriter by trade.
That's a very interesting approach, but I believe a hard sell to potential employer. As true as it may be, an employer is more likely to appreciate the individual who says this is my background, this is what I learned and this is my vision of my own future...rather than, it's not my fault, I'm a societal statistic.
In fact, despite the ideas of US prison overcrowding and for profit drive conviction rates...I'd argue the opposite, that it's very likely the employer has already hired individuals who have committed various "crimes" and could but simply don't have records.
I know it's stance but all you need to do it look at the number of reported crimes (serious, not victimless like many would argue about drug possession) and the total prison population.
Example:
prison population = ~ 2.2M inmates
Every year in the US 60,000 children are sexually abused; ~220,000 adults sexually abused or raped; ~19,000 military members experience unwanted sexual contact. [1]
US prisons only seem over crowded until you see the number of violent crimes in the country, it basically works out to a sexual assault/rape every 90 seconds, it's pretty disturbing.