Craft Irresistible Job Postings to Captivate Top Talent


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What makes a person stop to read and consider a potential job posting? On the flip side, why does someone skip right by an employment announcement with only a cursory glance?

Like so many things in the human resources world, the answers are as varied as the job seekers and those doing the hiring.

However, one consideration often overlooked and not given its proper due is that a job posting is a powerful marketing tool. A recent survey conducted by Indeed, the worldwide employment website, revealed more than 52 percent of individuals looking for a job said the quality of a job description is very influential on their decision to apply.

The tricky part is determining the best way to sell the position you are offering. A job component or employment hook that might be intriguing to one person may leave another uninspired. So what are some approaches to ensure you attract the right talent? Before we get into a few of the dos and don’ts, let’s examine the basics that make up a successful employment solicitation.

Job Posting Basics

Most industry experts agree that any posting must include the following details about the job:

  • Title
  • Purpose
  • Duties and responsibilities
  • Required qualifications

Job Postings: Making Them Work For You

Determining if and how to go beyond job posting fundamentals requires more careful thought. Here are some rules of thumb to consider when developing an effective job posting:

  • Open with a strong, attention-getting introduction. That’s not to say you should use flashy or gimmicky anecdotes or phrases. Instead, focus on providing information that will make the applicant want to learn more.
  • Remember the KISS principle – Keep It Simple Stupid. Use easy-to-understand language, and avoid jargon and acronyms that might confuse or deter an applicant.
  • Ask employees to provide insights on what information would sell your job opening to the right fit. Those already working for the organization are often the best ambassadors and sources of intel that will help you promote your company.
  • Be genuine and truthful. No one wants to be sold a bill of goods. Using tactics that don’t accurately represent your organization and job could set the stage for negative reviews of you as an employer.
  • Ensure your job description uses inclusive language and speaks to a diverse audience. Don’t use gender-specific words or terminology that could potentially limit your candidate pool.
  • Close with a call to action. Use wording to encourage the reader to take the next step: applying for the position.


Depending on the platform you are using to solicit job applicants, other information you might want to include in the job announcement are details on the preferred qualifications you are looking for in an applicant, a brief narrative about your organization’s culture and the position’s starting salary or salary range.

Use Preferred Qualifications to Help You Pinpoint Candidates

Stating the preferred qualifications you’re seeking goes beyond listing job duties and responsibilities. Examples could include such skills as the ability to solve problems independently or experience leading and motivating others. Providing this information could help you target the right applicant and also cut down on applications from unqualified individuals.

Culture and Values Attract the Best Talent for the Job

Industry studies show that more and more often employees are considering an organization’s culture and values when accepting employment. You might want to consider telling candidates what sets your organization apart from the others, why they should want to work for you, and what you can do for them, both personally and professionally. Sharing a look at your company’s culture can help you attract the best talent for the jobs you are offering.

Salary: To Post or Not to Post

Should you include salary information? That’s a question subject to debate. Some organizations prefer not to reveal salary information, opting instead to negotiate those decisions during the hiring process. However, many job seekers dismiss job opportunities that don’t openly state compensation details.

job postings linkedin survey

In a LinkedIn survey, 89% of respondents said compensation is the most important part of a job description when deciding whether or not to apply. Considering the high percentage, it’s probably best to provide salary information in a job posting. Doing so could also help weed out applicants who are overqualified or don’t have what it takes for the job.

When handled correctly and allotted the appropriate time and attention it deserves, a job advertisement sets the stage for bringing the right candidate on board. What could be more important than that for your organization and its bottom line?

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