How to Write an Effective Job Posting

In order to hire top talent for your team and company, you will need a job posting that is both persuasive and effective. Your job posting should reflect your recruitment strategy, and it must represent the position and company well to attract a high number of candidates. Despite the importance of employee recruitment and job postings, most people usually go for the search-online-then-copy-and-paste approach when asked to create a job posting. There’s nothing wrong with this approach, but the result might not be the most effective.

Here are the steps we suggest you to take in order to develop a compelling job posting.

1. Structure the Job Posting

A great job posting requires a solid backbone structure and expands on the role and responsibilities.

Company

Start with your company information. Who is your company and what do they do? Include the story and background of your company to attract the interest of potential candidates.

Location

Your location can be a deciding factor for potential candidates. Capitalize on this by mentioning schools, points of interest, and activities in the area. Commuting time can be an important factor for job seekers, so include the average commute time to the company if your company is close to a few major residential areas. as

Position

This is essentially the job title. You can also add the department that the position is within.

Role

For the role, describe the work scope and some of the required skills to be successful in this position.

Here’s an example from Jobalaya when we were hiring for our marketing department:

Growth Marketer Role

  • The candidate will set the foundation of Jobalaya’s marketing infrastructure, including process development and team building when it is time to scale.

  • The job requires the following skills: problem structuring, analytics, written and oral communication, creativity, project management, time management,priority setting, and teamwork.

  • The work scope includes the following: email marketing, content marketing, SEO, social media marketing, customer development, partnership development. Roughly speaking, your time will be split between strategy (~30%) and execution (~70%).Priorities will depend on company needs in different stages.

Tasks & Responsibilities

What are the regular tasks and responsibilities on a daily basis? Give details on what a typical day in the role is like so candidates can get a good understanding of the position.

Example from Jobalaya:

Growth Marketer Responsibilities

  • Develop marketing plan to detail out deliverables and expected results; review weekly growth result

  • Search for and adopt best-in-class tools to improve productivity in marketing operations

  • Actively manage and implement large-scale user acquisition campaigns, focus on growing active users and maximizing ROI

  • Partner with internal teams (i.e. product development, product planning, product growth, operations, finance) to collaboratively drive growth

Skills, Qualifications, & Requirements

Who is your ideal candidate? How many years of experience should they have? Set the scope by breaking the requirements down into categories: Soft and technical skills, qualifications, and required experience.

Benefits & Rewards

Increasingly, people are demanding greater work benefits from their companies. Be sure to include the benefits that your company offers in your job posting.

Next Steps

After you’ve finished outlining the position, make the next steps in the application process clear. Who should the candidate email? What documents should they attach? Any other requirements such a specific subject title? By placing the requirements in a clear manner, you save time for both yourself and the potential candidate.

2. Write an Attractive Title and Headline that Targets Your Audience

An attractive title that delivers a punch can draw the attention of high quality candidates, separating your job opening from the many others.

Use words that will stand out

In order to draw their attention, think about what the candidates you’re targeting want. For example, if your company is in the gaming industry, write that the position is ideal for video game lovers because you offer lucrative employee discounts. You can also specify the type of people that you’re targeting. For instance, if you are open to hire people with little or no experience, add “Recent college graduates welcomed” to the job posting title.

3. Really Market and Sell Your Job Opportunity

When creating your job listing, put yourself in the candidate’s shoes - what do they care about when they’re searching for jobs?

Give the candidate reasons to apply

Ask yourself, what do employees get out of working at your company? By having key points of difference, you show the value of the role for their career development. Some fantastic points you could offer are: career learning opportunities, remote work days, or good work life balance.

Write in an emotive style

Show the energy and personality of your company in your job posting. Writing in an enthusiastic tone creates excitement and interest around your company, motivating potential candidates to apply for your job opening. Furthermore, writing in an emotive style can convey the culture of your company, which can attract candidates who value those cultural aspects in companies.

4. Have Search and User-Friendly Content in the Job Description

When you’re not actively sending recruiting messages to potential candidates, you want them to look for you. Whether it’s Linkedin or a Google search, make sure you’re using words that candidates are likely to use.

Use relevant words for the job position and industry

Each month, there are an estimated 300 million employment queries on Google. Therefore, you need to make your job listing as easy as possible to find for potential candidates. You can do this by researching your competitor’s job postings and using keyword tools to find which keywords have the most search volume by your target audience. By using popular and relevant keywords in the description, job seekers can more easily find your listing.

Modify job titles for the posting

Use relevant words that are specific to the role, such as ‘entry level marketing position in fashion’ rather than simply ‘marketing position’. This is important as broader terms will have more listings competing against each other and your job posting may get lost in the crowd.

Another way to assist potential candidates in finding your job position is by using a popular job title description. For example, if internally the job position is called ‘Web Search Specialist’, but the role is popularly known as ‘SEO’ or a ‘Digital Marketing Specialist’ in the industry, then use those terms in the job posting. This way, candidates are more likely to see the listing.

5. Have a Strong Call-to-Action (CTA) for the Potential Candidate

A strong CTA in your job posting provides a smoother application process for the job candidate.

Make the job application process simple

Whether the application process is through a third party job board or on your company’s website, a clear CTA is important in guiding the potential candidate. In order to simplify the application process, try to keep the number of steps required at a minimum.

If you have an in-house job application system or a ‘Career’ page on your company’s website for job candidates, design the instructions to visually stand out. Make sure the application process and CTA is intuitive and easy for applicants.

Conclusion

Implementing these steps will improve the effectiveness of your job posting, which can ultimately attract a larger candidate pool for your job opening. If you’re looking for additional ways to increase candidate application rates, use our job referral bullhorn as an add-on for your email signature to promote opportunities you have at your company. With these recruitment strategies in mind, finding your next star employee should be a simple and effectual process.

James Free
James has a background in marketing and international business. With experience in working in international relations and connecting with stakeholders globally, James has helped organise various business development and career seminars for industry professionals to learn more about target overseas markets. He has also coordinated events in networking and foreign investment for other countries.