5 Key Elements Of An Effective Job Posting

When the right candidate clicks on your company’s job posting to discover more about the opportunity, you're one step closer to turning them into potential employees. But if your job posting does not have the right information or is overloaded with requirements, they may turn away or be less likely to apply. 

First impressions matter; that’s why job descriptions can be a little trickier to write than you may realize. It’s all about finding the right balance between detail and conciseness. On the one hand, it needs to be detailed enough to give job applicants a clear picture of how it is working in your company. And on the other hand, it also needs to be explicit about expectations, salary, and the next steps to apply. Keeping this balance in mind, below are 5 key elements to include in your job descriptions to attract the right candidates and 2 things to leave out.

#1 A relevant job title with keywords

In other words, write a headline that job seekers normally search for. Most companies make the mistake of curating fancy job titles that may fall outside the industry norm. Even if you wish to use a job title that sparks intrigue, you’re better off using common keywords candidates are looking for. For example, “Customer Service Manager” is more likely to get views than “Chief Happiness Officer.” Using relevant job titles increases the chance of your job appearing in applicants’ search results. It's also great to include industry-related words that best describe the role.

Additionally, you may include several other descriptions to help your job posting stand out. Think about what makes the job opportunity exciting. Perhaps you’re recruiting to keep up with sales or launching your brand in a new location. Emphasize something notable about the opportunity along with the job title. Here’s a good example - “Marketing Director at a Fast-Growing Startup”.

#2 Share your company’s mission, values, and culture

Job postings are not the only way to attract the attention of potential prospects, but they are also part of your employer's branding strategy. With that in mind, cultural fit is very important not only to your company but to job seekers as well. Use this opportunity to share about your organization’s mission, values, and workplace culture so that candidates can have a general gist of what your company stands for and what it’s like to work for you. Also, don’t forget to include any awards or accomplishments your company has earned and some testimonials on why employees enjoy working for you.

#3 Clear job requirements & responsibilities

Outlining the role’s requirements and responsibilities can be a little tricky. On the one hand, you want to list exactly what qualifications or must-have skills candidates should possess and what is expected of the role. On the other hand, outlining too many things can make the role seem somewhat ‘unfocused’ and overwhelming. 

To avoid this, start by emphasizing the most important or necessary responsibilities in 4 to 6 clear, summarized bullet points so that job seekers can briefly screen through and assess their eligibility. Here’s a good example of a job responsibility list:

• Prepare job descriptions and oversee the recruitment process

• Create and implement effective onboarding programs

• Plan and develop employee training programs

• Review employment and working plans to ensure legal compliance

• Provide insights and counselling on company policies

#4 Benefits and salary information

Research has shown that job seekers are 13 times more likely to apply when salary information is displayed in the job description. Benefits are also one of the top factors candidates consider before applying for the role. So tell job seekers what’s in it for them and be transparent.

In addition, displaying salary information upfront can keep candidates who aren't interested in that salary from wasting your time and theirs. Besides, not every benefit needs to be monetary - flexible hours, remote work arrangements, and career development opportunities can all help your job posting stand out.

#5 Important details and next steps

The most essential element of any job description - is how to apply! Remember to have these important details in your job posting:

• Location of the job

• Deadline for the application

• Clear instructions on how to apply 

Job seekers often spend a lot of time screening through job postings. So the more upfront you can be about your selection criteria and process, the more likely you will get many qualified job applicants.

What to leave out of your job postings

#1 Overwhelming information

As mentioned above, don’t go overboard with your job description. Provide job seekers with exactly what they need to know. The more information you give, the longer the job posting and the less likely job seekers will read the whole thing. 

#2 Overpromising

Never oversell the opportunity and describe the job as something it isn’t for the sake of having more applications. It may work initially, but in the end, it will only attract unsuitable applicants.

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