How to Write a Job Posting to Attract the Right Candidates

The truth is job seekers everywhere are bombarded with job ads every day.

So why should they stop at your job post?

If that’s what you want, then it’s time to start standing out. A well-crafted job posting attracts qualified applicants and is a great way to showcase your company’s culture, values, and unique benefits. 

Ditch the buzzwords and long paragraphs, instead keep it simple, to the point, and focus on what’s really important.

We’ve put together a guide to walk you through how to write a job posting that captures attention, sets clear expectations, appeals to the right candidates, and gets them to actually click the Apply button.

Understanding the Essentials of a Good Job Posting

To craft a job posting that truly resonates with your ideal candidates, think of it from their perspective. A great job posting answers five critical questions:

1. What is the job?
2. Where is the job located?
3. Who is the ideal candidate?
4. Why would someone want to work for your company?
5. How can interested candidates apply?

Let’s break down each element of a job posting to help you attract the candidates you’re looking for.

1. Job Title & Location

Why It Matters

The job title is often the first thing candidates see, and it needs to be both specific and straightforward. Include the location (or if it’s remote) to give candidates a clear understanding of where they’d be working.

Best Practices

• Be clear and concise: Use standard job titles like "Marketing Specialist" or "Software Developer" instead of creative but confusing titles like "Marketing Ninja."
• Specify the level: If it’s a mid-level role, add "Associate" or "Senior" to the title. This helps candidates gauge if it’s the right fit for their experience level.
• Include location details: If the role is remote, hybrid, or based in a specific office, mention this upfront.
  
  
  

2. Craft an Engaging Intro

Why It Matters

An engaging intro grabs attention and motivates potential candidates to read further. Think of this as your “hook” that makes your company and the role sound appealing.

Best Practices

• Keep it short: One to three sentences are enough.
• Highlight what makes your company unique: Mention awards, company culture, or values that set you apart.
• Showcase growth opportunities: If your company offers career growth, mention it here.

Example:
"Join our award-winning team at XYZ Corp, where innovation meets impact. We’re looking for passionate individuals ready to make a difference and advance their careers."

3. Role Description

Why It Matters

The role description should provide a clear picture of day-to-day responsibilities, allowing candidates to understand what their job will entail and decide if it aligns with their skills and interests.

Best Practices

• Be specific about tasks: Outline key responsibilities without overwhelming candidates with too many details.
• Use action words: Phrases like "manage," "create," "analyze," and "collaborate" can make the role more dynamic.
• Set realistic expectations: Include only the main tasks the candidate will focus on regularly.

Example:
"As our Digital Marketing Specialist, you will lead campaigns, analyze performance metrics, and collaborate with the content team to ensure our messaging aligns with our brand voice and reaches the right audience."

4. Compensation, Perks, and Benefits

Why It Matters

Today’s candidates are looking for transparency in compensation and benefits. Including this information up front can improve the quality of applicants and show that your company values openness.

Best Practices

• Be transparent: Mention salary range or starting pay if possible, as this has become a top factor for job seekers.
• List unique perks: Highlight benefits like remote work options, wellness programs, or educational stipends.
• Emphasize work-life balance: Flexible hours, PTO policies, and remote work options are attractive perks.

5. Job Requirements (Must-Haves and Nice-to-Haves)

Why It Matters

Clearly defined requirements help candidates self-assess whether they’re a match for the role. Separate the “must-have” skills from the “nice-to-have” qualifications to avoid deterring potential applicants who don’t meet every criterion.

Best Practices

• List must-have skills first: Include essential skills or qualifications.
• Add nice-to-have qualifications: These are additional skills that would be a bonus but aren’t required.
• Use bullet points for clarity: Make it easy to scan by listing requirements in bullet points.

Example

Must-Haves:

• 3+ years of experience in digital marketing

• Proficiency with SEO, Google Analytics, and social media platforms

Nice-to-Haves:

• Experience with email marketing tools

• Familiarity with graphic design basics

6. Explain Why Candidates Would Want to Work with You

Why It Matters

Your job posting should answer the question, “Why this company?” Candidates want to know about your company’s mission, culture, and values. Highlighting these aspects can help you attract people who align with your brand.

Best Practices

• Mention core values: State your mission and values, especially if they’re a big part of your company culture.
• Showcase recent achievements: Whether it’s industry awards, rapid growth, or a unique project, share something that makes your company stand out.
• Describe the team dynamic: If you’re a collaborative team, say so. If you have a supportive environment, mention it.

Example:
"At XYZ Corp, we believe in fostering a collaborative and inclusive environment where every team member is encouraged to bring fresh ideas and innovation to the table."

7. Outline the Application Process

Why It Matters

Candidates want to know what to expect after they apply. Outlining the application and interview process gives them confidence and helps streamline communication.

Best Practices

• Provide an overview of the steps: Briefly outline the steps—such as initial application review, phone interview, and final interview.
• Be transparent about response times: Mention how long candidates should expect to wait for feedback.
• Offer a contact point: Provide a way for candidates to follow up or ask questions if needed.

Example:
"Our hiring process includes an initial phone interview, followed by a video call with the hiring manager and a brief skills assessment. We aim to respond to all applicants within five business days."

Final Checklist for an Effective Job Posting

To ensure your job posting is ready to go, here’s a quick checklist:

✅Clear and specific job title and location
✅Engaging intro that highlights your company’s appeal
✅Concise role description with primary responsibilities
✅Transparent compensation and unique benefits
✅Well-organized job requirements (must-haves and nice-to-haves)
✅Reasons why candidates should want to work with you
✅Clear application process and response time

Remember, Make It Suit You 

The best job descriptions for you are the ones that help you attract and convert the right talent. Take this guide and let these examples inspire you to create your own unique job descriptions, but don’t feel the need to incorporate every element if it doesn’t work for you. No two companies are exactly alike. So experiment with different job listings to help you find what works best for your hiring needs. 

What’s Next? Be Where the Candidates Are

A well-written job posting is only effective if the right candidates see it. So, with that said you need to post your job openings where candidates are looking – here’s how you can promote your job postings:

• Share on social media: LinkedIn, Twitter, and Facebook can expand your reach.
• Utilize niche job boards: Sites specific to your industry can target the right candidates.
• Encourage employee referrals: Internal referrals often lead to high-quality hires.
• Optimize for SEO: Use relevant keywords (e.g., “Digital Marketing Specialist”) to improve searchability.

Job boards give your listing visibility among active job seekers, while social media like LinkedIn, Facebook, and Twitter can catch the attention of passive candidates who may be open to new opportunities. 

With an applicant tracking system (ATS) like ZenATS, you can easily create a job posting and share it across all these channels in one go. ZenATS even has built-in integration with LinkedIn, so you can post directly to LinkedIn Jobs and use LinkedIn Apply Connect to make applying simple for candidates. Posting widely makes sure you reach the right people wherever they’re looking - Optimize your hiring process with ZenATS