There’s tough competition for high-quality candidates these days, and your job postings need star quality if you hope to beat your competitors. The figures tell their own story. Only 4.2 percent of the US working-age population is unemployed. If you’re looking for skilled candidates who also happen to be jobless at the moment, you may have a tough time attracting the talent you need. At the same time, there are employed people who are looking for better opportunities. To gain their interest, you need to know how to write a good job posting, one that makes them think: “This is for me!”

Our guide will help you craft job postings that stand out in today’s competitive recruitment landscape. Use our tips to engage candidates and gain the exposure you need to find the best candidates for your vacancy.

What is a job posting?

Beginning with basics, a job posting is an advertisement that says you’re searching for people with specific skills and talents. It’s linked to an application form or request for submissions in which candidates express their interest and provide their details. You’ll place your job posting on platforms where you hope to find candidates that will match your requirements. 

But finding the right people may not be an easy matter. The US Bureau of Labor Statistics reports that there were 7.7 million openings as of the last week of October 2024. It’s a figure that should make you sit up and take note. There are many competitors searching for the talent you’re hoping to attract. Here’s what you need to know.

How to write a good job posting

Job title

There are some fundamentals that make for a good, if not yet compelling, job posting. The first thing to consider is the heading. It should clearly reflect the job title. Remember that people search job titles using keywords, so don’t get too creative. At the same time, there’s no harm in weaving in words that are indicative of status and skills-recognition. For example, applicants will find the title “Social media marketing director” more attractive than “Social media marketer.”

Job description, skills and qualifications

Clear job descriptions are a big help too. Applicants will consider their suitability for a job by looking at the work they’ll be required to do. Required skills and qualifications are related, yet separate and equally important criteria to specify. 

Resist the temptation to throw in too many extra, “nice but not necessary” requirements. This can lead to an imbalance in applicant demographics. Research shows that women will only apply if they meet 100 percent of requirements, while men will apply if they match 60 percent of a job specification.

Location

Location will matter to applicants. Some of them are willing to relocate while others are not. If you’re open to remote or hybrid work, be sure to say so. And, if your company is willing to assist with relocation, it is worth noting this important point in your job posting too.

Inclusivity

Gendered wording goes beyond pronoun usage. While most recruiters will avoid using gendered pronouns in job postings, the implication that you might prefer male or female applicants goes beyond that. Certain words have very masculine associations while others imply femininity. Your goal is to achieve neutrality. Because the nuances are subtle, we recommend using a specialized app to eliminate gendered language.

How to make a job posting stand out

“Sell” the job to applicants

Now that you have the bread-and-butter side of your job posting done, it’s time to add the toppings: those juicy details that will make every candidate jump at your mouth-watering opportunity. These are the unique characteristics that applicants are looking for:

• Extra benefits like flexible hours
• Opportunities for personal growth
• A company whose culture and values match their ideals

Gain candidate engagement by showing why applicants should be excited about the opportunity you’re offering.

Craft an appealing call to action

Round off your posting with an appealing call to action (CTA) that goes beyond “apply now.” For example, you may refer to the candidate experience. Many job seekers are disillusioned with “ghosting.” Eight in ten say they’ve been ghosted by recruiters, even after they made the cut for an interview. A call to action stating how you’ll give applicants feedback could encourage more people to apply. Got a great value proposition or industry leading reputation? You can make your job posting even more attractive by using your CTA to highlight the career benefits of working for your company.

Get exposure: benefits of job boards for recruiters

You have a stand-out job posting ready to go. Now, all you need is the right advertising exposure. Job boards attract both active job seekers and those who are already employed but are looking for new opportunities. You may already have your favourite platforms, but diversifying will improve your reach. It’s not necessarily a “more is better” approach – but more of the right kind of exposure will improve response-rates. 

Developing, implementing, and managing ad campaigns can be a time-consuming nuisance, but not if you use Broadbean’s job distribution platform as your go-to tool for talent search. With access to over 7K job boards, and software that helps select the most relevant ones based on your needs, you’ll reach the people you want to hear from. Automate and oversee your campaign the easy way, and let your winning job posting do the rest.