How to Write a Job Posting That Attracts the Right Candidates

How to Write a Job Posting That Stands Out?

To write a great job posting, you need to answer 5 questions every candidate has in mind when looking at a job ad:

• What is the job?

• Where is your job located?

• Who is your ideal candidate?

• Why would someone want to work for your company?

• How can interested candidates apply?

Then you need to turn those answers into a properly structured job posting which usually contains the following aspects:

1. Job title and location

2. A brief engaging intro

3. Role description

4. Compensation, perks and benefits

5. Job requirements (must-haves and nice-to-haves) 

Let’s break down each of them to see how to do it right:

Job title and location

Job title and location are the first pieces of information a candidate sees when they look and a job ad and are crucial for whether or not they will even consider reading it. 

Clearly state whether the position is remote, hybrid, or requires physical presence in an office. This information is crucial for candidates considering relocation or those who prefer remote work and filter their search only for remote jobs. 

In some roles, defining the seniority of the position is also necessary to attract qualified candidates - for example, an ad for "Senior Financial Data Analyst" emphasizes the need for more experienced candidates, requiring a more advanced skill level.

A brief engaging intro

Consider this part a hook that engages the candidates and makes them want to continue reading the ad. To be able to do that, it needs to tease them with a glimpse of information that they will find interesting and make them want to learn more about it. Let’s see how KPMG did this part:

KPMG started the job ad off with a brief intro giving a general overview of the candidates this role might be suited for but in a way that focuses on the benefits of the job – “flexible working hours”,  “working from home anywhere in Bulgaria” and making this opportunity all about them – “...Open for You.”

Role description

This is one of the essential parts of every job ad. You should describe the responsibilities that come with the position in a way that points out the highlights of the job and how they can be beneficial for the potential employee. 

Don’t just write down every little task that the position brings, as it only puts an unnecessary “burden” on the candidates before they even apply. The goal here is to give a preview of the role and what they might expect from it if they are hired - it should encourage them to apply, not scare them away.

In their ad for an Associate Manager, DoorDash titled this section “You’re excited about this opportunity because you will…”, putting the candidate first and emphasizing the opportunity to work on multiple important aspects of the job while gaining valuable experience: 

Need inspiration for job descriptions? Explore 600+ proven job description templates for free.

Compensation, perks and benefits

Pay transparency has more than doubled in the last few years and it’s for a good reason.  Transparently listing the compensation range not only builds trust but also filters out candidates with mismatched salary expectations saving time both for them and the employer, which makes it a clear win-win. 

Along with a pay range, include information on perks and benefits, such as health insurance, retirement plans, career development opportunities, and work-life balance initiatives. 

Salesforce did a good job in their job advert for a BDR:

They pointed out the salary and bonuses right at the top of the section, followed by emphasizing support, additional benefits, wellbeing incentives and, training and development opportunities. 

Related: What Benefits Can Help You Attract and Retain Employees?

Job requirements

In every job description, no matter the level, it is essential to list the essential skills, experience, and educational qualifications needed for the job. Be specific to ensure you attract candidates who are capable and qualified. Make sure you’re clear and concise with this but also make it a bit friendly so the candidate doesn’t feel overwhelmed with the information.

KPMG presented this in an “About You” section defining the ideal person for the job in a nice and friendly way.

Also, it’s always good to split the “must-haves” from “nice-to-haves”. When job seekers can easily identify the essential requirements, they're less likely to be overwhelmed by a long list of qualifications that might not all be critical. 

This way, candidates who meet the core criteria are encouraged to apply, even if they don't possess every single desired skill. It opens the door for a wider range of applicants, including those who might be a great fit based on their foundational skills and potential for growth, rather than having every box ticked from the start.

Best job posting examples [+Job posting template]

Now that we’ve explained how to write a good job posting, let’s give some examples. To be specific, we are going to give a couple of job ad examples for each of the following segments:

1.      Example for startups

2.      Example for big companies

3.      Example for high-velocity roles

Example for startups 

Startups are dynamic and often look for versatile, entrepreneurial individuals who are ready to wear multiple hats and thrive in fast-paced environments. The language used should reflect the energy, innovation, and ambition of the startup culture.

→See the full job advertisement from Wasp

Why we think this ad worked:

• The ad begins with a clear presentation of the compensation range and equity offer, along with the job's remote working parameters. 

• The founders introduce themselves and provide a brief background on Wasp. Mentioning their Y Combinator backing and seed funding attracts attention and adds credibility, while the inclusion of endorsements from early engineers at Facebook, Twitter, and Airbnb builds further interest.

• The ad effectively communicates what the candidate will be doing, the technologies they will work with, and the impact they can have. 

• Inclusivity and openness to learning: By stating that it's not a problem if candidates haven't used Haskell yet, the ad opens the door to a wider pool of applicants. 

• The ad stresses the opportunity to have a key role in creating an engineering-first culture and to define best development practices. 

• Providing detailed information about the product, its development stage, and its reception helps candidates understand the project's scope and success. 

• The section on "Who we are looking for" clearly outlines the desired qualifications and characteristics of the ideal candidate.

• The ad concludes with compelling reasons to join Wasp, emphasizing the unique opportunities the role offers, from designing the future of web development to working with top-tier engineers and contributing to open-source software (OSS). 

• The inclusion of fun facts about the founders adds a personal touch that humanizes the company leaders, making the company more relatable and appealing to potential candidates.

• Ending the ad with a direct invitation to reach out and providing contact information simplifies the application process for interested candidates.

Overall, this job ad is a strong example of how to attract the right candidates by being clear, engaging, and informative, while also showcasing the company culture, values, and the unique opportunities the role offers.

Examples for bigger companies

For big companies, job postings should reflect the brand's authority while highlighting opportunities for growth and impact within the organization.

Here’s an example from Spotify’s ad for a Consumer Marketing Manager:

Why we think this ad worked:

• The ad clearly outlines what the job entails, such as strategy development, creative planning, and execution, which helps candidates understand the scope of the position and self-assess their fit.

• By emphasizing Spotify's commitment to diversity, inclusivity, and innovation, the ad appeals to candidates who value these qualities in the workplace. It invites applicants to bring their personal experiences and perspectives, reinforcing Spotify's image as an employer that values diversity.

• The advertisement outlines an attractive benefits package, including extensive learning opportunities, flexible share incentives, global parental leave, and more. 

• The ad concludes with a brief overview of Spotify's mission and its impact on the music and podcasting industries.

Overall, this job advertisement is effective because it combines detailed role information with insights into the company culture and values, making it clear what Spotify is looking for in a candidate and what it offers in return.

Let’s see another example by Bolt:

Why we think this ad worked:

• The ad provides a comprehensive overview of what the role entails. By stating that no previous experience with Node.js is needed, it opens the position to a broader range of applicants.

• Bolt emphasizes its commitment to creating an inclusive environment right at the beginning, thus attracting a diverse applicant pool.

• The ad includes a brief about the company, highlighting its rapid growth and impact across Europe and Africa, which serves to attract candidates interested in making a significant impact. 

• The section about what Bolt is looking for in a candidate is well-detailed, outlining not just the technical skills and experiences desired but also the personal attributes and mindset that would make a candidate successful in the role.

• Bolt encourages applications from individuals who may not meet every single requirement but have the potential to excel. This approach widens the talent pool and emphasizes the company's value on overall potential and character.

• The job ad outlines the benefits of working with Bolt, including the impact of the work, opportunities for professional growth, competitive salary, stock options, hybrid working mode, and wellness perks.

• The straightforward application process, with clear fields for personal information and the option to upload a resume and cover letter, makes it easy for interested candidates to apply. The mention of accommodation for applicants with disabilities further underscores Bolt's commitment to inclusivity.

Overall, this job ad is effective because it combines detailed role expectations with insights into the company culture and values, clearly communicates the benefits of the position, and encourages a diverse range of candidates to apply. It's structured to attract skilled individuals who are not just looking for a job but are motivated by Bolt's mission and the impact they can have.

 Example for companies hiring in high-volume 

See how Amazon did it with their ad for a Warehouse Associate:

Why we think this ad worked:

• The ad provides a detailed overview of the job, including daily responsibilities and physical requirements.

• This job advertisement features a video preview of the position, describing what the job is, mentioning working conditions and benefits and encouraging the candidates to apply. A great way to present the role and help candidates visualize it, especially for high-volume roles like this one. 

• Mentioning the pay rate ("Up to $18.25") upfront is an effective strategy for high-volume roles, as compensation is a critical factor for many job seekers. 

• The ad highlights various shift options and schedule flexibility, appealing to a broad audience with different availability.

• Listing benefits such as healthcare, parental leave, 401(k) savings plan, and employee discounts makes the position more attractive.

• By describing the work environment, including safety protocols and physical conditions, candidates can better assess if they can work comfortably in such settings.

• The commitment to a diverse and inclusive workplace, with an equal opportunity employer statement, broadens the appeal of the ad, encouraging applications from a diverse range of candidates, which is essential for high-volume recruiting.

• The ad concludes with clear instructions on how to apply and provides additional resources for candidates who may need accommodations or have specific questions.

Overall, the job ad is well-crafted to attract a high volume of candidates by being clear, informative, and inclusive, while also highlighting the benefits and opportunities available to potential employees. This combination of factors is key in drawing interest from a wide pool of job seekers, making it an excellent example of high-volume recruitment advertising.

Let me save you the trouble of structuring your job ad and writing everything from scratch. Here's a free job posting template you can download and use to create your next job advertisement: 

→Download free job posting template 

How to promote your job ads?

You’ve created your job posting and now it’s time to put it out there and make sure it catches the attention of the right candidates. Let’s go over a few effective ways to attract more candidates to apply.

Job boards

Job boards are a great way to get a lot of candidates fast for any industry, as there are thousands of different platforms across the web. However, if you’re a company hiring a lot of candidates in multiple locations or hiring for skilled remote roles, finding all the relevant job boards you could use and posting each job individually seems like a pretty demanding task.

Luckily, there is a hack you can use to save your time drastically. If I were a company looking for a back-end developer, I’d be looking to hire remotely.

Once I finish writing my job ad and make sure it ticks all the boxes for a good ad, I’ll use TalentLyft to get access to over 2500 premium global job boards ranging from general to industry-specific.

I want to pick 3-4 best IT-specific job boards to publish to. The position is remote so I’m not going to set a specific location but if you’re hiring for specific locations, you can do that too.

For my job I’m going to go with DjangoJops, Relocate.me and Codeally.io. As you can see, all the info about each job board is there – who is it for, the locations it encompasses, the time to process the ads, and a link to the board’s website:

All I need to do here is click on 'Add to campaign' on each of them and click ‘Review & Publish’. My job is now published and all the applications I get on there are going to show in my Analytics.

You can apply the process for any other industry as well.

Here’s another example.

Let’s say I’m hiring medical assistants for my hospitals in Berlin, Germany. I do not feel like researching tens or hundreds of job boards and channels to find the ones that I like. Instead, I’m just going to select Recommended channels and all the channels that are the most relevant to my position will appear. 

TalentLyft recommends individual channels as well as bundles of job boards I can leverage to save money. For example, I can choose to advertise on LinkedIn, Stellenanzeigen and Monster Premium at 44% discount which are some of the most used channels for advertising jobs in Germany. I just click on the ‘Add to campaign’ and advertise on all three in a single click.

However, if I want to get a bit more specific and look for some job boards specialized for my industry, I’ll set the location and industry according to my needs. 

I now only have German job boards specialized for hiring medical professionals. Pfegejob.de and mfajobs.de seem like the most reasonable options, considering their price and specialty so I am going to simply add them to the campaign.

There’s also this one thing – what if I already have an existing contract with a job board where I negotiated better prices?

It’s simple. In the advertising dashboard, I’ll go to My Job Board Contracts. This is where all my existing contracts with job boards are stored. I want to add a new contract that I negotiated with Stepstone, a popular German general job board, so I’m just going to go to My contract settings and add a new contract.

This requires filling in some data regarding the details of the contracts. After I do all that, the option to publish on Stepstone will appear in my contracts and I can easily publish there in one click just like all the other boards, but for a better price.

Social Media

Social platforms are a powerful method for sharing and promoting job postings due to their wide reach, targeting capabilities, and interactive nature. There are a couple of strategies I want to show you.

First and foremost – organic. Especially if you’re looking for a niche role with very specific qualities. If you have a large audience following you, it can be a great way to get high-quality candidates.

Steven Bartlett leveraged his large audience on LinkedIn to try and find the right person to join his team. It’s not for any specific position either, but anyone with the qualities and aspirations he believes make a great fit for any position within his company. 

This unique way of presenting his ideal candidate and the personal tone definitely paid off big time - it got almost 3000 comments of people expressing their interest, and thoughts and tagging other people as well as 1700 reposts. A perfect way to make a job ad go viral and attract the right audience, while not spending a dime!

Even if you don’t have a big audience or you’re not a major influencer (yet), you can still use this strategy and drive excellent results. Post your job ads on there and ask for help from others to share your posts or refer someone from their networks. Here is a great example:

Vukasin did a great job describing the roles by specifying the tasks and what the job would look like. He then invited people to apply if interested and refer someone from their networks who fits the position. This is a great way of getting extra engagement on the post and getting people to share it further.  

Instead of just sharing the job posting directly from your careers page with the “Apply now!” caption, you can modify the ad a bit and make it feel more personal and authentic, just like Vukasin did here. He got 200+ applications and brought multiple qualified candidates… he told me.

The cool thing about this post is that, thanks to the LinkedIn algorithm, many people who are not connected with or aren’t following Vukasin, got to see it.

Another great way of promoting your jobs through social is sharing them with online communities. Facebook groups of industry specialists and job seekers can be a good place to start. 

For example, check out this job ad for a Data engineer at a company called Revendo Engineering: 

This job ad was published in a Facebook group called ‘IT developers Croatia’ that gathers over 37k members. Along with a great job description, pointing out the work environment and benefits in a friendly way, the author of the ad also attached photos from the company’s recent teambuilding event to give potential applicants a glimpse into their culture and motivate them to apply. A great way to present a job ad, and the community’s engagement on this post backs it up. Even though the group counts many members, posts on here rarely get over 5-10 likes and a comment here and there, as every job looks the same. Revendo managed to stand out with their authentic approach, and gain a much better engagement! 

Here are also a few ways you can boost the engagement and visibility of your job ads further, especially if you’re just starting out:

• Create shareable content: Make it easy for your team to share the job ad by providing them with pre-written posts or graphics. This ensures consistency in the message and simplifies the process for your employees.

• Encourage engagement: Motivate your team to not only share the job ad but also to engage with any comments or questions that come from the audience. This active participation can significantly increase the visibility of your posts.

• Highlight employee experiences: Encourage your employees to share their positive experiences and testimonials about working at your company along with the job ad. Personal stories resonate well on social media and will attract candidates who are looking for a positive work culture.

Take a look at this example of how an HR business partner at Semrush shared this job ad:  

Not long after this, she also shared her anniversary of working at Semrush with a powerful message:

A good way of sharing a positive experience and engaging your own audience, some of which just might be the right candidates for the company’s next job opening. 

Related: How Can Organizations Benefit From Social Media Activity of Employees?

Paid ads are also a great way of advertising your job postings, especially for high-velocity roles like the Amazon example we mentioned earlier. For paid ads, each platform has its terms and conditions of advertising as well as parameters you need to set, and the price rates.

However, I’m no expert in paid ads (never even launched one), just like most recruiters. I don’t want to learn it either and since I don’t have a team I could delegate this to, I am going to leverage a secret tactic that works on autopilot.

Let’s take that back-end developer position and advertise it on social media. Here’s how I would leverage TalentLyft’s Ads feature to get this done in a few seconds:

We go to the paid social section and pick the social platforms we want to advertise on.

I want to target LinkedIn and Facebook as my go-to platforms.

Click on publish and that’s it. We’ve started running ads on two social platforms for a specific position in a matter of seconds.

The positions are now live and we can track the number of applications in the Analytics: 

Employee Referrals

Given the value of referrals and the fact that they drastically shorten your recruiting process, I’d definitely look into utilizing them a bit more. The problem with referrals is that the process can sometimes be complicated. 

It often requires employees to take several proactive steps, such as registering on a platform, submitting information about the candidate, following up and having to ping recruiters about things during the process. No one wants to do that!

I am going to show you how to make this process way simpler and get actual candidate recommendations fast.

Just recently, my colleague, Lovro, was hiring a new account specialist for his sales team, here at TalentLyft. Before turning to other forms of advertising, he wanted to try and get some referrals from his colleagues, so he used TalentLyft’s integrated employee referral system. 

The process through TalentLyft is simplified to the extent that employees don’t need to register or submit any data. They make referrals with minimum clicks, directly from their email. 

Lovro picked me and a few of our colleagues from other departments to ask for referrals from.

This is the email I received:

After I forwarded the link to a few of my friends and acquaintances, one of them liked the ad and applied for the position:

By opening the notification, Lovro can see the profile of the candidate and that I referred them:

Heading over to Analytics, it can be tracked which employees had referrals and how many.

The process was pretty straightforward, all I did was forward the link and, luckily, the position was filled soon. I got my extra few days off as a reward, and we got an amazing Account specialist to join our team. A true win-win situation, if you ask me!

Regarding the reward structure for the referral system, decide on the incentives for employees who refer successful candidates. These could range from monetary bonuses, extra vacation days, gift cards, or even non-monetary rewards like recognition in company communications.

Consider implementing a tiered reward system where the reward varies based on the role's complexity or difficulty in filling the position.

Related: A Guide for Setting Up an Employee Referral Program

Summary

The article "How to Write a Job Posting That Attracts Right Candidates" outlines the key to standing out in a saturated job market through a series of actionable steps designed to attract top talent. We emphasized the importance of addressing the primary questions candidates have in mind, structuring the job posting to include several essential elements like a compelling introduction, role description, compensation details and so on. We also highlighted the significance of clarity in job requirements and the advantages of listing both essential skills and nice-to-haves to encourage a broader range of applicants. 

By showcasing examples from startups to large companies this guide provides a blueprint for creating effective job postings that not only capture the attention of qualified candidates but also promote a company's culture and values, ensuring a mutual fit. Finally, you got the chance to pick up some great strategies and tips for promoting your jobs and getting candidates easily and effectively.