How to Create Engaging Job Postings and Attract Top Talent

How to Write More Engaging Job Postings

The artful description of an open role within your organization can make the difference between catching the attention of a standout candidate and receiving an influx of responses from low-quality prospects. 

Invest the effort necessary to write job descriptions that appeal to high-caliber candidates, be patient and you’ll have your pick of the litter. Above all, try to develop an understanding of your target audience. Tailor the job description to your target audience, featuring an engaging title, showcase your organization’s culture, and highlight opportunities for growth.

Read about the The Top Recruitment Metrics You Need to Track in 2023

The best job descriptions are clear and concise. This is your opportunity to briefly brag about the benefits of working for your organization, leveraging convincing language that maximizes the appeal of the open role. 

Hiring managers will be happy to learn AI is now capable of crafting informative job descriptions. Some employers outsource job descriptions and other writing projects to freelance writers. However, you can do some of the work on your own. Here’s a closer look at how to write a good job posting.

Why is it important to write engaging job postings?

Develop truly engaging job postings and you’ll compel high-quality job-seekers to throw their hat in the ring for the open position. In short, those willing to sell the open position in a creative way tend to receive the best possible feedback. 

The alternative is to post a generic job description that doesn’t stand out, ultimately getting lost in the flood of jobs posted to job boards. Without further ado, let’s take an in-depth look at how to write a job posting and the benefits of well-written role descriptions.

Benefits of an Engaging Job Posting

Engaging job postings are beneficial in several regards. Engage your target prospects and you’ll find the favor is returned with well-composed cover letters and resumes. 

An engaging job posting is also your company’s first impression on new hires as well as those who view your ads and apply at some point in the future.

Challenges of Writing an Engaging Job Posting

Write an engaging job posting and you’ll find it chews up time and mental energy. Though no two jobs are exactly the same, plenty of job postings are quite similar simply because some human resources professionals are wearing too many metaphorical hats or do not believe the time investment in writing a compelling job posting is worth it. 

Set expectations for the position and zero in on the perspective of job-seekers. Once your job posting is complete, take a mental break for a couple of minutes and return to the screen to read through the job posting from the viewpoint of a job seeker. 

If the ad doesn’t appeal to an individual looking for the role in question, continue tinkering with it until the language and flow are persuasive enough to convince those coveted “rainmaker” employees to apply.

Identifying Your Target Audience and Ideal Candidate Persona

We live in a highly specialized economy. The duties and demands of one role are quite different from those of another role, meaning a generic job description will not suffice.

How to Write a Job Posting: Define Your Target Audience

Specific skills, education, and experience are required for certain roles. Define the target audience for the open position and gear the language of the post toward those candidates. 

Provide the target audience with the details of the role and other relevant information so they are inclined to take the next step in the hiring process. Focus on the job description and skills of the postings to communicate exactly what is required of the individual selected for the open post.

Creating an Ideal Candidate Persona for Effective Communication

Create candidate personas to pinpoint those most likely to thrive in open roles. Candidate personas make it easier to market opportunities to job-seekers similar to how advertisers market products and services to consumers.

How to Write a Good Job Posting: Craft a Captivating Job Title

The job title is the first thing candidates see when viewing a job posting. Take the time necessary to brainstorm a compelling title and you’ll convince a significant portion of your target candidates to click the job posting and learn more.

The Art of Writing Clear and Compelling Job Titles

If you haven’t read through the job boards in months or longer, now is the time to do so. Spend 10 minutes scrolling through job titles on the job boards, take some notes and you’ll have examples to work from when creating your own titles. 

Analyze your favorite job titles closely and you’ll likely find they are cogent and persuasive. As detailed below, the best job titles and descriptions also contain keywords.

Incorporating Keywords for Search Engine Optimization

Use keywords and action-oriented words in both your job posting titles and descriptions. Here’s why: job-seekers often search the internet and specific job boards for keywords and key phrases relevant to their preferred industry, previous work experience, skills, and education.

Showcasing Your Company’s Unique Selling Proposition (USP)

Take a moment to consider what makes your business different from the rest. Culture, values, and accomplishments likely separate your company from competitors in your industry.

Communicating Your Company’s Values and Culture

Is your business a small one that operates in an intimate environment? Perhaps your organization is more of a button-up corporation with strict policies. Express your company’s unique culture and values in the job posting and you’ll maximize the chances of finding the optimal match.

Highlighting Accomplishments to Attract Top Talent

Chances are your company has several notable accomplishments. From awards to annual revenue and other forms of recognition, there are all sorts of ways to sell your company to job-seekers.

Feature your organizational accolades in job descriptions and you’ll ramp up interest in open positions.

Writing a Detailed Job Description

Search the web for “how to write a job posting” and you’ll find the small stuff matters a great deal. The subtleties of your job description are just as important as the title of the role and the financial compensation. Sweat the small stuff and you’ll steer that many more qualified candidates through your doors.

Outlining Responsibilities and Duties Clearly

Clearly communicate the duties of the role, delving into specific responsibilities. Be detailed in the descriptions of the open role’s responsibilities, explaining exactly what is required of the new hire.

Including Specific Requirements and Qualifications

Does the open role require that the new hire have a graduate degree? Perhaps the open role requires several years or a decade or more of experience in the field. Moreover, certain job skills might also be necessary for the role. 

Elaborate on the role’s duties including the context of work, be it in-office, remote or hybrid, using engaging language to spark candidate interest. Use action-oriented and positive words to make the job posting stick out and it won’t take long to generate interest from the top candidates.

Highlighting Benefits and Perks

Today’s employees are looking for more than a salary or high hourly wage. Benefits and perks are often the difference-makers in whether an offer of employment is accepted or rejected.

Attracting Candidates with Appealing Incentives

Incentivization is the name of the game. Generate interest from candidates using incentives and you’ll find most are willing to at least invest the time in an interview. 

Examples of incentives include the following:

  • Paid time off (PTO)
  • Vacation time
  • Bereavement time
  • Sick time
  • Free food/beverages

Above all, highlight your company’s health care insurance plans, shining the spotlight on the extent and low cost of coverage.

Making Your Company an Attractive Place to Work

Take a moment to view your company from the perspective of a candidate for employment. 

Does the benefit package appeal to you? 

Is the salary fair? 

Make the necessary alterations to your job descriptions and the company description to maximize organizational appeal.

Ensuring Transparency in the Recruitment Process

Every job-seeker needs and deserves transparency. Be clear about the open role’s responsibilities as well as coveted skills. When in doubt, err on the side of over-information rather than under-informing.

Clear Instructions for Applying to the Job

Spell out exactly how candidates can apply for the job, giving them step-by-step instructions. Communicate expectations for new hire selection and the stage will be set for interviews.

PandoLogic Connects Businesses With Talent

Our fully autonomous recruiting platform makes it easy for employers to join the AI revolution. Take full advantage of our smart tools and you’ll find our recruiting platform makes it easy to attract rainmaker employees to your organization. 

Our tech prevents you from enduring the pain of attempting to pinpoint talent, helping your organization stand out without zapping your limited budget. Request a demo today to find out more about how our autonomous recruiting platform connects businesses like yours to the top job-seeking talent.

Subscribe to Our

Stay in the loop on recruitment industry trends, news, tips and tricks.

Job advertising
made easy

Ready to try our AI Recruiting Platform?