Craft job posts that attract top talent by using clear titles, highlighting key responsibilities, showing growth paths, and being human and inclusive.
Let’s be honest: most job postings are terrible. Either they read like a grocery list of impossible requirements (“must code in 7 languages, sell ice to penguins, and lead with Jedi mind tricks”), or they’re so vague you have no idea what the job is. Neither approach gets you the talent you actually want.
Here’s the truth: a job posting is the very first filter in your funnel. If you get it wrong, you’re stuck sorting through a mountain of resumes from people who aren’t even close to what you need. Get it right, and you attract the folks who see themselves in the role, and you save weeks of wasted time.
LinkedIn research indicates that candidates decide in about 14 seconds whether to continue reading a posting. Fourteen seconds! That’s less time than it takes me to refill my coffee.
So, how do you craft a job post that hooks the right people fast and keeps the wrong ones scrolling? Here are the essentials.
Start with a title that actually makes sense
Skip the gimmicks. “Data Wizard” sounds cute until a great candidate searches “Data Analyst” and never finds you. Use industry-standard titles that match what people type into job boards. Want to stand out? Add a short, honest hook:
- Marketing Director – Growth Opportunities in Renewable Energy
- Software Engineer – Build AI Products Millions Use
Clear > Clever every time.
Lead with the why
Don’t bury the good stuff. Top candidates skim. If the first two lines don’t grab them, they’re gone. Instead of:
“The successful candidate will be responsible for…”
Try:
“You’ll lead a team building the product that powers 30% of our revenue. If you love scaling teams and solving customer problems, this role is for you.”
See the difference? One feels alive. The other feels like an HR manual.
Spell out responsibilities and must-haves (but don’t go wild)
Bullet points are your friend. Four to six bullets for what they’ll do. Four to six bullets for what they need to bring. And for the love of qualified talent, separate the must-haves from the “nice-to-haves.”
Laundry lists often deter applications from great candidates, especially women and underrepresented groups, who may not apply unless they check every single box. Keep it tight. Keep it real.
Show them the money (and the perks)
Salary transparency isn’t just a compliance trend—it’s a competitive advantage. Candidates want to know if this is worth their time. Post a range. Be upfront about benefits. If you offer remote work, flexible schedules, or wellness stipends, highlight it.
And don’t downplay the small stuff. “We have great coffee and no meeting Fridays” may sound minor, but culture cues like that often tip the scales.
Paint the growth path
Mid and senior-level talent aren’t just job shopping; they’re career shopping. Show them where this role leads. Does it open doors to leadership? Does it put them at the center of high-impact projects?
Even a subtle nod helps: “This role has a promotion path to Director level based on performance.” Or “You’ll be at the forefront of our expansion into Europe.”
That’s catnip for ambitious professionals.
Culture isn’t a buzzword, it’s a magnet
Don’t just list values, tell a quick story.
- “We’re a 200-year-old community bank with a turnover rate half the industry average.”
- “We’re a scrappy startup where product managers debate features over Mario Kart.”
Whatever’s true, please share it. Candidates want to feel the vibe. And if your vibe isn’t for them? Great. They self-select out.
Keep it human (and inclusive)
Write like a human, not a robot. “You’ll lead” beats “The successful candidate will.” Cut the jargon. Watch for bias—no “rockstars” or “young and energetic.” Just be clear about what matters.
And don’t be afraid to let your voice in. A little humor goes a long way: “We value detail orientation… but we won’t make you alphabetize the snack shelf.
Format like people actually read online
White space. Bullets. Headers. Mobile-friendly. Remember: a huge chunk of candidates is reading on their phone while waiting in line at Starbucks. If your post is one massive block of text, you’ve lost them.
Add a clear call to action
Don’t make them wonder what to do next. End with:
“Sound like your kind of challenge? Apply by [date]—we can’t wait to meet you.”
Simple. Direct. Welcoming.
Supercharge it with distribution
Even the best posting won’t work if no one sees it. On job boards, optimize with the right keywords and refresh regularly. On social media, don’t just drop a link, tell a story. Use a visual, maybe a 20-second video from the hiring manager, and let employees share it. People trust people more than brands.
Final thought
A job post isn’t just a checklist. It’s your first pitch to top talent. Done right, it attracts the right people, filters out the wrong ones, and saves you weeks of wasted recruiting cycles.
So, before you hit “publish,” ask yourself: Would I apply for this? If not, it’s time for a rewrite.
