The Complete Guide to Writing Job Postings in 2023
Attractive job postings are a critical component of any successful hiring strategy. In 2023, it takes more than a generic list of responsibilities and qualifications to appeal to top candidates.
To stand out in a competitive talent market, it is crucial to craft job postings that are compelling, concise, and inclusive. Investing time and resources into preparing well-written job postings can improve your hiring outcomes, leading to a stronger organization.
Use this complete guide to help you curate job postings that attract awesome applicants, enhance your employer brand, and maximize your hiring success.
The Importance of Writing Effective Job Postings
Writing effective job postings is an essential practice for organizations looking to attract and hire top talent in 2023 and beyond. In today’s competitive job market, a well-crafted job posting can be the difference between drawing a pool of qualified candidates or receiving irrelevant applications.
An excellent job posting can attract more applicants, increase candidate quality, enhance your employer brand, streamline your hiring process, and reduce turnover.
Benefits of Writing Effective Job Postings:
Attract more applicants. Do you want to boost your application numbers? A well-crafted posting can capture the attention of more qualified candidates and encourage them to apply for your open position.
Increase candidate quality. Engaging postings can also help you attract higher-quality candidates. When you are clear and specific about the qualifications and experience required for the position, you will attract more candidates who meet those standards.
Enhance your employer brand. Job postings are a marketing tool and, thus, an extension of your brand. Creating job postings that accurately reflect your company culture and values can enhance your employer brand and attract candidates who share your values.
Streamline your hiring process. When you provide clear information about the open position and the application process, you can reduce the number of low-quality or irrelevant applications. This will save you time and resources.
Reduce turnover. Compelling job postings can reduce turnover by attracting people who are a better fit for your organization. Candidates who clearly understand the job requirements are more likely to accept your job offer and stay with your company longer.
Remember, a job posting is far more than a recruitment tool. It’s also a representation of your company and employer brand. Consider job postings as a marketing tool to generate positive results for your company’s recruitment and talent attraction goals.
Job Descriptions vs. Job Postings
While job descriptions and job postings serve a similar purpose, they are different in a few crucial ways. Understanding these differences can help you create effective job postings that attract higher-quality candidates while effectively communicating your company’s employer brand.
Main Differentiators Between Descriptions and Postings:
Purpose. A job description’s primary purpose is to outline a specific job’s responsibilities and requirements. Job descriptions are typically used for internal purposes such as determining job classifications, evaluating employee performance, and creating training programs. On the flip side, the main purpose of a job posting is to attract and recruit candidates for a specific opening.
Audience. Job descriptions are typically written for internal audiences such as HR personnel, managers, and supervisors. Job postings are written for external audiences such as job seekers, recruitment agencies, and job boards.
Tone. Job descriptions tend to be more formal and technical, focusing on the specific duties and qualifications required for the job. In contrast, job postings are often more conversational and engaging. In addition to the job duties, they highlight the benefits and culture of your organization.
Length. Job descriptions are typically longer and more detailed than job postings. They often include sections like job summary, duties and responsibilities, qualifications, education and experience requirements, and physical demands. Job postings are typically shorter and more focused on the essential information job seekers should know to help them determine if the position is a good match.
Formatting. Job descriptions are more standardized and follow a consistent format often dictated by organizational policies or HR guidelines. Job postings can be more creative and flexible, allowing your organization to showcase its unique culture and personality.
In a nutshell: Job postings are a public marketing tool to sell your job and entice applicants. Think of them like advertisements. Job descriptions are internal documents used to outline a role and its responsibilities. They are longer, more in-depth documents provided to your potential hires during the interview process.
DataPeople explains the difference in this article: “A job description is the internal document you use to keep your house in order. A job posting is the external version of that document you use to recruit candidates.”
The terms job description and job posting get used interchangeably. It may feel silly to spend time caring about the difference. However, it’s important to recognize that curating a great marketing document (job posting) differs from creating a comprehensive work brief (job description).
Choosing a Searchable Job Title
Choosing a searchable job title can improve your chances of attracting suitable candidates and filling open positions. A searchable job title can also help your job posting rank higher in search results.
For these reasons, when choosing a job title, ensure the title accurately reflects the position and includes relevant keywords. This best practice will help job seekers find your posting when they search for positions online.
Searchable job titles are specific, accurate, and include relevant keywords. For example:
Digital Marketing Specialist
Senior Software Engineer
Human Resources Coordinator
Customer Service Representative
Retail Sales Manager
Unsearchable job titles are vague, unclear, or do not accurately reflect the position. For example:
Chief Amazement Officer
Director of First Impressions
Wizard of Lightbulb Moments
Brand Warrior
Culture Evangelist
Sure, these job titles may seem creative and attention-grabbing. Still, they do not accurately reflect the position or include relevant keywords. This kind of freestyling makes it very difficult for people to find your job posting and understand the context of the role.
Tips for Choosing a Searchable Job Title:
Be Specific. Choose a job title that accurately reflects the position and includes relevant keywords. Use words that accurately describe the job duties and responsibilities.
Use Industry Terms. Using industry-specific words in your job title can help your posting rank higher in search results and attract candidates with the required industry experience.
Use Standard Job Titles. Stick with job titles commonly used in your industry. This can help people understand the position while ensuring your job posting is easily discoverable in search results.
If you need help determining if your job title is searchable, consider what your ideal applicant would enter into the search bar on job boards and other employer sites like Indeed or LinkedIn. Then, go with those keywords.
Tip: The ideal length for a job title is 1–3 words and no more than 10 syllables. Gen 👏 er 👏 al 👏 Man 👏 a 👏 ger
Sections to Include in a Job Posting
Want to start with the basics? At the very least, your job posting should provide a clear and concise summary of the position, the responsibilities, qualifications, and other essential information that job seekers need to know before applying.
Begin With These 6 Foundations:
Title & Location. The job title and location are often the first pieces of information that job seekers see. Include a clear and concise job title that accurately reflects the position. Also, provide the job location, including the city and state, to help job seekers determine if the position is a location match.
Tip: If your role is remote with some location or time zone restrictions, clearly state those preferences.
Summary. The job summary should briefly tease the position and its responsibilities. Use this section to provide an overview of the purpose, goals, and objectives associated with the role. Make this section engaging and interesting to encourage candidates to read on.
Tip: Treat this section as a teaser vs. an exhaustive list of responsibilities.
Responsibilities. The responsibilities section should list the duties and tasks required for the job. Be specific, provide details about what the job entails, and use bullet points to make it easy to read. This section should give job seekers a clear understanding of what they will be doing daily.
Tip: Make this a quick bulleted list of key highlights. Once you have engaged an applicant, you can then provide them with a complete job description.
Qualifications. The qualifications section should list the education, experience, and skills required for the job. Be specific about the minimum qualifications, but also include any preferred qualifications. This section should give job seekers a clear understanding of what they need to be considered for the job.
Tip: Include what is truly required for the person to succeed in the role. Avoid long wish lists.
Benefits & Perks. The benefits and perks section should highlight the key benefits of working for your organization. This information could include health and wellness benefits, retirement plans, professional development opportunities, and other perks that make your organization attractive to job seekers.
Tip: Act like a salesperson and think, ‘What’s in it for them?’
Application Instructions. The application process section should provide clear instructions on how to apply for the job. Include any relevant deadlines, required documents, and any other information job seekers need to know before applying. Make this section as clear and straightforward as possible.
Tip: Candidates always appreciate details about how to apply, if there is an application deadline, and when they can expect to hear back regarding their application.
By providing a clear job title and location, a compelling job summary, detailed responsibilities and qualifications, attractive benefits and perks, and a straightforward application process, you can create a solid foundation for your job postings.
Note: Further into this guide, we will address other essential sections like your EEO (Equal Employment Opportunity) & EDIB (Equity, Diversity, Inclusion & Belonging) statements.
Keeping Your Posting Concise
Concise job postings get read. In today’s fast-paced world, most people lack the time or patience to read long job postings. And rightly so! Time is money, honey.
According to Rebecca Barnes-Hogg, an HR consultant and author of The YOLO Principle: The Ultimate Hiring Guide for Small Business, “People don’t read long job descriptions. They scan them. So, it’s important to ensure the most important information is front and center.”
The Goldilocks Effect:
According to a survey conducted by Indeed, the ideal job posting is between 300–800 words in length. This is the ‘Goldilocks effect’ because it is neither too long nor too short, but just right.
Job postings that are too short may not convey enough information about the position. At the same time, job postings that are too long may be overwhelming and discourage people from applying.
Tip: What do 300–800 words amount to, exactly? A document typed in 12-point font with single spacing is around 500 words. So, as a guide, stick to writing a one-page job advertisement.
Why Keep Your Job Posting Concise?
Grab Attention. A concise job posting will grab the attention of job seekers and encourage them to read on. A short and sweet posting highlighting the position’s key points can be more effective in attracting suitable candidates.
Convey What’s Important. A concise job posting works to convey only the most important information about the position. By keeping your post straightforward, job seekers can quickly and easily understand what the role entails and determine whether they are a good fit.
Encourage Applications. When you provide clear and concise information, job seekers will feel more confident in their ability to perform the job. This, in turn, increases the chance of them applying.
By using the ‘Goldilocks’ effect and keeping the job posting between 300–800 words, you can grab the attention of job seekers, convey important information, and encourage applications.
Choosing Positive Wording
Positive wording is one of the most essential job posting practices for attracting top talent and creating a positive employer brand.
Job postings that use positive language are more welcoming and exude a supportive workplace culture. This does wonders for attracting candidates with similar qualities. Using positive wording in your job postings conveys enthusiasm and excitement, encouraging job seekers to apply.
Additionally, positive language can help to promote your employer brand. When you spotlight your company’s positive attributes (such as a supportive work environment or opportunities for growth and development), you can attract candidates who share your values and are more likely to stay long-term.
According to Dr. Wendy Patrick, a career expert and author of Red Flags, “Positive language is more welcoming, more inviting, and more likely to attract top talent. Negative language can be a turnoff for candidates and may even cause them to skip over your job posting altogether.”
Examples of Positive vs. Negative Wording
✅ “We value innovation and encourage our team to get creative.”
✅ “We offer an environment that encourages growth and development.”
❌ “Must be able to handle long hours and high-stress situations.”
❌ “Must have thick skin and a sense of humor.”
Before you say, “Well, who the $#&% would ever put that in a job posting?” below is a cringe-worthy real-life example of one of the most negative job postings I have encountered recently.
Let’s unpack it together:
We won’t address the endless bullets of skills requirements because most are nonsense. However, this is how I would spin the introduction paragraph to incorporate positive language while still effectively communicating the high expectations of the role:
Before: The most important thing an Executive Assistant does is provide leverage to the CEO and the organization. An effective way to provide leverage is to increase cash flows while improving employee + customer satisfaction. Please be advised this is a demanding role that requires expert-level skills, organizational skills, tech savvy and a dedication to your work. You may be asked to work evenings, weekends and travel on occasion.
After: As an Executive Assistant, you will be valuable in supporting the CEO and leadership team to manage their time and generate optimal business results. We’d also like you to actively participate in positively impacting customer and employee satisfaction ratings. As our talented EA, you will be a key contributor to the company’s success. We are looking for someone dedicated to career development and who shows engagement in their work. We seek a reliable Executive Assistant who takes pride in their work and has a history of delivering exceptional results.
Yes, many jobs are demanding. However, describing demands in a negative tone shows job seekers a few key factors:
Employer feels emotionally burned by past hires
Employer shirks fault for poor-match hires they made in the past
Employer is suspicious and actively looks for insubordinate behavior
Leadership cannot/will not edit their feelings
Company ‘culture’ is hierarchical and lacks accountability
In short — a top candidate will never apply to a job posting that feels more uncomfortable than wearing a wet wool sweater.
PS: The job is still open weeks later.
Including Salary Details
Pay transparency is a hot topic…as in, yikes — hot potato. And it’s tough to understand precisely why without getting into a deep, dark rabbit hole of privilege, sexism, racism…and a slew of other isms.
The bottom line is — including salary details in a job posting is an exceptional practice that promotes equality.
First, including salary details in a job posting helps convey a transparent and fair workplace culture. When job seekers witness that a company is willing to disclose its salary range upfront, it sends a message that the organization values transparency and fairness in its compensation practices.
Second, including salary details in a job posting can help to save time and resources for both the company and the job seeker. If a candidate applies without knowing the compensation range, it can lead to a waste of time and resources on both sides.
According to PayScale, a company that provides salary data and compensation software, “Transparency builds trust. Being open and honest about pay and the reasons behind it creates a culture of trust and engagement.”
The Harvard Business Review states that “pay transparency can reduce turnover and increase productivity by motivating employees to work harder and stay with the company longer.”
A Center for American Progress study found that “pay transparency can reduce gender and racial pay gaps by increasing awareness and accountability for pay disparities.”
Salary transparency laws exist in many regions, including New York and Colorado. These laws mean employers must disclose compensation or compensation range in published job postings. It’s evident that salary transparency laws will continue to trend. Even if you live in a region where salary transparency regulations have yet to pass, starting this best practice now is a great way to get ahead of your competitors in the war for talent.
Job postings that are transparent about compensation often experience higher application numbers, and many employers report increased applicant quality. Not to mention this practice’s positive impact on a company’s image, boosting its reputation as an employer of choice.
Tip: Do you want to be transparent with your company’s pay range but know the rate could be more competitive? If your offer is lower than your competitors, focus more on other benefits such as health insurance, unlimited PTO, or bonus opportunities.
If you are proud and open about your company’s pay range, consider placing compensation details in the top one-third of your job posting.
Using Inclusive Language
The language used in job postings can significantly impact the diversity of your applicant pool. Using discriminatory or exclusionary language can discourage specific candidates from applying and limit your candidate pool.
To have an effective job posting in 2023, you must:
Avoid gender-coded language
Avoid ageist language
Avoid ableist language
Avoid elitist language
Include neurodiverse language
Avoid Gender-Coded Language
Gender-coded language = words or phrases typically associated with a particular gender. Using gender-coded language in a job posting can discourage candidates of different genders from applying and reinforce gender stereotypes.
Examples of gender-coded language to avoid:
Strong leadership skills
Ninja or Rockstar
Aggressive
Competitive
Manpower
Examples of inclusive language to use instead:
Effective leadership skills
Expert
Collaborative
Ambitious
Staffing
Some words isolate particular gender groups, even if unintentionally. When writing your job posting, avoid gender-specific terms and pronouns like ‘he’ and ‘she.’ This effort will ensure that your job ad is appealing to all genders.
Check out this informative Gender Report by Appcast. The company’s survey results show that job advertisements with gender-neutral language perform overwhelmingly better than job ads with gender-coded language. Job postings with gender-neutral language achieve higher application rates and lower cost-per-application (CPA). Appcast also found that compared to job advertisements with gender-neutral language, ads with female-coded words received 46% fewer candidates at a 16% higher CPA. Ads with male-coded words received 25% fewer applications per job at a 49% higher CPA.
Avoid Ageist Language
Ageist language refers to language that is discriminatory against people of a particular age. There is a lot of subtle (and not-so-subtle) language used in job postings regarding age. Ageist language discriminates against older workers and younger workers alike.
Using ageist language in a job posting can discourage candidates of different ages from applying. It also reinforces harmful age stereotypes.
Common job posting phrases that isolate younger workers:
Seeking an experienced worker
Senior (job title) needed
Mature person with proven experience
Common job posting phrases that isolate older workers:
Seeking a recent graduate
We have a work hard, play hard environment
Looking for a tech-savvy digital native
Inclusive language you can use instead:
Motivated and adaptable
Experienced with modern technologies
Proficient in technology
Open to all experience levels
Energetic and passionate
Avoid Ableist Language
Ableist language refers to language that is discriminatory against people with disabilities. Using ableist language in a job posting can discourage candidates with disabilities from applying and reinforce disability stereotypes.
For example, you could state, “We welcome candidates with different abilities, and accommodations will be provided,” instead of “Must be able to walk or stand for long periods.”
Omitting superficial work requirements is an excellent way to avoid ableist language and phrases in your job posting. When drafting your job posting, consider what physical functions are essential. Stick to the facts and remove any ‘nice to have’ requirements that could make people with different abilities feel unqualified to apply.
If the position is not defined by manual labor, then remove any requirements related to manual labor.
Common job posting phrases that could be ableist:
Must have a driver’s license/be able to drive
Must be able to stand for long periods of time
Must be able to lift up to 30 pounds
Yes, a long-haul trucker needs to drive. And a lifeguard needs to swim. These types of job posting inclusions are entirely acceptable. However, Call Center Agents shouldn’t have to lift to 30 pounds, and Social Media Marketing Managers shouldn’t have to be able to stand for long periods. These inclusions are ableist since they are unnecessary for the job to be done correctly.
Avoid Elitist Language
Elitist language refers to language exclusive to certain social classes or educational backgrounds. Using elitist language in a job posting can discourage candidates who do not identify with pretentious terms from applying, thus limiting your candidate pool.
For example, you could state, “We encourage applications from candidates with a range of backgrounds and experiences” instead of “Ivy League graduates preferred.”
Examples of elitist language to avoid:
Education from a top-tier university
Seeking applicants with a high GPA
Must have a reliable vehicle
Only the best need apply
Examples of inclusive language to use instead:
Accredited university
Graduate of a reputable university
Successful company
High-performing individuals
Top talent from diverse backgrounds
Elitist Language can be tricky to avoid since it’s often subtle. Job postings that include elitist language often underpin a cultural issue since pretentious language hints that people from certain groups or backgrounds are better than others.
Include Neurodiverse Language
Besides watching out for ageist, ableist, and gender-coded language, your job postings must also include language supportive of neurodiverse workers. This refers to language that includes people with neurological differences, such as Autism, ADHD, Dyslexia, and more.
Including neurodiverse language in a job posting can encourage candidates with neurological differences to apply and promote diversity and inclusion in the workplace. You can attract neurodiverse candidates by including details about flexible hours, access to accommodations, remote work policies, and workstation accommodations.
Your job ads should be welcoming to people of all abilities and gifts and never include language that stigmatizes mental health conditions.
In 2023, many job postings still include sexism, racism, tokenism, nationalism, LGBTQ exclusionary language, and religious prejudice. When reviewing your job ad, you must carefully edit for all types of discrimination, including unconscious biases that are more subtle or difficult to recognize.
For example:
Seeking an expert salesman
Preference will be given to Latina candidates
Migrant candidates will not be entertained
We offer paid maternity leave
Must be clean-shaven
Using inclusive language in job postings is crucial to attracting diverse candidates and creating a welcoming and inclusive workplace culture. By avoiding gender-coded, ageist, ableist, and elitist language and including neurodiverse language, you can promote diversity and inclusion and create a more equitable hiring process.
Investing time and resources into crafting job postings with inclusive language can improve your hiring outcomes, build a stronger organization, and above all — promote social responsibility.
EEO & EDIB Statements: What’s the difference?
While EEO (Equal Employment Opportunity) and DEIB (Diversity, Equity, Inclusion, and Belonging) statements may seem similar, they serve different purposes.
Here’s an explanation of the difference between the two:
EEO statements are legally required statements that companies use to demonstrate their commitment to creating a workplace free from discrimination. The main focus of an EEO statement is to prevent discrimination based on protected characteristics. These characteristics include race, gender, age, religion, or disability. These statements often highlight the company’s policies, practices, and procedures that promote equal employment opportunities.
DEIB statements are statements companies use to express their commitment to creating a diverse, equitable, and inclusive workplace that fosters a sense of belonging for all employees. DEIB statements go beyond preventing discrimination to create an environment where all employees feel valued and respected. DEIB statements often highlight the company’s efforts to promote diversity and inclusion through recruitment, training, leadership development, and community outreach.
While EEO statements are required by law, DEIB statements are not. However, many companies now choose to include DEIB statements in their job postings and other communications to demonstrate their commitment to creating an inclusive workplace culture. DEIB statements can be an effective tool for attracting diverse talent and creating a positive employer brand.
EEO statements and DEIB statements may seem similar; however, they serve different purposes. EEO statements are legally required statements that focus on preventing discrimination. In contrast, DEIB statements are voluntary statements that express a company’s commitment to creating a diverse, equitable, and inclusive workplace culture.
Using EEO and DEIB statements, companies can demonstrate their commitment to creating a fair and inclusive workplace while attracting diverse talent and building a positive employer brand.
About EEO Statements
Including a compelling EEO (Equal Employment Opportunity) statement in your job postings is not only required by law but also crucial to attracting diverse talent and creating an inclusive workplace culture.
EEO statements demonstrate your organization’s commitment to creating a fair and inclusive workplace for all employees. They also help attract diverse candidates to your organization while ensuring the hiring process is free from discrimination. And yes, they can also protect your organization from being sued. So, that’s pretty important.
Tips for Crafting a Compelling EEO Statement:
Be Clear and Concise. Your EEO statement should be clear and concise. Use simple language everyone can understand, and avoid legal jargon or complicated sentences. This will ensure everyone who reads the statement understands its meaning and intent.
Highlight Your Commitment. Use your EEO statement to spotlight your company’s commitment to diversity and inclusion. This could include information about your company culture, mission, or values that reflect your commitment to diversity and inclusion.
Address Protected Characteristics. Include a statement about characteristics protected by EEO laws, such as race, gender, age, religion, or disability.
Be Specific. Provide specific examples of your organization’s commitment to diversity and inclusion. This could include information about diversity and inclusion training, employee resource groups, or community outreach programs.
Example of an EEO Statement:
“[Company name] is an equal opportunity employer and does not discriminate against any employee or applicant for employment based on race, color, religion, sex, national origin, age, disability, veteran status, sexual orientation, gender identity, or any other protected status under applicable law. Our commitment to diversity, inclusion, and non-discrimination extends to all aspects of employment, including recruitment, hiring, promotion, compensation, benefits, training, and termination. We comply with all applicable federal, state, and local laws governing nondiscrimination in employment. We are committed to building a diverse and inclusive workforce that reflects the communities we serve and values the unique perspectives and contributions of each team member.”
(*this sample statement was generated by ChatGPT)
About DEIB Statements
Crafting a compelling DEIB (Diversity, Equity, Inclusion, and Belonging) statement is essential to attracting top talent and creating an inclusive workplace culture. A well-crafted DEIB statement can demonstrate your company’s commitment to promoting diversity, equity, and inclusion and foster a sense of belonging for all employees.
DEIB statements are important because they demonstrate your organization’s commitment to creating a diverse, equitable, and inclusive workplace culture. A great DEIB statement can attract diverse talent, increase employee engagement and retention, and build a positive employer brand.
Additionally, DEIB statements can help to establish trust and credibility with job seekers and customers who prioritize diversity and inclusion.
Tips for Crafting a Compelling DEIB Statement:
Emphasize Belonging. Belonging is an essential component of a comprehensive DEIB statement. Emphasize the way your organization shows commitment to a workplace where everyone feels valued and included simply by being themselves (not by ‘fitting in with the crowd’)
Be Authentic. Your DEIB statement should be authentic and reflect your organization’s values and culture. Avoid buzzwords or generic statements. Instead, use descriptive language that accurately reflects your company’s DEIB commitment.
Be Specific. Describe how your organization promotes diversity, equity, and inclusion. This could include information about your diversity and inclusion initiatives, employee resource groups, mentorship programs, or community outreach efforts.
Address Intersectionality. Essentially, intersectionality recognizes that people have multiple identities and experiences that shape their lives, and these identities can intersect and create unique experiences of discrimination, privilege, and oppression. Your DEIB statement should acknowledge the unique challenges employees from different backgrounds may face and outline how your organization supports all employees.
Use Inclusive Language. Use inclusive language that reflects your commitment to creating a diverse and inclusive workplace. This means avoiding gendered language, stereotypes, and microaggressions.
Example of a DEIB Statement:
“[Company name] is committed to fostering a diverse, equitable, and inclusive workplace where all employees feel valued, respected, and supported. We believe that diversity, equity, inclusion, and belonging are essential components of a successful and innovative organization. We are committed to building a workforce that reflects the communities we serve and values the unique perspectives and experiences of all team members.
We strive to create an environment where all individuals are treated with dignity and respect and have the opportunity to thrive. We are committed to providing equal employment opportunities and ensuring that all aspects of employment, including recruitment, hiring, promotion, compensation, benefits, training, and termination, are based on merit, performance, and business needs.
We recognize that building a diverse and inclusive workforce requires ongoing effort and investment. We are committed to implementing and continuously improving programs and initiatives that promote diversity, equity, inclusion, and belonging in all aspects of our organization. We hold ourselves accountable to these values and are committed to creating a workplace culture where all individuals can thrive.”
(*this sample statement was generated by ChatGPT)
The Psychology Behind Effective Job Postings
Before drafting your job posting, let’s address the psychology behind job advertisements. It’s the ✨ magic touch ✨ that will give your posting the edge needed to engage suitable candidates and compel them to apply.
More than just listing the responsibilities and qualifications required for a specific role, a compelling job posting conveys the feelings and the methods behind the work. Your message needs to resonate with your ideal candidates.
Now, let’s explore the psychology behind writing effective job postings:
Use Emotional Language. Emotions have a stronger impact on our decision-making than we think. Top candidates are more likely to apply when they feel emotionally connected to the role or your company’s purpose. Use emotive language in your job postings to create a sense of excitement and interest in the job.
Emotional language can be as subtle as the difference between “We’re looking for a Marketing Manager” and “We’re looking for a Marketing Manager ready to join a dynamic team and make a genuine impact on our industry.”
Highlight Company Culture. Job seekers are becoming increasingly interested in company culture and values. Highlighting your company culture in your job postings can attract candidates who share your values and are a good fit for your organization.
According to a survey by Glassdoor, 77% of job seekers consider company culture when evaluating job opportunities. Use your job postings to showcase your company culture and values, highlighting what makes your organization unique and attractive to job seekers.
Be Specific. If you’ve ever looked for a job, you know that the number of job postings you have to sift through is astounding. And exhausting. Specifics in your job postings can grab their attention and make your job stand out from the competition.
According to a study by TheLadders, job seekers spend an average of 6 seconds reviewing a posting before deciding if they will apply. So, be purposeful about the responsibilities and qualifications you include, and avoid vague or generic language.
Keep it Simple. When the wording is straightforward, fewer job seekers desert their interest mid-way. That’s copywriting 101. Keep your job postings simple to read. Don’t make it a chore. Also, avoid complex language or technical jargon.
According to a study by Appcast, job postings with a reading level between 6th and 8th grade have the highest application rates. Keep your job postings at this level to make them accessible to a broader range of job seekers. If you want to know what reading level your job posting lands on, try a tool like Grammarly.
Maslow’s Hierarchy of Needs
Understanding Maslow’s Hierarchy of Needs can help you write effective job postings that resonate with job seekers. Maslow’s hierarchy is a psychological theory that outlines the basic human needs that motivate behavior. By applying this theory, you can create postings that resonate with a job seeker’s underlying motivations and desires.
Maslow’s Hierarchy of Needs - Image by Rachelle Enns
The pyramid has 5 levels, each with its own set of needs that have to be met:
Physiological: The most basic level includes needs like food, water, shelter, and other necessities for survival.
Safety: This level includes the need for safety, security, and protection from harm.
Love and belonging: This level includes the need for social interaction, love, and belonging.
Esteem: This level includes the need for self-esteem, achievement, and respect from others.
Self-actualization: This is the highest level of needs on the pyramid. It represents our human need for fulfillment. Regarding our careers, this means growth and realizing our full potential.
So, how can you use this needs pyramid when writing a job posting?
Address basic needs. When writing job postings, address job seekers’ basic physiological and safety requirements. How/what does your company provide to job seekers to give them a sense of security and stability?
These details might include:
Salary and other compensation information
Work schedule
List of benefits
Location details
Workplace environment
Lyft achieves this very well in its job ad for a Growth Marketing Manager. They highlight benefit details in a bulleted list, and below that list, they include details regarding compensation and location.
Create a sense of belonging. Job seekers also want to feel like they belong within their team and organization. When writing a job posting, highlight the opportunities for collaboration, teamwork, and social interaction.
These details might include:
Snapshot of a ‘day-in-the-life’
Details on leadership style and the team
Ways the applicant will benefit from being hired
Here is an excellent example of this approach from Chewy’s Undergraduate Operations Internship job posting.
Highlight career growth. People want to feel like they are progressing and achieving their goals. When writing a job posting, remember to highlight opportunities for career growth and development, as well as recognition and rewards for achievements.
Emphasize company culture. A positive company culture can help job seekers feel fulfilled and happy at work. Your job posting should highlight the company’s values and culture. Give real examples of how your company supports its employees’ well-being.
Encourage self-actualization. It’s human nature (for most of us) to feel like we are making a difference in this world and achieving our full potential. When writing your job posting, consider adding details about how the role contributes to the company’s overall mission and vision. If you’re a highly purposed-based company, you can even describe how the person might have the opportunity to impact society as a whole.
These details might include:
Significant problems your company is solving
Personal wins your employee’s experience
Learning and development opportunities
Compensation and benefits details
Career growth and promotion opportunities
Chipotle does this well in this opening paragraph from a Restaurant Team Member job ad:
Chipotle does this well in this opening paragraph from a Restaurant Team Member job ad.
Maslow’s Hierarchy of Needs provides a useful framework for understanding the underlying motivations of job seekers. By applying this pyramid psychology to job postings, you can create messages that resonate with job seekers and attract top talent to your organization.
FAQ About Writing Job Postings
1. How do I know if my job posting is too generic?
If you’re unsure, this simple litmus test:
Read through the posting and ask yourself if the content focuses more on the benefits to your company than the benefits to the applicant.
If your job posting is too generic, re-visit a few key details and include other people in the process. Generic language won’t differentiate your position from your competitors’ open roles.
Tips to avoid writing a generic job posting:
Try to focus on the specific responsibilities and qualifications required for the position
Use language that is tailored to your organization’s culture and values
Highlight the unique benefits of working for your company
Ask yourself if the posting accurately represents the position and what makes it different from similar jobs in the industry.
Consider asking your team these questions:
How do we stand out from our competitors?
What are we contributing to our industry that our competitors are not?
How are we making an impact on our customers or the community?
What information can we include to make this role more exciting to candidates?
What is your favorite part about working here?
2. What if I don’t know how much the job should pay?
Determining the appropriate salary range for a job posting can be challenging, but it’s essential to attract the proper candidates. To determine the appropriate salary range, research industry standards, and take into account the responsibilities, qualifications, and location of the position.
Research websites are available if you need to learn about fair and competitive pay ranges. You can try resources like payscale.com or salary.com. You can also search for job postings from companies hiring for a similar position. If they include a pay range, this will give you an idea of the competing offers your top applicants may be receiving. Job sites like Indeed often include compensation ranges on their job postings.
3. What if I’m not a creative writer?
If you feel like you’re missing creative flair, that’s okay! It’s better to stick to the facts and write a straightforward, informative job posting than to create one full of fluff and confusing details.
Highlight the positive aspects of working for your company and show why you’re a top employer. You can even ask one of your happy team members for a brief testimonial and include it in your job posting.
Not everyone has a talent for creative writing. Still, there are ways to approach job posting writing that can help ensure your posting is engaging and effective.
Consider using bullet points or lists to make the posting more scannable and easy to read. You can also use templates or examples of effective job postings to guide your writing.
In Conclusion
Crafting effective job postings is a crucial step in attracting top talent to your organization. By investing in the quality of your job postings, you can build a stronger organization and create a more positive candidate experience.
Simply put — companies that land the best talent are the ones that invest in thoughtful recruitment marketing strategies (like writing engaging job posts).