How to create job postings that attract stronger candidates
Your job post should be more than a list of requirements — it should inspire job seekers to take action. Here are some tips and best practices to make your job posting appeal to candidates while also strengthening your company brand.
What you should include in your job posting
These must-have details will make your job posting more discoverable
and attractive to ideal candidates:
Let’s explore each of these and learn how to apply them — as well as how to avoid common job posting mistakes.
Must-have detail #1
A straightforward, keyword-driven job description
Appeal to both candidates and search engines by tightening your word choice.
• DO use industry-standard or recognizable job titles — particularly ones found in the suggestion dropdown when creating a job post with LinkedIn Jobs.
• DO use clear, direct language that’s easy for candidates to scan
• DON'T use gimmicky titles like “data ninja” or “social media rock star”
• DON’T use traditionally gender-biased words like “sensitive,” “competitive,” or “assertive” to describe your ideal candidate
Must-have detail #2
Clearly defined responsibilities and qualifications
Give candidates an accurate picture of their day-to-day experience, as well as required skills that management expects.
• DO list specific tasks and projects that the candidate will work on or need to have prior experience with
• DO consolidate responsibilities and qualifications into a maximum of four to six bullet points
• DON'T list redundant or obvious qualifications like “must be able to prioritize work to meet deadlines”
• DON’T try to make an exhaustive list of every possible task
Must-have detail #3
Compensation and benefits
Candidates appreciate immediate transparency into salary and perks.
• DO strike a balance between describing the job and enticing the candidate with benefits
• DO list benefits in a separate “Perks” section to make them more visible
• DON'T assume that the role alone, no matter how dynamic, is enough to attract the best candidates
• DON’T list only generic benefits that fail to differentiate your company
If you can’t offer an impressive compensation package, you can still draw high-quality candidates with commuter benefits, learning stipends, or flexible work hours.
Must-have detail #4
A clear opportunity for growth
The role should be presented as a chance for the candidate to flourish professionally and personally through projects that are broader than their daily responsibilities.
• DO include examples of successful projects the company has launched in the past
• DO mention any meaningful and exciting projects the new hire will own
• DON'T share only the day-to-day responsibilities of the role
• DON’T regard upskilling as something an employee will do only during their downtime
Briefly describe any related hobbies your ideal candidate might have. This helps you present the role as an extension of their personal passions.
• DO emphasize workplace flexibility and remote working when possible
• DO set realistic expectations about the amount of time the new hire may need to be in the office
• DON'T make rigid statements about office attendance
• DON’T wait until after the hire to clarify your company’s policy on workplace flexibility
• DO add links to your best company sites, like your product pages or success stories
• DO research what employees say about working at your company, and reflect those values in your posting
• DON'T make your job posting simply a list of requirements
• DON’T sound too casual — coming off as overly familiar gives the impression that you’re unprofessional
Create a free LinkedIn Page to share company highlights and increase brand awareness in the professional community. LinkedIn job postings that link to a company’s page receive 47% more applications on average.
Must-have detail #7
Job seeking is often done on the go, so your posting should be optimized for mobile.
• DON'T post to job boards with convoluted resume uploads — most people don’t keep their resume on their mobile devices
• DON’T use symbols or emoji that may not appear on certain devices
Need more help creating job postings that work for your business?
Use LinkedIn Jobs to create professional posts that reach the right candidates fast — even if you don’t have a corporate-sized budget.
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