How to make a job posting that attracts
talent in 2021?

While for specific industries, the unemployment rates are higher, and hundreds of candidates compete for a single job, making a job posting that resonates with applicants is a must. Yes, that is right – doing your part of the job process is crucial if you, as a recruiter, want the right talent at your doorstep. While candidates are plenty for some, the talent shortage is a real problem among other recruiters, with 63% stating that it is their biggest challenge.  Besides, excellent candidates won’t stay available for long, so make sure to roll up your sleeves and make the best out of your job posting so that it attracts the right and best applicants.

In the following lines, we present you with 6 of the most crucial tweaks that will help your job posting stand out.

Fundamentals about job postings

Before we dive into the specifics of creating a great job posting, let us cover the basics.

What is a job posting?

Simply put – a job posting is an advertisement for an open job position. It can appear in various places – the company’s bulletin board, website, social media page, job boards or print media – and intends to alert the public of a job opening. The end goal: to attract candidates for the job.

Here are synonyms of a job posting that all cover the same meaning:


  • Employment ad
  • Hiring ad
  • Job ad
  • Job advert
  • Job advertisement
  • Job announcement
  • Recruitment ad
What is a job description?

A job description is not the same as a job posting, and many people confuse those two. A job description outlines the specifics of a job advertisement. It explains the details of the available job position. What is the open position? Furthermore, it answers these questions: what are the job duties, the must-have and good-to-have skills, the offered benefits and so forth. Unlike a job ad, the language here is usually rather formal.

In other words, a job description explains the job while a job posting promotes and sells it.

What is an online job board?

Have you ever heard of Glassdoor? LinkedIn? Indeed? Those are all examples of job boards, namely, websites with a list of job positions posted by different employers. Some of them are for free; others require a payment to be able to publish a job posting on them. Here is a list with job boards and their specifics according to your needs – paid, free, which sector and industry you search a candidate from, etc.

How to make an attractive job posting?  

01   Choose the correct title

While a “graphical ninja ” sounds way more outgoing and exciting to read, candidates might not be able to find you and get to see your job ad. The reason for that is because they are likely to be searching for a “graphical designer”, and your title description does not appear on their search result. Or, they simply might not understand it clearly. So, keep it accurate to the point and avoid unspecific job titles such as wizard, rockstar, superstar, “top-notch engineer”, and so forth.

That being said, avoid vaguely saying “Engineer” or “Developer” as a title. Some candidates hit the apply button by only reading the job title. So, make sure to reduce the unqualified candidates by being more specific with the job title. For instance, write “Java Developer” or “Security Developer” instead.

02  Make your job description short but on point

Studies showcase that an effective length of a job description is between 300-700 words. Under that risks being too vague and above 700 words attracts fewer candidates. Besides the length, the contents matter enormously.  Each job posting should answer the 5 essential questions that a candidate might have about the job: what, where, who, why and how.

An important note to remember is that the job description makes an impression on the candidate about your company. Suppose your business is not among the most widely known organizations such as Apple, Microsoft and so forth. In that case, your job description is likely the first impression applicants have about the company.  And first impressions count – they can either alienate and feel robotic (thus raising the perspective that the company is bureaucratic), or it can engage and inspire. It could be what sets you aside from other job positions and makes you a more favourable place in candidates’ eyes.

03  Stick with neutral words

Some words are associated with more masculine characteristics, which could stray away consciously or subconsciously some talent from applying. For instance, words like “lead”, “leader”, and “competitive” are considered to be masculine and inviting male representatives. Thus, females are less likely to apply because they would assume that they fit the desired stereotype.

Instead, a good recruiter would attempt to include the talent diversity pool and substitute bias-prone words with more neutral ones. Here is a list of which words to avoid and their better alternative.

04  Use a job board

It comes with no surprise that you should be where your applicants are. And job seekers are where there seem to be most job opportunities. According to a Jobvite study, the top 5 sources where applications come from are:


Job Boards


Career Sites




Internal Hire



Using a job board is an excellent way to reach talent because they are becoming a commonly used means for both employers and candidates to “meet”. Solely Glassdoor, one of the world’s biggest job boards, has more than 67 unique million users per month, and more than half of those applicants use their mobile phones to seek jobs and apply for them. Moreover, reaching candidates through job boards works efficiently with your ATS since, with one click, you can post to multiple job boards. Plus, all applicants will automatically appear in your ATS. Thus, this saves you time and organizes your screening process, and all modern recruitment software (like Workable) provides this service for an improved hiring pipeline.

05  Update your company’s website

Research speaks – 60% of the job applicants start their job search on career websites. Furthermore, 59% of the candidates will firstly look at your company’s website before applying. 79% will have the company’s mission as a consideration before applying as well. So, make sure to make it appealing and highlight your mission, company culture, values, and benefits. Because your company’s culture and having a good reputation matter more and more for applicants: 50% of candidates would not work for a place with a bad reputation even if it paid higher.

  • Job applicants starting their job search on career websites 60% 60%
  • Job applicants will look at the website before applying 59% 59%
  • Job applicants will take into consideration the company culture before applying 79% 79%
  • Job applicants will not work in a company with a bad reputation, even if the salary is higher 50% 50%

06  Do not forget social media

More precisely, do not forget your social media presence. Most of your candidates use social media websites daily, and they can easily check your company’s presence there so as to get another impression of it. Using social media for job posting is also an excellent and affordable way to involve your employees to spread the word for your organization’s job openings as part of your referral program.

LinkedIn research showcases that:


Of recruiters use or plant to use social media for recruiting


Of employers who use social media found improvement in candidate quality


Of recruiters plan to increase their investment in social recruiting

See how you can hire more objectively with Whaii Match

Attracting talent at your doorstep is only half way of the recruitment journey. For the selection phase, there are tools out there that help you set aside your subjective gut feelings and review applications “blindly” – with no candidate demographics to impact your hiring decision. Only the skills, personality, values and culture that matches to your company’s unique preferences.