Have you ever started reading a book or article so dry and uninteresting that pushing past the first few paragraphs felt like a chore? Job postings far too often have the same effect. If your position postings attract a flood of unqualified applicants with only a few possessing the necessary skills, the issue may lie more within your job posting than with a lack of available talent. In a job market where employers continue to compete for strong talent, well-written postings can serve as a beacon to discerning candidates in a sea of humdrum advertisements. Consider these factors and techniques to elevate your job postings:

1) First Impressions Count

Remember, you are evaluating candidates for fit, just as they are evaluating your organization as a potential employer. First impressions matter, and candidates begin forming opinions about a company the moment they read a job posting. Whether accurate or not, they often generalize their view of the organization based on “seemingly” minor details.  Spelling and grammatical errors, punctuation inconsistencies, or poor formatting may paint the picture of an organization that doesn’t care about details.

2) Treat Job Postings and Job Descriptions Differently

This may seem obvious as one is a public advertisement, the other an internal document, but too often, job postings are just copied and pasted from job descriptions. Internal descriptions serve as detailed records of duties, experience requirements, reporting structures, and salary grades, but they are rarely written to attract talent. A job posting that merely repeats this information is a missed opportunity to engage and entice potential candidates. By using clear, persuasive language and focusing on what candidates care about such as career growth, company culture, and impact, a well-crafted job posting can capture the interest of top talent and encourage them to apply.

3) Job Posting is Marketing

A well-crafted marketing piece grabs attention, has an attractive format, is easy to read, and invites action. Job postings should do the same. Use engaging language, structure content for readability, and ensure the posting reflects the company's unique culture and values. Just as marketers tailor messages to resonate with their target audience, job postings should be written with the ideal candidate in mind. Avoid generic, overly formal language and instead use a tone that aligns with your company’s personality – whether that’s innovative, collaborative, or mission-driven. Break up dense text with bullet points, subheadings, and white space to enhance readability. Most importantly, include a clear call to action, guiding candidates on how to apply and what to expect next.

4) Strive for Clarity and Accuracy

Your job posting should leave readers with a clear understanding of what your organization does, what the role entails, what qualifications are required, and how to apply. It should also convey the company’s culture, mission, and values. A study by Glassdoor found that 77% of job seekers consider a company's culture before applying, underscoring the importance of aligning your job posting with your workplace environment. If your company prides itself on innovation and creativity, for example, let that reflect in the language of the posting.

5) Leverage Resources for Effective Verbiage

Generative AI tools like ChatGPT and Microsoft Copilot can help transform bland descriptions into engaging advertisements without altering the essence of position requirements. AI can also assist in tailoring the tone to match company culture by using specific prompts like “write this in an informal style” or “set the writing tone as formal.” Additionally, utilize spelling and grammar checking software. It is far too available to be bypassed, and mistakes in a posting only accentuate this point. 

6) The Classic Debate: To Include Pay Information or Not

There are compelling arguments for and against listing salary details. Research shows that candidates are more likely to apply when pay information is disclosed, and 13 states now require employers to provide salary details in postings or upon request (Michigan is not yet one of them). However, transparency can also lead to internal equity concerns among existing employees. This is a strategic decision for which there is no universal “best” practice.  Companies should carefully weigh the advantages and risks involved.  

7) Keep it Compliant

Finally, ensure that job postings comply with local, state, and federal regulations. Staying up to date on employment laws helps prevent legal issues and promotes fair hiring practices.

ASE Connect

In addition to ASE's staffing services, coming soon we will offer a new service providing employers the opportunity to post jobs on the ASE website for those who prefer to recruit on their own. More information will be announced soon!

Sources: Glassdoor, LinkedIn