It’s no secret that employers and recruiters alike struggle to get the right job seekers to convert to applicants. One big problem is not understanding the difference between job descriptions and job postings (or job advertisements). A job description is an internal document, often full of legalese, and intended to help an employer define compensation, hiring processes, disciplinary procedures and more. A job posting, on the other hand, is a marketing document. It’s an advertisement. While some of the information will be the same in each document, and the terms may be used interchangeably, it’s really important that you don’t *use* the documents interchangeably. Learning how to write better job postings will help you attract (and convert!) the right job seekers for your opportunity.
Here are some tips to get started:
- Don’t use “creative” titles. Call the job by its actual title. Job seekers are not searching on words like ninja or “minister of fun.” Do some searching on Google on variant titles – you can use the keyword search tool to find variations, and then look at how much searches are done each month for each variation. Pick the most common option – e.g., the one with the most searches.
- Do include compensation. According to research from LinkedIn, 61% of candidates say compensation is the most important part of the job posting. Plus, many locations are starting to require that pay ranges be included. Like it or not, adding the salary information is one of the easiest ways to write better job postings.
- Do pay attention to the length of your posting. Many job seekers are scrolling through job postings on their phones and will simply give up if they are too long.
- Do be clear on the location. If it is a remote or work-from-home (WFH) opportunity, be as specific as you can about what that means.
- Don’t use jargon or fluffy buzzwords. Some of these terms are unintentionally biased and will drive away the job seekers you are trying to attract. Acronyms can have multiple meanings. Phrases like “fast-paced environment” can be attractive to some job seekers and be a red flag for others.
- BONUS tip: Don’t post your opportunity on the weekend. The number of job seekers viewing and applying for jobs is highest on Mondays, tapering off every day after that.
Remember, understanding how people search is an important part of writing better job postings. Ask your friends, family and professional acquaintances how they would search for a particular job. Finding your job posting is the first step, so make sure yours is easy to find. Then follow the steps above to increase your odds of getting the right applicants.