5 Ways to Make your Job Postings More Attractive to Candidates

by Catherine Allen, President, Techaid Inc.

Customers often tell us that they didn't receive any applicants to their job postings and they don't understand why. Although their postings are for interesting and well-paid jobs, a quick assessment usually reveals problems that can discourage candidates from applying.

Here are 5 ways to make your job postings more attractive to candidates.

1. A job title that resonates with the candidate

Job seekers take only a few seconds to decide whether to read a job posting, and that decision is based on the job title. Candidates should be able to easily recognize themselves in the job title. Ensure the job title uses common industry terminology and is specific. Examples:

• Senior dessinateur mécanique (AutoCAD) is more attractive than Dessinateur
• Technicien CVAC sur la route is more likely to appeal to qualified candidates than Technicien de service

Specific job titles outperform generic titles as candidates are more likely to recognize that the job is a good match to their qualifications. For jobs that are often done on shifts, include the shift in the job title.

2. Limit the length - shorter is better

Most candidates spend 14 seconds deciding whether to apply to a posting so you have limited time to convey the important and attractive elements of your job. Lengthy introductions about your company should be at the end of the posting, allowing candidates to focus on the job role and requirements during their short review. Likewise, avoid long tasks lists that will mostly go unread and distract the candidate from understanding the important aspects of the job.

3. Keep job requirements to a minimum

Good candidates often self-disqualify if they don't feel they meet all the requirements, so more requirements will increase the chances of losing potentially good candidates. Your requirements list should describe an acceptable candidate - not the ideal candidate. List the essential qualifications to do the job, but leave out the nice-to-haves and any non-mandatory requirements.

4. Avoid listing qualification "assets"

Including assets can unintentionally shrink your candidate pool. Candidates who don't have the listed assets will assume they don't have the ideal profile and therefore may decide to not apply. If a skill is not required, then don't mention it. The only exception - do Include assets to clarify that a qualfication is not required, especially where candidates might reasonably assume that it is. For example, listing industry-specific experience as an "asset only" might retain candidates who would have otherwise disqualified themselves.

5. Always post the salary

A posted salary gives candidates an immediate sense of the seniority/suitability of your job and helps them to decide whether they should apply. Candidates appreciate the transparency of a posted salary and what that signals about your company. Jobs without salary information are typically ignored by strong candidates.

Making these changes will improve your job postings and increase your chances of getting qualfied candidates. But keep in mind that job postings on job boards will only be seen by candidates actively looking for a new job, and your ideal candidate may be happily employed. To increase the exposure of your posting and your chances of finding a candidate, use job boards with a push system, such as Linkedin, to broadcast your posting to a much larger audience. Or, work with a recruitment agency that will search for and directly approach likely candidates to promote your job opening, ensuring your opportunity reaches qualified candidates who are not actively looking for a new job.