Optimize Your Job Ad to Appeal to the Right Applicants

Are you struggling to create a job posting that attracts the type of candidates best suited for your business? You wouldn’t be the only one.

According to a Career Builder survey, it takes 60% of employers 12 weeks or longer to fill job openings. That’s a lot of time, resources and money spent searching for employees, and the more time the position stays vacant, the more time it’ll take to move your business forward.

It’s too easy to create the wrong kind of job listing. If you look on a job board, you’ll see all sorts of examples: listings that are too formal, too casual, too short, too long or have other issues. How do you figure out what kind of posting will bring you the best candidates for the position? There’s no secret formula, but by analyzing data and statistics, you can optimize your job ad to appeal to the right audience so the position gets filled quickly and efficiently.

If you want to know how to write an optimized job posting to find the right candidate and achieve your business goals, here’s how to get started.

Keep it short and simple

Most candidates are searching through dozens of job ads a day trying to find the best fit for their qualifications, expertise and lifestyle. If they see that your posting is long-winded and wordy, it’ll discourage them from applying altogether. 

LinkedIn analyzed the job postings on its website and found that short posts (150 words or less) were applied to 17.8% more frequently than lengthy posts (450 to 600 words). The more concise you can make your job listing, the higher your chances are of receiving applications from candidates who have the qualifications you need.

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State the skills required for the job

Don’t leave potential applicants to guess what will be expected of them if they’re hired. It’s essential to explicitly state what they will be doing once they join your team so they can decide if it’s worth it to apply. This saves you the time it would take to weed out applications from candidates who wouldn’t be a good fit and lets you focus on those who are well suited for the job.

Don’t only focus on the hard skills you want from your employees, like the ability to code or develop websites. It’s also important to include the personality traits you want from your team members. Do you expect them to have a positive attitude? Do they need to be able to work well with others? Are you looking for someone with a friendly face who’s laid back and easy to work with? Then say that in your ad.

Explain the benefits of the job

Job seekers don’t just want to hear about how great your company is and how it’s helping its clients. They also want to know what a position in your business can do for their careers and what their work life will be like. If candidates don’t see enough positives in joining your team, they’ll have fewer reasons to apply, even if they’d be the perfect fit for your company.

Make sure you clearly disclose the compensation amount, perks, benefits and how the job would give candidates the opportunity to further their careers. Of course, it’s also important to discuss company culture and describe what your business does, but if you don’t lay out the advantages of joining the team and tell applicants what’s in it for them if they’re hired, it’ll be difficult to find the right person for the job.

It’s good practice to hire employees who know their worth because they’ll have a strong work ethic and be more productive. This type of employee will help you grow your business, attract the right customers and work to keep clients happy.


It can be difficult to create a job posting that attracts the right candidates for your business but taking the time to research how to find them is well worth the effort. It’s important to explicitly state the benefits of working for you, the skills you expect candidates to have, and to keep the listing short and concise. Doing so will greatly increase your chances of finding employees that will help your business reach your objectives.

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