Tips for writing a compelling job posting

Hey you! Are you a true office worker without a 9-to-5 mentality? A creative all-rounder who prefers a dynamic environment where they do the math during a Friday afternoon drink? A place where you tackle problems, brainstorm ideas, and tick off your to-do list? Then you don't need this blog. Curious about what language works best in a job posting? And how to write a good one? Then read on.

In 2023, more than half of the vacancies were difficult to fill, the UWV statesThen it suddenly becomes crucial that your job posting clearly demonstrates that working for you is much more enjoyable than for your competitor. How can you write a job posting that actually attracts candidates? It's a matter of form, but first and foremost, the content. So let's start there. 

These seven components are necessary when writing your vacancy text

When writing, follow this order. Focus on what the reader wants to know (whether the position is a good fit) rather than what you want to convey (who you are as an organization). The components are: 

Job title

Above all, make sure the job title is clear. Social Samurai, digital overlord, and payroll king all get a sticker for creativity. But chances are your new star employee won't find you online using these titles. Are you writing your job description? Then just stick with social media manager, webmaster, and payroll administrator.

Opening

Start with a question or a provocative statement. "Have you always wanted to get rich while you sleep? Then come work with us! As a professional sleeper, you get paid for every night shift." Yes, according to this article Is being a professional sleeper a real profession? Another example: "Only a Hulk could carry the weight of this job! Have you always wanted to work as a personal trainer? Then read on!" Sounds more fun than: "Personal trainer wanted." Humor, relatability, and exaggeration are also good ways to grab the attention of your target audience.

Function content

Sure, you can list all your duties in a single list in your job description. But a consistent narrative works better than just a few bullet points. Try telling someone about "Your new colleague Marije's week." This will give them a better understanding of the role. And it will help your candidate understand that "maintaining social media" also means you might occasionally go out and shoot content.

About your organization

This one's easy, right? Just copy-paste from the website: "Our company was founded in 1983 by..." However, that's not really the factual information your reader needs here. Try to capture the feeling in this paragraph. Why should your reader choose you? What's the atmosphere like at your company? Is there an office dog? Show who you are! Or even better: have a colleague share that with you in a quote. This is the perfect opportunity to show what sets your company apart from the rest.

Job requirements

See, this is where those dry bullet points come in handy. When writing your job description, you can concisely and powerfully outline what your candidate needs. Emphasize "concise." A long list can turn off candidates. Only include truly uncompromising requirements. Otherwise, your reader might quickly lose touch with the list and lose interest. Therefore, go beyond just practical skills. Also consider soft skills like communication, critical thinking, and creativity. 

Terms and conditions of employment;

Companies are increasingly using "Competitive salary" in job postings. Sometimes, the salary isn't even mentioned. A missed opportunity! Almost everyone considers this an important point. It's better to be upfront about it than have someone drop out later in the process. Don't know exactly what the salary will be? It's better to give a broad estimate than nothing at all. The salary also reflects the level of responsibility of the position. And don't forget to mention your benefits. Think of a 13th-month salary, the pension plan, or training opportunities. Every advantage is one your competitors might not have.

Closing

Now it's time to hook your candidate. To do this, you'll want to write a job posting with a clear call to action. And make it as easy as possible for your candidate. Ideally, they should be able to apply with a single click. Or at least clearly indicate the email address or phone number they can use to contact you. Also, let them know who will handle the applications. This will prevent additional calls from candidates asking who to address in the salutation. 

Four more tips for writing your job vacancy text 

1. Make it personal
   Address the reader directly in your job posting. Don't say, "The duties include...", but rather, "You will be doing the following." Try to incorporate this into your subheadings as well. If your reader scans the text, your candidate will feel more engaged.
   
2. Think carefully about who you want to attract with your vacancy
   And therefore also about what you want to project. You can write a compelling job description, but is it a good fit for your organization? And for the employee you're looking for. This brings us back to the language used in the introduction to this blog. Trendy job titles and informal language seem to resonate less well with candidates than neutral language with a positive tone. Think of words like collaboration, development, and leadership. This is evident from this research from LinkedIn. Also consider which words your target audience uses and ensure they are reflected in your job posting.
   
3. Keep it short 
   You want to write a compelling job ad. Your only goal is to pique someone's interest enough to pick up the phone, send an email, or click "apply now" on LinkedIn. This means you don't want to cram every last bit of information into your text. It's better to write a short, compelling ad than a long, detailed one.
   
4. Make your job posting easy to scan
   Use bold headings that provide more information, such as "This is what you get in return for all your hard work" for the employment benefits. Always tailor the tone to your target audience. Use bullet points throughout the text to keep it clear. And choose flowing text if your goal is to engage the reader more.
   
5. Write inclusively 
   You naturally want to write a job posting that appeals to as many people as possible. You can do this, for example, by avoiding terms related to gender. Think of "he" and "she" or feminine suffixes, such as "director." Also, avoid using terms related to age, such as "a young team," "recent graduate," or "entry-level." Also, don't use "senior," but "senior position." Other terms you should avoid in your job posting include: 

Want to quickly create a strong job vacancy text?

With the vacancy tool, you can quickly create an initial draft for your vacancy. Enter the basic information and instantly receive a proposal that you can use or refine. The new AI tool is free to use and completely secure. Try it out now! Want to brainstorm? Babbage is happy to provide free consultation and advice on how to best align your text with your target audience.