How to create job postings that attract stronger candidates

Your job post should be more than a list of requirements — it should inspire job seekers to take action. Here are some tips and best practices to make your job posting appeal to candidates while also strengthening your company brand.

What you should include in your job posting

These must-have details will make your job posting more discoverable
and attractive to ideal candidates:

1. A straightforward, keyword-driven description


2. Clearly defined responsibilities


3. Compensation and benefits


4. A clear opportunity for growth


5. Workplace flexibility


6. Unique company culture


7. Mobile-friendly layout

It takes most candidates only 14 seconds to decide whether to keep reading your job post or move on.

Let’s explore each of these and learn how to apply them — as well as how to avoid common job posting mistakes.

MUST-HAVE DETAIL #1

A straightforward, keyword-driven job description

Appeal to both candidates and search engines by tightening your word choice.

  • DO use industry-standard or recognizable job titles — particularly ones found in the suggestion dropdown when creating a job post with LinkedIn Jobs.
 
  • DO use clear, direct language that’s easy for candidates to scan
Recruiter working at desktop computer with multiple apps open
  • DON'T use gimmicky titles like “data ninja” or “social media rock star”
 
  • DON’T use traditionally gender-biased words like “sensitive,” “competitive,” or “assertive” to describe your ideal candidate
Recruiter working at desktop computer with multiple apps open

PRO TIP:
To quickly create a professional and effective post, customize one of over 130 job posting templates using LinkedIn Jobs.

MUST-HAVE DETAIL #2

Clearly defined responsibilities and qualifications

Give candidates an accurate picture of their day-to-day experience, as well as required skills that management expects.

  • DO list specific tasks and projects that the candidate will work on or need to have prior experience with
 
  • DO consolidate responsibilities and qualifications into a maximum of four to six bullet points
Woman at coffee table with hand on her chin, considering information on her laptop
  • DON'T list redundant or obvious qualifications like “must be able to prioritize work to meet deadlines”
 
  • DON’T try to make an exhaustive list of every possible task
Woman at coffee table with hand on her chin, considering information on her laptop

PRO TIP:
Check out How to recruit candidates 
in your industry to browse job descriptions and qualifications for common roles in tech, healthcare, law, finance, and more.

MUST-HAVE DETAIL #3

Compensation and benefits

Candidates appreciate immediate transparency into salary and perks.

  • DO strike a balance between describing the job and enticing the candidate with benefits
 
  • DO list benefits in a separate “Perks” section to make them more visible
Recruiter at desktop computer scrolling through a list of candidate profiles
  • DON'T assume that the role alone, no matter how dynamic, is enough to attract the best candidates
 
  • DON’T list only generic benefits that fail to differentiate your company
Recruiter at desktop computer scrolling through a list of candidate profiles

PRO TIP:
If you can’t offer an impressive compensation package, you can still draw high-quality candidates with commuter benefits, learning stipends, or flexible work hours.

LinkedIn can help you post jobs and put them in front of the right people.

Post a job

MUST-HAVE DETAIL #4

A clear opportunity for growth

The role should be presented as a chance for the candidate to flourish professionally and personally through projects that are broader than their daily responsibilities.

  • DO include examples of successful projects the company has launched in the past
 
  • DO mention any meaningful and exciting projects the new hire will own
Recruiter at desktop computer scrolling through a list of candidate profiles
  • DON'T share only the day-to-day responsibilities of the role
 
  • DON’T regard upskilling as something an employee will do only during their downtime
Recruiter at desktop computer scrolling through a list of candidate profiles

PRO TIP:
Briefly describe any related hobbies your ideal candidate might have. This helps you present the role as an extension of their personal passions.

MUST-HAVE DETAIL #5

Work flexibility

For many candidates, flexible hours or remote working are necessities rather than perks.

  • DO emphasize workplace flexibility and remote working when possible
 
  • DO set realistic expectations about the amount of time the new hire may need to be in the office
Woman lying comfortably on a sofa and working on her laptop with a guitar behind her
  • DON'T make rigid statements about office attendance
 
  • DON’T wait until after the hire to clarify your company’s policy on workplace flexibility
Woman lying comfortably on a sofa and working on her laptop with a guitar behind her

DID YOU KNOW?
72% of talent professionals agree that work flexibility (which includes remote work options) will be very important for the future of HR and recruiting.

MUST-HAVE DETAIL #6

Unique company culture

Attract candidates by showcasing your company brand and mission.

  • DO add links to your best company sites, like your product pages or success stories
 
  • DO research what employees say about working at your company, and reflect those values in your posting
Man at desktop computer having a virtual conference with diverse teammates
  • DON'T make your job posting simply a list of requirements
 
  • DON’T sound too casual — coming off as overly familiar gives the impression that you’re unprofessional
Man at desktop computer having a virtual conference with diverse teammates

PRO TIP:
Create a free LinkedIn Page to share company highlights and increase brand awareness in the professional community. LinkedIn job postings that link to a company’s page receive 47% more applications on average.

MUST-HAVE DETAIL #7

Mobile-friendly layout

Job seeking is often done on the go, so your posting should be optimized for mobile.

  • DO use bold text and bullet points to make the most
 
  • DO post your open role on mobile-responsive job boards like LinkedIn Jobs
Person sitting cross-legged at a home table and checking out a mobile device in hand
  • DON'T post to job boards with convoluted resume uploads — most people don’t keep their resume on their mobile devices
 
  • DON’T use symbols or emoji that may not appear on certain devices
Person sitting cross-legged at a home table and checking out a mobile device in hand

DID YOU KNOW?
More than 50% of job views on LinkedIn are on mobile devices.

Need more help creating job postings that work for your business?

Use LinkedIn Jobs to create professional posts that reach the right candidates fast — even if you don’t have a corporate-sized budget.

Ready-made job postings that get results

Craft an effective job posting from over 130 templates. You can also generate job descriptions based on similar roles.

Pay-per-click pricing for tighter budgets

Pay only when someone clicks on your job posting, and set a daily budget to control your company’s spend. Pay as little as $5 a day.

Find hires that last with smarter matching

Discover the right candidates with personalized targeting, screening questions, and filters. Rate your favorite choices to find the best fit.

Manage your hiring from anywhere 

Download the LinkedIn mobile app to stay in control of your entire hiring process while on the go.

80%

of LinkedIn Jobs postings with screening questions receive a qualified applicant within 24 hours.

Ready to share your company’s job opportunities with the world?

Post a job
Contact us now

Want to learn more about our hiring tools? Let us help:

Contact sales
Looking for help & support?

Want to learn more about our hiring tools? Let us help:

Contact sales
Looking for help & support?