How to Improve Your Job Postings

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How to Improve Your Job Postings

Picture of Dr. Patrick K. Collard

Dr. Patrick K. Collard

A job posting is often the first impression a prospective applicant has of your organization. That impression needs to be an informative one. Your job postings should convey why someone would want to work for your company, what distinguishes your workplace from others, what’s exciting about your mission and vision, what you have to offer, and what the job is and requires. Here are a few ways to get better results from your job postings:

Highlight the company’s strengths. Part of the purpose of a job posting is to sell your organization to prospective employees. It’s a sales pitch that conveys your culture and brand. Be sure to include both traditional benefits (e.g., insurance offerings, retirement plan) and less common, more exciting perks (e.g., unlimited PTO, remote work options, product discounts). It would help if you also mentioned company awards, notable achievements, and career development opportunities.

List the minimum requirements and essential functions of the job. You can also include the full job description if you have room for it. The requirements and functions you mention should be accurate and precise. You don’t want to scare away excellent prospects with unnecessary requirements, but you also don’t like many unqualified people applying for the job.

Include the pay range. Posting the job’s pay range will get you 30% more applicants. It will also save you and potential applicants a significant amount of time by allowing them to self-select out of the running if the range is too low for their needs or if it indicates that you are looking for a more experienced employee. It will also promote transparency and help create a more equitable workplace, but it’s not a requirement.  

Analyze the results of previous job posting locations, especially if you paid for them. Consider not only the upfront fee but also whether you received a good number of applications specifically from that source. Were the candidates qualified? Have you ever hired candidates from this source? There’s no sense in paying to post job ads that aren’t bringing in suitable candidates.

Consider alternatives to where you’ve posted in the past. Here are a few options:

  • Overlooked talent pools (e.g., websites geared toward specific populations or groups) can be beneficial for increasing diversity in your workplace.
  • Community events and job fairs in your area—being able to answer questions about your company and your open positions can help weed out those who may not be a good fit or might not be happy in the role.
  • Local schools—many colleges guarantee a specific job placement rate and have an entire department to help their students become employees in their education industry. Often the coordinators of these programs will come to you for jobs, which is another direct talent pipeline. Reach out to your local community colleges or universities and talk with them about any students they might have who would fit your job description needs. They often also have an internal communication system to quickly get your job posting in front of many students (or even alums).
  • Previous applicants—even those you interviewed might have been a second or third choice. You already know they’re interested in your company, and you may even have met them face to face. Reach out even if it’s been half a year since they applied. What’s the worst that can happen?

Dr. Patrick K. Collard is the Managing Member & Evidence-based HR Consultant for trustHR | GObackgrounds (San Diego, CA and Brookfield, WI). He has over 30 years of experience as a human resources consultant. He holds a Bachelor of Arts in Law and Society and a Master of Human Resources and Employment Relations with a concentration in Employment and Labor Law from Penn State University. Dr. Collard earned his doctorate from the University of Maryland Global Campus. He defended his dissertation – Recruiting the Untapped Talent Pool of Hiring an Employee with a Criminal Record: A Systematic Review. Schedule a Discovery Call with Dr. Collard at –

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