Your job posting is often the first impression your candidates are going to get of your company, besides your career site or social media. It should give them an idea of your brand, your culture, what they can expect and why they should apply.

So if you’re finding your conversion rates a little low, your job posting might need some work. We’ll go through a few quick and easy things you can do to improve your job postings and convert more candidates.

Make them candidate-focused

It’s important to have your candidates at the forefront of everything you do. Your candidate experience should be exceptional if you’re looking to hire quality talent, and this starts as early as your job postings.

It can be tempting to make the whole thing about your company’s needs, and there should be an element of this. But try framing it more about what your candidates can gain from the role. 

Talk about your requirements as shared goals and challenges, as opposed to a strict list of demands. Language like “In this role, you’ll get the opportunity to…” instead of “We’re looking for someone who…” is a small change that can make a huge difference.

Transparency is key

97% of the candidates we asked said that salary transparency was important to them during the job application process, with the lack of salary transparency being the top frustration among them.

If you’re in the EU, the Salary Transparency Directive coming into effect will solve this for you, but there’s no harm putting the practice into place now. 

Transparency doesn’t just go for salary, but everything to do with what candidates’ can expect from working with you. If you’re being dishonest or withholding information, this can have big consequences for your brand’s reputation, the quality of your candidates and your retention rate.

Be honest, even if you don’t have the ideal benefits or culture but you’re working on it, candidates will appreciate this much more than being lied to.

Open up communication

Recruitment should be a two-way street, not just you talking at your candidates. Consider giving your candidates ways to get in touch with you, even before they’ve applied, so it feels more like an open conversation.

Let them know who they’re talking to

“Dear hiring manager…” or “To whom it may concern…” always feel a little impersonal, but sometimes candidates have no choice. To avoid this, make sure it’s always clear in your job posting who the hiring manager is. Even just putting a face and a name in the posting can make your candidates more comfortable. You could even consider contact details or your LinkedIn profile in case they have any questions about the role.

Give them ways to reach out

One feature you could consider adding to your career site is a chat box. A small widget in the corner which you have total control over, but it allows your candidates to reach out to you if they have a question about the role before applying. Or maybe they want some clarification on your company itself. It’s a small and simple change, but one that has a big impact.

Show off your employer brand

More than ever, candidates are looking for roles at companies they can see themselves at for a long time. A good company culture and employer brand is crucial and your job posting is your opportunity to show this off to your candidates.

Before you start hiring, you should have a solid Employee Value Proposition (EVP) in place so you and your candidates are aware of what they receive in exchange for their skills and commitment. These perks and benefits should be very apparent in your job postings, so candidates know what they’re signing up for and why they should.

You could also add photos of your team members and office activities. Consider testimonials from current employees, and maybe even a video from your hiring manager to make it as personable as possible.

Think like a marketer

Recruitment is marketing. You're selling your company and an opportunity and your candidates are your audience that you need to convince. A basic job description isn’t enough anymore.

Just remember, your goal is to create a connection between you and your candidates and make them want to apply to your roles. Your job posting is the perfect opportunity to grab their attention and convert them.

What do candidates want?

Understanding your candidates and what they’re looking for is key to a successful hiring process. Here are some key points from our recent survey.