Does your job posting really make a difference?

A strong job posting is not a job description. It’s an advertisement. So you want to:

• Grab attention with a surprising title or teaser.
• Boost conversion with benefits and psychological triggers (think Cialdini!).
• Make it scannable with bullets, headings, and visuals.

Use techniques from advertising: appeal to pathos (emotion), logos (logic/content), and ethos (credibility).

Example:
❌ “We’re looking for a team player with strong communication skills.”
✅ “You thrive on collaboration and know how to clearly convey ideas, even to critical colleagues.”

People search for "marketing manager job", not "growth and engagement lead". Avoid overly creative job titles that kill your visibility in search engines. Use common terms, even if they sound less exciting.

Bonus: Use tools like Google Keyword Planner to discover which terms are trending.

Just like a good product page doesn’t start with technical specs, a strong job ad shouldn’t start with “about us.” Find out what makes the role meaningful and lead with that.

Ask yourself:

• What impact will someone in this role make?
• How does this job contribute to your mission?
• What motivates people to choose this job?

Don’t forget: first lines are gold. Make them human, authentic, and value-driven.

Candidates want to know: “What will I actually be doing? What does a typical day look like?” Just as customers want product photos, candidates want mood images, videos, a daily agenda or quotes from future colleagues.

Think “a day in the life” visuals or an embedded schedule. Coolblue and DHL do this particularly well.

Ditch the vague clichés (“competitive salary”, “dynamic environment”) and get specific:

• Give a salary range.
• Clearly list must-haves and nice-to-haves.
• Be honest about the less glamorous sides of the job.

Example:

“Our open-plan office can get noisy at times but don’t worry, you’ll get noise-cancelling headphones on your first day.”

Authenticity sells. Even, or especially, when it includes imperfections.

Think of it like e-commerce: the more steps, the lower your conversion. Ten-field forms, mandatory cover letters, or creating an account can slash your conversion rate by up to 60%.

Optimize your flow:

• One click = application.
• No mandatory CV? Or allow application via LinkedIn profile.
• Automate confirmation and offer real-time updates.

Use employee quotes, real scenarios, and concrete cases. Let people already doing the job do the talking. Authenticity always beats corporate buzzwords.

Example:

“I thought Java meant backend work, but here we’re building AI solutions for real household robots from our office in Mechelen.”- Ellen, Developer at Robo Fictivo

Only 8% of job postings include quotes like this, yet they significantly boost trust and click-through rates.

Nothing’s more frustrating than being left in the dark. A strong job posting clearly outlines the application process:

• How many interview rounds are there?
• Who will candidates speak to?
• Will there be a task or case study?
• When can they expect a response?

Be clear, honest, and efficient. It reduces uncertainty, builds trust, and lowers drop-off.

A job posting is not one-off copy. It’s:

an SEO magnet
a conversion tool
an extension of your employer brand

So treat it as such. Repurpose strong intros for social, A/B test different versions in campaigns, and always keep the candidate at the center.

Or as Aristotle might say: persuade with logos, pathos, and ethos. Add a healthy dose of creativity and you've struck gold.

Curious how your job postings score? We’d love to take a look — and who knows, maybe we’ll rewrite one together. Ready for tomorrow’s job market?