Best Practices for Engaging Job Postings

You’ve got a great role to fill—but if your job ad doesn’t catch the right person’s attention, it might not matter!

In today’s competitive job market, writing an engaging, clear, and compelling job posting is just as important as interviewing well! A strong job posting helps attract the right candidates, sets clear expectations, and gives job seekers a feel for your organization’s values and work culture.

Whether you’re a small business, a nonprofit, or a larger employer, this article walks you through best practices to help your job postings stand out—and bring in the people you will actually want to hire.

Why It Matters: Good Postings = Better Candidates

Job postings are often a candidate’s first interaction with your company. A vague or outdated post can turn good applicants away. A clear, authentic, and inviting one builds trust and gets results.

Effective job postings help:

Attract better-fit applicants
Reduce time spent screening resumes
Improve candidate experience
Strengthen your employer brand

Related Resource

📚 Indeed – Job Posting Guide: How to Prep and Post Your Job
This guide outlines key ways to write postings that convert views into quality applications.

Best Practice #1: Start with a Clear, Specific Job Title

Job seekers search by keywords—so be as clear and descriptive as possible in the title.

✅ Do say: “Marketing Coordinator – Social Media & Content”
🚫 Don’t say: “Marketing Rockstar” or “All-Star Team Player”

Avoid buzzwords that may confuse people or sound gimmicky. Instead, use the most common, searchable term for the role. If it’s a hybrid or remote role, mention that in the title (e.g., “Remote Customer Support Agent – Canada-Based”).

Best Practice #2: Hook Candidates with a Strong Opening

Start your job ad with 2–3 sentences that tell candidates:

What the job is
Who you are as a company
Why someone would want this role

Think of it as your “elevator pitch.” This section sets the tone, so make it warm and human.

Example:
“Are you passionate about helping people and solving problems on the go? We’re looking for a full-time Customer Care Agent to join our small but mighty support team. We offer remote work, paid training, and a culture built on respect, flexibility, and fun.”

Related Resource

📚 Betterteam – Job Posting Template
Step-by-step breakdowns of how to structure each section of your posting, including a handy template that is available to download.

Best Practice #3: Highlight Key Responsibilities (Not Every Task)

Give a realistic, high-level view of the job. Use bullet points to list the key duties—aim for 6–10 items.

Start each bullet with a verb and keep the language clear and action-oriented.

✅ Example:

Respond to customer inquiries by phone and email
Maintain accurate records using our internal CRM
Help improve customer satisfaction by escalating issues appropriately

🚫 Don’t include every possible task. Focus on what matters most, and skip internal jargon.

Related Resource

📚 SHRM – Job Description Guide
A handy tool from SHRM that provides over 1000 job description templates to help you get started with your job ad, plus a very handy video and article to go along with them!

Best Practice #4: List Must-Have Qualifications Separately from Nice-to-Haves

Job seekers often avoid applying if they don’t meet every listed qualification. Separate the absolute “musts” from the “preferred” to avoid missing out on great people who are still growing.

Use two headings:
Required Qualifications
Preferred or Asset Qualifications

✅ Required might include:

Legal certification or license
Specific years of experience
Proficiency in a language or software

✅ Preferred might include:

Experience in your specific industry
Additional languages
Prior work in a similar non-profit or business size

Related Resource

📚 Harvard Business Review – Why Women Don’t Apply for Jobs Unless They’re 100% Qualified
Important research that shows why clear qualifications can improve diversity in your applicant pool.

Best Practice #5: Share Compensation and Benefits Up Front

More and more job seekers expect salary ranges to be included—and in some provinces, it’s legally required. Listing wages builds trust and helps filter in candidates who are aligned with your offer.

In addition to salary, list:

Work schedule (e.g., part-time, full-time, flexible)
Vacation time or leave policies
Health and dental benefits
Retirement contributions
Remote/hybrid options
Professional development or training
Any unique perks (e.g., wellness fund, staff lunches, 4-day work weeks)

Transparency is a sign of respect. Being upfront helps you attract applicants who are serious and well-informed.

Related Resource

📚 Pay Transparency Legislation in Canada – Quick Overview
Outlines which provinces require pay to be included in job postings and how to stay compliant.

Best Practice #6: Speak in a Friendly, Inclusive Tone

Job postings don’t need to sound like legal documents. Write the way you’d speak in a professional but friendly conversation.

✅ Use “you” and “we” to make it engaging:

“You’ll work closely with our communications team to develop digital content that resonates with local audiences.”

🚫 Avoid phrases that may feel unwelcoming or outdated, like:

“Recent graduates only”
“Young and energetic”
“Must be native English speaker”

Instead, include a diversity statement to show you welcome applicants from all backgrounds.

Best Practice #7: Make Applying Easy and Accessible

The longer or more complicated your application process, the more people will drop off before submitting. Keep it simple!

Some tips:

Ask only for what you really need (resume, short cover letter, or just a few screening questions)
Ensure your application is mobile-friendly
Avoid requiring applicants to re-enter their entire resume into a form
Mention who to contact if someone has accessibility needs
If you use an ATS (Applicant Tracking System), double-check how user-friendly it is from a candidate’s perspective.

Best Practice #8: Use Clear Next Steps and Deadlines

Let candidates know what happens after they apply and when you plan to review applications.

✅ Example:

“Applications will be reviewed starting July 15. We’ll reach out to shortlisted candidates for interviews by July 22.”

Even better, give an estimated start date for the job. It helps candidates plan and shows that you’re organized and respectful of their time. If the role will stay open until filled, say that—but still include a first review date to create urgency.

Best Practice #9: Include a Human Contact

Whenever possible, include a name, email address, or title that applicants can contact if they have questions. It adds a personal touch and encourages interaction.

✅ Example:

“Questions? Feel free to contact Jamie at hiring@yourcompany.ca.”

If you use an HR inbox, that’s fine—just make sure someone checks it regularly.

Also consider adding a short sentence about your hiring process, like:
“Our process includes one 30-minute video interview and a short reference check.”

Related Resource

📚 Clinch Talent – 3 Key Ways to Improve Candidate Communication and Deliver a Great Candidate Experience
An overview of how clear communication builds trust throughout the hiring journey.

Best Practice #10: Refresh and Update Regularly

Reusing the same job ad year after year? That could be turning away great people. Each time you post, review the content to make sure:

The duties are still accurate
The pay range is competitive
The tone reflects your current culture
The benefits and perks are up to date
The job title still makes sense

A well-maintained job posting reflects a well-run organization.

A job posting is more than a description—it’s your chance to make a first impression. You don’t need a big HR team or fancy tools to get it right. Just a bit of clarity, empathy, and effort go a long way!