5 Tips to Write a Job Posting People Want to Apply To

In a sea of job postings, candidates will flock to a certain type of ad. Here's what they're looking for.

The internet has taken a leading role in the way people look for jobs. According to a Pew Research Center survey, most (54%) US adults go online to search for job information. If you’re not posting your job opening on sites like Indeed, LinkedIn, Glassdoor, and CareerVitals, you’re missing out on a wealth of qualified candidates that could grow your pulmonology practice.

In a sense, writing a job posting is simple: you create a title, describe the position, list desired qualifications, and instruct the reader how to apply. But standing out in the age of the online job search is not so easy. Here are 5 tips to write a job posting people want to apply to.

1. Talk to the Reader

Too often job postings are written from the perspective of the employer. Rather than outline the needs of your practice, address the needs of the applicant. Write directly to the individual you want to apply by using the word “you” rather than the phrase “the ideal candidate.” Doing so will help the reader picture him or herself in the role before even clicking “apply.”

2. Sell the Position

Why should the reader apply for the position? Why will working for your practice be rewarding? Oftentimes job postings drone on about requirements and qualifications but fail to address these basic questions. Whether the answer is competitive salary, benefits, upward mobility, location, or otherwise, you should highlight it.

3. Figure Out What Is and Isn’t Essential

Job seekers don’t want to see postings that list dozens of qualifications. Focus on what’s essential. Think about what skills are absolutely necessary to perform the job and list them. If you have preferred or “nice-to-have” qualifications, you can list those, too. Just be sure to state that they’re not an automatic deal breaker.

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4. Write Search-Friendly Content

As is the case with your website, your job posting should be easily found. Tailor your language to the queries candidates are likely to enter when searching for your position. Think like a job seeker: what would that person search for? Also use Google Trends to get an idea of how many people are searching certain keywords. Vary your keywords and don’t overuse them. Using the same keywords over and over will appear unnatural to search engines and could harm your ranking.

5. Cut to the Chase

Every component of your job posting – introduction, responsibilities, qualifications, and call to action – should be concise. Job seekers have a virtually endless amount of postings to sort through, so don’t waste their time. Your job ad should be easy to read and digest. Use bullet points instead of lengthy paragraphs, and always stick to the essentials.

Key Takeaways:

  • Be conversational and address the reader
  • Remember it’s an ad, so sell the position
  • Stick to what’s necessary
  • Be mindful of SEO best practices
  • Be concise

Looking for additional hiring tips? We’ve got you covered.


Smith A. Searching for work in the digital era. Pew Research Center. November 19, 2015. Accessed August 23, 2018.