Do you know how to optimize job listings? Some small mistakes could be costing you top talent. With a few thoughtful tweaks, you can see major recruitment quality improvement.

Do you feel like your job postings aren’t pulling in the right candidates? The problem might not be in the talent pool. In fact, it might be in the post itself. A poorly written or incomplete job listing can quietly sink your hiring efforts before they even begin. Candidates may scroll past because the role feels unclear or because the language feels unwelcoming—or they may never even see it, because the poster doesn’t know how to optimize job listings for search. That means fewer applications, longer time-to-fill, and more strain on your hiring budget. Yikes.

The good news? A few simple changes to how you structure and write your listings can dramatically improve your results. In this guide, we’ll walk through how to optimize job ads to attract stronger candidates, reach more people, and get more from every dollar you invest in recruiting.

Basic best practices to keep in mind to improve job listings

First things first, let’s outline the basis of what you’ll need for an effective job post. To write job postings that actually work, start with being upfront about the essentials. Be ultra-clear about the job type, compensation, shift, location, benefits, and requirements. Including this information upfront helps candidates self-qualify and ultimately saves everyone time. And as you’re drafting the job post, don’t forget to include the job title at least five times throughout the listing. It might feel repetitive, but it helps your post show up in search results.

When listing qualifications, focus on skills, not just credentials. Instead of requiring a degree or “10+ years of experience,” explain what someone needs to do to succeed in the role. This can help attract promising candidates who may have had non-traditional career paths or might be switching careers, but who still bring with them deep expertise in the workplace. Try highlighting 5–7 specific skills, and be realistic; less is often more when it comes to drawing in strong, diverse applicants.

Remember: A good job posting is about clarity, not fluff. The more straightforward and thoughtful you are, the better your chances of finding the right fit.

Watch your words: How unconscious biases can shrink your applicant pool

Like it or not, our unconscious biases tend to quietly work their way into job descriptions without you even realizing it. The result? Great candidates may opt out before they ever hit “apply.”

For instance, small wording choices can send big signals. Describing a role with terms like “assertive,” “dominant,” or “ninja” can significantly reduce the number of female applicants, while more inclusive hiring language like “proactive” or “motivated” can accomplish the same goals without dissuading potential candidates. Similarly, phrases like “digital native” or “recent graduate” tend to discourage older applicants.

Overloading listings with must-haves can backfire, too; 60% of job seekers won’t apply if they don’t meet every requirement. And while men often apply when they meet just 60%, studies show women tend to apply only when they meet 100%.

Finally, rethink the use of rigid phrasing like “must be able to lift heavy objects” can imply to some applicants that the position can only be done by an exceptionally young, fit, strong individual. Instead, try switching to clearer, more flexible alternatives: “This role may involve occasional lifting of objects up to 30 pounds; reasonable accommodations can be provided.” Small edits like these can open the door to a much wider—and stronger—pool of applicants.

Be wary of sneaky cognitive biases

Most of us are likely familiar with the unconscious biases described above, but it’s also worth noting that there are plenty of cognitive biases out there, too. The list of cognitive biases is long, and they exist as a byproduct of how our brains work: wanting to quickly assess situations and make decisions based on limited information. And believe it or not, they can show up in job postings and unintentionally limit who applies.

For instance, confirmation bias might lead you to write a job description with a specific type of candidate already in mind—someone who fits a mold you’ve seen succeed before—rather than focusing on the actual skills needed. This can result in overly specific or narrow language that discourages qualified people from applying.

Another common one is status quo bias, where outdated phrasing or job requirements are reused simply because "that's how it's always been done," even if they’re no longer relevant or helpful. Recognizing these patterns and choosing more open, inclusive hiring language helps ensure your job posts invite a wider range of strong candidates.

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