When posting a job opening on LinkedIn, the language you use in the posting can make a big difference in attracting qualified applicants. Here are some tips on what to say and how to structure your job post:
Tailor the Post to Your Target Audience
Before writing the post, think carefully about who your ideal candidate is. What skills, experience and attributes are you looking for? Then craft the language and tone of the post to appeal directly to those people. For example, if you want young tech professionals, adopt a more casual, conversational tone. If you’re seeking senior executives, aim for a more formal tone.
Highlight the Role and Company Positively
Put a positive spin on the role and your company. Mention why the role is interesting or impactful. Talk up your company’s mission, values and culture. Avoid overly formal or dry language – inject some personality to make it engaging. You want talent to feel excited by the opportunity.
List Concrete Responsibilities and Requirements
Be specific about the actual job duties and expectations as well as required skills, experience and qualifications. This helps set appropriate expectations with candidates upfront. However, don’t go overboard with an exhaustive bulleted list – aim for enough detail to paint a clear picture.
Sell the Benefits and Perks
What will talent get out of this role and working for your company? Tout aspects like opportunities for growth, training and development, flexible work arrangements, competitive pay and benefits, etc. This gives people compelling reasons to explore the role further.
Show Your Culture
Give applicants a feel for your organizational culture by describing the work environment, leadership philosophy, diversity and inclusion commitment, etc. Talented people care about cultural fit, so bringing your culture to life provides insight into what it’s like to work there.
Use Active Voice and Varied Sentence Structure
Sticking to active voice and varying sentence length makes the post more engaging to read. For example: “In this role, you will lead dynamic engineering teams. You’ll manage resource allocation and build delivery timelines. And you will identify process improvements.” Sounds more lively than passive voice.
Add Visual Interest
Break up blocks of text by including relevant graphics, charts, images or video that reinforce key points. This enhances visual appeal and keeps people’s eyes moving through the post. Just don’t go overboard – choose judiciously to illustrate or highlight elements.
Close with a Clear Call to Action
Wrap up the post with a specific call to action, providing clear instructions on how you want people to apply or express interest. For example: “To apply, please submit a resume and cover letter through our online application portal. Applications are due by [date].”
Proofread Before Posting
Be sure to carefully proofread the job post before publishing it. Typos or grammatical errors may cause some qualified candidates to think twice. You want the post to look polished and professional.
Avoid Jargon and Use Inclusive Language
Minimize use of internal jargon and niche acronyms that outsiders may not understand. Also ensure language is inclusive and non-discriminatory. For example, use “people” or “employees” rather than “guys” or “gals.”
Check Requirements Against LinkedIn Profile Fields
Tailor requirements in the post to the profile fields candidates will use to apply, like skills, job titles, education, etc. This makes it easier to evaluate applicants based on their LinkedIn profiles.
Keep It Concise
Although you want to provide enough detail, avoid making the post overly long. On LinkedIn, people tend to skim. Keeping it tight and scannable encourages more people to read the whole thing.
Personalize with a Note from the Hiring Manager
Consider having the hiring manager introduce themselves briefly and share why they are excited about the role. This personal touch can help make a connection with the right candidates.
Explain the Application and Hiring Process
Providing logistical details upfront demonstrates organization and helps candidates understand what to expect. Outline your timeline, selection process, interview stages, etc. Transparency is appreciated.
Sell the Location
For location-specific roles, highlight advantages of the geographic area that might appeal to talent – cost of living, recreational opportunities, schools, community vibe, etc. Location can be a key factor in applying.
Use LinkedIn Features Strategically
Take advantage of built-in LinkedIn features like localized job posts, screening questions, and targeted audience selections. This helps put your post in front of more of your target talent.
Share Multimedia from Your Company
Incorporate relevant YouTube videos, SlideShare presentations or other multimedia from your company pages. This provides richer insight into your brand, culture and products/services.
Watch Out for Redundancy
Since the post appears alongside your company page and job details, avoid repeating too much of the same information multiple times. Cross-reference so components complement each other.
Make Applying Easy
Leverage LinkedIn Apply functionality, which allows candidates to apply using their LinkedIn profile with one click. Removing application friction means more qualified people will take the time to put their hat in the ring.
Promote on Other Channels
Link to the LinkedIn job post from your website, employee networks, job boards and social media. The more channels you broadcast it through, the wider your talent reach will be.
Follow Up with APPLICANTS
Once you start receiving applications, send follow ups and updates to candidates so they feel acknowledged and informed throughout the process, even if it’s a rejection. This builds your brand as an employer.
Crafting an engaging, informative job post lays the groundwork for attracting great applicants. Keep these tips in mind, and you’ll be off to a strong start in sourcing your next great hire on LinkedIn.