Why isn’t anyone applying to your job?
If you’re like many small business owners, you’re putting open roles out there—but getting few bites. Even as the labor market cools slightly, competition for top candidates remains high. The truth is, a job ad can’t just inform—it has to persuade.
Today’s job seekers aren’t just skimming listings—they’re skimming more of them. Thanks to the rise of remote and hybrid roles, candidates can now consider opportunities far beyond their local market. That means your job ad isn’t just competing with other businesses in your city—it’s competing nationally, or even globally.
If your job posting doesn’t catch their attention in the first few seconds, it’ll get passed over.
These five tips will help you write a job posting that not only attracts attention but also brings in the right candidates.
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Before you even begin writing, think about how your job ad will be organized. Bolded subheadings help you stay on track as the writer—and help candidates absorb key information quickly. When everything is jumbled into one long paragraph, job seekers are more likely to skim past important details or move on altogether.
A clear structure isn’t just about appearance—it helps ensure that key selling points (like culture or benefits) don’t get buried at the bottom.
A great job ad should follow a clear, predictable format. Here's what candidates expect to see:
A clear structure makes it easier for candidates to scan—and easier for the right ones to say yes.
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Job seekers may scroll through dozens of listings in one sitting—especially those browsing on mobile. Your job title is often the only piece of text they see before deciding whether to click. If it’s vague or overly creative, they’ll skip it.
Even small differences in job titles can impact visibility and clicks. Compare these two examples:
❌ IT Developer
✅ Senior IT Developer | Fast-Growing KC Tech Firm with Hybrid Schedule
This is your moment to make candidates want to work for you.
Don’t hold back. If your office is in a trendy neighborhood, mention it. If you offer free gym memberships, summer Fridays or a dog-friendly workplace, include those perks. Highlight any modern tools or technologies your team uses that might appeal to candidates looking for innovative workplaces.
If your business has won awards or been recognized in the media, now’s the time to share it. And if you’re proud of your company culture, paint a picture of what it’s like to be on the team—collaborative, fast-paced, mission-driven or something else.
Use this section to position your company as more than just a place to work—it’s a place to belong.
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Avoid defaulting to long lists of generic qualifications like “strong communication skills” or “team player.” Focus on the skills that are unique to this role—and then shift gears. Candidates care just as much about what they’ll get as what they’ll be asked to do.
Instead of listing everything, focus on what will make the role exciting and realistic for top applicants.
Include practical info like work hours, pay range, opportunities for advancement, and training or tuition reimbursement. This is especially important for hourly or entry-level roles where those details make a big difference in decision-making.
You're not just filling a seat—you’re offering an opportunity. Make sure the job ad reflects that.
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No matter how good your job ad is, a confusing application process will turn candidates away.
Vague instructions can cause even great candidates to abandon the process. Clearly list what’s required—whether that’s a resume, cover letter or portfolio. Be sure to mention any deadlines or next steps, too. For example, if you plan to review applications on a rolling basis or expect interviews to start within a certain time frame, let candidates know.
Bonus tip: Apply to your own job using your phone. If the experience feels clunky or unclear, it's worth improving before launching.
Before posting, have multiple people at your company review the ad for clarity, tone, and typos. Think of your job posting the same way you think of customer-facing content—it’s a reflection of your brand.
Axcet HR Solutions is a certified PEO headquartered in Kansas City, helping small businesses across the country attract top talent. From creating effective job ads to managing the full spectrum of talent management services, we help employers compete—without overextending their internal teams.
Want to see how we can support your hiring success? Let’s talk »
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