The quality of a job posting can make all the difference in the number and quality of applicants that apply.  It is often your company’s first opportunity to make a positive or negative impression on potential candidates.  Do all you can to attract talent to your company by improving your job descriptions with these tips.

Avoid job title mismatch

If there is a standard, recognizable title for a position, use it. Many times search results put priority on keyword search to match the title of the job. When they don’t match, the jobs become hard to find online. Not only do they become hard to find online, but job seekers don’t always know what the formal, internal title definitions mean. According to LinkedIn, 64% of job seekers wouldn’t apply for a job if they didn’t understand the job title, so save the creativity and employer brand for the job description. If a standard title doesn’t really exist, at least make it indicative of what the job is and include a keyword that job seekers would search.

Clear vision into the position

Write the job description in such a way that job seekers get a clear and accurate idea of your vision for the position. They will question the credibility of a company based on poor job descriptions. Therefore, an employer needs to be sure to articulate clearly the ins and outs of what the job really is. When a job seeker has too many questions, they opt to apply to someone else’s job. Also, job descriptions that accurately describe the main responsibilities of the job will attract the most relevant candidates to apply.

Make it visually appealing

While giving a clear idea of what the job and company are really like, try to keep the job description concise and visually appealing. Don’t write long, block paragraphs that are hard to read through. Instead, use large, bold section titles with bullet points beneath so the job seeker can navigate the page easily. According to CareerBuilder, including company logos or slogans in your job descriptions can increase applications by 13-21%. Career builder also recommends adding a recruitment video to your job posting; CareerBuilder clients receive a 34% greater application rate when they do. Consider adding your company’s mission statement and awards as well. All of these additions make your job description look more professional and visually appealing, attracting more interest.

Use keywords

Using more relevant keywords in your job descriptions will result in them appearing higher in job seekers’ search results. Therefore, don’t get overly creative with your word choices. Use words that are likely to be in used in job searches. Include alternate job titles (complete titles and common abbreviations), as well as skills and responsibilities needed for the job. Don’t over-stuff job descriptions with keywords, but write job descriptions with this in mind.

Only offer one way to apply

Do not provide an email and website address where job seekers can apply if there is already an ‘Apply’ button intended to be used, especially if it is linked to an applicant tracking system. Giving multiple options like this confuses applicants and might discourage them from applying. Make the process clear by providing only one place for all applicants to apply. This makes it simpler on your end as well, since all applicants’ information will be in one place.

Confirm that your application process is fully functional

When the website used to apply to a job is dysfunctional, applicants will give up and move on to another job application. Sal Trifilio with Recruitics.com explained,

“Your apply process is where tracking occurs, so if the process is broken, you’re likely receiving no applies. There are a number of reasons your apply process might be broken. For one, you might not have properly integrated your ATS to your career site, leading to broken links and forms. Another reason is due to a lack of mobile optimization, making the process impossible for mobile users. Or, more likely than not, your apply process actually works, and is just long and tortuous meaning applicants are electing not to finish it–technically it works, but let’s face it, it’s broken.”

Make sure the application process is user friendly and technical errors aren’t a concern for your job applicants.

Offer salary information

Whether or not employers should post salary information on job descriptions is a bit controversial. Some employers think that revealing this information too soon makes it easier for competitors to lure away applicants by offering higher salaries. Others believe this tactic could set employers up for a disadvantage in compensation negotiations. However, there are pros to consider as well.

Many times, job seekers are hesitant to apply to a position when they don’t know if the job will make enough to pay their bills or not. Including salaries on job descriptions can assist in weeding out unqualified candidates, and attracting candidates that are really fit for the job. Salaries help indicate whether candidates are qualified for the job or not by allowing them to compare their currents salaries. If your company has competitive salaries available, posting this information could attract more interest. Whatever the reason, research from CareerBuilder suggests that job descriptions that include salary information perform better than ads that don’t.

Another option to consider is offering a salary range instead of a fixed number.  CareerBuilder also suggests,

“If you don’t want to include a definite number or range, consider including a benefit statement such as: “Great pay—higher than industry average, commensurate upon experience, bonuses paid each quarter, opportunities for additional commissions.””

Weigh the potential risks and benefits and decide if posting salaries is a tactic your company would like to try.