Recruiters everywhere know the struggle. You're not just looking for someone who can do the job—you want the right person, someone who fits into your company culture, aligns with your values, and adds fresh energy to your team. But here’s the thing most job postings get wrong: they attract applications instead of top talent. It’s not about the quantity of resumes flooding your inbox; it’s about the quality. And if you’ve been stuck sifting through generic applications, it’s time to rethink how you're writing job posts.

The landscape of recruiting has changed, and candidates—especially younger ones like Gen Z—aren’t just looking for "a job." They want purpose, culture, and a genuine connection. If your job post doesn’t speak their language, you're already losing out. But don’t worry; we're here to make sure that doesn’t happen.

Understanding Your Audience

Here’s the secret to crafting a killer job post: know your audience. Over the next few years, Gen Z is set to dominate the workforce. And trust us, they’re rewriting the rules. This generation cares less about starting salaries and traditional perks and more about alignment with purpose and values. A Deloitte study revealed that 44% of Gen Z employees rank purpose and impact as primary drivers in their career choices. They’re not just signing up for a paycheck—they’re choosing a mission.

But there’s more. Gen Z craves authenticity and transparency. They can spot fluff or corporate jargon from a mile away. They’ve grown up on social media, where connections feel real and language is casual but impactful. That’s how your job post needs to be. Forget stock phrases like "responsible for XYZ." Speak directly to them, and show them why your company aligns with their goals—and why they’ll thrive with you.

Crafting an Engaging Job Title

You’ve got one shot at first impressions, and your job title is it. If your title is bland, generic, or straight-up unclear, candidates won’t even click to find out more. Don’t overcomplicate it with company-specific jargon either—the point is to be clear and attractive.

Instead of "Content Specialist II", try "Content Creator | Write Stories That Captivate." Avoid gimmicks, but don’t shy away from making the title exciting. Add context, make it specific, and show how the role connects to something bigger. Your job title should scream, "This is the job you really want!"

Writing a Compelling Job Description

This is where the magic happens. Your job description isn’t just a list of responsibilities—it’s your pitch. Top talent needs to see not just what they’re going to do but why they should care about joining you. Highlight how this role contributes to a bigger picture. What impact does this person have in your company? How will their skills move the needle forward?

Start with a brief opening paragraph that actually excites them. Paint a picture of what life is like at your company. Instead of "ABC Corp was founded in 1994 and specializes in...", say something like, "At ABC Corp, we don’t just sell products—we solve problems that empower small business owners to dream big."

Focus on showcasing your culture and values alongside responsibilities. Nobody gets pumped up reading "You’ll handle admin tasks and prepare reports." But they will lean in when you write, "You’ll drive change by using your knack for organization to bring ambitious projects to life."

And don’t forget to highlight growth opportunities, even if they’re informal. Gen Z is hungry for development, so if they’ll learn on the job or work closely with experienced teams, say it loud and proud.

Highlighting Perks and Benefits

Okay, truth time. Perks like free coffee or a foosball table aren’t slick selling points anymore. What does move the needle? Perks that reflect genuine care and flexibility.

Top talent appreciates benefits that improve their quality of life. Think hybrid work setups, paid mental health days, or access to mentorship programs. Be specific instead of generic. For example, instead of "competitive salary", say "mid-six figures plus bi-annual bonuses." Instead of "flexibility", say "Work from anywhere three days a week—just bring your A-game when you’re online."

Here’s another pro tip: highlight the perks that will directly appeal to Gen Z—like diversity and inclusion initiatives, opportunities to give back (volunteer days are a huge hit), or even sustainability efforts.

Optimizing for SEO

If your job posting doesn’t show up in search, does it even exist? Search Engine Optimization matters as much for job posts as it does for blogs or ads. Your goal is to make the role easy to find for the very candidates you want.

Use keywords like “Marketing Manager,” “Entry-Level Designer,” or “Remote Work” right in your title and job description. Avoid overloading it, but weave relevant keywords naturally into headings and paragraphs. Tools like Google Trends can help you pinpoint the best phrases for job seekers in your industry.

Also, make sure your post isn’t a 1,200-word essay. Shorter paragraphs, concise sentences, and enough whitespace make your content user-friendly. Gen Z will bounce faster than your SEO ranking if the post feels overwhelming.

Promoting Your Job Post

Now that your job post is a masterpiece, it’s time to spread the word. And if you think just relying on LinkedIn is enough, think again. Sure, LinkedIn is a solid starting point, but top talent is hanging out on platforms like Instagram, TikTok, and even Reddit. Don’t be afraid to use these channels to promote your post with creative, visual content.

Got a quirky workplace culture? Showcase it on TikTok. Want to connect with industry-specific talent? Look into niche job boards or online communities. For example, GitHub for developers or Behance for creative professionals. And don’t underestimate the power of referrals. Happy employees tend to know other great potential hires—make it enticing for them to refer friends.

Analyzing and Improving

Even the best job posts won't succeed without tracking what’s working and what isn’t. Analyze metrics like click-through rates (CTR), time spent on the post, and application-to-interview conversion rates. Are people clicking but not applying? You might need to tighten up clarity in your requirements.

Most importantly, don’t forget to gather feedback from applicants directly. Post-interview, ask questions like, “What made you apply for this role?” Insights straight from the source are absolute gold.

And remember, this is an iterative process. Always tweak, update, and improve your job postings.

Attract Talent, Don’t Just Collect Applications

If you're serious about hiring top performers, it’s time to start treating your job posts like high-stakes campaigns to attract the right energy. Speak directly to Gen Z’s values, tell a story that feels human, and stop just "listing duties.” Instead, inspire.

Invest the time up front to craft a job post that reflects the true essence of your brand. Because when the perfect candidate reads it, they won’t just apply—they’ll picture themselves thriving in the role.

Want more tips to step up your hiring game? Stay tuned to our blog for more expert advice, or reach out if you'd like tailored support on your hiring strategy.