Job posting

Writing Job Postings the Right Way: Examples, Tips & Legally Compliant Design

A well-crafted job posting is the first point of contact with potential candidates and often decisive for recruiting success. It should not only provide information but also inspire and be formulated in a legally compliant way. 

 

What Is a Job Posting?

A job posting is a public announcement of an open position within a company. Its purpose is to find qualified candidates and inform them about the role’s requirements, responsibilities, and benefits. Beyond pure information, it is also an important tool for employer branding and communicating company values.

 

How to Write a Job Posting: What Matters

Creating a job posting is about more than listing tasks and qualifications. A strong posting is clearly structured, authentic in tone, and optimized for search engines.

Key aspects to focus on:

Job title and introduction:
The job title should be precise but relevant for search queries. The introductory text should immediately convey why the position is worth applying for.

Description of responsibilities:
List the core tasks in a clear, concise manner. Candidates want to know what to expect.

Requirements:
Clearly distinguish between “must-have” and “nice-to-have” criteria. Long or unrealistic requirement lists can deter applicants.

Company culture and benefits:
Show what makes your company unique — such as development opportunities, flexibility, or team culture.

Legal considerations:
Comply with anti-discrimination laws. Avoid wording that may appear discriminatory.

 

Best Practices for Compelling Job Postings

To improve the quality and reach of your job postings, the following measures can help:

  • Use clear, gender-neutral language

  • Include relevant keywords for better visibility

  • Integrate your employer brand

  • Offer simple ways to contact and apply

  • Test different versions to improve conversion rates

Digital tools such as applicant tracking systems support efficient processes and seamless posting across various platforms.

 

Job Postings and Data Protection: What HR Needs to Know

The GDPR also applies when publishing and processing applicant data. Personal data may only be used for the intended purpose — the hiring process. Ensure that application portals, email communication, and HR systems meet appropriate security standards.

 

FAQs: Frequently Asked Questions About Job Postings

1. How long should a job posting be?
An ideal length is between 300 and 700 words — short enough to keep attention, but long enough to cover all essential information.

2. What mistakes should be avoided?
Too many buzzwords, unclear job descriptions, and missing information about salary or benefits reduce attractiveness.

3. How can a job posting be optimized for SEO?
Use relevant keywords in the title, subheadings, and main text. Ensure clear structure, meta data, and a compelling meta description.

 

A professional job posting is far more than a job description — it is a key tool in recruiting and employer branding. Those who focus on authenticity, clarity, and SEO can attract the right talent and strengthen their company image in the long run.

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