Every employer wants their job posting to be visible to the right candidates. Yet many job ads end up low in search results or are even rejected by job platforms. Through research, we identified the main factors that determine whether your vacancy performs well – both in visibility and conversion.
1. Keep your job title short and clear
The job title is the first thing candidates see – and what search engines and job boards use to filter results. A title that is too long or too creative can severely limit visibility.
The best job titles follow these principles:
- Use 1 to 3 words.
- The first word is usually the most important for ranking.
- Choose terms that match the candidate’s search behavior.
- Repeat relevant keywords throughout the text.
- Review and improve your vacancy quarterly based on performance.
- Include the most important information in the first sentence.
For example, a candidate is more likely to search for “Carpenter” than for “All-round craftsman with a passion for wood.” Short, clear, and recognizable works better – for both the candidate and the algorithm.
2. Write what the candidate wants to know
Candidates decide within seconds whether to continue reading. A vague or overly long text makes them lose interest. The optimal length is around 2,000 characters or roughly 325 words – short enough to stay engaging, long enough to cover all essentials.
Focus your text on three core questions every candidate asks:
- What will I do?
Describe the daily tasks clearly. Avoid generic terms and use familiar, concrete language. - What will I get in return?
Include the salary or range, secondary benefits, and non-material perks such as flexibility, growth opportunities, or team culture. - How will the company help me succeed?
Candidates want to know if they can grow, learn, and make an impact. Show how your company supports that.
Don’t forget to mention the key skills and experience required for the role. A clear layout with headings, spacing, and bullet points improves readability.
3. Complete all job details carefully
Beyond strong text and titles, success on job boards also depends on data quality – the so-called job attributes. These details help platforms and search engines better understand and display your job. Make sure this information is properly indexed for search engines.
Pay special attention to the following fields:
- Address: street name, number, postal code, city, and country.
- Salary: specify minimum and maximum pay, currency (€), and indicate if it’s per hour, week, or month.
- Employment type: specify if the position is full-time, part-time, or temporary.
The more complete and consistent this data is, the better job platforms can index your listing. This allows candidates to immediately see where the job is, what it pays, and whether it fits their situation – without having to click first.
Search engines such as Google and tools like Google for Jobs even require these fields. A vacancy missing them will often be ranked lower or excluded from results.
In short: the more carefully you fill out your job details, the higher your visibility and credibility among candidates.
4. Make applying effortless – in seconds
Even the best-written job ad is worthless if the application process is cumbersome. Candidates drop off quickly when faced with long forms or mandatory CV uploads. The ideal application flow is smooth and fast.
Ensure candidates can apply within seconds:
- Ask only for essential details (name, email, phone).
- Allow optional file uploads but avoid making them mandatory.
- Test regularly on mobile devices – over 70% of applications happen on mobile.
The simpler the process, the higher the conversion rate – and the better job platforms rate your vacancy. Indeed and Google, for example, evaluate the user experience of your application process when ranking visibility.
Conclusion
Successful job ads aren’t about catchy slogans but about clarity, relevance, and usability. A short job title, a focused and candidate-oriented text, and an easy application process together create the foundation for greater visibility and higher-quality applications.
Want to learn how to automate and optimize this process even further?
👉 Schedule a demo with Booston and discover how recruitment marketing automation helps your vacancies perform better on every platform.
