Market Positions Effectively with Clarity and Appeal
In a job market where organizations struggle to find the experienced hires they need, every job posting must work hard to attract quality talent. A poorly written job description often attracts the wrong candidates, prolonging the hiring process, which already averages close to two months for non-executive roles.
“Delays in hiring have direct and indirect consequences across an organization. One of the first and most significant impacts is decreased productivity,” noted Forbes Councils Member Casey Marquette. “When roles remain unfilled, existing employees must take on additional workloads, which can lead to burnout and lower overall efficiency. This added strain increases turnover.”
Complicating matters further, most strong candidates aren’t actively job-hunting. An estimated 73 percent of the labor market consists of people who are employed but open to a better opportunity.
“These are people who aren’t applying, but they are influenceable,” said Lori Sylvia, Founder of Rally. “They’re browsing, listening, following and watching. And if you can reach them with the right message at the right time, they can become your next best hire.”
The takeaway: your job posting is often your brand’s first interaction with a potential hire. The right combination of brevity, clarity, and appealing language can dramatically improve the quality of your applicant pool.
Why It’s Really a Fishing Expedition and Your Bait Matters
Think of hiring as a strategic fishing expedition: the job posting is the bait you cast into the talent pool. A hook without the right bait won’t attract the fish you want, and the wrong bait will have you reeling in things you have to toss back such as candidates who are unqualified, uninterested, or quick to leave.
A well-crafted posting, however, doesn’t just attract active job seekers. It can also draw attention from “fish in other boats,” meaning skilled workers currently employed elsewhere who may leap if the right opportunity is presented.
The better the bait, the better the catch.
Below are the elements of bait that consistently attract the right talent.
Clear and Targeted Role Definition
Job postings often fail because they aren’t specific enough about who the ideal candidate really is. Too vague, and you invite everyone. Too rigid, and you discourage applicants who would have succeeded.
Aim for clarity and focus:
- Prioritize 3–5 core responsibilities.
- Define must-have requirements vs. nice-to-haves.
- Avoid jargon or internal terminology that outsiders won’t understand.
- Keep it concise as research shows job descriptions under 300 words tend to receive more qualified applicants.
The goal is to help candidates quickly determine if the role aligns with their skills and career goals. Good candidates self-select when the posting paints a clear picture.
Communicate Your Value Proposition
Top performers don’t simply want a job. They want a purpose, a path, and a place where their work matters.
That’s why the posting must answer the candidate’s unspoken question:
“Why should I choose you?”
Consider including:
- What impact this role has on the team or company.
- Opportunities for growth or upskilling.
- The culture or mission that sets your organization apart.
- Benefits that matter (schedule, flexibility, bonuses, development, equipment, etc.).
This is where your brand’s personality can shine. Make sure your job description stands out in a sea of postings.
Be Transparent About Pay, Schedule, and Expectations
Today’s candidates value transparency more than ever. A job posting missing a salary range is often viewed with skepticism and may be filtered out entirely on platforms that allow candidates to search by pay.
Research shows that 61 percent of applicants consider salary range the most important component of a job description.
Be clear about:
- Salary range or hourly pay.
- Available shifts or schedule expectations.
- Physical requirements (if applicable).
- Remote, hybrid, or on-site status.
- Any licensing or safety certifications.
Clear expectations reduce early-stage friction and help avoid mismatches.
Use Inclusive, Engaging Language
The tone and word choice of a job description can significantly influence who applies, and just as importantly, who doesn’t. Even subtle bias or overly aggressive language can turn high-quality talent away.
Inclusive and neutral job descriptions have been found to generate up to 42 percent more applications.
To improve inclusivity:
- Remove unnecessary superlatives (“rockstar,” “ninja,” “guru”).
- Use second person voice (“You will…”) to make the language more engaging.
- Break long paragraphs into bullet points.
- Proofread for clarity, grammar, and readability.
- Ensure the posting looks good on mobile devices.
Quality candidates know their worth. If your posting reads like an obstacle course, they’ll go elsewhere.
Optimize for Where Candidates Are Looking
Even the best job description won’t produce results if candidates don’t see it.
Help your posting travel further by:
- Using relevant keywords (job title, industry terms, certifications).
- Posting early in the week when candidate engagement is highest.
- Ensuring mobile readability (over 68 percent of job applications happen on mobile).
- Tailoring the posting for each platform (job boards, LinkedIn, career sites, social media).
- Refreshing or reposting after 14–21 days to boost visibility.
This step is especially important when targeting passive candidates, who are more likely to skim social media or glance at job boards casually.
A Quick Checklist for Hiring Managers
Use this checklist before publishing your next job posting:
- Is the role clearly defined in 3–5 responsibilities?
- Are must-haves vs. nice-to-haves separated?
- Does the posting include a salary range or hourly pay?
- Does it explain why this role matters within the organization?
- Is the language inclusive, concise, and free of jargon?
- Are schedule and work conditions transparent?
- Are benefits or perks highlighted?
- Does the posting look good on mobile?
- Does your first sentence immediately grab interest?
- Has the posting been proofread by someone outside your team?
Check all these boxes, and your chances of attracting qualified applicants increase dramatically.
Better Bait, Better Hires
In a competitive labor market, a job posting is both a marketing tool and a talent filter.
When written with clarity, transparency, and appeal, it increases your chances of catching the right talent quickly and avoiding the “old boots” and “rusty license plates” that waste time and drain productivity.
Stronger postings attract stronger candidates. And when you take the time to refine your bait, the fish you’re hoping for are far more likely to bite.
If creating compelling job postings feels overwhelming or you simply don’t have the time to refine every detail, PRT Staffing can help.
Our team works directly with hiring managers to craft clear, appealing, and effective job descriptions that attract the right candidates the first time. From skilled trades to industrial, manufacturing, hospitality, disaster recovery, and beyond, we know how to position roles to stand out in a competitive market.
Contact PRT Staffing today to strengthen your hiring strategy and start reeling in the quality talent your organization deserves.
