How to Write Job Ads That Attract Candidates

A compelling job ad can help your organization stand out in a crowded field, so you can attract the most qualified candidates. It’s also a great way to highlight your mission and vision, your commitment to diversity and why your organization is a great place to work.  

And while it should be juicy enough to captivate your audience at first glance, it’s also important to keep it concise.  

In fact, since the average attention span is 8 seconds, most hiring experts recommend keeping your job ad between 300 and 600 words, just long enough for job seekers to quickly see what you offer, whether they match and what’s in it for them.

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Why many job ads fail to attract qualified candidates

If your ad is too long, dense, generic or boring, it’s easy to skip.  

Treat every job ad as an important marketing opportunity, a chance to toot your horn loud enough to attract the best and brightest. In 8 seconds or less.  

Overly generic or recycled job descriptions

To speed up your writing, it’s tempting to use an existing job ad as a template or AI-based tools like ChatGPT to create a basic framework for your ad. However, to truly stand out, it’s best to keep it fresh.  

Take the time to write new content tailored to the actual role and describe why it would make a great career move for top candidates.  

Keep in mind that since Google prioritizes unique content, your one-of-a-kind job ad will rank higher in Google searches than duplicate ads, especially if it includes plain-language titles (without abbreviations) and top keywords for the role. In other words, search-engine-optimized (SEO) content.

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Misalignment between expectations and reality

In addition to keeping your ad short, it’s important to keep it real.  

To attract the most qualified candidates, be clear on the real job responsibilities and requirements. And be upfront about expectations, so candidates can make informed decisions. For example, if the job requires frequent travel, 50 cold calls per day or occasional evening/weekend work, say so.  

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How candidates search for and evaluate job ads

Imagine yourself sitting at your computer or picking up your phone to search for your own job. What job title are you searching for?  

Then think about how you’re conducting that search. Increasingly, candidates are turning to:

• Search engines (Google, Bing) to find postings across multiple platforms.

• AI tools (ChatGPT, Perplexity, LinkedIn’s AI search) to summarize relevant postings and surface roles that match their skills.

This shift is significant. A 2024 Capterra survey found that 37% of job seekers were already using AI tools to find jobs, a number that has only grown since then. That means your posting needs to be both SEO-friendly and AI-friendly—written in a way that search engines and AI models can easily read, categorize and recommend.

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How to write jobs ads for AI and SEO: Keywords, language, structure and clarity

The more structured your format, the easier it is for AI and traditional search engines to extract the right information for candidates. Here are some tips:

Break your ad down into predictable, scannable sections:

• About the Role

• Key Responsibilities

• Required Skills & Experience

• Nice-to-Have Skills

• Work Environment & Location

• Compensation & Benefits

Avoid creative phrases like “wear many hats,” “fast-paced,” or “team of superheroes,” which add no search value. Instead, use straightforward language that is easily scannable by all tools.  

When it comes to keywords, keep it natural. Sprinkle in terms candidates actually search for instead of stuffing your ad with as many key terms as possible. For example, include:

• “case management,” “client intake,” “community programming” (social services)

• “FP&A,” “month-end reporting,” “financial modelling” (finance)

• “Google Ads,” “content calendars,” “analytics dashboards” (marketing)

And clarity is a must. Be explicit about location, flexibility and pay, as these are all high-priority search filters.

• Clearly state “Hybrid – Toronto,” “Remote – Canada,” or “On-site – Calgary.”

• Include salary ranges if you can—AI surfaces jobs with transparent pay more often. Note: In some jurisdictions in Canada (e.g., BC and Ontario) salary ranges are a must for certain roles. See more about Ontario’s Bill 149 below.  

• Note schedule expectations (“core hours,” “shift rotation,” etc.).

This helps both candidates and algorithms determine fit quickly.

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Why clear, recognizable job titles matter

To help candidates find your ad through any of their search tools, make sure you use the most common title for the role rather than inventing something exciting. For example, if you’re looking for a Social Media Specialist, avoid titles like Social Composer or Digital Storyteller.

Recognizable titles not only help the candidate surface your ad through a quick search but also signal credibility. Job seekers want to understand what they’re applying for. When your title aligns with industry norms, candidates feel more confident that the role is legitimate, aligned to their career path and worth clicking on. This boosts engagement with your posting and ultimately widens your pool of strong applicants.

Clear titles can also clarify what the job actually is, minimize mismatched applications and ensure the role is categorized correctly across job boards and HRIS systems. In short, the clearer the title, the faster and smoother the search.

• Use common titles candidates are likely to type (“Payroll Manager,” not “Payroll Guru”).

• Avoid internal-only labels.

• Include the seniority level (“Senior,” “Intermediate,” “Lead”) if it meaningfully affects the role.

AI tools and search engines match known job titles. If they can’t interpret your title, they won’t recommend your job.

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How experience level and role clarity impact applications

To attract the right tier of candidate, include the required experience level right in the title (e.g., Associate, Director, Senior Manager, Coordinator etc.).

Also, think of how the title applies to the role itself and what the person will actually be doing. For example, the title Client Support Administrator doesn't immediately tell the job seeker what the job is. It's better to use a recognizable job title like Customer Service Representative.

If you’re feeling stuck, ask yourself these questions before writing the job title:

1. How would a person in this industry search for their own position online?

2. Is there a more specific job title to describe this role than the one you are using?

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How to clearly define the role and responsibilities

Once you have a clear, SEO- and AI-friendly title, get specific about the type of person you’re looking for and what you’re expecting them to do.  

Your goal is to find the best match—in the short time you have the candidate's attention—by making it easy for candidates to assess whether they have the right experience and enough interest in the role.

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What the role adds to the organization

To craft a role description and list of responsibilities, start with a clear vision of what the position will add to the company, what problems they’ll be expected to solve and what their day-to-day duties will include.

Keep the following questions in mind when writing:

1. What are the current and future needs of your organization? Does the role, as you’ve envisioned it, meet these needs for the foreseeable future?

2. How would someone in this industry typically describe their job and day-to-day responsibilities?

• Tip: Once you’ve narrowed down a list of responsibilities, organize them according to importance and frequency.

3. What must-have skills and experience are required to be successful in this role?

4. What additional information would the candidate NEED to know to understand whether they should apply?

• Tip: Additional information, like who they will report to and the measures of success they’ll be working toward (e.g., increasing sales calls, growing an email marketing audience, implementing new software programs etc.) can provide a clearer picture of the role.

Once you've gone through these questions, begin writing with your answers in mind.

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Day-to-day responsibilities vs. long-term impact

It’s easy to default to a list of daily tasks: answering emails, preparing reports, supporting stakeholders, managing systems etc., but these details only tell part of the story. Strong candidates want to understand what they’ll do and why it matters in the long run, so a well-balanced job ad needs to outline both. Here are some tips:

Day-to-day responsibilities

Tell candidates what a typical week looks like in plain language, focusing on recurring, predictable duties that anchor the role.

• Use action-oriented bullet points (“Analyze,” “Coordinate,” “Develop,” “Implement”).

• Group responsibilities by theme (e.g., communications, operations, client service) so candidates can quickly scan them.

• Be specific about tools or platforms (“Use Salesforce to track client interactions,” “Prepare monthly dashboards in Power BI”).

AI tools and job boards scan this section to categorize the job, and candidates rely on it to evaluate whether they have the right experience.

Long-term impact and strategic contribution

Beyond daily tasks, candidates want to understand how the role contributes to the organization’s mission and future goals. A few well-chosen lines help communicate purpose, which is especially important for top-tier talent.

• Describe the business outcomes the role drives (e.g., growing revenue, improving client satisfaction, strengthening compliance, modernizing systems).

• Highlight how success will be measured over time (KPIs, targets, milestones, deliverables).

• Describe how the role interacts across the organization—whether they influence cross-functional projects, shape strategy, or represent the company externally.

Conclude with 2–4 sentences describing the broader purpose of the role and how it supports the organization's goals. For example: “While you’ll oversee the day-to-day coordination of marketing campaigns, this role is central to expanding our digital presence and driving long-term audience growth across Canada.”

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What skills and experience really matter

It’s important to consider what skills are nice to have versus must-have and stick only to the must-haves. Doing so enables you to attract more of the right candidates. Consider that overly long or unrealistic requirements can discourage strong applicants, especially those from equity-deserving groups. Research consistently shows that candidates are more likely to apply when the core qualifications are clear, focused and genuinely necessary for success in the role.

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Separating must-have skills from nice-to-haves

To determine what truly matters, ask yourself:

• What skills or certifications are essential on Day 1? If the candidate can’t perform the job without them, they’re a must-have.

• What can be learned on the job? If it’s something a motivated hire could pick up in the first few weeks or months, move it to “nice to have.”

• Which qualifications reflect performance, not preference? For example, requiring a university degree when equivalent experience is acceptable can unnecessarily limit your pool.

• Are you listing skills because they sound impressive or because they drive real business outcomes? Keep only the requirements that meaningfully affect success.

A tight, intentional list of must-have qualifications broadens your talent pool, supports fair hiring practices and leads to a stronger, more diverse group of applicants. It also helps AI and job-search platforms match your role with the right candidates by clearly signaling what expertise is truly needed.

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Balancing technical skills and soft skills

When writing your job ad, you’ll likely have a candidate with specific hard skills (also known as technical skills) in mind. These skills (e.g., demonstrated experience in data analysis, email marketing, human resources, project management and more) are essential, but they aren’t the only thing you should be looking for.

Our advice is to take a step back and think beyond technical skills to the human qualities (also known as soft skills) that will help a candidate be successful in this role and in your workplace.  

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Why soft skills are critical to hiring success

While technical skills help candidates get noticed, soft skills are often what determine long-term success. Traits like problem-solving, adaptability, collaboration, ability to communicate clearly and time management are harder to teach than technical skills. They influence how a person communicates, collaborates, adapts to change and handles challenges—qualities that can help drive individual performance and boost team culture.  

And in a workplace where priorities shift quickly, these kinds of soft skills often become the differentiator between a good hire and a great one.

Hiring managers consistently report that employees struggle far more from gaps in soft skills than from gaps in technical knowledge. This is because technical skills can often be trained, but mindsets and interpersonal behaviours take time to develop. Prioritizing soft skills in your job ad and interview process helps you identify candidates who can navigate ambiguity, build relationships, take initiative and grow with your organization over time.

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Soft skills that support collaboration, adaptability and performance

While the right soft skills vary by role, there are several core competencies that directly support team effectiveness and workplace success:

1. Communication skills

Clear, respectful communication—whether written, verbal or digital—helps teams share information, resolve issues and collaborate with ease. Across all roles at every level, candidates who can simplify complex ideas or tailor their message to different audiences are especially valuable.

2. Problem-solving and critical thinking

Strong hires can assess situations, evaluate options and make sound decisions. These skills prevent bottlenecks, especially in fast-moving environments.

3. Adaptability and learning agility

With rapid changes in technology, roles and organizational priorities, employees who can pivot quickly and learn new tools or workflows are better equipped to thrive long-term.

4. Collaboration and relationship-building

The ability to build trust, work well with different personalities and contribute positively to team dynamics is essential, particularly in hybrid environments or on distributed teams.

5. Accountability and reliability

Employees who follow through on commitments, manage their time well and own their results help maintain productivity and reduce risk across the business.

6. Emotional intelligence (EQ)

EQ supports empathy, conflict resolution and self-awareness, all of which contribute to better leadership potential and stronger interpersonal relationships.

Highlight these soft skills in your job description and evaluate them through interviews or assessments to ensure you’re not only hiring someone who can do the job, but someone who will collaborate effectively and positively influence your team culture.

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Aligning soft skills with company values and team needs

Soft skills can add to your team culture, lead to better client relationships and introduce new ways of thinking to your workplace. Here are some tips:  

• Start by thinking about your company values. Are there certain soft skills that naturally align? For example, if your company values collaboration, include that in the job ad to attract candidates who consider themselves team players.

• Consider what this person’s responsibilities will be. What soft skills will help them achieve the best results? For example, relationship-building and communication are both important soft skills for a sales professional. On the other hand, a more technical role would be complemented by time management and problem-solving skills.

• When in doubt, ask! Your staff will often have insights into potential skills gaps on their team. When writing your ad, ask them what soft skills would be the best value-add for this role.

Often, soft skills will help you decide between two candidates with similar qualifications, someone who will be a great match and potentially fill in some gaps on your team. Our advice? Don’t skip this detail when writing your job ad.

To get more insights on why human skills are so important at work, read this blog post by our co-founder & owner, Kathryn Tremblay.

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How to position your organization as a great place to work

Regardless of how great the role is, if your organization is not positioned well, the best candidates won’t apply.  

In a competitive market, your employer brand is often the deciding factor. A well-written job ad should give candidates a glimpse into your workplace environment, leadership style, core values and what makes your team different from others hiring for similar roles.

Job seekers want to understand what they’ll be doing and who they’ll be doing it for. They’ll be looking for an organization where they’ll feel supported, valued and able to grow.  

This doesn’t mean overselling or trying to sound like every other company claiming to be “fast-paced” or “dynamic.” It means clearly articulating what you genuinely offer: stability, purpose, mentorship, flexibility, career development or strong leadership. When candidates can picture themselves thriving in your organization, they’re more likely to apply and more likely to stay.

The role description and responsibilities highlight what you’re looking for, but a short company profile—essentially your organization’s elevator pitch—will help candidates get excited about the idea of joining your team.

To get an idea of what to include, ask yourself (and a few members of your team!) these questions:

• What sets your workplace apart from other organizations working in this space?

• What has helped you retain your longest-tenured staff?

• What gets you excited about your organization’s work?

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Communicating mission, values and culture

Use your job ad to help candidates understand the “why” behind your organization. Include a concise section that speaks to your mission, values and culture to help candidates identify with your purpose. Candidates increasingly look for workplaces that align with their beliefs, motivations and work preferences, and clear, authentic language about your mission and culture helps them quickly determine if there’s a fit.

Once you have your answers to the questions above, start writing your company profile using the topics below as a guide:

• Share your mission in one sentence. Keep it human and specific; avoid corporate jargon.

• What your workplace does and why. Share your organization’s purpose without diving into the mechanics of your work. Keep it high-level and straightforward.

• Your organization’s values. Candidates are increasingly looking for workplaces that align with their values. If your work is purpose-driven, prioritizes diversity, supports green initiatives, champions workplace mental health or supports other causes in your community, make sure to highlight this in the posting.

• The values that guide your team’s behaviour. For example, collaboration, curiosity, accountability, innovation, service.

• A snapshot of your workplace culture. What’s it like to work at your organization? Is it fun and flexible? Fast-paced with onsite activities? Collaborative with a focus on professional growth? Corporate culture can be a deciding factor for candidates, so be sure to shine the spotlight on what makes your workplace special.

• Show, don’t tell. Mention rituals, team norms or ways your values show up day-to-day (e.g., mentorship programs, cross-team collaboration, shared wins, flexibility in how work gets done).

To finish this section off, demonstrate that you walk the talk by mentioning any awards or recognition your organization has received for workplace culture or diversity and inclusion efforts.

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Highlighting retention, recognition and growth

Top talent wants to know they’re joining an organization that invests in its people, so use your posting to demonstrate how you support employee success over the long term.

Consider including:

• Retention highlights: Even a simple phrase like “many team members have been with us for 5+ years” signals stability.

• Recognition practices: Explain how you acknowledge great work (e.g., regular feedback, public recognition, peer-nominated awards, or performance bonuses).

• Growth opportunities: Be specific about how someone in this role can develop (e.g., training budgets, mentorship programs, stretch assignments, leadership development or pathways to more senior roles.)

You don’t need to list everything—just a few meaningful examples that demonstrate your commitment to employee well-being and progression. When candidates can see a future with your organization, they’re more likely to apply and more likely to choose you over competitors.

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How to showcase perks, benefits and compensation

Once candidates understand the role and your organizational culture, the next question on their minds is simple: What’s in it for me? Perks, benefits and compensation help candidates assess the overall value of joining your organization for the long term. In a competitive hiring market, being transparent and thoughtful about what you offer can be the deciding factor that prompts a qualified candidate to apply.

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What employers should highlight to stand out

If writing an effective job ad was like baking a cake, the perks and benefits would be the icing on top. They sweeten the deal for top talent who are considering your organization as their next employer.

Start by highlighting some top items from your total rewards package. Depending on what your organization offers, these could include:

• Pension or RRSP contributions

• Flexible work arrangements (flex hours, hybrid or remote work, summer Fridays)

• Paid time off

• Maternity leave top-ups

• Extended health coverage

Since many companies will have similar total rewards offerings, you may want to highlight benefits that go above and beyond and connect back to your workplace culture. For example:

• Highlight tuition reimbursement offerings, a professional development budget or mentorship programs that demonstrate your commitment to staff growth.

• Put a spotlight on your commitment to inclusion and belonging by mentioning your staff social calendar, team-building events and DEI initiatives.

If your company offers any other unique perks that will set you apart like pet-friendly offices, wellness programs, or free snacks, don't forget to mention them.

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Transparency considerations around salary

Salary is, of course, one of the most important considerations for job seekers and can be a key way of attracting the right candidates.  

In some jurisdictions in Canada, a salary range must be included in publicly posted job ads. For example, starting on January 1, 2026, Ontario’s Bill 149 introduces sweeping changes in the province related to pay transparency, mandating that public ads for jobs paying $200,000 or less include a range no greater than $50,000. Read more about it here.  

In provinces where pay transparency isn’t mandated, it’s up to the employer whether to include this information. Some workplaces choose to exclude this information to ensure they can adapt to changing market conditions, adjust the compensation to match a candidate’s experience and, in some cases, maintain a competitive advantage.

However, on the plus side, being transparent about salary from the start can attract applicants, lead to better candidate matches, set the stage for open conversations about compensation, increase equity—particularly for underrepresented groups—attract a wider pool of candidates and improve your organization’s image with jobseekers.

If you’re not sure about what approach would be best for your team, or if you have questions about implementing Bill 149, we can help: hrtopics@altis.com.  

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How to remove bias and barriers from job ads

Even the most well-intentioned job ad can unintentionally exclude qualified candidates. Small choices such as the words you use, the requirements you list or how you describe your culture can signal to some applicants that they don’t belong or wouldn’t be successful in your organization. As employers compete for top talent, removing bias and barriers is an essential part of building equitable, high-performing teams.

Writing an inclusive job posting also increases your likelihood of hiring someone who brings fresh perspectives, in-demand skills and lived experiences that strengthen your organization. By being intentional in how you present the role, you help ensure every qualified candidate can see themselves in it.

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Inclusive language and accessibility

Here are two considerations to ensure your job ad isn’t leaving anyone behind:

1. Be mindful of your language. The words included in a job ad can mean the difference between a candidate applying or choosing to pass on the opportunity. This is particularly true for racialized individuals, women and even those in certain age demographics.  

• For example, job ads with masculine-coded language such as ’competitive,’ ’driven’ and ’fearless’ are less appealing to women. Examples of feminine-coded language include ‘cooperative,’ ‘honest’ and ‘supportive.'

• Tip: Use the Gender Decoder to check whether your job posting is gender inclusive.

• Tip: Avoid using exclusionary terms to describe your corporate culture. For example, referring to your workplace as ‘young.’‍

2. Include your commitment to diversity and inclusion. This will help candidates understand your commitment to diversity and inclusion in your hiring practices.

• Tip: If you use a tool like ChatGPT to write the framework of your job posting, be sure to review all content it generates for unintended bias, a common issue with AI tools.

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Avoiding jargon, acronyms, and unnecessary requirements

Insider language is a quick way to make someone feel like an outsider.  

This includes over-professional, industry-specific and company-specific jargon that can be intimidating and leave job seekers questioning whether they’re qualified. You might also be wondering about keywords. The trick is to use words that are well-known in the industry and relevant to the job itself (think of words that job seekers would be searching for).

It’s also important to separate essential skills from nice-to-haves. Think about the responsibilities and experience needed for the role—is each requirement a critical function of the job?  

Be honest about what experience is nice to have vs. essential to avoid excluding qualified diverse candidates. For example, if a valid driver’s license isn’t necessary for the job, it’s not something worth losing a great candidate over. Or, if you’re hiring a role that does not require writing content for an external audience, listing excellent writing skills in English may discourage candidates whose first language is not English from applying.

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Why transparency in the hiring process matters

While you want to sell your company as a great place to work, you also want to find the best match and reduce "buyer's remorse"—turnover in the first year of employment. To ensure your candidates apply with eyes wide open, when writing your posting, be upfront about the responsibilities and challenges of the role, the career growth opportunities available and your corporate culture.

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Setting expectations around timelines and next steps

Transparency is the cornerstone of a solid candidate experience. When job seekers know what to expect, they feel more respected, confident and willing to stay engaged throughout the hiring process. Since many candidates apply to dozens of opportunities simultaneously, clear expectations can differentiate your organization and reduce uncertainty, one of the biggest pain points in modern job searching.

Including timeline details in your posting also helps employers and hiring managers by pre-screening candidates who are aligned with the process, saving you time later.

When writing your job ad, consider:

• Are you looking to fill this role immediately, or is there flexibility? Sharing this can help attract candidates who match your timeline.

• How many interviews will there be, and with whom? Giving candidates a sense of the stages ahead helps them prepare.

• Will you contact all applicants or only those selected to move forward? Being upfront about communication norms avoids frustration and sets clear expectations.

• Will there be an assignment, presentation or technical assessment? Candidates appreciate knowing this early so they can plan accordingly.

Even a general outline like this is helpful: “Our process typically includes two interviews and a short practical assessment”

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Improving candidate experience and reducing drop-off

Clear expectations also actively reduce candidate drop-off, especially in competitive markets where job seekers often juggle multiple interview processes.

Transparent timelines help you:

• Maintain candidate engagement: When applicants know what’s coming next, they’re less likely to ghost or lose interest.

• Build trust early: Candidates associate clear communication with strong leadership and healthy organizational culture.

• Avoid mismatched expectations: Transparency prevents surprises, ensuring the finalists are fully aligned and committed.

• Improve offer acceptance rates: Applicants who feel informed and respected throughout the process are far more likely to choose your offer over a competitor’s.

A thoughtful, transparent hiring process reflects your employer brand, often becoming the first proof point that your organization values people and communicates with integrity.

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Putting it all together: A practical job ad template

Now that you’re ready to start writing your job ad, use our free template below to get started.

Job title:

Opening paragraph (4-6 sentences)

• Sentence 1-2: Overview of your company and the position ‍
  • Include: An attention-grabbing, short overview of the company and the role that includes industry-specific keywords (no jargon).
  • Include: What makes this position special and why they should apply.

• Sentence 3: Experience and skills‍
  • Include: A brief overview of the type of candidate you're looking for and the amount of experience.

• Sentence 4: Necessary details‍
  • Include: Job location (if relevant), work environment (remote, hybrid or onsite) etc.

Roles and responsibilities (7-9 bullets for standard roles, 10-11 for technical roles)

• Include: The core responsibilities and day-to-day activities of the position.

• Bonus: Detail how the position fits in the organization, including who they report to and what their measures of success will be.

Qualifications and skills (3-5 bullets)

• Include: Both essential and nice-to-have qualifications and hard and soft skills that align with your organization’s values.

Education (1-2 bullets)

• Include: Degrees or certifications that are relevant to the role you’re looking to fill. Keep it to must-have credentials, rather than nice-to-have.

Perks and benefits (2-4 bullets)

• Include: Total rewards package (RRSP matching, benefits, vacation time and professional development).

• Optional (Mandatory in jurisdictions where pay transparency legislation is in effect—consult with an employment lawyer): Compensation, which can help attract the most qualified candidates.

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Extra considerations in Ontario job ads (related to Bill 149)

• As of January 1, 2026, for Ontario jobs that are publicly advertised, the province’s Bill 149 makes it mandatory to include in the job ad:‍
  • Pay ranges no greater than $50,000 for jobs that pay $200,000 or less.
  • A statement describing whether AI was used to screen, assess or select applicants.
  • A statement about whether the ad is for an existing role or a future opportunity.
• For more information, consult an employment lawyer.

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FAQ: Quick Answers

1. What’s the difference between a job ad and a job description?

A job description is an internal document that outlines every detail of a role. A job ad is an external piece that’s written to attract the right candidates. It should highlight the essentials: what the role is, why it matters, what success looks like, and why your organization is a great place to work.  

2. How long should a job ad be to capture attention?

Short enough to scan, long enough to be useful. Most hiring experts recommend 300–600 words because candidates decide within seconds whether to keep reading. A concise, well-structured ad helps both humans and digital tools like Google and AI scan and understand the role quickly.

3. What job titles perform best in SEO and AI searches?

The most effective titles are the plainest, most recognizable ones. Avoid creative labels (“Customer Hero,” “Payroll Guru”) and stick to what candidates actually type into Google or AI tools (e.g., “Payroll Manager,” “Marketing Coordinator,” “Project Administrator”). Industry-standard titles help your posting surface more often.

4. How do I make my job posting more inclusive?

Use plain, neutral language, avoid jargon, separate essential skills from nice-to-haves and steer clear of terms that signal bias (like “young,” “fearless,” or “rockstar”). Ensure requirements feel realistic and the tone feels welcoming.  

5. What keywords should I include to help my job ad rank higher?

Use the words your ideal candidate is already searching for: the tools they use, the skills they rely on, and the work they actually do. Sprinkle them naturally throughout the posting rather than forcing them in. This helps both search engines and AI systems correctly categorize your job and show it to the right people.

6. Does including a salary range really make a difference?

Yes. Salary ranges increase transparency, attract more aligned applicants and even help your posting surface more often in search tools. And with Ontario’s Bill 149 and the British Columbia's Pay Transparency Act making salary ranges mandatory in public job ads, adding them helps you stay compliant and build trust with candidates.

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