Many hiring managers are frustrated when their job postings receive plenty of impressions but very few clicks.
This low click-through rate (CTR) signals that while your job is being seen, it’s not compelling enough for candidates to engage. CTR is a crucial metric in recruitment marketing, calculated as the percentage of people who click on your job post after seeing it.
A low CTR means your message isn’t resonating or standing out in a crowded market.
Several factors contribute to poor CTR in job postings:
- Uninspiring or generic headlines
- Lack of clear value proposition
- Overly technical or jargon-filled descriptions
- Missing or weak calls to action (CTAs)
- Poor search engine optimization (SEO)
- Not targeting the right audience
The Power of an Employee Value Proposition (EVP)
An Employee Value Proposition (EVP) is the unique set of benefits and values that you offer to employees in exchange for their skills and experience.
A strong EVP is more than just salary and perks—it’s about culture, growth opportunities, purpose, and the impact a candidate can make.
Job seekers today are looking for more than a paycheck.
They want to know what makes your company different, how their work will matter, what growth and learning opportunities exist, and how you support work-life balance and inclusivity.
If your job post doesn’t answer these questions, candidates will scroll past it in favor of more engaging opportunities.
Crafting Job Posts That Convert: Best Practices
To transform your job posts from overlooked to irresistible, focus on these proven strategies:
- Lead with a Compelling Headline
Use clear, descriptive titles with relevant keywords (e.g., “Remote Senior UX Designer – Shape the Future of Fintech”). Highlight the most attractive aspect of the role or company. - Tell a Story, Not Just a List
Describe a day in the life, the team culture, and the impact the role has on the company’s mission. Appeal to candidates’ aspirations and show how they can grow with you. - Showcase Your EVP Clearly
Summarize what makes your company unique in the first few lines. Highlight benefits, flexibility, learning opportunities, and values that matter to your target audience. - Use Strong Calls to Action
Be direct and inviting (“Apply now to join a mission-driven team!”). Place CTAs prominently and make them stand out visually. - Optimize for SEO and Mobile
Include job-specific keywords in the title, description, and meta tags. Ensure your job post loads quickly and is easy to read on mobile devices, as many candidates search and apply via their phones. - Personalize for Your Audience
Tailor your messaging to the specific candidate persona you want to attract. Segment postings for different roles or experience levels to increase relevance.
Testing, tracking, and continuous improvement are essential for success.
Use analytics to monitor CTR, application rates, and drop-off points. A/B test headlines, descriptions, and CTAs to see what resonates best. Feedback from current employees and recent applicants can also help refine your message.
Turning Clicks Into Quality Applications
Getting candidates to click is only half the battle.
To convert clicks into applications, ensure your post-click experience matches the promise of your job ad. The landing page should reinforce your EVP and provide a seamless, distraction-free path to apply.
Keep application forms short and mobile-friendly.
Personalize the experience as much as possible, addressing the candidate’s needs and expectations
Elevate Your Job Posts with a Strong EVP
A job post that gets clicks—and converts—starts with a clear, authentic EVP woven throughout every element of your listing.
By telling a compelling story, optimizing for visibility, and focusing on the candidate’s perspective, you’ll stand out in a crowded market and attract the talent your organization needs to thrive.
