Published on
May 30, 2023

Research: 61% of candidates care about this part of your job post most

LinkedIn research shows: there are very specific points that your candidates care about, and it's not your company's vision.

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Your job description makes or breaks your recruitment campaign. But most job descriptions are still being optimized for what we think our candidates are looking for.


But research conducted by Linkedin in 2018 shows clearly what to optimize your job descriptions.

They showed 450 users a job description and asked them to “highlight parts they found helpful, appealing, or would make them more likely to apply”.

1. Salary range

First things first: The salary range matters. It’s by far the most important aspect of your job description. This makes a lot of sense: The salary range indicates if the job and company are a fit for you.

Especially for passive job seekers, who are already in a comfortable employment contract, this is a crucial piece of information. Always try to indicate a salary range. If it’s “competitive”, why not mention it straightaway? It will increase your conversion rate.

2. Qualifications

The second filter after salary: Qualifications. There’s no point in applying for a job if you don’t match the basic expectations. Defining clear qualifications, such as job experience or degrees, makes it easy to identify which jobs are a fit for you – and thus to apply,

3. Job details

What will I do all day? Where will I work? These practical tidbits of information are crucial to assess a job position. If you fail to mention these aspects in your job description, you’ll likely miss out on a lot of great cnadidates.

4. Performance Goals

What are you being measured against? How can you perform well? It’s incredibly important to understand what a good and a bad performance looks like. Make sure to mention them as specifically as possible in your job description.

Your culture and mission.. don’t matter that much

Too many job posts lead with the amazing culture and mission. But the heatmap shows: Candidates don’t care too much about what you write about your own culture.

You need to practice what you preach – in this day and age, word travels about how you treat your candidates, and what your real culture looks like. So don’t bother talking about it too much in your job description.

But candidates do indeed research your company, so your activity on the social channels matters! If your employees and yourself show the great vibe in the (virtual) office, chances are you will improve your employer brand and get more quality candidates.

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