Early in my marketing career, I worked on a campaign for a product I knew people would love. The offer was strong, the value was clear, and yet, we weren’t getting results. The problem wasn’t the product. It was visibility. We weren’t reaching the right audience, and when we did, the messaging didn’t connect. Once we refined our strategy and positioned it correctly, everything changed.
Hiring works the same way. You can have an incredible opportunity at a mission-driven company, but if the right candidates don’t see it, or worse, if they don’t feel like the job speaks to them, you’ll struggle to fill the role. Marketing a job opening is just as critical as sourcing and interviewing candidates. Without a strong strategy, the best job descriptions go unnoticed.
Here are six essential strategies to market your job posting and attract top talent.
1. Optimize Your Careers Page for Engagement
Your website is a reflection of your employer brand. If your careers page is outdated, difficult to navigate, or lacking key details, you risk losing top candidates before they even apply.
To maximize engagement:
- Ensure all job listings are up-to-date and easy to find.
- Highlight company values, benefits, and culture to make the opportunity more compelling.
- Simplify the application process to reduce friction.
A well-designed careers page improves conversion rates and keeps potential applicants engaged.
2. Write Inclusive and Compelling Job Descriptions
A job description should do more than just list requirements. It should make candidates feel like they belong. Language plays a huge role in this.
Best practices for writing inclusive job descriptions:
- Avoid jargon like “rockstar” or “ninja” that may discourage applicants.
- Limit the number of “must-have” qualifications to avoid deterring highly capable candidates, especially women and people from underrepresented backgrounds.
- Use tools like Textio or Gender Decoder to refine language and remove bias.
Your job description should invite candidates in, not push them away.
3. Post on Targeted Job Boards
Posting on large job sites like Indeed and LinkedIn is standard practice, but niche job boards help connect you with specialized talent.
Consider platforms like:
- TrulyHired powered by WorkTogether – Great for education and mission-driven roles.
- DiversityJobs – Helps connect employers with diverse candidates.
- AngelList – Ideal for startups looking for tech and business talent.
By targeting job boards that cater to your industry, you increase the likelihood of attracting high-quality applicants.
4. Promote Open Roles on Social Media
Candidates don’t just rely on job boards, they check out companies on LinkedIn, Twitter, and even Instagram. If you’re not using social media to promote job openings, you’re missing out on a massive audience.
To maximize your reach:
- Post job openings on your company’s LinkedIn page with engaging captions.
- Encourage employees to share the opportunity within their networks.
- Showcase your company culture with behind-the-scenes content to attract passive candidates.
A strong social media presence builds employer brand awareness and keeps your job posts visible.
5. Simplify the Application Process
A complex application process can drive away great candidates before they even apply. According to research, job seekers abandon applications that take too long or require unnecessary steps.
Ways to improve the experience:
- Minimize the number of form fields and steps.
- Allow applicants to apply using their LinkedIn profiles or uploaded résumés.
- Remove redundant requests for the same information.
A fast, user-friendly application process leads to higher conversion rates.
6. Use Proactive Candidate Outreach
Don’t wait for candidates to come to you: Go find them. Proactively reaching out to potential hires on LinkedIn, Slack communities, and professional networks can make a big difference.
Best practices for outreach:
- Personalize messages instead of sending generic recruiting emails.
- Highlight what makes the role exciting and why it’s a great opportunity.
- Engage in industry events and online communities where top talent gathers.
By taking a proactive approach, you increase your chances of connecting with the right candidate faster.
7. Leverage the Power of Company Swag
Branded company swag isn’t just for onboarding—it can be a great marketing tool to attract candidates. When employees wear your branded apparel, carry your logoed notebooks, or sip from company-branded water bottles, they’re subtly promoting your company to their networks.
How company swag can support recruiting:
- Giveaway Items at Networking Events – Branded merchandise like tote bags or T-shirts can keep your company top of mind for potential candidates.
- Employee Brand Ambassadors – When your team proudly wears company gear, it sparks conversations and attracts job seekers.
- Send Swag to Candidates – A small branded gift, like a notebook or water bottle, can be a thoughtful way to thank candidates for applying, even if they don’t get the job. This extra touch leaves a positive impression and keeps your company on their radar for future opportunities.
Strategically using company swag reinforces your employer brand and makes your company feel like an exciting, welcoming place to work.
Market Your Job Post Like a Marketing Campaign
Hiring is marketing. If you want top candidates to engage with your job openings, you need to be intentional about visibility, messaging, and accessibility. A well-optimized job post, combined with the right platforms and outreach, ensures that your hiring efforts lead to strong, qualified applicants.
If you’re ready to take your hiring efforts to the next level, check out WorkTogether’s Marketing Tier of services. We help companies create compelling job postings, improve employer branding, and attract top talent with proven strategies.
