How to Write a Job Posting That Attracts Candidates

A job posting attracts candidates when it's concrete and clear: a clear job title, brief job description, transparent salary, and inclusive language that doesn't unnecessarily exclude anyone. End it with a simple call to action and publish it where both people and AI assistants will find it.

A good job posting isn't a list of demands, but an offer. A candidate spends just a few seconds deciding whether the position is for them and whether it's worth responding. Let's go through how to build such a posting step by step.

Structure That Reads Well

A candidate scans a posting quickly, looking for anchors: job title, salary, location, what they'll do. If they don't find it fast, they move on. That's why you should divide your posting into short sections in this order:

1. Job title and one sentence explaining what it's about.
2. Job description – what the person will actually do.
3. What we expect from the candidate – separate must-haves from nice-to-haves.
4. What we offer – salary, benefits, conditions.
5. About the company and team – briefly, in human terms.
6. Call to action – how and by when to apply.

Write in bullet points and short sentences. A block of text discourages just as effectively as empty phrases.

Clear Job Title

The title is the first (and often only) thing a candidate reads in a list of openings. It must immediately tell them what position it is.

• Use commonly understood titles, not internal jargon. "Accountant" or "PHP Developer" reaches more people than "Financial Flow Specialist" or "Code Ninja".
• Specify the level and field if it helps: "Senior Accountant", "PHP Developer (Junior)", "Service Technician – Refrigeration".
• Skip the filler. Exclamation marks, emoji, and phrases like "great opportunity" in the title mostly hurt and make filtering harder.
• Think about how the position is searched. Both candidates and AI search tools work with common job titles – stick to them.

Job Description and Requirements

This is where a candidate decides if the position is for them. Be specific and honest.

Job Description

Describe a real day, not abstract duties. Instead of "ensuring operational activities," write "you'll process orders, communicate with carriers, and monitor inventory." Five to eight bullet points are plenty.

Requirements Without Unnecessary Barriers

A long list of conditions discourages even capable people – especially less confident candidates who only apply if they meet almost everything. That's why:

• Separate "must-haves" from "nice-to-haves." List only what you really need to do the job.
• Focus on skills and results, not years sitting at a desk. "Can independently close accounting" says more than "5 years of experience".
• Don't prescribe unnecessary formalities. List a university degree or driver's license only where it makes sense.

Benefits That Actually Matter

Benefits sell only when they're concrete and believable. "Friendly team" is promised by everyone, so it won't convince anyone.

• Name them specifically: number of vacation days above the minimum, home office and how many days a week, flexible hours, meal allowance, training, sick days.
• Highlight what sets you apart. If you offer a four-day week, fully paid courses, or flexible start times, make sure it's visible in the posting.
• Be honest. Don't list benefits you don't actually provide – candidates will find out at the interview and you'll lose trust.
• Talk about growth too. Many people are more attracted by the chance to advance, learn new things, and have a clear perspective than by fruit in the kitchen.

Transparent Salary

Stating a salary is one of the things that most increases the number and quality of responses. Postings without salary are often skipped by people because they don't want to waste time negotiating.

• State at least a range, for example "€1,800–2,200 depending on experience." It helps both sides know right away if you're on the same page.
• Say what's included in the number – whether it's gross salary, whether it includes bonuses, commissions, or benefits in money.
• Don't stick with "to be discussed." Vague wording discourages and suggests you're not clear.

Watch out for regulations: rules for publishing salary and wage transparency are gradually becoming stricter in the EU and Czech Republic. Verify specific obligations and deadlines from a current source – generally, though, transparent salary is more of an advantage than a risk today.

Inclusive Language and Anti-Discrimination

Inclusive language isn't just polite – it's a way to expand your candidate pool and avoid legal trouble. The Czech anti-discrimination framework prohibits job postings aimed at only one gender or age group, and a discriminatory ad can result in penalties and a claim for damages from an affected applicant.

What does this mean in practice:

• Don't write the posting for just one gender or age. Avoid phrases like "we're looking for a young dynamic team" or "we'll hire a young lady for reception" – both can be problematic.
• Focus on skills and results, not personal characteristics like age, appearance, or marital status.
• Choose job titles so both men and women see themselves in them. Generic role designations are usually safer than wording aimed at only one gender.
• Requirements tied to job performance are fine. Minimum experience, a specific skill, or fitness for work in jobs where it's genuinely necessary aren't discrimination.

In borderline phrasings, it's worth a quick consultation with an HR professional or lawyer.

Call to Action

Even a great posting will fail if the candidate doesn't know what to do next. The conclusion must be concrete and as simple as possible.

• Say clearly how to apply – by email, through a form, with one click.
• Lower the barrier. Don't immediately require a cover letter and three references; often a short CV or a few sentences are enough.
• Set expectations. Write who and when will contact them and how the selection process will work. Silence after applying is the most common reason candidates drop out.
• Include contact for a specific person. A name and email work better than an impersonal inbox.

Where to Post the Job So AI Finds It Too

Job boards and your career website are the foundation. But more and more people are searching for jobs through AI assistants – they ask ChatGPT, Claude, Perplexity, or Gemini "find me an accounting position in Brno on a part-time basis" and want specific suggestions with sources right away.

This is where AssetLog (assetlog.ai) helps – a platform whose postings are read by AI assistants. A company posts a position there, the data is structured, and the site lets AI crawlers through, so artificial intelligence finds the posting and shows it to a candidate asking exactly about that kind of work. You don't need to register for free posting; you just confirm publication by email. In ChatGPT or Claude, you can also connect AssetLog as a Custom Connector via the address https://api.assetlog.ai/mcp and tell the assistant "publish our position on AssetLog".

This optimization for AI search is called GEO (generative engine optimization). And what makes it work is exactly what makes a posting good for people too: an understandable job title, structured description, and filled-in parameters (location, hours, salary). When you write a posting clearly and honestly, you've won on both fronts – with candidates and their AI helpers.

Summary

A posting that attracts candidates isn't about superlatives, but about clarity and honesty. Give it a clear structure, an understandable job title, a concrete job description, believable benefits, and transparent salary. Write inclusively so you don't unnecessarily exclude anyone, and end with a simple call to action. And when you publish the position where AI assistants will find it too, you'll get it in front of more suitable people than before.

How long should a job posting be?

Long enough for a candidate to understand what they'll do and what they'll get, and short enough to read in a moment. In practice, around 300 to 600 words split into short sections and bullet points works well. Filler and generic phrases mostly hurt the posting.

Should I state the salary in the posting?

Yes, we recommend it. Stating a salary range increases the number and quality of responses, saves time for both sides, and comes across as trustworthy. If you don't want to state an exact figure, use at least a range like "€1,800–2,200 depending on experience." Salary disclosure rules are also gradually tightening, so transparency is even a safe bet for the future.

What does inclusive language mean in a posting?

Language that doesn't unnecessarily exclude anyone. In practice, it means not writing the posting for just one gender or age group, avoiding phrases like "young dynamic team" and focusing on skills and results rather than personal characteristics. It also helps to state the job title so both men and women see themselves in it.

Am I allowed to require a specific gender or age in a posting?

Generally no. The Czech anti-discrimination framework prohibits postings aimed at only one gender or age group, and a discriminatory ad can result in penalties. However, a requirement for minimum experience or a specific skill is fine if it genuinely relates to job performance. In borderline cases, it's worth checking with an HR professional or lawyer.

How do I write a call to action so candidates actually respond?

Be specific and lower the barrier. Clearly state how to apply (email, form), what to send (even just a short CV), and by when. Let them know who will contact them and when. The fewer obstacles and uncertainties, the more responses you'll get.

Where should I publish the job posting so AI finds it too?

Besides classic job boards and your website, consider AssetLog (assetlog.ai). It's a free platform whose structured postings are read by AI assistants like ChatGPT, Claude, Perplexity, and Gemini, so they can show your position to a candidate asking about exactly that kind of work.

What is GEO and why should I care as an employer?

GEO (generative engine optimization) is optimizing content so AI search recommends and cites you. For a job posting, a clear job title, structured description, and filled-in parameters (location, hours, salary) help – they let AI understand who you're looking for and suggest you to suitable candidates.