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Attract More Applicants and Optimize Your Job Postings with Keywords

Have you posted an opportunity only to have less than exceptional candidates apply? Maybe they didn’t have the necessary qualifications at all. With the average job hunter spending less than 30 seconds skimming each job posting, the details of the posting must contain strong keywords. These are words a candidate uses to search for job postings and the same words Google uses to match relevant postings to the candidate’s search. To find top candidates, it’s crucial to create engaging job postings that target keywords candidates will be searching for. We’re sharing our six-step guide to help you include keywords to optimize your job postings.


Job Title

Your title should include the specific job type, the word ‘job’ and the location. For more information, ask candidates during the interview how they found the job online. You can ask about the search engine or portal and the keywords they used to find the job posting.

Job Opening

The opening statement should also repeat the specific job type, the word ‘job’ and the location. This maximizes the probability of qualified candidates to find your job posting during their job search.

Job Description

The descriptive paragraph should include 4-5 sentences to provide the candidate a reason to consider applying to your job opportunity.

Job Keywords

What is a keyword?

A keyword is a word or phrase that search engines use to show results during a search, relevant to what the searcher is looking for. Candidates use keywords to search for jobs they’re looking to apply to. For example, a developer may use the search term “Software Developer jobs in Kitchener, Ontario”. To find the right candidates, your job posting must include keywords.

The rule of thumb is to include major keywords 3-6 times for a 200-word job posting.

Notice how you’ve already added 3 keywords in your title and introduction? They were the job type, the word ‘job’ and the location.

To add more keywords, use a synonym of the job type or specific role details. Add them within your first paragraph.

Job Specifications

Your job description needs to be at least 200 words in length and at least 60% of it needs to be unique text. Not sure what information to include? We have a few questions to help you develop your perfect job posting.

  • Who is the ideal candidate for this position?
  • Where is the position located?
  • When is the expected start date? Is there an end date?
  • How will the candidate apply for the position?
  • What specific duties are critical to the role?
  • What are the expectations of the candidate?
  • What is the compensation for the position?
  • What is the length of the contract?

Make sure not to enter all the information into one paragraph. Candidates will be much more likely to read the information that appears a few sentences at a time.

Job Summary

End your job posting with a summary of the position details and instructions for candidates to apply.

By changing the details in your job postings, you will likely see fewer applications. However, the candidates that do apply will be highly qualified. Be specific in the information you add to the job postings and add SEO value to help the right candidate find you.


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