Discover our 9 tips for crafting an attractive job offer
Writing a job offer is essential for recruitment. Far from being obsolete, it remains the one of the first communication tools used by companies.
The offer represents a unique opportunity for the company to charm the best talents.
To guide you in crafting attractive job offers, we have gathered insightful tips from Angélique Sorin, HR Consultant at Nicoka, and Elie Toupart and Pauline Moreau, two recruitment experts.
1. Have a catchy title
Without a good title, the offer might not even be opened. It can be tempting to be original, but beware of going overboard. Avoid overselling and promising, but be clear, descriptive, and precise.
The best approach is to use terms your ideal candidate would search for on Indeed or Google.
What prevails: the exact job title first and foremost.
Here's a good template for writing your title, to adapt according to your needs:
[Job Title] [M/F] [Industry] [Location] [Contract Type]
Example: Management Controller M/F – Accounting Firm – Angers – Permanent Contract
Example: Sales Assistant M/F – DIY Store – Nantes – Fixed-term Contract 6 months
Another very important point, often forgotten: the M/F annotation to make your offer non-discriminatory; however, it is not mandatory. No job offer can refer to a discriminatory criterion provided by law, but it is mandatory not to mention gender.
We recommend including both feminine and masculine when possible (Developer / Developer PHP), or using M/F for neutral terms (Sales Manager M/F).
> Find out more here about non-discrimination criteria in recruitment.
2. Create a company description that speaks about you "FOR REAL"
Who hasn't read an ad that starts with: "Dynamic and fast-growing company seeks..."?
Please, avoid this kind of formulation seen everywhere! Try to imagine what the candidate feels when reading your job ad: either the first lines pique their curiosity, or they click on the competitor's!
So, dare to speak about yourself "FOR REAL" : your history, your activity, your products, your clients, your employees, your values, your development projects, your successes, your location, a quote from the CEO...
Find the tone that suits you, it reflects your company's spirit!
Be careful not to only talk about yourself. You can also engage the candidate with questions to help them envision themselves, such as:
"And you? What are your desires? Do you like working in project mode? Do you want to share your expertise with us? Do commercial challenges stimulate you?"
3. Don't copy-paste the job description
A job description is an internal HR tool (Human Resources) that facilitates recruitment by helping to define the profile sought for a given position. With a clear vision of the required skills and qualifications, you can more effectively target potential candidates and ensure finding the most suitable person for the position.
Indeed, it will be a great help for discussing missions, but ask more concrete questions about the mission. Try to convey how your teams work and what is expected of them.
Add a human touch to your description of the missions!
For example, instead of: "Enter client data in the CRM", try: "Here, the CRM is the key to our success, so we expect our salespeople to fill it out after each meeting and in detail because to take care of our clients, we need to know them well, and that requires a well-informed CRM!"
If you want to attract the right profiles, avoid clichés like: "Motivated, curious candidate with a good team spirit":
4. Dare to talk about salary
For or against displaying the salary in a job offer? It's a big debate!
You've probably noticed that some job boards now require a salary range on all their job offers. This is especially the case with Indeed, the world's and France's number one job search engine.
Did you know?
In France, all job ads must include the proposed salary or, at a minimum, a salary range by June 7, 2026, in accordance with the European Union's request.
"Negotiable based on profile" is clearly to be avoided. However, you can describe a range to allow for negotiation; obviously, avoid a wide gap like 30K€ to 60K€, and remain consistent with the remuneration of your current employees.
Several studies show that the percentage of applications increases when the salary is displayed, especially for executive positions.
And what if you described your salary policy? Bonuses, benefits, incentives... Candidates are also interested in the compensation package. Transparency is a win-win!
5. Talk about work-life balance
According to a study by Manpower Group on Major Trends in the World of Work in 2023, 33% of French employees would be willing to change companies for a better work-life balance.
Not mentioning flexibility policies, telecommuting, or other work-life balance benefits may reduce the appeal of the job offer for some candidates.
So, if you have concrete measures to highlight, now's the time!
6. Adopt the tone, humanize, create emotion
Ensure that the tone and vocabulary of your job offer reflect your company's values and culture. This will help candidates feel aligned with your vision and mission from the start of the recruitment process.
Candidates are attracted to companies that show their human side.Add a personal touch to your ad to create an emotional connection with candidates from the first contact.
Make sure your ad inspires a positive emotion in candidates. Highlight the exciting and challenging aspects of the position and the company to spark enthusiasm among potential candidates.
7. Optimize the ad according to SEO practices
In today's digital world, SEO is essential to ensure the visibility of your job offer. Just as you would optimize a website to make it more visible in search results, you must also optimize your job ad.
Use relevant keywords that are likely to be searched by potential candidates. These keywords can include the job title, required skills, or even industry-specific terms. By using clear and concise phrases, you also improve the readability of your ad, which is crucial to keeping candidates' attention.
8. Illustrate your job offer
Applying to a job offer without visuals is like buying a car on LeBonCoin without seeing any photos. Don't be afraid to show who you are on the inside; candidates want transparency; they expect a glimpse of what awaits them if they join your company. So, don't hesitate to integrate visuals into your ad or on your career page, as this can help pique candidates' interest.
These visuals can include photos of your workspace, products or services, team, or even testimonials from your current employees. If possible, also include videos that offer a more dynamic perspective of your company and corporate culture.
A platform like Welcome To The Jungle offers an innovative approach by allowing companies to create their own showcase page. This page provides a comprehensive overview of the company, including its values, commitments, corporate social responsibility (CSR) initiatives, telecommuting policies, growth prospects, employee testimonials, training offerings, and much more. By providing this information visually and engagingly, companies can truly capture candidates' attention and enhance their attractiveness in the recruitment market. Let's take the example of a company page: L'Oréal Company Page
9. The last little tips
When writing your job offers, avoid overwhelming potential candidates with a barrage of numbers and data. Opt for simple and direct language. Proofread your ad before publication.
Ensure your ad is free from overly technical jargon that might discourage candidates.
Use action verbs to add dynamism to your job descriptions.
For example:
- Manage: Manage a sales team to achieve revenue targets.
- Develop: Develop and implement innovative marketing strategies to increase brand visibility and generate qualified leads.
- Create: Create engaging content for social media to boost subscriber engagement.
By following these tips, you will create attractive job offers that will captivate top talent and enhance your company's reputation in the recruitment market.
In addition to writing the job offer itself, also address the application process. Give tips on structuring a CV or cover letter, or best practices for preparing for a potential interview.
Example of a job offer
Let's assume that nothing beats concrete examples to illustrate our tips. We offer you an example of a well-written job offer following the principles described in this article. We hope this will help you better understand and apply all our tips.
Job Title: Software Development Engineer (M/F) - Health Sector - Paris - Permanent Contract
Company Description:
Welcome to [Company Name], an innovative company specializing in digital solutions development for the healthcare sector. Based in Paris, our passionate, dynamic, and collaborative team works on innovative projects that positively impact the lives of patients and healthcare professionals.
At [Company Name], we are committed to providing cutting-edge technological solutions while focusing on employee well-being. You will have the opportunity to contribute to concrete and meaningful projects while benefiting from a stimulating work environment conducive to professional development.
Our company culture encourages collaboration, creativity, and mutual respect. You will be part of a team of 5 members, where everyone brings their skills and expertise to achieve our common goals.
Job Description:
As a Software Development Engineer (M/F), you will play a key role in designing, developing, and implementing our innovative software solutions. You will work closely with our technical teams to tackle exciting technical challenges and develop high-quality products.
Your responsibilities will include:
- Participating in all phases of the software development lifecycle, from design to delivery.
- Designing and developing robust, scalable, and secure software solutions.
- Collaborating with design teams to translate functional requirements into technical specifications.
- Conducting unit and integration tests to ensure code quality.
- Participating in code reviews and feedback sessions to improve development processes.
Desired Profile:
We are looking for a candidate passionate about technology and with solid experience in software development.
Here are the qualifications we are seeking:
- University degree in computer science, software engineering, or related field.
- A minimum of 3 years of professional experience in software development, preferably in the healthcare sector.
- Proficiency in programming languages such as Java, Python, C++, or equivalent.
- Knowledge of Agile development principles and project management methodologies.
- Strong problem-solving, collaboration, and communication skills.
Additional Information:
- Salary: 30,000 to 50,000 € / year
- Social benefits including health insurance, a retirement plan, and opportunities for continuous training.
- Opportunity to work in a stimulating and innovative environment, within a team passionate about improving health through technology.
Joining us means :
Joining a pioneering company in the healthcare field, deeply rooted in technological innovation and driven by strong growth for over 30 years.
Key advantages and benefits:
- Diving into a diverse and culturally enriching professional environment.
- Enjoying a warm working environment that emphasizes well-being and health, with amenities such as gyms and music rooms, as well as a concierge service.
- Participating in a committed approach to diversity and inclusion.
- Benefiting from a dynamic career development policy, including a training plan and internal mobility opportunities.
If you are motivated by technical challenges and passionate about the positive impact of technology in the healthcare field, we would be delighted to welcome you to our team.
Apply now by sending your CV and a cover letter describing your interest in this position and your relevant experience.
Maintain engagement post-job offer publication
It is important to remain engaged with candidates after publishing your job offer.
Try to respond quickly to applications, provide constructive feedback to unsuccessful candidates, and maintain transparent communication throughout the recruitment process.
This approach strengthens your company's employer brand and fosters positive relationships with candidates, even in case of a negative decision.
For further reading
10 essential elements of a well-written job offer - Pauline Moreau, Mighten Consulting
10 tips to improve the mission writing in a recruitment ad – Élie Toupart, Inspire HR
