Effective job offer structure
- 1
The title (crucial)
60 characters max, clear searchable job title, experience level if relevant, one differentiating element. Avoid obscure acronyms and "M/F" in title.
- –❌ "Salesperson" → ✅ "B2B SaaS Salesperson — Senior"
- –❌ "Developer" → ✅ "Full-Stack Node.js Developer — 100% Remote"
- –❌ "HR" → ✅ "HR Manager — Tech Scale-up 50 people"
- 2
The hook
The first 2–3 lines decide if candidate reads on. Structure: one sentence speaking to candidate (not about you), exciting context, concrete opportunity. Candidate-focused, not company-focused.
- 3
Company presentation (brief)
Maximum 3–4 sentences: what you do in one sentence, your size and stage, what makes you unique. Avoid: history since 1952, generic corporate values, jargon ("leader", "innovative", "dynamic").
- 4
Missions (the core)
5–7 missions maximum with action verbs in present tense, expected results (not just tasks), ranked by importance.
- 5
Desired profile
Clearly distinguish: essential ("You have..."), desired ("Ideally..."), bonus ("A plus if..."). Rule: 5–6 criteria max; beyond that, you're looking for the perfect candidate.
- 6
What you offer (crucial!)
THE section that makes the difference. Essential: salary (range), concrete benefits, working conditions (remote, flexibility), career progression.
- 7
Recruitment process
Candidates want to know what to expect. Describe steps, timelines, contacts.
Company-focused vs candidate-focused offer
| Critère | ❌ To avoid | ✅ Recommended |
|---|---|---|
| Hook | "Leading French logistics company since 1987, our 2,000-strong team is looking for..." | "Want to build the sales team for a scale-up that doubles annually? We raised €15M..." |
| Missions | "Commercial development / Customer relationship management / Reporting" | "Develop key account portfolio (60%) — Prospect 500+ salaried staff in Île-de-France — Achieve €500k revenue in Year 1" |
| Salary | Absent or "Competitive" | "€55–70k gross (70% base + 30% variable, uncapped)" |
| CTA | "Please send your CV and cover letter" | "Interested? Send your CV to [email]. We respond within 48h, guaranteed." |
The 5 mistakes that kill your offers
Common mistakes and impact
| Mistake | Impact | Solution |
|---|---|---|
| No salary | -40% of applications | Display at least a range ("€50–60k based on profile") |
| The perfect candidate | Good candidates don't apply | Max 5–6 criteria, distinguish essential/desired |
| Sales brochure offer | Candidate can't project themselves | Flip it: candidate wants to know what THEY'LL do |
| Corporate jargon | Loss of credibility, abandoned | Concrete, figures, facts |
| Copy-paste old offer | Generic offer = generic applications | Personalise each offer to current context |
Impact of showing salary
Pre-publication checklist
- Clear searchable title (< 60 characters)
With level if relevant
- Candidate-focused hook (< 3 sentences)
Makes reader want to continue
- Company in 3–4 sentences max
What makes you unique
- 5–7 missions maximum
Action verbs, expected results
- 5–6 profile criteria (essential/desired)
Not perfect candidate
- Salary shown (range OK)
Mandatory to maximise applications
- Concrete benefits listed
Remote, benefits, equipment...
- Recruitment process described
Steps, timeline, contacts
- CTA with direct contact
Committed response time
Writing a job offer FAQ
Must you legally mention salary in a job offer?
How many words should an ideal job offer be?
Can you repost the same offer multiple times?
How to optimise offer for search engines (SEO)?
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