How to write a compelling job posting in France: an HR guide

Structuring your job posting

Clarity in structure is essential to make the ad readable and appealing. Draw inspiration from recommended templates: start with a concise title, then follow with a brief context presentation, the description of responsibilities, required skills, conditions (contract, location, compensation), and conclude with a clear call-to-action.

A clear and attractive title

The title should immediately indicate the position and spark interest. Choose a precise and recognized job title (avoid internal jargon) that recruiters understand. Include level and status for inclusivity (e.g., “Senior Web Developer (M/F) – Permanent”). A good title maximizes the visibility of key information: it should contain searchable keywords (position, sector) and be catchy enough to encourage further reading.

Present the company and context

At the start of the ad, provide some details about the company: its business, size, and what makes it unique (culture, values, projects). Highlight your employer brand—for example, any CSR commitment, quality-of-work-life label, or specific management style—to differentiate your ad. A concise description (2–3 sentences) focused on the day-to-day of the role is sufficient.

For example: “[Company] is an innovative startup in [sector], experiencing rapid growth. You will join a dynamic team where collaboration and initiative are valued.” Showcasing the company’s mission helps candidates envision themselves in the role.

Describe the responsibilities

Next, outline the main responsibilities in bullet points (around 3 to 5 key tasks). Use action verbs and link them to company objectives to give meaning to the work. For example: “Develop and maintain web applications end-to-end, ensuring security and performance”, or “Design and deploy digital marketing strategies to increase brand visibility”. According to Monster, list between 3 and 7 tasks aligned with company goals. Bullets make content more scannable and help candidates quickly grasp the core of the role.

Detail the desired candidate profile

After listing responsibilities, specify the candidate profile: degrees or educational background, years of experience desired, required skills, technical competencies (languages, tools, certifications), and personal attributes (e.g., autonomous, detail-oriented, good communicator). Clearly distinguish between must-haves and nice-to-haves. Too many requirements can be discouraging.

For example: “You have at least 3 years of experience in Java development and are comfortable with professional English. Knowledge of Angular is a plus.” This avoids overlooking strong but non-traditional candidates.

Specify the job conditions

Mention the contract type (permanent, fixed-term, internship, apprenticeship, freelance), and for fixed-term contracts, the expected duration. Also indicate the work environment: location (city, region, or remote option), working hours (35 hours, flexible, shift work), or modalities (travel frequency). For example: “Permanent full-time position based in Lyon (public transport nearby), 2 days/week remote.” Finally, state the compensation or salary range (though not yet legally required, it will soon be). Add any benefits: healthcare, meal vouchers, bonuses, profit sharing, training plans, etc. This package detail is crucial—omitting it can reduce the number of applications.

End with a call-to-action (CTA)

Conclude the ad by clearly inviting candidates to apply. For example: “Does this sound like you? Send your application (resume + cover letter) to [email] with the subject line ‘Application – [Position]’.”

On the Hiring Notes platform, the CTA is handled: recruiters simply receive an anonymous CV directly through your posting.

Summary table of key elements for an attractive job posting

Writing optimized content

Beyond structure, word choice and keywords are crucial for your ad’s SEO and to reach the right candidates. Think “candidate” first: a developer might search for “Java, permanent, remote” while a salesperson targets “sales, B2B, salary”. Use these keywords in the title and body.

Ads are ranked by SEO relevance based on the most searched keywords (role, sector, company). For instance, include “software” or “web marketing” in your description if the role requires it. This boosts online visibility.

Appropriate tone and employer branding

Adopt a professional but engaging tone. Use second person (“you”) to speak directly to the candidate. Keep it concise (ideally under 700 words) and avoid unnecessary jargon. Depending on your culture, you may choose informal address. Tailor your style to your candidate persona: a dynamic tone for creative profiles, or a more formal style for financial roles.

Finally, highlight your employer brand in the ad. Emphasize your environment’s strengths: teamwork, career opportunities, work-life balance, recognition, etc. For example: “Join a company where 80% of managers are promoted internally.”

Avoid common mistakes and comply with legislation

While writing an ad is relatively freeform, certain practices must be followed to remain attractive and lawful.

Common mistakes to avoid

• Overly long or confusing text: a rambling ad suggests a stifling atmosphere. Stay concise.
• Copy-pasting: don’t reuse old ads without adaptation.
• Too many requirements: listing excessive skills can deter candidates. Be selective.
• Omitting key info: leaving out contract type, location, or salary is counterproductive.
• Inappropriate tone: a too impersonal or passive style can disengage readers.
• Not proofreading: errors reflect poorly on the company.
• Ignoring candidate experience: unclear application process can frustrate.

Non-gendered and inclusive posting

In accordance with law, an ad must address all genders. Avoid any mention of gender or family status. Use “Engineer” or add “(M/F)” after the job title. Employ inclusive language to broaden your audience. Also, write in French if the role is in France per labor code. Inclusivity enhances your employer brand and reaches all candidates.

Mandatory and prohibited legal mentions

Your ad must comply with labor code rules to avoid sanctions and discriminatory practices:

• Posting date: include the drafting or publication date.
• Employer name: company name and, optionally, address.
• Contract type: permanent, fixed-term, etc. (and duration for fixed-term).
• Location: clearly state where the role is based or if remote.
• Language: write in French if role based in France.
• Truthfulness: avoid misleading claims.
• Non-discrimination: do not include illegal criteria (gender, age, origin…).
• Professional equality: mention “(M/F)” or “mixed team.”
• Compensation: stating salary or range is strongly recommended.

By respecting these requirements and avoiding prohibited mentions, you protect your company and reassure candidates of your professionalism.

Where to publish your job posting?

A well-written ad must be seen by as many qualified talents as possible. Diversify your distribution channels according to your sector and target profile:

• General platforms: Indeed, Monster, RegionsJob/HelloWork, Pôle Emploi, JobTeaser, LinkedIn, Google for Jobs.
• Specialized job boards: APEC, LesJeudis, Cadremploi, Welcome to the Jungle, Frenchweb, FashionJobs, etc.
• Social media: LinkedIn, Viadeo, Facebook, Twitter.
• Internal posting and referrals: share internally and encourage recommendations.
• Schools and universities: post on career portals or set up partnerships.
• Press and fairs: print ads or booths at job fairs.

Suggested distribution channels:

• General and job boards.
• Specialized platforms and agencies.
• Professional social networks.
• Company career site and internal referrals.
• Recruitment agencies.
• B2B platforms: e.g., Hiring Notes.

Modern sourcing software like Hiring Notes leverages external recruiter networks to expand your candidate pool. This platform ensures confidential and efficient ad distribution, connecting you with specialized recruiters. Partnering with such services increases your chances of finding the ideal candidate by accessing a broader, qualified talent pool.

By applying these best practices, your job posting will be comprehensive, clear, and engaging. You’ll more easily attract the right candidates while enhancing your employer brand. Always think “candidate”: a concise, well-structured, and transparent ad reassures applicants and motivates them to apply. Thanks to targeted distribution channels and innovative tools like Hiring Notes, you’ll maximize your posting’s visibility and appeal to top talent.