You obsess over your website copy, your product messaging, your Instagram captions. Then you post a job description that reads like a legal document written by a robot.
Your job posts are employer marketing. They're often the first impression a candidate gets of your company. They signal your culture, your values, and whether you're a place people actually want to work.
This guide shows you how to infuse employer brand into every job post—without being cringe, inauthentic, or trying too hard.
Job Posts ARE Marketing
Think about it: candidates shop for jobs the same way customers shop for products. They compare options, read reviews, evaluate fit, and choose the most compelling offer.
The Candidate Journey
Discovery
Candidate sees your job post in search results. Title + company name = first impression.
Consideration
They read the post. Tone, language, and details = culture signal. Do they want to work here?
Research
They Google you, check Glassdoor, visit your site. Consistency matters. Does brand match reality?
Application
If you've earned trust, they apply. Friction here kills conversions. Make it easy.
of job seekers research company reviews and employer brand before applying
Source: Glassdoor 2024
What Marketing-Minded Job Posts Do
Bad Job Post
- • Lists requirements
- • Generic company description
- • No personality
- • Could be any company
- • Focused on "we need"
Marketing Job Post
- • Sells the opportunity
- • Unique company story
- • Clear voice and tone
- • Specific to your culture
- • Focused on "you'll get"
Remember:
You're not just filling a position. You're convincing someone to spend 40+ hours a week with you.
Job Description Templates with Built-in Brand Voice
Copy-paste templates for engineering, marketing, sales, design roles—written with personality and culture baked in.
Get Templates →Finding Your Company Voice
Your company has a voice. It shows up in how your team talks, your website copy, your Slack channels. That same voice should be in your job posts.
Voice Discovery Exercise
Ask yourself:
If your company were a person at a party, how would they talk?
Formal? Casual? Funny? Nerdy? Energetic? Calm?
What words/phrases do your team members use all the time?
Inside jokes, values-driven language, industry lingo?
What would your employees say makes you different?
Ask them. Their answers are your employer brand.
Voice Spectrum Examples
Serious & Professional
Enterprise SaaSExample:
"We're building enterprise software that helps Fortune 500 companies optimize their supply chains. This role requires deep analytical thinking and stakeholder management."
Casual & Friendly
Consumer App StartupExample:
"We're a small team making a big dent in how people discover local events. You'll wear a lot of hats, move fast, and probably eat too much free snacks."
Bold & Edgy
Disruptive TechExample:
"The old way of doing X is broken. We're fixing it. If you like following rules and doing things 'the way they've always been done,' this isn't for you."
Mission-Driven & Earnest
Social Impact / NonprofitExample:
"Every day, thousands of families face food insecurity. We're changing that through tech-enabled logistics. Your work here will have direct, measurable impact on real lives."
The Rule:
Pick a voice and commit. Consistency > clever. Authentic > aspirational.
Showing Culture Authentically
"We're like a family" and "fast-paced environment" are red flags now. Candidates are savvy. They want specifics, not platitudes.
What NOT to Say (Culture Clichés)
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✗
"We're like a family"
Translation: Blurred boundaries, no work-life balance
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"Fast-paced environment"
Translation: Chaotic, disorganized, burnout culture
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✗
"Work hard, play hard"
Translation: Expect long hours, beer on Fridays doesn't compensate
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"Startup mentality"
Translation: Wear 10 hats, no clear role, likely underpaid
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"Unlimited PTO"
Without context, this signals "you'll never feel comfortable taking it"
What to Say Instead (Specific Culture Signals)
Instead of vague culture claims, show rituals:
→ "Every Friday at 4pm we do a team demo. Anyone can share what they built, learned, or tried that week."
→ "No meetings before 10am or after 3pm. Deep work hours are sacred."
→ "We take the first Monday of every month off. It's called Reset Monday—no guilt, no emails."
Instead of "we value learning," show actual investment:
→ "$2,000/year learning budget. People have used it for courses, conferences, books, even a woodworking class."
→ "Every engineer spends 20% of their time on a passion project unrelated to their main work."
→ "Monthly lunch-and-learns where team members teach each other random skills."
Instead of "diverse and inclusive," show proof:
→ "Our team is 45% women, 60% BIPOC. We publish our diversity data publicly every quarter."
→ "Blind resume reviews. No names, no photos, no school names in first round."
→ "We provide ESL resources and won't penalize non-native speakers in interviews."
Instead of "great benefits," detail what matters:
→ "12 weeks paid parental leave for all parents—birth, adoption, foster."
→ "We cover 100% of health premiums for you + family. No deductible."
→ "Work from anywhere. Half our team is in different time zones."
of candidates say they want to see company culture details in job posts
Source: LinkedIn Talent Solutions 2024
The Culture Test:
If you removed your company name from your job post, would candidates still know it's YOU? If not, add more specific culture details.
Not Sure What Your Culture Actually Is?
Survey your team. Their answers will tell you what to highlight in job posts.
Download Culture Survey Template →Visual Branding Tips
Most job boards are text-only. But some platforms (LinkedIn, your careers page, AngelList) let you add visuals. Use them strategically.
What to Include
1. Team Photos (Real Ones)
Show actual employees in your actual office/workspace. No stock photos of diverse people shaking hands.
Good:
Candid team lunch, standup meeting, someone debugging at their desk
2. Office/Workspace Shots
Where will they work? Show it. Remote? Show home office setups from your team.
Good:
Clean desk setup, collaboration space, snack area, whatever's authentic
3. Product Screenshots
Show what they'll be working on. Especially important for engineers and designers.
Good:
Dashboard, app interface, design system, codebase architecture
4. Employee Testimonials (Video or Quote)
Current employees talking about why they joined and what they love.
Good:
"I joined because... I stay because..." 30-second video clips
Careers Page Branding
Essential elements for your careers page:
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→
Mission statement (2 sentences max, no jargon)
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→
Values (with examples of how you live them)
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→
Team photos (real people, not staged corporate headshots)
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→
Perks & benefits (specific, not generic)
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Open roles (with salary ranges visible)
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Hiring process (exactly what to expect, timeline included)
Visual Branding Rule:
Show, don't tell. One photo of your actual team beats 100 words about "collaboration."
Before & After Examples
Let's see employer branding in action. Same role, different approaches.
Example 1: Software Engineer
✗ Generic (No Brand)
"We're looking for a talented Software Engineer to join our growing team. You'll work on exciting projects in a fast-paced environment. Must have 3+ years experience with React, Node.js, and strong problem-solving skills. We offer competitive salary and benefits."
Could be literally any tech company.
✓ Branded
"We're building the Stripe of embedded insurance. Unsexy industry, surprisingly fun technical problems. You'll own features end-to-end—no separate frontend/backend teams here. Small codebase (for now), modern stack, deployed 20x/day. Team of 6 engineers, all remote. We ship fast, refactor often, and actually delete code."
Clear product, team structure, engineering culture, and personality.
Example 2: Marketing Manager
✗ Generic (No Brand)
"Seeking a Marketing Manager to develop and execute marketing strategies. You'll manage campaigns, analyze data, and work cross-functionally. Ideal candidate has 5+ years experience, strong communication skills, and a passion for marketing."
Every marketing job ever.
✓ Branded
"We make solar panels sexy. (Or we try.) You'll lead content marketing for homeowners who care about climate but also care about their mortgage payment. We're scrappy—$10K/month budget, high expectations. You'll write, design, run ads, analyze everything, and pitch weird ideas in our Tuesday brainstorms. Solo marketing role reporting to CEO. Remote-first, async-heavy, Loom > meetings."
Clear mission, resource constraints, role scope, work style.
Example 3: Customer Support Lead
✗ Generic (No Brand)
"We're hiring a Customer Support Lead to manage our support team and ensure customer satisfaction. You'll handle escalations, improve processes, and maintain high CSAT scores. Looking for someone with 3+ years in customer service and leadership experience."
Standard, boring, tells you nothing about the company.
✓ Branded
"Our customers are small restaurant owners. They're stressed, busy, and not tech-savvy. You'll lead a team of 4 support reps helping them troubleshoot our POS system—often while they're mid-dinner rush. Empathy > speed. We measure success by how many customers say 'thank you' unprompted. Fully remote, but you'll need overlap with EST hours."
Customer context, team size, values (empathy), unique metrics, logistics.
more applications for job posts with strong employer brand vs generic posts
Internal data from 500+ EasyApply customers
What all the good examples have in common:
- • Specific product/mission context
- • Team size and structure mentioned
- • Honest about constraints or challenges
- • Unique voice and personality
- • Tactical details about how work happens
Start Writing Job Posts That Actually Sound Like You
EasyApply's job post builder includes brand voice prompts, culture section templates, and examples from top employers.
Free to try. No credit card required.
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