Despite any stylistic sophistication, however, you should never lose sight of the legibility or comprehensibility of the advertising text. Avoid complicated sentence structures, abstract formulations, passive constructions, nominal style, and empty phrases. With clear language and a comprehensible structure for your job posting, potential applicants will be able to understand quicker which qualifications are important to you and what distinguishes your company. Also, use gender neutral language to appeal to both men and women.
Finally, you should visually highlight the text by giving the job posting the appropriate layout. If you seamlessly arrange the different text blocks without any optical or topographical highlights, a large chunk of text might deter the reader despite the high quality of content and language. Therefore, just use as much text as is actually necessary and highlight important information – especially the name of the advertised position – by using larger type or boldface. Subheadings and paragraphs also make it easier to read the job ad.
The use of pictures – illustrations or photos – as eye-catchers and to loosen up the text, is also extremely important.