Job Posting Language & Formatting
Inclusive, concrete wording and a scannable layout.
Table of contents
The language and formatting of a job posting determines who feels welcomed to apply, how well the content is understood, and whether Applicant Tracking Systems (ATS) can correctly process your listing. A clearly written, inclusively designed job posting demonstrably expands your talent pool by over 42% while simultaneously reducing legal risks from discriminatory language.
Clear Language as a Success Factor: Modern candidates spend an average of just 14 seconds scanning a job posting initially. In this brief window, they must be able to grasp the key information. Short sentences with a maximum of 20 words, active voice, and concrete verbs significantly increase readability. Avoid industry jargon and buzzwords—they don't appear professional but rather create barriers for qualified talent.
ATS Compatibility Through Structure: Over 98% of large companies use Applicant Tracking Systems for initial screening. These systems analyze not only keywords but also the structural organization of text. Consistent headings (H2/H3), bullet lists instead of paragraph blocks, and clear section boundaries enable ATS systems to correctly categorize requirements, responsibilities, and benefits. Poor formatting can cause your posting to be poorly ranked by search engines or misinterpreted by ATS systems.
Inclusive Language as Competitive Advantage: Gender-neutral phrasing, avoiding age indicators, and eliminating culturally coded terms not only expand your applicant pool but also signal your company culture. Studies show that 67% of candidates perceive companies with inclusive job postings as more attractive employers. Use observable, job-relevant criteria instead of subjective traits like 'team player' or 'dynamic'.
Cultural Adaptation for [International](/career-wiki/cultural) Postings: For multilingual job postings, simple translation is insufficient. Cultural norms regarding directness, formality, and tone differ significantly across markets. While German-speaking regions value detailed, factual presentations, English-speaking markets prefer shorter, benefit-focused language. Consider these cultural preferences when localizing your job postings.
Clear language equals fair access to opportunities
≤ 20
Words per sentence
Short, active voice
2–3
Key sections first
Mission, tasks, must‑haves
0
Jargon & clichés
Avoid entirely
Bias‑free wording
Use neutral terms
'People', not 'guys'; avoid age markers like 'digital native' or 'young team'. Use gender-neutral job titles and pronouns.
Describe criteria
Observable, job-relevant behaviors instead of subjective traits. Replace 'team player' with concrete: 'Facilitate weekly alignments with 3 departments'.
Avoid cultural codes
Eliminate terms like 'rockstar', 'ninja', 'hustler'—these exclude certain groups and appear unprofessional.
Inclusive benefits
Address different life stages: parental leave, sabbatical, flexible hours, childcare support, eldercare assistance.
Readable layout
Headings & lists
Use clear H2/H3 headings for sections. Structure responsibilities and requirements in bullet points (5-7 per section).
Consistent structure
Standardized order across all postings: Mission → Responsibilities → Requirements → Benefits → Application process.
Leverage whitespace
Line breaks between sections improve scannability by 34%. Avoid walls of text and overly dense paragraphs.
ATS-friendly formatting
No tables, text boxes, or complex graphics. Simple text formatting (bold, italic) is sufficient and correctly processed by all systems.
Examples
| Before | After |
|---|---|
| Team player | Collaborate in weekly cross‑team design reviews |
| Great communication | Facilitate stakeholder sync; summarize decisions |
| Digital native required | 3+ years experience with modern web technologies (React, TypeScript) |
| Young, dynamic team | Cross-functional team of 8, agile workflow |
| You are resilient and flexible | You coordinate 3-5 parallel projects and adjust priorities as requirements change |
| The ideal candidate is proactive | You identify process improvements and implement them in alignment with the team |
Clear language equals fair access.
— Career Wiki Editorial
Do/Don't
Use plain language
Short sentences, concrete verbs, no jargon.
Avoid bias
Inclusive terms and neutral criteria.
Readable layout
Headings, lists, and consistent structure.
No walls of text
Chunk content into scannable blocks.
Frequently Asked Questions
Why does inclusive language matter in job postings?
Inclusive wording expands your talent pool by over 42% and significantly reduces legal risk. Studies show that biased language discourages qualified candidates—particularly women, older applicants, and people from diverse backgrounds. Neutral, concrete language signals an open company culture and demonstrably increases application rates.
Legally, discriminatory language has been prohibited in the EU since the Equal Treatment Act. Violations can lead to damage claims. Inclusive language is therefore not only ethically correct but also economically and legally necessary.
How do I avoid gender-biased language?
Use gender-neutral job titles like 'developer' (not 'female developer'), 'manager' (not 'he/she manager'). Avoid masculine-coded words like 'aggressive', 'assertive', 'dominant'—use instead 'goal-oriented', 'persuasive', 'decisive'.
Rephrase to avoid pronouns: Instead of 'The candidate should' → 'You should' or 'In this role you will'. When pronouns are necessary, use 'they/them' as a neutral alternative or alternate pronouns.
What's the ideal sentence length for job postings?
Maximum 20 words per sentence for optimal readability. Eye-tracking studies show that longer sentences increase bounce rates by up to 28%. Use active voice ('You will develop' instead of 'Will be developed'), concrete verbs, and avoid industry jargon.
Shorter is better for scanning: 67% of candidates read job postings on mobile devices. Short, concise sentences work optimally on all screen sizes.
How should I structure job posting sections?
Consistent order creates recognition and facilitates scanning: 1) Mission/Purpose of role (2-3 sentences), 2) Key responsibilities (5-7 bullet points), 3) Requirements divided into must-haves and nice-to-haves, 4) Benefits and development opportunities, 5) Work model (Remote, Hybrid, On-site), 6) Application process with timeline.
This structure allows candidates to decide in 14 seconds whether the role fits and enables ATS systems to correctly categorize the posting.
What formatting improves readability?
Clear headings (H2/H3) for each section help both humans and ATS systems recognize structure. Use bullet lists instead of paragraph blocks for responsibilities and requirements.
Whitespace between sections improves scannability by 34%. Avoid walls of text—break long paragraphs into 2-3 sentences per paragraph. Use simple text formatting (bold for key terms, italic for emphasis) and avoid complex tables or graphics that ATS systems cannot process.
How do I formulate requirements concretely and observably?
Instead of subjective traits like 'team player', 'strong communicator', 'resilient', use concrete, observable behaviors: 'You facilitate weekly cross-functional meetings with 3 departments', 'You coordinate 3-5 parallel projects', 'You present quarterly results to C-level'.
This approach has three advantages: 1) Candidates can objectively assess their fit, 2) You avoid unconscious bias, 3) Requirements are easier to verify in interviews.
What cultural differences must I consider for international job postings?
Cultural norms differ significantly: In German-speaking regions, a detailed, factual presentation with comprehensive listing of all requirements is valued. In English-speaking regions (UK, USA), shorter, benefit-focused language emphasizing development opportunities is preferred.
In Asian markets, hierarchy and stability are more valued, while Nordic countries emphasize work-life balance and flat hierarchies. Adapt tone, length, and focus culturally—simple translation is insufficient.
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