When a job posting goes live and days or weeks pass without a qualified application, it’s more than just frustrating—it’s a red flag. The talent is out there and people are looking to enter the profession, but if your job post isn't attracting applicants, it may be time to reassess your strategy. 

Here are five actionable steps employers can take to boost response and attract the right candidates.

1. Evaluate the Job Description

The first step is to take a hard look at the job post itself. Is it clear, compelling, and candidate-focused? Often, job descriptions are either too vague, excessively long and sound just like all of the other postings. A good job post should:

• Open with a hook that makes the opportunity sound exciting
• Clearly outline responsibilities, but avoid listing every minor task. Strive for a handful of bullet points on what the will be doing and a few more on what the requirements are.
• Specify qualifications, but separate "must-haves" from "nice-to-haves"
• Highlight what the candidate gains—salary range, benefits, growth potential, and company culture

If your post reads like a legal document or lacks enthusiasm, job seekers will scroll past it. Ask yourself: “Would I be excited to apply for this if I were on the market?” See more examples of what a compelling description constitutes here.

2. Reassess Compensation and Benefits

In today’s competitive hiring environment, compensation transparency and competitiveness are essential. If you’re not listing a salary range, many candidates won’t bother applying because they assume you’re hiding the salary because it’s going to be below-market. 

If the salary you're offering really is significantly below market rate, without offering something additional, your post won’t attract serious interest either. Consider surveying your industry or consulting salary surveys to ensure your offer is competitive. A slightly higher investment in compensation can save months of unfilled productivity.

Still, it’s not all just about salary. Go beyond just base salary in the overall benefits you highlight. Candidates also care about:

• Learning/mentorship opportunities - At least for entry level hires, the talent pool is most excited about firms who want to invest in them and help them grow into the great financial planner they desire to be. 
• Health benefits - Some firms are still paying 100% of premiums for employees, but others have had to reduce to a lesser percentage as costs have increased.
• Flexible work arrangements/virtual work - The majority of candidates are seeking a hybrid work environment, where they can work from anywhere at least a few days per week.
• Paid time off - Something in the 2-3 week range is what most firms are offering.
• Career development opportunities - Ability to move up in terms of responsibility, compensation, and title as their skill set and the firm grows.

3. Expand and Diversify Posting Channels

If you’re only using one or two generic job boards, you're likely missing out. Different types of candidates frequent different platforms. In addition to Indeed or LinkedIn, consider:

• Industry-specific job boards (e.g., NAPFA, FPA, CFP Board, CFA Institute, AICPA)
• Alumni networks and university career centers such as Handshake and Simplicity
• Local business associations or professional groups
• Social media promotion, especially LinkedIn and Instagram for employer branding

Also, don’t overlook your company’s own website. Ensure you have a careers page and that it is easy to find, mobile-friendly, and updated.

4. Improve Your Employer Branding

Top candidates are not just looking for a job—they’re researching and evaluating your firm too. Before applying, many job seekers research employers on platforms like Glassdoor, LinkedIn, and even TikTok. Serious candidates will also read and scrutinize your firm’s website. If your organization has a weak or unclear employer brand, it may be turning candidates off.

Start showcasing your culture on your website:

• Share employee stories and testimonials
• Highlight community involvement or team-building events
• Promote diversity, equity, and inclusion efforts if part of your core values
• Be authentic about what it’s like to work at your company

A strong employer brand increases applicant volume and improves candidate quality. This is why LinkedIn is filled with pictures from interns’ first day, new announcements, video testimonials, and tours of office spaces, etc. 

5. Tap Into Passive Candidate Outreach

Sometimes the best candidates aren’t actively applying—they’re already employed and not looking. So if your job ad isn’t pulling in applications, consider taking the initiative to reach out to people who might be a fit that aren’t reaching out to you.

Use tools like LinkedIn Recruiter or Boolean searches to identify potential candidates. Craft a short, personalized message about why the role might be a good fit. Even if the timing isn’t right, you’re building a pipeline of future interest.

You can also ask your employees to share the post or refer people from their own networks. Employee referrals often produce higher-quality candidates who are already familiar with your culture.

Conclusion

If your job posting is underperforming, don’t panic—retool. By fine-tuning the job description, reassessing your offer, expanding your outreach, investing in employer branding, and taking a proactive approach to candidate sourcing, you can dramatically increase both the quantity and quality of applicants. In a competitive hiring landscape, the most successful employers are those who adapt and market their roles as thoughtfully as they market their products or services.

Contact us at info@newplannerrecruiting.com if you would like us to help with your next financial planner hire.  

 

Caleb and the New Planner Recruiting Team*

*AI assisted