Job postings can attract plenty of attention without generating a single application. New research from employment platform JobLeads suggests that vague, personality-focused language may be one factor behind this gap, with candidates finding it harder to assess whether they meet the expectations of a role.
The study analysed nearly 1.4 million US job postings that received at least one click between April and June 2026. Of these, 2,984 listings attracted at least 10 clicks but received no applications through the JobLeads platform.
According to the JobLeads study on job postings and applicant behaviour, these listings did not necessarily offer lower salaries or demand more skills than other postings. Instead, their wording placed greater emphasis on personality traits and general work behaviours rather than specific, demonstrable expertise.
Personality-Focused Language Stands Out in Job Listings
The researchers compared job requirements in postings that received clicks but no applications with those in other clicked listings.
The average number of listed skills was nearly identical: 4.4 in zero-application postings compared with 4.5 in the baseline group. Median salaries also differed by only 2% to 4%.
However, certain personality-related phrases appeared much more frequently in postings that received no applications:
- Motivated: 4.5 times more frequently
- Hardworking: 4.3 times more frequently
- Following directions: 10 times more frequently
These expressions describe general personal qualities rather than specific capabilities that candidates can easily demonstrate through their experience.
By contrast, concrete skills such as programming languages, office software, data analytics, DevOps and cloud infrastructure were less represented in the zero-application group.
The findings suggest that candidates may find it harder to evaluate their suitability when job descriptions rely heavily on broad personality expectations instead of explaining the actual skills and responsibilities involved.
HR Job Postings Are More Likely to Receive Clicks Without Applications
One of the study's notable findings concerns HR recruitment itself.
Human Resources postings were 28% more likely than the baseline to fall into the high-click, zero-application category. Consulting roles also showed a higher likelihood, while finance postings were 25% less likely.
JobLeads suggested that the difference may partly reflect how these roles are described. HR and consulting positions can place greater emphasis on subjective qualities such as cultural fit, whereas finance and engineering job descriptions more often identify specific certifications, systems and technical skills.
This creates an interesting challenge for HR teams, which are often responsible for writing and reviewing the job advertisements used across their organisations.
Vague Requirements Can Make It Harder for Candidates to Assess Their Fit
Personality traits and soft skills remain important in hiring. Employers may reasonably look for candidates who demonstrate motivation, reliability, communication skills and the ability to work collaboratively.
However, listing these qualities without explaining how they apply to the role can leave candidates uncertain about what the employer actually expects.
For example, a requirement for someone who is hardworking gives applicants little indication of the workload, responsibilities or performance standards involved. A description that identifies the systems a candidate will use, the tasks they will manage and the outcomes expected from the role provides more concrete information.
The study also references earlier research published in the Journal of Personality and Social Psychology, which found that masculine-coded wording in job advertisements could make positions less appealing to women. This highlights how language choices can influence whether different candidates feel encouraged to pursue an opportunity.
Clearer Job Descriptions Could Improve the Candidate Experience
JobLeads recommends that employers focus on specific skills, tools, responsibilities and expected outcomes when writing job advertisements.
For HR and recruitment teams, this means reviewing job descriptions to ensure that the listed requirements genuinely relate to the work. Personality traits can still be included, but they should complement rather than replace measurable qualifications and role-specific expectations.
The findings also come with limitations. The analysis covers US postings on JobLeads during a single quarter, and a listing with no applications on the platform may have received applications through other channels. The researchers also acknowledge that the data shows an association between wording and application behaviour, rather than proving that particular phrases caused candidates to abandon an application.
Nevertheless, the results highlight an important part of recruitment communication: candidates need enough information to understand what a job involves and how their experience matches its requirements.
For employers seeking to attract suitable applicants, making job descriptions more specific may be a useful place to start.
