A poorly written job posting is invisible to good candidates and a magnet for bad fits. For a Canadian small business without an in-house recruiter, the job posting is often the only tool you have to attract the right person. Here is how to write one that works, what to skip, and where to post it for free.
Anatomy of an effective job posting
Every job posting needs six components to function. Start with the job title, use the actual name of the role as candidates would search for it. "Retail Sales Associate" outperforms "Customer Happiness Ninja" on every job board. Keep it under eight words.
The role overview(two to three sentences) answers: what does this person do, and who do they work with? Be specific. "You'll work the morning shift Wednesday through Sunday, handling customer service and stock replenishment at our Kensington Market location" is far more useful than "Join our amazing team!"
The responsibilities list should be five to eight bullet points of actual tasks, not vague competency statements. Use action verbs: prepare, greet, stock, process, respond. The qualificationssection should separate "required" from "nice to have", a laundry list of 12 requirements deters qualified applicants who don't meet one or two.
Close with compensation and application instructions. Include the pay range (see salary transparency section below), hours, and whether the role is part-time or full-time. Application instructions should be simple: email a resume to a named address, or apply via a specific link. The fewer steps, the higher the apply rate.
Salary transparency in Ontario and BC
As of 2025, Ontario does not yet have a legislated pay transparency requirement for job postings. However, British Columbia and Prince Edward Island now require employers to include a pay range in public job postings. Other provinces are watching BC's implementation closely, and federal employees are also subject to disclosure rules.
Regardless of legal requirement, including pay in your Ontario posting is strongly recommended. Postings with salary ranges receive significantly more applications on Indeed and LinkedIn. They also reduce wasted time on both sides, a candidate who needs $22/hr will self-select out of a $18/hr role before the phone screen.
Use a realistic range with a spread of no more than $4 to $6/hr for hourly roles or 15% to 20% for salaried positions. A range of $18–$22/hr is credible; a range of $18–$35/hr signals that you have not thought through the role. Ontario's general minimum wage is $17.60/hr as of October 2025, your posted range should start at or above this floor.
Where to post for free as a small business
Indeed offers free job postings that appear in organic search results. You can optionally sponsor them to reach more candidates. For entry-level and hourly roles, organic Indeed posts alone often generate enough volume. LinkedIn offers one free post at a time; effective for office and professional roles where candidates are active on the platform.
CanuckHire is a free Canadian job board focused on local and independent businesses, a strong fit for SMBs who want to reach candidates specifically looking for non-corporate roles. Facebook Jobs (via Facebook Marketplace or your business page) works well for neighbourhood-level hiring, particularly for food service and retail. Kijiji still drives applicants for manual, trades, and hospitality roles in many smaller Canadian cities.
Post on at least two platforms simultaneously and track where your best hires came from. Over three to four hiring cycles, a clear winner usually emerges by role type, and you can redirect your time accordingly.
Prohibited language under the Ontario Human Rights Code
Under the Ontario Human Rights Code, job postings cannot express a preference or limitation based on any protected ground unless a bona fide occupational requirement exists. This includes language that directly or indirectly screens on the basis of age, race, national origin, sex, disability, religion, marital or family status, or sexual orientation.
Common mistakes: "Recent graduate preferred" (can imply age bias), "Native English speaker" (national origin or ancestry), "Must be able to work Sundays" without stating that religious accommodation is available (religion), and "Clean-cut appearance required" without specification (can be interpreted as targeting cultural expression). Each of these can support a human rights complaint.
When in doubt, describe what the job requires, not what the person should be. "Strong written and verbal communication in English required for client-facing correspondence" is permissible and specific. "Native English speaker" is not. The Canadian HR Reporter and the Ontario Human Rights Commission publish guidance on permissible language, worth a 30-minute read before your first hire. For more on the full hiring process, see why employee turnover costs Canadian SMBs more than they expect.
Frequently asked questions
Do I legally have to include salary in a job posting in Ontario?
As of 2025, Ontario does not require salary disclosure in job postings, though BC and PEI now do. Including a pay range is strongly recommended regardless, postings with salary attract more qualified applicants and reduce wasted screening time on both sides.
What is the best free job board for small businesses in Canada?
Indeed's free organic listings reach the largest candidate volume for most role types. LinkedIn is most effective for office and professional roles. CanuckHire is well suited for local and independent businesses. Post on at least two platforms and track which produces your strongest applicants over time.
What language am I not allowed to use in a Canadian job posting?
Under provincial human rights codes, you cannot use language that expresses preference based on age, race, national origin, sex, disability, religion, marital or family status, or sexual orientation. Describe what the job requires, not what the person should be.
How long should a job posting be for a small business?
300 to 500 words is the effective range for most roles. Short enough to read quickly, long enough to cover the six essential components: job title, role overview, responsibilities, qualifications, compensation, and application instructions. Longer postings do not reliably produce better candidates.
Should I list every qualification the ideal candidate would have?
No. Separate requirements from nice-to-haves, and keep the required list to the three to five things genuinely necessary to do the job. A laundry list of 12 requirements deters strong candidates who don't meet one or two minor items, while attracting candidates who will claim everything regardless of truth.