How to Market a Hard-to-Sell Job Without Stretching the Truth
Some jobs are just harder to fill than others. Maybe the role isn’t glamorous, the pay isn’t top-tier, or the responsibilities don’t exactly scream “dream job.” But that doesn’t mean you have to embellish the truth to attract qualified candidates.
Instead, smart employers know how to market hard-to-sell jobs with authenticity, creativity, and strategy. Here’s how to do it—with real examples and data to back it up.
1. Know Your Audience—Use Market Data to Guide the Message
Before you try to "sell" the job, understand who you’re trying to reach. That means digging into market data to assess supply, demand, and what candidates are actually looking for.
Use tools like:
- Indeed Hiring Insights for candidate supply per role and region.
- Glassdoor and Payscale to benchmark salary competitiveness.
- LinkedIn Talent Insights to understand where talent lives, their backgrounds, and how they’re engaging with similar jobs.
Example: If your data shows only two qualified job seekers per opening in your city and average salaries for similar roles are 15% higher than your offer, you’re not just facing a recruiting challenge—you’re facing a positioning problem. You can now choose to adjust the offer or shift the focus of your pitch (e.g. flexibility, mission-driven work, stability).
Data helps you move from assumption to precision, which makes your job posting sharper—and more likely to convert.
2. Craft a Clear Candidate Persona
Marketing starts with empathy. Who is the ideal person for this role, and what do they care about?
Start by answering:
- What motivates this type of candidate—growth, stability, creative freedom, mission?
- What challenges are they facing in their current roles?
- What do they want to avoid in their next job?
Use that persona to shape your messaging. For example, if the role involves repetitive tasks but offers long-term job security and strong benefits, target people who prioritize stability, not fast growth. Your tone, headline, and even choice of words should reflect that.
Tip: Even “boring” jobs can appeal to the right person when framed in the right way.
3. Tell the Real Story—Leverage Authentic Employer Branding
One of the most effective ways to market a tough job is by showing—not telling—what it’s like to do it. That means tapping into real employees, stories, and moments that highlight the role’s value.
Ideas to bring this to life:
- Ask a current team member to record a video describing a typical workday.
- Include a quote in your job ad: “It’s not glamorous, but it’s satisfying. I love solving complex backend bugs no one else wants to touch.”
- Share a blog post or social media story from someone in a similar role explaining why they stayed and grew in that position.
This kind of honesty builds trust. According to LinkedIn’s Employer Brand Statistics, candidates are 3x more likely to trust a company’s employees over its corporate messaging.
4. Emphasize Growth and Mission—Even If the Day-to-Day Is Tough
If the role itself is less appealing (e.g., high-volume customer support, night shift warehouse, legacy system maintenance), highlight where it leads or why it matters.
Ways to frame this:
- “This role is a great stepping stone to team leadership within 12–18 months.”
- “You’ll be a critical part of our infrastructure team, supporting tools used by 10,000+ customers every day.”
- “We’re looking for someone who wants to leave a legacy—not just clock in.”
In a 2023 report by McKinsey, 70% of workers said their sense of purpose is defined by their job. Even tough roles can be deeply meaningful if they’re tied to a bigger mission or long-term opportunity.
5. Leverage Passive Talent and Employee Referrals
Sometimes, the right candidates aren’t actively searching. For niche or hard-to-sell roles, passive candidates and employee referrals can be your most valuable sourcing channels.
How to activate them:
- Build a talent community or pipeline by sharing relevant content on LinkedIn or your careers site (e.g., behind-the-scenes looks at the team or projects).
- Offer referral bonuses and make it easy for employees to share job listings in their networks.
- Encourage hiring managers to reach out directly to people they admire in the space—peer-to-peer outreach often yields higher engagement.
Research from LinkedIn shows that referred candidates are four times more likely to be hired than those who apply through a job board.
6. Use Multi-Channel Storytelling to Expand Reach
Don’t limit yourself to a single job post. Think like a content marketer—use multiple formats and channels to tell the story of the role and attract interest.
Tactics to try:
- Create short explainer videos or reels showcasing a day in the role.
- Post testimonials or “Why I Took This Job” stories from current employees on LinkedIn or your company blog.
- Host a webinar or “Ask Me Anything” session with the hiring manager for curious prospects.
This multi-channel approach helps build visibility and allows candidates to engage with your message in the format that suits them best.
7. Highlight Total Compensation and Quality of Life
If your base salary can’t match competitors, don’t pretend otherwise—but do emphasize the full package.
Think beyond pay:
- Flexibility (remote/hybrid)
- Career stability
- Learning stipends or tuition reimbursement
- Generous PTO, mental health support, or wellness perks
- Clear performance bonus structure or internal mobility plans
Transparency goes a long way. In fact, in an Indeed survey, 75% of job seekers said they’re more likely to apply to a job that includes a salary range. That number jumps even higher among younger job seekers—particularly Gen Z—who view transparency as a baseline expectation rather than a bonus.
If you can’t win on salary, win on clarity, culture, and career progression.
Real-Life Example: Marketing a Legacy Tech Role
Scenario: You’re hiring a backend engineer to maintain a 15-year-old system. Not flashy. Not modern. And very few applicants.
Strategy:
- Use market data to benchmark salary, realizing you’re 10% below average.
- Build a persona: experienced engineers who enjoy structure, mentoring, and solving tricky problems.
- Share a developer blog: “Why I Love Working on Legacy Systems: Stability, Ownership, and Real Impact.”
- Highlight growth: “We’ll pay for AWS certs and provide 20% time for modern tech experimentation.”
- Use video: The hiring manager records a quick walkthrough of the team’s current roadmap and what success looks like.
- Promote via LinkedIn, GitHub communities, and employee networks.
Result: A narrower but more qualified pipeline—and candidates who apply with eyes wide open.
Final Thoughts
Marketing a tough role isn’t about sugarcoating. It’s about telling the truth in a way that resonates with the right people.
When you…
- understand your audience,
- use real stories and real data,
- and offer clarity instead of hype
…you don’t just fill jobs—you find people who will thrive in them.
