If you’re an employer or recruiter, you’ve likely seen it happen: a job post gets hundreds—maybe even thousands—of views, but only a small trickle of applications. It’s frustrating, confusing, and leaves you wondering: what went wrong?
At Back to Work Connect, we work closely with midlife returners, career changers, and employers to bridge the gap between untapped talent and hiring needs. One of the most common challenges we see is a disconnect between how jobs are presented and how returners experience them.
Let’s break down the reasons behind this “view vs. apply” gap—and what can be done to fix it.
The Job Description Isn’t Speaking to the Right Audience
Returners often bring years of experience, but they may also be coming back after a career break. If your job description is filled with technical jargon, acronyms, or buzzwords, it can feel inaccessible—even intimidating.
Tip: Use clear, inclusive Returner Friendly language. Highlight transferable skills, offer context, and consider adding a short note like:
“We welcome applications from career returners and those with non-traditional paths.”
The Role Looks Unrealistic or Misaligned
Sometimes, job specs ask for everything under the sun—senior experience, niche skills, multiple languages—all for a mid-level salary and no flexibility. This sends a signal that the employer may not be realistic or returner-friendly.
Tip: Focus on must-haves, not wish lists. Clarify what’s essential vs. trainable, and include details about flexibility, salary range, and support offered.
The Application Process Is a Barrier
Returners already face a confidence gap. A clunky, long-winded application process only adds to the stress. If your process involves re-entering the same info multiple times or doesn’t work smoothly on mobile, candidates are likely to abandon the application.
Tip: Streamline it. A short, well-designed process with a personal touch (e.g. auto-reply with encouragement or next steps) makes a big difference.
Psychological Hurdles Matter More Than You Think
We work with Returners every day, and we hear the same story: “I didn’t apply because I didn’t feel good enough.”
Despite years of experience, many Returners struggle with imposter syndrome or fear being judged for their career break.
Tip: Include returner-friendly language in your job ad. Even better? Link to a support page that explains your onboarding, mentorship, or training for returners. Small reassurance = big boost in confidence.
The Right People Aren’t Seeing It (Or Don’t Know It’s For Them)
Sometimes, job ads get views—but not from the right candidates. A job title like “Business Ninja” might get curiosity clicks but fail to attract serious applicants. Or, Returners may not realise your company supports people like them.
Tip: Be clear in your job titles and make your employer brand visible. If you’re working with a platform like Back to Work Connect, make sure your role is listed as Returner Friendly and optimised for the right audience.
Bridging the Gap
The gap between job views and applications isn’t just a hiring problem—it’s a missed opportunity. Midlife professionals and Returners are an untapped pool of skilled, motivated talent. But we need to meet them where they are, with clarity, empathy, and better design.
At Back to Work Connect, we help employers reimagine their approach to hiring through:
✔️Returner Friendly Job Listings
✔️The Returner Friendly Score & AI tools to improve inclusivity
✔️Strategic support for D&I hiring goals
✔️Training, confidence-building, and support for returners
Want to see better application rates and attract qualified, experienced candidates? Let’s talk.
Contact us to learn how to make your job roles more returner-friendly and close the gap between visibility and action.
Get in touch HERE
