On the leading job board CareerBuilder.com, high-wage job postings unexpectedly attract fewer applicants. This negative relationship holds even within detailed occupations.In our directed search model, high-wage jobs attract fewer applicants only if applicants are heterogeneous. However, if there is no applicant heterogeneity, high-wage jobs attract more applicants. Empirically, job title heterogeneity is key: controlling for job titles, jobs with 10% higher wages do attract 7.7% more applicants. Furthermore, our findings are consistent with a higher return to worker quality for hires in "manager" and "senior" job titles.Overall, our findings demonstrate the power of words in the matching process. * We thank the editor and two anonymous referees for their detailed feedback, which has substantially improved this paper. We are also grateful for comments from