How to write Job Adverts that actually attract candidates
A job ad isn’t just a description of a role it’s a form of marketing. The best ads do not simply tell people what the job involves, they attract the right talent, reflect your company culture, and make candidates want to apply for their next role!
Too often, ads read like endless lists of duties and requirements. That might tick boxes internally, but it doesn’t inspire candidates. If you want your job ads to stand out, you need to think like a marketer.
Here’s how…
Keep It Focused on the Essentials
Your job ad does not need to be a novel. Most candidates skim; they will not look through with a deep analysis. Remind yourself, would I read every word of this?
Stick to three essentials:
• Short and snappy: Highlight the essential requirements for the role.
• What’s in it for the candidate: Benefits, perks, and growth opportunities.
• Role overview: What will the candidate actually be doing?
If you cover these three points clearly, your ad will be off to a strong start.
Optimise for Mobile
More candidates apply via their phones than ever before. If your ad requires endless scrolling or looks like a wall of text, many will drop off before they even finish reading.
Make your ads mobile-friendly by:
Using clear headings and bullet points.
Breaking up text into short paragraphs.
Previewing the ad on a mobile device before posting.
Optimising your job ads for Mobile usage and following these simple steps will make a huge difference moving forward.
Use the Right Keywords
Every job board has its own unique tools, and visibility often depends on using the right keywords. Before posting, do some research into what job titles and terms candidates are searching for.
Tools like Indeed’s Hiring Insights can help you identify common search terms. But remember, while visibility matters, accuracy is just as important.
Tone Is Important
How you say something matters just as much as what you say. Candidates can potentially be turned off by language that feels demanding or negative, while a friendly, supportive tone builds excitement.
Here’s a quick example:
“We need you to handle multiple projects at once and deliver results quickly.” When you could say, “You’ll be involved in a variety of projects where your work will make a real difference.”
Your Final Reminder
A job ad is often the very first interaction a candidate has with your company. If it feels overwhelming, generic, or unfriendly, you are not going to get the response that you deserve.
To attract top talent, think like a marketer:
Keep it short and focused.
Make it mobile-friendly.
Use the right keywords.
Write in a positive, supportive tone.
The best job ads don’t just explain a role, they make candidates excited to be part of the team that you are building!