How to write job adverts that attract the right applicants
There's no shortage of advice for candidates on writing a good CV (we've even written our own tips and advice on CVs), plus what NOT to do on a CV.
But it's a sad fact that many job adverts contain exactly the same sorts of mistakes that employers or recruiters find unforgivable on CVs.
One survey revealed that 65% of employers would bin a CV with spelling mistakes - well what does a spelling mistake on a job ad say about you and your client? It takes only a few seconds to run a spell check on your ad before you post it.
A poorly written job advert can create a bad first impression, make the job (or company) look boring or vague, can lead to wasted time when people who are not suited for the job apply for it, and - even worse - wasted opportunities when people who should apply don't. So here's a list of things to bear in mind to help your job ads help you.
Key Takeaways
Job ads should attract, not repel
Don’t turn your ad into a warning label
Highlight benefits and culture, not just duties
Candidates are evaluating you, too
What Makes a Job Ad Go From ‘Hmm’ to ‘Hell No’?
A recent web developer ad wanted ten years’ experience, public speaking skills, IT support ability, and responsibility for £120K in revenue — all for a £25K salary.
That same ad demanded:
You must educate clients
Speak to press and media
Work after hours
Hit revenue targets
Build and maintain websites
Fix client PCs
Oh — and if you’re lazy, annoying, or “leave work on the dot”? Do not apply.
Safe to say, this is how to make candidates ghost you before they’ve even finished reading.
What Mistakes Should You Avoid in Job Ads?
Expecting senior skills for junior pay
Cramming every task and tool under the sun
Using aggressive language like “DO NOT APPLY IF”
Forgetting to sell what’s in it for the candidate
Acting like candidates should prove themselves just to be considered
Why Does Candidate Experience Start With the Job Ad?
Your job ad is your pitch
It’s your first impression
And candidates are judging whether you’re the kind of employer they want to work for
What Should You Include Instead?
A quick intro about your company
What you do, where you're based, what makes you different
The actual benefits
Think flexible hours, remote options, socials, progression, mentorship, team vibe
A clear salary
No vague “competitive” guesses — just be transparent
Plain, human language
Skip the jargon
Write like a person
A “you” focus
Let candidates imagine themselves in the role
Show what success looks like in their shoes
Proofed and polished copy
Spelling errors or stiff formatting send the wrong message
What Are Candidates Really Thinking When They Read Your Ad?
Is this role worth my time
Will I be valued here
What’s the culture like
Can I see myself growing in this team
Does this job give more than it takes
Don’t Write a Red Flag. Write a Green Light.
If your ad reads like a contract, a rant, or a list of demands — it’s not going to land
Job ads are marketing
They should inspire the right people to raise their hand and say: “This sounds like me”
Need help making your job ads work harder and sound more human? I’ve got you.