The art of writing a quality job ads and how to get it right

In a competitive candidate market, your job advert is your first impression, not just to candidates, but to the talent you really want. Yet too often, job descriptions are dull, vague, or overloaded with useless jargon. 

The result? The best candidates scroll right past it.

Why does a great job advert matter and how to can you hook the right candidates from the very first sentence? 

Why it matters

1. It reflects your brand as an employer 

Your job ad isn’t just a vacancy notice, it's a silent marketing tool. A poorly written ad makes your company seem disorganised and uninspiring. A great one makes people want to work for you.

2. It attracts the right people

Vague, generic ads attract vague, generic applicants. If you’re clear about who you’re looking for, what success in the role looks like, and why your company is worth joining, you'll naturally filter in the right people, and filter out the wrong ones.

You will still get applications from unsuitable candidates, but you will also get a higher proportion of applications from the people you want.

In the long run it will save you time and money!

What happens if you get it wrong

• You miss out on top talent: great candidates apply for opportunities that excite them.
• You get buried in noise: generic ads bring in floods of applicants, most of whom aren’t suitable.
• You lose trust: if your ad is misleading, even the right hires may become short-lived ones when expectations don’t match reality.
   

Tips for writing a high-quality job advert

1. Hook them in the first line

Your opening sentence should grab attention. Avoid “we are hiring a marketing assistant.” Instead, try:

“Want to shape the brand voice of a fast-growing tech startup where your ideas matter from day one?”

2. Speak like a human

Cut the corporate clichés. Ditch phrases like “dynamic self-starter” or “synergy-driven innovator.” Write like you're having a conversation with the candidate over coffee.

3. Focus on what’s in it for them

Instead of just listing what you want, highlight what they’ll get:

• Opportunities to grow
• A chance to lead meaningful projects
• Flexibility, culture, or unique perks

4. Be clear about salary and benefits

Transparency attracts serious candidates and builds trust. If you can’t give an exact number, give a range. Avoid the dreaded “competitive salary” line, it’s meaningless.

5. Break up the text

Use headings, bullet points, and short paragraphs to make your ad easy to scan. Candidates are browsing quickly, often on their phones.

Structure that works

Here’s a simple structure to guide your advert:

• Opening hook – why this role matters and what makes it exciting.
• About the company – brief, punchy overview.
• About the role – what they’ll be doing day to day.
• About you – what kind of person will thrive in this role.
• Benefits & perks – sell your culture, not just the job.
• Call to action – encourage them to apply and make it easy.
   

Final thought

A job advert is more than a box to tick, it’s a chance to connect with someone who could transform your business. 

The better your advert, the better your applicants. And the better your applicants, the easier it is to build a high-performing team.

Don’t settle for average. Write with purpose, clarity, and personality—and great talent will follow.