The Do’s and Don’ts of Writing Amazing Job Adverts


If you want to attract the best people for your current job opening, creating a great advert is vital. Exact wording and including all the right elements to attract your chosen demographic should ensure you encourage a decent flood of applications.

It will also mean you don’t waste your time with candidates who are neither qualified or experienced nor fit to do the job at hand.

Here’s a list of important do’s and don’ts to help you get your ad writing perfect first time:


Put Your Marketing Hat On

One of the first things you need to do is take a leaf out your marketing department’s play book. After all, this isn’t much different from trying to attract customers to buy your product or hire your service. Take a look at what your USPs are as a company, what makes this job attractive and the type of candidate you are really trying to attract. The big trick is then to bring these all together in your job advertisement.

Stay Specific

Avoid straying off message and providing information that isn’t really relevant. The more specific you can be about the role and what it entails, the more likely you are to appeal to the right candidates. Less is more in this case, but only if the ‘less’ counts.

Check Your Terminology

Being more descriptive works in marketing a job advert and getting the right terminology front and centre is important. Vague descriptions of what a job role entails will dilute the impact of your advert and make it easier for anyone to apply.

Keep Your Language Simple

While there may be a set terminology for your particular industry, overall you should be looking to keep your language as simple as possible. That means shorter and coherent sentences and easy to understand bullet points.

Tell Candidates Who You Are Looking For

You will have some idea of who your best candidate is going to be and you need to get this across in your advert. They may require certain skills and knowledge, of course, but also individual traits that will be good for your business. Make sure you mention all the important prerequisites in your ad.

Be Positive

You want to make your brand and company as attractive as possible to the best candidates so take the time to present yourself in a positive but honest light. That could include mentioning any awards you have achieved recently as well as clearly outlining your company ethos.


Be Vague

If you want to attract the best candidates, the worst thing you can do is be vague. The more accurate and to the point your advert is, the more likely you are to attract the right people and dissuade the ones who are not a good fit for your company.

Hide the Money

What you are going to pay is important and there’s no point in glossing over this area as many businesses seem to do. Job adverts that include a salary as well as details of perks generally get a better response than those which omit them.

Undersell Your Company

You want to attract the best candidates so you need to demonstrate what your company has to offer. You may, for example, not be able to provide high flying salaries at the moment but you are a company that is rapidly growing and has great potential for the future. Sell what your company has to offer the ideal candidate and sell it well. That includes benefits such as helping to train staff.

Mislead Your Candidates

Finally, don’t include anything in your advert that could be construed as misleading. Yes, it might entice someone you really want to apply but once they find out they have been duped, they may well decide to move on pretty quickly. Be up front and be honest. It will work for you in the long run.

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