How to Write a Job Advert That Attracts the Right Candidates
Writing a job advert might seem straightforward, add a job title, throw in some responsibilities, list a few qualifications, and hit post. But if you’re not getting the right people applying, the problem might not be the talent pool, it might be your advert.
A well-crafted job advert doesn’t just list duties. It sells the opportunity, reflects your company culture, and speaks directly to the kind of person you want to hire. So if you’re tired of wading through a sea of unsuitable CVs, here’s how to write a job advert that attracts the right candidates, and saves you time in the process.
Start with a job title that makes sense
Your internal title might be “Customer Happiness Ninja,” but most jobseekers are searching for “Customer Service Advisor.” Use a clear, searchable title that people will actually type into job boards.
Top tip: Keep it specific. “Marketing Executive” is okay. “Digital Marketing Executive – SEO & Content” is better.
Nail the opening line
The first line of your advert is prime real estate. Use it to hook attention, not list your company history.
Instead of:
“We are a leading provider of logistics solutions with over 40 years of experience…”
Try:
“Looking for your next challenge in logistics? Join a fast-growing team where no two days are the same.”
Set the tone and give a reason to keep reading.
Sell the role (not just the tasks)
Yes, you need to include responsibilities. But think about how you frame them.
Dry:
“You will be responsible for scheduling meetings, handling admin, and updating reports.”
Engaging:
“You’ll be the organisational force behind the team, scheduling meetings, keeping us on track, and making chaos look easy.”
Speak to the experience of doing the job, not just the bullet points.
Be clear about what you really need
Avoid listing 25 requirements and scaring off great candidates who don’t tick every box. Focus on the must-haves. Be honest about what’s essential and what can be learned.
Nice touch: Add a line like “Don’t meet every requirement? We’re more interested in potential than perfection, apply anyway.”
This encourages diverse applicants and reduces self-deselection.
Show some personality
Your job advert is a reflection of your brand. If your team is friendly, fast-paced, and a bit cheeky, say so. If you’re structured, calm, and values-driven then reflect that in the tone. Candidates want to know if they’ll fit in.
Try to avoid overused clichés like “fast-paced environment,” “competitive salary,” or “must be a team player.” Be specific. Be real.
Include the salary (yes, really)
Posting a salary (or at least a range) significantly increases applications—and filters out people who wouldn’t accept the offer anyway. If budget’s an issue, say: “£30-35k depending on experience.”
You’ll get fewer time-wasters and more serious applicants.
Highlight perks and benefits
And we don’t just mean “free fruit.” Think about what makes working with you special:
Flexible hours
Remote/hybrid working
Wellbeing support
Training budgets
Dog-friendly offices
These little things paint a picture of life at your company.
Add a clear call to action
Don’t leave them hanging. Tell applicants exactly what to do next:
“Sound like you? Click apply and send us your CV, no cover letter needed.”
Or
“Want to know more before applying? Drop us an email, we’re happy to chat.”
The easier you make it, the more likely people are to do it.
Final check: Would you apply?
Before you post your advert, read it back and ask:
Does this sound like a person wrote it?
Would I be excited to apply?
Does it reflect what it’s actually like to work here?
If the answer’s no, tweak it. It’s worth the extra 10 minutes.
One last thing…
Getting the right hire starts with the right message. Your job advert isn’t just a notice, it’s a pitch. Make it engaging, make it human, and make it count.
Need help writing job adverts that actually convert? We do this for a living. Get in touch and let’s attract your next superstar together.