Clients Article
How to Write a Great Job Ad
A great job ad is a marketing piece - it should attract the right people by clearly explaining why the role exists, who it’s for, and why someone would want it.
Quick answer:
A great job ad is a marketing piece - it should attract the right people by clearly explaining why the role exists, who it’s for, and why someone would want it.
A JOB AD IS NOT A JOB DESCRIPTION
One of the most common hiring mistakes is using a job description as a job ad.
A job description is an internal document.
A job ad is outward‑facing and competitive.
Your job ad isn’t there to document every responsibility – it’s there to:
 - Grab attention
 - Create interest
 - Encourage the right people to apply
If it reads like an internal HR document, most strong candidates won’t get past the first paragraph.
START WITH WHY THE ROLE IS APPEALING
Most job ads open with the job title and a generic sentence about joining a team.
That’s technically fine – but it’s rarely engaging.
Instead, start by answering:
 - Why does this role exist?
 - What problem does it solve?
 - Why would someone enjoy doing it?
This doesn’t need hype. It just needs relevance.
If the opening doesn’t feel human or specific, candidates will scroll on.
WRITE FOR ONE TYPE OF PERSON
Strong job ads don’t try to appeal to everyone.
They feel like they’re written to a particular person – someone who would genuinely enjoy the role and environment.
Be clear about:
 - The pace of the role
 - The style of management
 - The type of personality that tends to succeed
This naturally filters out people who wouldn’t be happy anyway – which saves time for everyone.
FOCUS ON OUTCOMES, NOT TASK LISTS
Long lists of duties belong in a job description.
In a job ad, candidates care more about:
 - What they’ll be responsible for overall
 - What success looks like
 - How their work makes an impact
If a sentence starts to sound like a daily checklist, it’s probably better shortened or rephrased around outcomes instead.
BE REALISTIC ABOUT REQUIREMENTS
Overloaded job ads put good people off.
If you list a long set of “essential†skills, many candidates will self‑reject unless they meet every single one – even if they’d be great at the job.
Ask honestly:
 - What must someone be able to do on day one?
 - What can be learned with support?
Clarity and realism attract stronger, more confident applicants.
SAY SOMETHING USEFUL ABOUT SALARY
"Competitive salary" doesn’t tell candidates anything.
If you can, include:
 - A realistic range
 - Or at least clear guidance on seniority and expectations
Being upfront builds trust and avoids wasted conversations later.
Good candidates value transparency more than vague promises.
MAKE APPLYING FEEL STRAIGHTFORWARD
Even a great job ad can fall down if the application feels heavy.
Be clear about:
 - What’s required to apply
 - How many steps there are
 - What happens next
If the role sounds appealing but applying feels like hard work, many candidates simply won’t bother – especially busy, in‑demand ones.
A job ad isn’t about saying everything.
It’s about saying the right things, clearly and honestly, to the right people – and giving them a reason to apply.
The better the job ad, the better the starting point for the entire hiring process.
