Hiring the right people starts long before an interview. It begins with your job ad. A well-written job post can attract skilled candidates who are a great fit for your company’s culture and values. A poorly written one? It’ll either get ignored or bring in applicants who aren’t aligned with the role.
I’ve worked on both sides—writing job ads as a manager and scanning them as a job seeker. And one thing is clear: a job ad isn’t just about listing duties; it’s your first impression. So how do you write a job ad that actually draws top talent? Let’s break it down step by step.
Why a Great Job Ad Matters
Job seekers today don’t just want a paycheck—they want meaningful work, clear expectations, and a supportive work environment. According to LinkedIn’s Global Talent Trends, candidates care more than ever about company culture, flexibility, and growth opportunities. Your job ad should reflect that.
A good ad acts as a filter: it draws in qualified applicants and filters out poor fits. If done right, it saves your team hours of reviewing irrelevant resumes.
Key Elements of a Strong Job Ad
Let’s go over the essential components of a job post that gets noticed—and gets results.
1. Start with a Clear, Specific Job Title
Skip the buzzwords. Instead of “Sales Ninja” or “Marketing Rockstar,” write “B2B Account Executive – Mid-Level” or “Digital Marketing Specialist (Remote Option Available)”. Why? Because job seekers use specific terms to search. If your title is vague or gimmicky, you won’t show up in search results.
2. Open with an Attention-Grabbing Summary
In 2–3 lines, explain what makes this job or company worth applying to. What problem will they help solve? What kind of impact will they make?
Example:
We’re looking for a passionate customer support associate to help small business owners grow. You’ll be the friendly voice of our fast-growing SaaS startup and help shape how we deliver support at scale.
This section isn’t fluff—it sets the tone and can motivate a reader to keep going.
3. List Key Responsibilities (But Keep It Human)
Yes, applicants want to know what they’ll be doing. But too many job ads become dry checklists. Use bullet points, but also add a line here and there that shows how these tasks fit into the bigger picture.
Example:
- Answer customer inquiries via chat and email (Zendesk experience preferred)
- Identify recurring issues and help build internal knowledge base articles
- Work closely with the product team to flag feature requests
Avoid listing 20 tasks—it becomes overwhelming and signals that you’re overloading the role.
4. Outline the Must-Have and Nice-to-Have Skills
Split this into two sections:
- Requirements: These are deal-breakers. Be realistic. If you say “5+ years of experience” but would hire someone with 3 years, adjust accordingly.
- Bonus Skills: This is where you can add extra tech tools, languages, or soft skills that would be a plus—but not mandatory.
This format keeps the ad inclusive. Otherwise, you risk losing qualified candidates who feel underqualified when they’re not.
5. Talk About Your Company Culture (Briefly but Honestly)
Add a few lines about your team values, work environment, or mission. Avoid generic statements like “we’re like a family” unless that’s truly accurate. Be specific.
Example:
We’re a remote-first company with flexible hours and a no-meeting-Fridays policy. We value clear communication and transparency above titles.
6. Include Compensation (If Possible)
More candidates are skipping jobs that don’t mention pay. If your company allows it, include salary range, benefits, and perks like:
- Health insurance
- 401(k) match
- Remote work stipend
- Annual learning budget
This builds trust. According to a Glassdoor survey, salary transparency is one of the top factors job seekers want in a job ad.
7. Make It Easy to Apply
Don’t ask for too much upfront. Avoid long forms or requiring a cover letter unless truly necessary. Include:
- A clear call-to-action (e.g., “Apply with your resume and portfolio link”)
- Application deadline, if any
- Point of contact (even a team alias adds credibility)
Additional Tips to Make Your Job Ad Stand Out
- Use plain language: Avoid corporate jargon. Write like a person.
- Think mobile-first: Many people browse job boards on their phone—keep formatting clean and scannable.
- Highlight growth: If this role has promotion potential, say it.
- Mention team structure: Let applicants know who they’ll report to and whether it’s a solo or team-focused role.
Common Mistakes to Avoid
- Writing a job description, not an ad (your goal is to persuade, not just inform)
- Overloading with unrealistic requirements
- Making it all about the company and not the candidate
- Forgetting to proofread—typos kill credibility
- Being vague about remote/workplace flexibility
Final Thoughts
Creating job ads that attract talent takes more than copy-pasting a list of tasks. You’re pitching your team and your mission. Think of the ad as the start of a conversation—not a one-sided monologue. Write with clarity, respect, and a little personality, and the right people will notice.
If you found this article informative, feel free to check out our other articles as well—for more hiring tips, team-building ideas, and remote work strategies.
