How To Write A Great Job Ad


Getting your job ads to stand out on online jobs boards isn’t always easy. Luckily, there are a few simple ways you are able to make them work harder for you, because no matter what type of vacancy a job-seeker applies for, the things they notice (and avoid) in a job advert usually remain the same.

One third of the UK workforce is actively looking for a new job and a further 26% of people are casually looking for a new job or project work. 30%, while not actively looking, are open to the right offer. This means that only 13% of workers are not open to any new opportunities right now. [LinkedIn].

Recommended Framework

Getting the structure of a job ad right is an important first step towards creating a strong job advert to go on the job listing websites. This will ensure that you have a clear layout and only include the most relevant information.

We will go through section in more detail below, but for now, here is the basic checklist to follow when writing your job advert:


  • Job title
  • Salary
  • Location
  • Introduction to your business
  • Job Description
  • Key requirements (qualifications and skills)

How To Write A Great Job Ad

  1. Job title

The right job title can make a difference not only in whether or not a candidate clicks on your job ad but also whether your vacancy shows up on the job search sites at all. To get the best results:

  • Keep It Focused.

Focus on what the job does or what it offers Instead of writing “Receptionist”, a bland, undescriptive title that may get lost in the crowd of similarly or identically named job postings, take it a step further and advertise what the job actually is, requires or offers. Is the position really for a “Bilingual Personal Assistant”?

  • No Surprises

While “Recreational Custodian” may sound more exciting than writing “Caretaker”, the title may not resonate so well with candidates. They are more likely to search by the job title most commonly used and your ad risks getting lost.

  • Omit Internal Jargon

It may help you when sifting through numerous candidates if the posting is titled “M113 PT Nights –  #399”, but it’s probably not helping attract the right job seekers.

In short, here are our top tips for your job title:

  • Keep it simple. Avoid jargon, special characters/ symbols!!!, acronyms, abbreviations and quirky job titles for the best response.
  • Do not mix job titles or experience levels e.g. ‘Junior/intermediate & senior IT Engineer/software developers’ as this will not increase response.
  • Avoid including company information, salary information or any unnecessary content in the job title but do add this later on.
  1. Salary

Salary is probably the highest priority info for those seeking a new role on job search sites. Two in three of jobseekers are more likely to apply when a salary is displayed on job listing websites – making it even more important to make the salary range clear in any role you advertise. [Reed]

Try to be as specific as possible; list the exact salary you are offering. If you are using a range, try to keep it as narrow as possible as candidates appreciate transparency.

Include additional benefits you are offering such as how much annual leave is offered, pension contributions or a company car/travel allowance.

  1. Location
  • Use A Full Postcode – Using a full postcode in your job ad can help increase applications by targeting more relevant candidates in job alerts and appearing in more jobseeker searches.
  • A full postcode means candidates can check their commute before applying, resulting in more relevant applicants for your roles.
  1. A Brief Introduction To Your Business:
  • Introduce who you are, what you do, and why you do it. Give a little bit of history and present your unique offering.

The Role:

  • List the role a successful applicant would play in your business.
  • Explain clearly their responsibilities and what they will be doing on a day-to-day basis.
  • Consider a bullet-pointed list of key responsibilities.

What you can offer:

  • Company Culture – what will it be like to work for your business? What are your values?
  • Company Benefits – Candidates are more likely to apply if company benefits are included as they make the role more appealing.
  1. Job Description

The job description is your chance to sell the role on the online jobs boards, detailing exactly what the job entails and why each candidate should want to apply for the role.

State whether your candidate needs qualifications, such as specific A-Levels, diplomas or a degree. Clarify whether these qualifications are vital or whether they’re just advantageous. You should also outline any personality traits or soft skills you wish your candidate to possess. Maybe you want them to be enthusiastic, with good communication skills and have an interest in the relevant industry.

If you would like someone with a certain amount of experience, highlight this here. You may also require your candidate to have a background in your industry.

Things To Avoid

  1. Unnecessary Jargon: Littering job search sites with buzzwords, acronyms and other useless jargon can put people off applying for the job. Instead, Use clear and concise keywords, only using abbreviations or buzzwords if totally necessary.
  2. Leaving Out Important Information: Don’t Ignore the basics. By adding the job title, location and salary to the top of the job advert, you’ll receive more relevant job applications and boost your presence on Google.
  3. Mistakes: Basic careless mistakes in a job advert will look unprofessional and careless. Always proofread your advert several times over and maybe get someone else to look over it just to double check.
  4. Ignoring Structure: You don’t want your ads on job search sites to be long streams of text. This will make it hard to read and deter candidates from even applying. Use smaller, concise paragraphs and bullet points to create a clear and structured layout.

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