How to Create Job Ads That Will Attract the Right Candidates

In a competitive hiring market, a job ad isn't just a description, it's your first handshake with potential talent. The right job ad can draw top candidates to your company, while a vague or poorly crafted one can drive them away. So how do you write job ads that stand out and attract the right people? Here's a step-by-step guide.

Start with a Clear, Compelling Job Title

The job title is the first thing candidates see, it has to be accurate and searchable. Avoid internal slang or overly creative titles like "Sales Rockstar" or "Code Ninja." Instead, go for clarity: “Senior Software Engineer” or “Marketing Manager.”

Tip: Use job titles that reflect standard industry language to improve visibility on job boards and search engines.

Sell the Role with a Strong Opening Hook

The first few lines should entice the reader to keep going. Highlight what makes your company unique, why the role is exciting, or what kind of impact the hire will make.

Example: “Join a mission-driven team reshaping the future of renewable energy. As our Product Manager, you’ll lead initiatives that directly reduce carbon emissions worldwide.”

Be Specific About Responsibilities and Expectations

Generic job ads attract generic candidates. Detail the day-to-day tasks, who the hire will report to, and what success looks like in the role.

Break this down into bullet points for easy scanning. Focus on outcomes, not just tasks:

• Lead the design and roll out of new mobile features used by 50,000+ monthly users

• Collaborate with product and design teams to shape user experience

• Analyse user data to inform development priorities

  
  

Define Must-Have vs. Nice-to-Have Qualifications

Long lists of requirements can scare off good candidates, especially women and underrepresented groups, who are statistically less likely to apply unless they meet all listed criteria.

Differentiate between essentials and nice-to-haves. Be realistic, and avoid asking for things like "10+ years experience" for mid-level roles.

Showcase Your Culture and Benefits

Culture matters. Job seekers want to know what it’s like to work with you. Mention:

• Flexible working hours or remote opportunities

• Learning and development support

• Unique perks (e.g., mental health days, sabbaticals, or volunteer time off)

  
  

  

  
  

Include a Transparent Salary Range

Pay transparency builds trust and can reduce bias. If you can legally and competitively list a salary range, do it. It’s one of the top things candidates look for, it can increase applications from qualified, diverse candidates.

End with a Human, Encouraging Call to Action

Invite candidates to apply even if they don’t meet every requirement. A friendly tone can make your company feel more approachable and inclusive.

Example: “If you're excited about this role but don’t meet every single bullet point, we encourage you to apply anyway. We’d love to hear from you.”

Conclusion

The best job ads are more than just a checklist, they're a glimpse into your company’s values, goals, and people. By being transparent, specific, and candidate-focused, you’ll increase your chances of attracting the right talent and building a team that’s aligned from day one.