How to write an effective job advert

Attracting top talent starts with a well-crafted job advert. More than just a list of responsibilities, it is a marketing tool designed to engage the right candidates and encourage applications.

In today’s competitive job market, simply posting a vacancy is not enough. To stand out, job adverts must be clear, compelling, and optimised for visibility on job boards and search engines.

This guide will walk you through how to write, advertise, and optimise job ads, ensuring they reach the right candidates and drive quality applications.

What is a job advert?

A job advert is more than just a list of responsibilities and requirements - It’s a strategic marketing tool designed to attract the right candidates to your business.

When done correctly, a well-written job advert not only captures attention but also positions your company as an employer of choice.

In today’s competitive job market, simply posting a generic advert and hoping for the best is not enough. With candidates having multiple options, businesses must create job adverts that are engaging, inclusive, and optimised for visibility on job boards and search engines.

What is the purpose of a job advert?

A job advert serves one primary function: to attract the right talent. But beyond that, it also plays a crucial role in:

Selling the opportunity

The best job adverts don’t just inform; they persuade. They highlight the key benefits of the role, the company culture, and why a candidate should apply.

Reaching the right audience

Whether through job boards, social media, or company career pages, job adverts should be strategically placed to maximise exposure to relevant job seekers.

Filtering out unqualified applicants

A clear and well-structured job advert helps reduce the number of unsuitable applications, saving time for hiring managers.

Enhancing employer branding

A well-crafted job advert reflects the company’s values and professionalism, reinforcing its reputation as an employer of choice.

Encouraging action

A strong call to action (CTA) ensures that interested candidates know how to apply and feel compelled to do so.

Read more: What candidates want to see in your job ads

Example of an effective job advert opening:

"Are you an experienced digital marketing professional looking for your next challenge? We’re looking for a results-driven Senior Digital Marketing Manager to join our dynamic team at [Company Name].

You’ll have the opportunity to lead innovative campaigns, work with industry-leading clients, and be part of a forward-thinking company culture. If you’re passionate about driving brand growth and making an impact, we’d love to hear from you."

This introduction immediately communicates who the job is for, what the role entails, and why a candidate should apply, making it more compelling than a simple job title and bullet points.

Job advert vs job description

Many hiring managers use the terms "job advert" and "job description" interchangeably, but they are not the same.

Understanding the differences ensures that your job ads are effective and that candidates get the right level of detail at each stage of the hiring process.

The difference between a job advert & a job description

While a job advert and a job description both provide information about a role, they serve different purposes in the hiring process. Here’s how they differ:

Job advert

• Purpose: Designed to attract and engage potential candidates

• Tone: Persuasive, engaging, and candidate-focused

• Length: Concise (typically 300–700 words)

• Content focus: Highlights company culture, key benefits, and top responsibilities

• Where it’s used: Job boards, career pages, social media, and recruitment campaigns

Job description

• Purpose: Provides a full, in-depth breakdown of the role

• Tone: Neutral, formal, and factual

• Length: More detailed (can be multiple pages)

• Content focus: Covers all duties, responsibilities, and reporting structure

• Where it’s used: Internal HR documentation, employee contracts, and onboarding materials

Example of a job advert vs a job description:

Job advert (Snippet for a Software Engineer role):

"Are you a problem-solver with a passion for technology? Join our growing development team at [Company Name] and work on cutting-edge projects that make a real impact. We offer hybrid working, competitive salaries, and a culture that values innovation and collaboration."

Job description (Snippet for the same role):

"The Software Engineer will be responsible for developing and maintaining scalable applications, collaborating with cross-functional teams, and ensuring code quality standards are met. Key duties include writing clean, efficient code, conducting code reviews, and troubleshooting technical issues."

Both are important, but they serve different purposes. If your job advert reads like a job description, it may not attract the best candidates because it fails to engage or excite them about the opportunity.

Read more: How to write job descriptions that attract top talent

Writing a job advert

Creating a compelling job advert is essential to attracting the right candidates while enhancing your employer brand. A well-structured job advert does not simply list responsibilities - it sells the role, the company, and the opportunities available.

In this section, we will break down each key component of a job advert, ensuring it is optimised for searchability, clarity, and candidate engagement.

What do you need to include in a job advert?

A great job advert follows a clear and logical structure, making it easy for job seekers to scan, understand, and take action. Below are the essential elements every job advert should include.

Job title

The job title is one of the most important elements of your advert because it determines how easily candidates can find your role online.

Best practices for job titles:

• Keep it simple and recognisable – Use widely accepted job titles to improve searchability

• Avoid jargon – Candidates are more likely to search for “Marketing Manager” than “Brand Growth Guru”

• Be specific – Instead of “Engineer,” opt for “Software Engineer (React/Node.js)” to attract the right talent

• Consider SEO – Use keywords candidates are likely to type into job boards and Google

Example of a strong job title: Senior Project Manager – Construction, Hybrid Working

Example of a weak job title: Project Ninja / Rockstar

Company name & overview

Your company name and a brief overview provide candidates with a snapshot of your business. It helps establish credibility and sets expectations about company culture. Here’s what you should include in your company overview:

• Who you are – A brief introduction to your organisation

• What you do – Your industry, products, services, or mission

• Why candidates should join you – Company culture, perks, and unique opportunities

Example:

At [Company Name], we are revolutionising the [industry] with cutting-edge solutions. With offices in [locations] and a strong commitment to innovation, we offer a collaborative environment where talent thrives. Join us and be part of a team that values creativity, growth, and excellence.

Location

Clearly stating the work location is crucial, especially as remote and hybrid working options are now a key factor for job seekers.

• Specify the office location – Include city/town for clarity

• Mention remote/hybrid flexibility – If applicable, clarify how often employees need to be on-site

• Consider commute details – If the role requires travel, include that information

Example:

This role is based in our London office, with the option to work from home up to two days per week.

Employment type

Clearly define the type of employment, as this affects candidate expectations and eligibility.

• Full-time / Part-time / Contract / Temporary

• Fixed-term or permanent

• Shift work or flexible hours (if applicable)

Example:

Full-time, permanent position with flexible working hours.

Salary range & benefits

Salary transparency attracts more qualified candidates and can increase application rates.

What to include:

• A salary range – Even a broad range helps manage expectations

• Bonus structure – If applicable, mention performance-based incentives

• Key benefits – Highlight perks such as private healthcare, pension schemes, flexible working, or professional development support

Example:

Salary: £45,000 - £55,000 per annum, plus bonus and excellent benefits, including private healthcare, a generous pension scheme, and remote working options.

Job description

This section should outline the day-to-day duties of the role while keeping it concise and engaging.

Best practices for writing job descriptions:

• Use bullet points – Makes it easy to read

• Start with key responsibilities – Prioritise the most important aspects of the role

• Avoid unnecessary detail – Focus on what matters most to potential candidates

Example:

Key responsibilities:

• Develop and execute marketing campaigns across digital channels

• Manage and optimise social media strategies to increase brand awareness

• Analyse campaign performance and report key insights to senior leadership

Person specification

Distinguishing between must-have and nice-to-have skills ensures that you do not unintentionally exclude strong candidates.

• Essential skills – The core skills or qualifications required

• Desirable skills – Additional skills that would be beneficial but are not mandatory

Example:

Essential:

• Minimum three years’ experience in a similar role

• Proficiency in Google Analytics and PPC campaign management

Desirable:

• Experience in B2B marketing

• Knowledge of SEO best practices
  
  

Application process

Application process (Clear next steps to reduce drop-offs)

Clearly explain how candidates should apply and what to expect next.

• How to apply – Provide a direct link or email address

• Deadline – State the closing date for applications

• Next steps – Outline interview stages or assessments

Example:

To apply, please submit your CV and cover letter via our online portal. Shortlisted candidates will be contacted for a two-stage interview process. The closing date for applications is 30 June 2025.

Equal opportunity statement

An Equal Opportunity Statement signals a commitment to diversity and inclusion.

Example:

We are an equal opportunity employer and welcome applications from all backgrounds, regardless of age, gender, ethnicity, disability, or sexual orientation.

Right to work statement

If your role requires candidates to have the right to work in a specific country, it is important to state this clearly.

Example:

Applicants must have the legal right to work in the UK. Visa sponsorship is not available for this role.

Data protection notice

Data protection notice (Compliance with GDPR and privacy laws)

To comply with GDPR regulations, include a privacy statement explaining how applicant data will be used.

Example:

By submitting your application, you consent to us processing your personal data in accordance with our privacy policy.

Company culture & values

This section helps candidates understand your company culture and whether they would be a good fit.

• Core company values – Highlight your business ethos

• Work environment – Describe the office culture or remote working approach

Example:

At [Company Name], we pride ourselves on our inclusive and collaborative culture. We believe in innovation, integrity, and teamwork, and we empower our employees to grow both personally and professionally.

Growth opportunities

Candidates want to know how they can progress within your company.

• Training programmes – Mention professional development opportunities

• Career paths – Outline potential future roles or promotions

Example:

We provide ongoing training, mentorship programmes, and opportunities for career advancement within our growing organisation.

Contact information

Provide a clear point of contact in case candidates have questions about the role.

• Recruiter or hiring manager name

• Email or phone number

Example:

For any queries about the role, please contact [Name] at [email address] or call [phone number].

Writing a job advert is about more than just listing duties—it is about engaging the right candidates, making the role attractive, and ensuring your advert is optimised for SEO and searchability.

Next, we will explore how to write a job advert effectively, avoiding common mistakes and maximising candidate engagement.

How to write a job advert

Writing a job advert is more than just listing responsibilities and qualifications. It is about crafting a message that resonates with potential candidates, encourages applications, and ensures you attract the right talent.

A well-written job advert should be clear, inclusive, optimised for search engines, and structured for easy reading.

In this section, we will explore the best practices for writing a job advert that stands out, common mistakes to avoid, and examples of an ineffective vs effective job advert.

Avoid jargon

Job adverts should be easy to understand, whether the reader is an experienced professional or someone new to the industry. Too much technical jargon, internal acronyms, or overly complex language can deter great candidates.

Best practices:

• Use plain language that anyone in the industry can understand

• Avoid company-specific terminology and abbreviations

• Focus on skills and responsibilities in a way that speaks to the candidate

Example of a poor job advert snippet:

"We are looking for a highly motivated marketing ninja who can leverage growth hacking methodologies to optimise CTR and improve our ROI across omnichannel campaigns."

Example of a clear, candidate-friendly job advert snippet:

"We are looking for an experienced digital marketer to develop and manage online advertising campaigns that drive customer engagement and increase conversions."

The second example removes unnecessary jargon and uses straightforward language, making the job advert accessible and appealing.

Use inclusive language

Using inclusive language in job adverts helps attract a diverse pool of applicants and ensures that no group feels excluded from applying. Unconscious bias in wording can often discourage candidates from underrepresented backgrounds.

Best practices:

• Avoid gendered or biased words such as "salesman" or "aggressive go-getter"

• Use neutral job titles like "sales representative" instead of "salesman"

• Highlight your company’s commitment to diversity and inclusion

• Avoid excessive requirements that might discourage underrepresented candidates from applying

Example of biased language:

"We are looking for a strong, competitive leader who thrives in high-pressure situations."

Example of inclusive language:

"We are looking for a collaborative and results-driven professional who enjoys working in a fast-paced environment."

Prioritise mobile-friendly formatting

With the majority of job seekers using mobile devices to browse job listings, it is crucial to ensure job adverts are formatted for easy readability.

Best practices:

• Use bullet points for key responsibilities and skills

• Keep paragraphs concise and use short sentences

• Avoid long, dense blocks of text

• Ensure the application process is mobile-friendly

Example of poor mobile formatting:

"At our company, we are looking for a highly skilled software engineer to join our growing team. The ideal candidate will have experience in multiple programming languages, including JavaScript, Python, and Java, and should be able to work in a fast-paced environment, collaborating with cross-functional teams. Responsibilities include designing and developing scalable applications, maintaining code quality, and troubleshooting issues."

Example of a mobile-friendly job advert snippet:

Key responsibilities:

• Develop scalable applications using JavaScript, Python, and Java

• Collaborate with cross-functional teams to deliver high-quality software

• Maintain code quality and troubleshoot technical issues

The second example makes it easier to scan and read on mobile devices, improving engagement.

Optimise for SEO

A well-written job advert should be optimised for search engines and job boards to increase visibility and attract more applicants.

Best practices:

• Use relevant keywords throughout the job advert (e.g., “Marketing Manager London” or “Remote Software Engineer”)

• Place important keywords in the job title, first paragraph, and subheadings

• Use structured formatting (H2s, H3s, bullet points) to improve searchability

• Avoid keyword stuffing – ensure natural integration of terms

Example of a poorly optimised job advert:

"We are looking for a marketing manager to join our company. The marketing manager will be responsible for marketing strategies and managing the marketing team."

Example of an SEO-optimised job advert:

"We are looking for an experienced Marketing Manager to join our team in London. This role is perfect for a professional with a background in digital marketing, SEO, and paid advertising, looking to take the next step in their career."

The second example naturally includes high-ranking search terms while keeping the text engaging and human.

Common mistakes to avoid

Even well-crafted job adverts can fail to attract the right candidates if they contain avoidable errors. Below are some of the most common mistakes employers make when advertising jobs and how to correct them.

Overly generic job titles

A vague job title can limit the visibility of your advert and fail to attract the right candidates. Job seekers often search using specific job titles, so ensuring clarity and relevance improves search rankings and application rates.

A more detailed and industry-recognised job title makes it easier for candidates to find your advert and understand the nature of the role.

Too many requirements

Listing too many qualifications, skills, or years of experience can deter strong candidates who may not meet every criterion but are still highly capable.

Many applicants will only apply if they feel they meet all the listed requirements, so prioritising essential skills while keeping desirable attributes separate helps widen the talent pool.

Focusing on must-have competencies and keeping requirements realistic can lead to a higher number of quality applications.

Lack of salary transparency

Failing to include a salary range in a job advert can discourage candidates from applying. Many job seekers filter their searches by salary, and unclear pay expectations may lead to frustration or disengagement.

Including a salary range not only increases the number of applications but also helps manage expectations from the outset, reducing time wasted on unsuitable candidates.

Missing a strong CTA

Every job advert should clearly outline how candidates can apply. Without a strong call to action, potential applicants may hesitate or abandon the process entirely.

Providing clear instructions on submitting applications, deadlines, and next steps ensures that interested candidates take action promptly.

Avoiding these common mistakes ensures that your job advert is clear, engaging, and effective in attracting the right talent. A well-structured and informative advert not only increases the number of applications but also improves the quality of candidates who apply.

Example of a job advert

To illustrate the difference between a poorly written job advert and an effective one, here is a before-and-after comparison.

Poorly written job advert:

Marketing Manager

We are looking for a marketing manager to join our team. The candidate must have experience in marketing strategies, analytics, and team management. Responsibilities include overseeing campaigns, increasing brand awareness, and driving customer engagement.

Optimised and engaging job advert:

Marketing Manager – Digital & Social Media

Are you a data-driven Marketing Manager with a passion for digital advertising and brand growth? Join our team at [Company Name] and lead marketing campaigns that make an impact.

Key Responsibilities:

• Develop and execute digital marketing campaigns across paid and organic channels

• Analyse Google Analytics, PPC, and social media metrics to optimise performance

• Collaborate with content teams to improve brand messaging and engagement

What We Offer:

• Salary: £50,000 - £60,000 per annum, plus performance bonus

• Hybrid working – two days remote per week

• Professional development opportunities and career growth pathways

How to Apply:

Submit your CV and cover letter via our careers portal. Applications close on 30 June 2024. For more details, contact [email@example.com]."

Where you can advertise a job

Once you have written a compelling job advert, the next step is ensuring it reaches the right candidates. Choosing the right job advertising platforms is key to attracting qualified applicants and maximising your recruitment efforts.

Below, we explore the best places to advertise a job and how to optimise your job listing for maximum visibility.

General job boards

General job boards are some of the most widely used platforms for job seekers across industries. They attract high volumes of applicants and offer useful tools such as CV databases, sponsored listings, and application tracking.

Benefits of general job boards:

• High traffic – Millions of job seekers use these platforms daily.

• SEO benefits – Well-optimised job adverts rank highly in search results.

• Diverse talent pool – Suitable for roles across various industries.

• Employer branding opportunities – Allows businesses to showcase company culture.

How to optimise job listings on general job boards:

• Use keyword-rich job titles to ensure visibility in search results.

• Clearly outline key responsibilities, requirements, and benefits.

• Include location and salary details to improve ranking and transparency.

• Engage with paid job listings for priority visibility if you are hiring for a competitive role.

Industry-specific job sites

For niche roles, specialist job boards can be more effective than general platforms. These sites cater to specific industries and professions, meaning your job advert is more likely to be seen by relevant candidates.

Benefits of industry-specific job boards:

• More targeted – Only attracts candidates in a particular field.

• Higher quality applications – Less volume but a better match for the role.

• More engaged candidates – Industry professionals actively seeking opportunities.

How to optimise job listings on industry-specific sites:

• Tailor the language and content to the industry audience.

• Highlight specialist skills or certifications relevant to the profession.

• Mention specific software, tools, or qualifications commonly required in the field.

• Consider networking within industry forums or communities linked to the job board.

Your company website & careers page

Your company website and dedicated careers page are essential platforms for job advertising. Candidates often visit company websites to learn more about the business, values, and culture before applying.

Benefits of posting jobs on your careers page:

• Strengthens employer branding – Shows candidates what it’s like to work at your company.

• Drives organic applications – Candidates searching for your company may land directly on your careers page.

• Provides a centralised application process – Keeps job listings in one place.

• Reduces reliance on third-party job boards – Saves on advertising costs.

Best practices for careers page job listings:

• Ensure your website is mobile-friendly, as many candidates apply via mobile devices.

• Include employee testimonials, team photos, or company culture insights to attract talent.

• Optimise for search engines by using structured data and relevant keywords.

• Make the application process simple – avoid lengthy forms that may deter applicants.

A well-designed careers page acts as a long-term recruitment tool, consistently attracting candidates to your company.

Social media & professional networks

Social media is a powerful recruitment tool, allowing businesses to engage with active and passive candidates. Platforms like LinkedIn, Facebook, Twitter, and Instagram can be used to promote job openings, connect with talent, and showcase employer brand.

Benefits of posting job ads on social media:

• Reaches passive candidates – Engages professionals who may not be actively job hunting.

• Enhances employer branding – Gives insights into company culture and work environment.

• Encourages employee referrals – Staff can share job posts within their networks.

By carefully selecting where to advertise your job, you can increase your chances of finding the right talent while reducing time-to-hire and recruitment costs.

In the next section, we will explore the role of paid job ads and when it is worth investing in sponsored job postings.

The role of paid job ads

While organic job postings can attract a good number of candidates, paid job advertising can significantly enhance visibility and attract higher-quality applicants faster. Many job boards operate on pay-to-play models, meaning that without sponsorship, job adverts may be pushed down in search results, reducing exposure.

Understanding how paid job listings work, when to invest in them, and how a recruitment agency can optimise ad spend will help employers make cost-effective hiring decisions.

How paid job listings on job boards work

Most job boards, including Indeed, Totaljobs, Reed, and LinkedIn, use algorithms to determine which job adverts appear at the top of search results. Paid job listings improve ranking and ensure that your advert is seen by more candidates.

Job boards prioritise adverts based on:

• Relevance to job seeker searches – Titles, keywords, and locations influence rankings.

• Engagement levels – The more clicks and applications an advert receives, the more prominently it appears.

• Recency of posting – Newer job adverts tend to rank higher, meaning older ads may require a refresh or promotion.

• Sponsorship status – Paid listings often appear above organic (free) job postings, giving them an instant visibility boost.

Visibility and ranking factors

• Free job adverts typically rank lower after a few days as newer posts take priority.

• Sponsored listings remain at the top for a set duration, increasing exposure to active job seekers.

• Enhanced job ads may include company branding, video content, or priority placement, making them more appealing.

Paid job adverts increase exposure, particularly in competitive job markets where multiple companies are hiring for the same role.

When to invest in sponsored job adverts

Paid job adverts can be a worthwhile investment, but not every role requires sponsorship. Knowing when to prioritise paid listings ensures budget efficiency while improving hiring success.

Sponsoring job adverts involves either a pay-per-click (PPC) model or a flat fee per listing. The investment should align with:

• Role urgency – If the position needs to be filled quickly, paid ads speed up the process.

• Market competitiveness – For in-demand roles (such as software engineers or healthcare professionals), paid listings help stand out.

• Niche hiring difficulties – Hard-to-fill positions benefit from increased exposure to passive job seekers.

Investing in targeted job adverts ensures that your listing reaches the most relevant and qualified candidates while reducing recruitment time and costs.

How to track & improve job advert performance

Writing and posting a job advert is just the beginning. To maximise applications and attract the right candidates, employers must continuously track, analyse, and optimise job advert performance.

Measuring key recruitment metrics ensures that job ads remain visible, engaging, and effective, helping businesses reduce hiring costs and time-to-fill.

A/B testing

A/B testing (or split testing) involves running two versions of a job advert with slight variations to see which one performs better. This method helps employers understand what resonates most with candidates and leads to more applications.

By monitoring performance differences, hiring managers can refine job adverts to increase engagement and improve application rates.

Gather candidate feedback

Candidate feedback provides valuable insights into how job adverts are perceived and whether they meet applicant expectations. This information helps identify areas for improvement and ensures job postings attract the right talent.

Feedback can reveal whether job descriptions are unclear, salary expectations are misaligned, or the application process is too complex, allowing for necessary adjustments.

Key metrics to monitor

Tracking key recruitment metrics ensures that job adverts reach the right audience and drive qualified applications. The following performance indicators help employers assess and improve job ad effectiveness.

Click-Through Rate (CTR)

CTR measures the percentage of job seekers who click on the job advert after seeing it. A low CTR suggests that the job title or preview text needs optimisation.

Application Conversion Rate

This metric tracks the percentage of candidates who complete the application process after clicking on the advert. If conversion rates are low, the application process may be too complicated or time-consuming.

Cost Per Application (CPA)

CPA calculates the cost of each job application received from a paid advert. Monitoring CPA ensures that recruitment budgets are spent efficiently and that paid job ads generate a good return on investment (ROI).

Time to fill

Time to fill measures how long it takes to hire a candidate after posting a job advert. A long time to fill may indicate issues with job advert visibility, targeting, or application barriers.

Quality of applicants

Beyond quantity, the quality of applicants is crucial. If a job advert attracts unqualified candidates, it may need adjustments to job requirements, keywords, or screening questions.

By regularly monitoring these metrics, businesses can refine their job adverts, improve hiring efficiency, and ensure they attract top talent.

We can help do all the above, without the hassle

Managing job adverts effectively requires expertise, time, and the right strategies. As a recruitment agency, we offer a full-service solution to optimise job advertising, ensuring higher-quality applications with less effort.

Access to exclusive and passive talent pools

Not all candidates actively search for jobs on job boards. We provide access to passive candidates who may not be actively applying but are open to the right opportunities.

Optimised job adverts written by experts

Our recruitment specialists craft compelling, high-performing job adverts that attract top talent while ensuring SEO optimisation and job board visibility.

Access to all the job boards

We leverage our partnerships with leading job boards, allowing employers to advertise on multiple platforms without the administrative burden.

Strategic job ad placement

Using data-driven insights, we strategically place job adverts where they will be most effective, maximising reach and engagement while minimising costs.

Advanced candidate screening & shortlisting

We go beyond job advert placement by screening and shortlisting candidates, ensuring that only the most qualified professionals reach the interview stage.

Read more: 5 benefits of working with a recruitment agency

Partnering with us means that businesses can focus on hiring the right people while we handle job advert optimisation, candidate sourcing, and application management.

Advertising a job effectively is more than just posting a vacancy—it is about strategic job ad placement, data-driven optimisation, and ongoing performance tracking.

By implementing best practices in job advert writing, platform selection, and performance monitoring, businesses can attract the right candidates faster and reduce hiring costs.

If you are looking to improve your job advertising strategy, reach more candidates, and hire top talent without the hassle, we can help.

Submit your vacancy today and let us help you find the ideal hire to elevate your business.