When it comes to recruiting top talent, your job advertisement is the first impression candidates will have of your company. A well-crafted job ad not only attracts qualified applicants but also sets the tone for what candidates can expect from your organisation. In today’s competitive hiring landscape, a generic, vague, or overly lengthy ad won’t stand out—but a thoughtful, engaging one will.
Whether you’re hiring for a small business or a growing team, here’s how to create a job ad that gets results.
1. Start with a clear job title
The job title is the first thing potential candidates will see, so make it clear and specific. Avoid jargon or overly creative titles that could confuse applicants. For example, instead of “Marketing Wizard,” use “Digital Marketing Manager.” A clear title ensures your ad shows up in relevant search results and immediately communicates the role.
Best practices for job titles:
- Use industry-standard terms.
- Keep it concise (ideally under 60 characters).
- Avoid internal titles (e.g., “Level 2 Sales Associate”) unless they’re widely understood.
2. Write a compelling introduction
The introduction sets the tone for the rest of your job ad. Think of it as your elevator pitch to candidates. In 2-3 sentences, highlight what makes your company and the role exciting.
For example:
“Are you passionate about digital marketing and looking for an opportunity to grow with a fast-paced, innovative company? At BrightSpark Agency, we help businesses shine online, and we’re looking for a creative and results-driven Digital Marketing Manager to join our team.”
This introduction grabs attention, conveys enthusiasm, and gives a glimpse into the company’s personality.
3. Clearly define responsibilities
Next, outline the key responsibilities of the role. This helps candidates understand what they’ll be doing on a day-to-day basis and whether the role aligns with their skills and interests.
Tips for defining responsibilities:
- Use bullet points for easy readability.
- Start each point with an action verb (e.g., “Develop,” “Manage,” “Collaborate”).
- Focus on the most important tasks (5-7 points is a good range).
For example:
As a Digital Marketing Manager, you will:
- Develop and execute digital marketing campaigns across multiple channels (social media, email, PPC).
- Monitor and analyse campaign performance metrics to optimize results.
- Collaborate with the content team to create engaging marketing materials.
- Manage the company’s social media presence and engage with followers.
- Stay up-to-date with industry trends and emerging technologies.
4. Highlight required skills and qualifications
After outlining the responsibilities, list the qualifications you’re looking for in an ideal candidate. Be specific about the skills, experience, and education needed, but avoid creating an unrealistic list of requirements that might deter great candidates from applying.
Organise qualifications into categories, such as:
Must-have qualifications:
- Significant experience in digital marketing or a related field.
- Proficiency in tools like Google Analytics, Facebook Ads Manager, and HubSpot.
- Strong analytical and problem-solving skills.
Nice-to-have qualifications:
- Experience in SEO and content marketing.
- Graphic design skills (e.g., Canva or Adobe Creative Suite).
- Certification in Google Ads or similar platforms.
This approach helps candidates self-assess their fit while encouraging those who meet most (but not all) criteria to still apply.
5. Showcase your company’s culture and benefits
Candidates aren’t just looking for a paycheck—they’re looking for a workplace where they can thrive. Use this section to highlight what makes your company a great place to work.
Include details such as:
- Your company’s mission and values.
- Unique aspects of your workplace culture (e.g., collaborative environment, focus on innovation).
- Perks and benefits (e.g., flexible schedules, professional development opportunities, health insurance, team events).
For example:
“At BrightSpark Agency, we value creativity, collaboration, and continuous learning. We’re proud to offer a supportive work environment where your ideas will be heard. Perks include flexible work hours, monthly team lunches, and access to online courses for professional growth.”
6. Keep the tone conversational and authentic
Your job ad should reflect your company’s personality. If you’re a fun, laid-back startup, let that come through in your writing. If you’re a professional, corporate firm, a more formal tone may be appropriate. The key is to sound human and approachable rather than overly formal or robotic.
For instance, instead of writing:
“The ideal candidate will possess strong analytical skills and a proven track record of executing marketing campaigns,”
Try:
“We’re looking for someone who loves diving into data and has experience running successful marketing campaigns.”
7. Include a clear call to action
Make it easy for candidates to apply by providing clear instructions. Let them know exactly what to do, and if possible, keep the application process simple.
For example:
“Ready to join our team? Click the ‘Apply Now’ button to submit your CV and a brief cover letter explaining why you’re excited about this role. Applications will be reviewed on a rolling basis, so don’t wait to apply!”
Avoid vague statements like “Submit your application for consideration.” Candidates should know exactly what’s expected of them.
8. Optimise for search and mobile viewing
Many candidates search for jobs online using keywords, so ensure your ad is optimised for search engines. Include relevant terms (e.g., “Digital Marketing Manager”) naturally throughout the ad to improve visibility.
Additionally, ensure the ad is mobile-friendly. A significant percentage of job seekers browse and apply for roles using their smartphones, so test your ad’s formatting on both desktop and mobile platforms.
9. Keep it concise
While it’s important to provide enough detail, avoid making your job ad too long. A concise ad that highlights the key aspects of the role and your company is more likely to hold a candidate’s attention than a lengthy, overly detailed one.
As a rule of thumb:
- Stick to 500-700 words.
- Use short paragraphs and bullet points for easy readability.
10. Review and edit before posting
Before publishing your job ad, take the time to review and edit it carefully. Look for typos, overly complex sentences, or missing details. Better yet, ask a colleague to read it over and provide feedback.
A polished, professional job ad reflects positively on your company and shows candidates that you’re serious about finding the right fit.
A great job ad is more than just a list of duties and qualifications. It’s a chance to showcase your company’s personality, attract the right candidates, and set the stage for a positive hiring experience. By following these tips, you can craft a job ad that not only gets results but also helps you stand out as an employer of choice.
Remember, your job ad is the first step in building a relationship with potential hires—so make it count!
If you’d like any further advice on creating job ads, do get in touch.