Hiring isn’t what it used to be. These days, you can post a job, wait a week, and still end up staring at an inbox filled with mismatched CVs. So, if you’re wondering how to create job ads that attract talent, you’re not alone. The good news is that it’s not about writing the perfect sentence; it’s about knowing what people actually care about.
Step Into the Jobseeker’s Shoes
Most companies write job ads from their point of view: “We need this, we expect that.” This is understandable, but the truth is that jobseekers scan through dozens of listings, looking for something that speaks to them.
Try this: before you write a word, ask yourself, “If I were applying, what would I want to know?” Not just the role itself, but the vibe of the team, the challenges, and the potential.
Cut the Corporate Talk
Terms like “results-oriented,” “dynamic environment,” or “synergy-driven team player” aren’t impressing anyone. They’re placeholders, and they’re everywhere.
Instead, be clear. Say what the role involves, what the working day looks like, what someone will actually be doing. Being straightforward doesn’t make your ad boring, it makes it trustworthy, and that’s key when figuring out how to create job ads that attract talent.
Highlight What Makes You Different
Think beyond salary. Of course, pay matters. But flexibility, learning opportunities, team culture, and leadership style are often deal-breakers too.
Do you offer remote work? Four-day weeks? Personal development budgets? Mentorship? These perks are worth shouting about, early on, not as an afterthought.
Say What You Mean
Want five years of experience? Say so. Open to someone still learning but with the right mindset? Even better, say that. Vague ads leave people guessing, and in most cases, guessing leads to them clicking away.
Be honest about what the role needs. Clear expectations save time for everyone.
Make the Layout Easy to Read
Long paragraphs? Hard pass. Jobseekers are skimming, especially on phones. Stick to short lines, bullet points, and headers that break things up.
Here’s a quick formula:
- A short intro (who you are and what’s open)
- The role in a nutshell
- What they’ll be doing
- What you’re looking for
- What they get in return
- How to apply
It’s simple, but it works.
Be Human
The best job ads sound like real people wrote them. Not like bots or legal departments. Think about how you’d describe the role to a friend, then tweak it for a wider audience.
And yes, grammar matters, but perfection isn’t the goal. A natural tone, with rhythm and flow, makes your message more relatable. That’s the secret sauce in how to create job ads that attract talent.
Avoid Unconscious Bias
Certain phrases, like “young team” or “digital native”, can exclude good candidates without meaning to. There are even online tools that check ads for this kind of bias (they’re worth using).
Keeping your language inclusive doesn’t dilute your standards; it opens the door to people you might not have reached otherwise.
Close with Clarity
Don’t leave people wondering what to do next. Be specific: “Email your CV to this address.” “Click here to apply.” “We review applications daily.”
You can even add a friendly note at the end. Something like, “We’re always happy to chat, even if you’re not sure you tick every box.”
That small touch of encouragement can nudge someone great to take the leap.
One Last Thing
If attracting the right people feels harder than ever, you’re not imagining it. But the solution isn’t louder ads, it’s better ones. Ones that feel honest, useful, and human.
At Recruiting Talent, we’ve seen firsthand how powerful a strong job ad can be. Whether you’re hiring recruiters, sales pros, or building an in-house team, we can help you connect with people who’ll make a difference.