How to create a job advert that’ll attract your intended candidates

Thousands of opportunities arise each day, all of which are typically posted online, so how do you create a job advertisement that cuts through the noise of the job boards and isn’t ignored by the top-tier talent?

When it comes to promoting an open vacancy, it might seem obvious, but the key to success lies exactly in how the vacancy is advertised. We’ve put together some key points worth considering when you find yourself putting together a job advertisement, helping you to create an advert that’ll attract and excite the exact candidates you’re looking for.

Root2 Recruit provides recruitment services for a wide range of clients throughout Greater Lincolnshire, the East Midlands and the rest of the UK.


Take the time to research similar job postings to see what keyword combinations other employers have used. Conducting your own research will give you a greater understanding of what information must be included in the advertisement. This quick and easy approach to research will help you to create an effective job advertisement that is written for the sole purpose of the intended applicants.


When it comes to starting your job advert, start by focusing on exactly who you want the ad to attract. There’s no use describing the role for anyone who sees it. Plan and write the job ad for the exact candidates you want to hire, making it clear exactly what the purpose and responsibilities of the role are. This will make the advertisement targeted to the candidate(s) you’re wanting to join your workforce.

Make it very clear to the prospective candidates what the job requires, giving an honest description of what the ideal candidate must have in order to be successful. It’s also good to demonstrate how your business benefits its employees, as this will encourage applicants to apply for the role. Think to yourself, what would make me want to apply for this role? How might this business benefit me as an employee? Listing the honest perks of the job can work as an incentive for applicants to apply, as your employee packages could stand out in comparison to other businesses that have open vacancies. Candidates need to passionately want the role you’ve advertised and to join your business in order to interview well and pursue a position within your company. Recognising their genuine interest in joining your company will also help when it comes down to making a final decision.


It might sound obvious, but think about whether your job ad sells the vacancy to your ideal candidate. Think like a marketer and start by promoting the aspirational aspects of a job and painting it in a positive light, rather than just describing the role. This is the difference between a job description and a job advertisement. By doing this you’ll make the candidates who apply want the advertised role and to be a part of your workforce. Think of a job advert in a similar light to how advertising works. By promoting a job and listing the benefits that come with working for the company, you’ll be igniting an interest in those who encounter it.


When it comes down to the job title, be specific. Being too vague in your choice of words could mean an abundance of candidates applying for a role that isn’t relevant to their industry experience or qualifications.


Optimising your job adverts so they appear higher in a search engine is crucial for encouraging a stream of relevant applications from the candidates you’re looking for. When writing up a job ad, think about the kind of words candidates would be actively searching for when looking for a new job. In short, be precise, as overcomplicating the job advertisement will only drag out the recruitment process later down the line! It’s also important to honestly reflect the demands of the job to avoid any confusion of the responsibilities of the role.

How you craft your jobs ads and the language you use should differ depending on which department or industry you’re recruiting for, as each candidate group is so distinct.


Once a candidate has engaged with a job ad and has an interest in the advertised role, they’re going to begin the process of submitting their application. Make the application process as simple and straightforward as possible, as according to this study, 60% of candidates won’t commit to submitting an application if the process involves too many steps. By complicating the application process you could be missing out on some tip-tier candidates!

It’s also a good idea to include direct links to your website and company socials to give any applicants who apply a feel for the company culture and overall brand. If a candidate is able to see themselves fitting into your company culture, this may provide them with the incentive of following through with their job application. 

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