How to write a
job advert.
A job advert is a sales pitch, not a job description. Write it for the candidate, be clear about the offer, and make it easy to apply. Here's how.
A good job advert does one thing: it makes the right person want to apply. That means writing for the candidate, not pasting in an internal job description. Lead with why the role is worth their time, use a clear and searchable title, write in plain English, state the salary, and make applying simple.
Here's the structure that works, and the mistakes that quietly cost you applications.
The anatomy of an
advert that works.
- A clear, searchable titleUse the job title people actually search for, not an internal one. "Management Accountant" beats "Finance Ninja". Add the location if it helps.
- A short hookOne or two lines on why this role is worth reading about: the mission, the team, the opportunity. Lead with the candidate, not your company boilerplate.
- What the role involvesThe day-to-day, in plain terms. What they will actually do, who they work with, and what good looks like in the first few months.
- What you genuinely needSeparate must-haves from nice-to-haves. Long wish-lists put good people off, especially strong candidates who self-select out.
- What is in it for themSalary, benefits, flexibility, progression. Candidates are choosing you too, so tell them why to pick this role.
- A simple call to applySay exactly how to apply and what happens next. Keep the process short; every extra step loses applicants.
Put the salary in.
If you change one thing, change this. Adverts that show a salary get more applications, and better-matched ones, because candidates self-select and trust the employer more. If you can't publish an exact figure, give a clear range.
Hiding the salary is the most common reason a decent advert underperforms. "Competitive salary" tells candidates nothing, and many will scroll past.
Plain English,
no jargon.
Write the way you'd talk to a good candidate across a desk. Cut the clichés (rock stars, ninjas, fast-paced environments), drop the internal acronyms, and keep sentences short. Most people read job adverts on a phone, so keep it scannable: short paragraphs, clear headings, and the important things near the top.
We'll write it
for you.
Writing job adverts,
answered.
Lead with the candidate, not company boilerplate. Use a clear, searchable job title, open with a short hook, describe the real day-to-day, separate must-haves from nice-to-haves, state the salary and benefits, and finish with a simple call to apply. Write in plain English and keep it scannable.
Yes. Adverts with a salary attract more and better applications, because candidates self-select and trust the employer more. If you cannot publish an exact figure, give a clear range. Hiding the salary is one of the most common reasons a good advert underperforms.
Long enough to cover the role, the requirements and the offer, and no longer. Most effective adverts are a few hundred words: a hook, the role, what you need, what is in it for them, and how to apply. Dense walls of text and long requirement lists lose readers.
A good job title is the one candidates actually search for. Use standard, recognisable titles rather than internal or gimmicky ones, keep them concise, and add a location or specialism if it helps people find and understand the role.
Get the advert
right.
A great advert is only worth writing if the right people see it. We'll write yours and get it live across the UK's major job boards.