Writing a job advert might seem straightforward, but there is an art to getting it right. The best adverts do more than describe a vacancy. They attract the right people, reflect your company culture, and inspire candidates to imagine themselves as part of your team. It is not about shouting the loudest or listing every skill imaginable. It is about clarity, honesty, and connection.
Start with purpose
Before you begin to write, ask yourself why the role exists. What will this person contribute? What difference will they make to your business, your team, or your customers? When you start from purpose, you set the tone for everything that follows.
An advert that opens with a sense of mission feels very different to one that simply lists duties. Candidates want to feel that the work they do matters. Whether the role is customer facing, technical, or creative, there is always a reason it exists. Show that clearly and people will connect with it.
Think about your business goals too. A good job advert aligns with where your organisation is heading. It is not just about filling a space. It is about inviting someone to help you move forward.
Write with people in mind
It can be tempting to write job adverts in formal business language, but that often creates distance. The best adverts sound like a real conversation between people. Use clear, natural language and speak directly to the reader.
Instead of listing endless requirements, focus on what success looks like. Describe what the person will achieve in the first few months and what kind of attitude will help them thrive. This gives the candidate a picture of what it feels like to work with you, not just what it takes to get the job.
Be honest and realistic too. If the job involves pressure or specific challenges, say so. Candidates respect honesty and it helps you attract people who are ready for the reality of the role. And if flexibility, development, or a strong team culture are part of your offer, make sure that shines through. Those details can be the deciding factor for someone choosing between you and another employer.
Most importantly, avoid jargon and buzzwords. Phrases like “self-starter” and “fast-paced environment” are so overused that they have lost meaning. Choose words that describe your company and your expectations accurately.
Be clear, transparent, and true to your brand
A great job advert gives people confidence in your business. Be open about salary, working hours, and location. Candidates are far more likely to apply if they can see what they are committing to. Hiding key details makes people hesitate, and that means you risk missing excellent applicants.
Remember that your advert represents your brand. The tone and style should reflect your company culture. If your workplace is professional and structured, write with that same sense of clarity and focus. If it is creative and collaborative, let that personality show.
Visual presentation matters too. A well-formatted advert is easier to read and creates a positive impression before a single word is spoken. Use short paragraphs, clear headings, and a layout that is easy to scan.
Finally, think of the advert as an invitation rather than a notice. You are not telling people what you want. You are showing them why they might want to be part of what you are building. That shift in mindset is what separates an average advert from one that truly connects.
