5 tips for writing job ads that actually work

Writing a job ad may seem easy—just list your requirements, post it online, and the right candidates will come flocking to you, right? Wrong.

Today’s top candidates expect much more than a checklist of skills and a vague benefits package. They want to know exactly what they’re signing up for — and why they should choose your company.

Here are five practical tips for writing job ads that stand out and inspire candidates to apply.

1. Start with a strong opening line

Avoid clichés like “We’re looking for an enthusiastic team player…”

Instead, go for an opening that sets the tone right away and speaks directly to the type of person you want to attract. Show them who you are as an organization: what drives you, what the atmosphere is like, and why this role truly matters.

Example: “No two days are the same here. If you thrive on variety, teamwork, and getting things done—keep reading.”

2. Highlight the benefits first

Talented people want to know one thing above all: What’s in it for me? In a tight labor market, it’s crucial to clearly communicate what you offer to potential employees.

Think about:

• A transparent, competitive salary (avoid vague terms like “market-based”)
• Flexible working hours or locations
• Growth and development opportunities
• Concrete perks like meal vouchers, training budgets, or team activities

Be specific and avoid empty buzzwords. Real benefits make a real difference.

3. Be clear about the job itself

What does the job actually entail? Skip the endless task lists and unrealistic expectations. Instead, focus on the 3 to 5 key responsibilities that truly define the role.

Give the reader a realistic picture of a typical day. That way, candidates know what to expect and you’ll avoid mismatches later on.

4. Write in a human, relatable tone

Ditch the formal corporate jargon and aim for a clear, professional tone that sounds like you’re explaining the job to a colleague. This builds trust and authenticity.

A friendly tone makes your ad more readable and appealing. You don’t need to be overly casual—but do be human.

5. Make applying easy

The application process should be simple and straightforward. Candidates will quickly drop off if faced with lengthy forms, unclear instructions, or slow feedback.

Keep it short:

• Ask only for the essentials
• Offer multiple ways to apply (email, phone, WhatsApp)
• Communicate the next steps clearly and respond quickly (ideally within 48 hours)

A smooth, respectful process shows you value people—and that makes all the difference.

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