How to write a job advert that attracts the right candidates

A job advert does two jobs at once. It needs to attract people who would be great in the role, and it needs to put off people who wouldn't. A vague advert brings in lots of unsuitable applications. A clear one brings in fewer, better ones.

1. Use a job title people actually search for

Candidates find roles by searching job boards for familiar titles. Creative titles like "Customer Happiness Hero" rarely appear in searches. Use the standard title for the role, such as "Customer Service Advisor", and add detail in the first line if you need to.

2. Include the salary

Adverts that show a salary or salary range tend to attract more applications, and they help candidates decide quickly whether the role is right for them. "Competitive salary" tells them very little. If the salary depends on experience, give a range.

3. Lead with what matters to the candidate

Open with a short summary of the role and why it's worth applying: what they'll do, who they'll work with and what's in it for them. Save the company history for later in the advert.

4. Separate essentials from nice-to-haves

A long list of requirements can put off good candidates who meet most of them. Keep the "essential" list short and honest. Put everything else under "it would be great if you also have".

5. Be specific about the practical details

• Location, and whether the role is on-site, hybrid or remote
• Working hours and any shift patterns
• Contract type: permanent, fixed-term or seasonal
• Benefits such as holiday, pension and training
• How to apply and when the closing date is

6. Use inclusive language

Under the Equality Act 2010, adverts shouldn't discourage people because of protected characteristics such as age, sex or disability. Avoid phrases like "young and energetic" or "recent graduate" unless the role genuinely requires it. Describe the skills needed instead.

7. Keep it readable

Most candidates read adverts on their phone. Use short paragraphs, clear headings and bullet points. Aim for an advert someone can take in within a couple of minutes.

8. Advertise in the right places

Where you post matters as much as what you write. The main UK job boards reach active job seekers, LinkedIn is strong for professional roles, and social media can reach people who aren't actively looking. Using all three gives you the widest reach.

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