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Writing a great job advert | The do's and don'ts

Updated: Apr 4, 2023

When it comes to writing a great job advert to entice candidates to apply, here are the key do's and don'ts that companies should bear in mind;


Be transparent about the salary and benefits

Be upfront about what salary is on offer, saying your salary is 'competitive' doesn't help people decide on whether they want to apply. If your salary is competitive, say what it is! Candidates will be turned off from applying for your position if they don't know what the available salary is. Equally, make it clear what benefits are on offer. It's important that candidates understand the full package so if you offer things like hybrid working, gym membership and private health care, make sure they are showcased in your advertisement.

Sell your company

Be really clear about why people should come and work for you, what's it in for them and what's it like to work for you? Good candidates are in short supply and if it's not immediately clear why they should come and work for you, or if you're not able to make them curious about working for your company, they're unlikely to apply for your position.

Be conscious of the length of your advert

No one wants to read an essay, make it relevant and bear in mind it's most likely going to be read on a mobile device. 70% of all job applications are made via a mobile device so as well as being conscious of the length of your advert make sure it's optimised for viewing on a mobile device.

Where you can, include a video

We all love to see great content, so if you have video content that showcases who you are as a business and what it's like to work for you, include that within your advert too.


Fall into the cut-and-paste trap.

Don't copy and paste the job description into your advert. Make sure it's clear what the role is but do that by describing the key responsibilities in a bite-size way, use bullet points where you can.

Ask for skills and experience that you don't really need

If your advert makes people feel like you're looking for a unicorn it'll turn people off immediately. Make sure you're realistic about what you need and the skills that are actually available to you in the market.

Use overcomplicated language

Make sure your advert is clear and concise. If people get lost because of the language you use they're unlikely to want to apply for your role.

Use language that could be seen to be discriminatory

Any mention of anything related to age, race, sex, national origin, disability, or religion is a major job advert no-no. Phrases like “seeking recent college graduates” or “young and energetic” can be examples of age discrimination.

Want some more recruitment tips? Watch our YouTube video with the fabulous Shelly Hill here;

Download our free beginners guide to recruiting people here;

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  • All information within the post is provided for guidance only; always seek your own legal advice.

  • The information with this post was correct at the time of publishing, March 2023 but may be subject to change.

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