How to write a job advert that gets applications

If your job adverts aren’t getting applications, it’s not because the talent isn’t out there. It’s because your advert isn’t doing its job.

Too many businesses are treating job adverts like job descriptions, and that simple mistake is costing them candidates.

Think about it this way:

• Job adverts sell – they grab attention, spark interest, and make someone want to find out more.
• Job descriptions tell – they give the full rundown of duties and responsibilities, once someone is already interested.

How it works

A list of tasks like “attend meetings” or “produce reports every fortnight” won’t make anyone stop scrolling. That’s useful information, but it’s not what makes a candidate apply. That’s for the job description, not the advert.

Recent data of candidates in the UK shows:

• 53% of candidates say a clear, concise job advert is a key factor in whether they apply – CV Library
• 65% want to see salary upfront, and roles that include it can attract up to 60% more applications – CV Library

So if your advert is long-winded, vague, or missing key information, people won’t dig deeper… they’ll just move on.

Write like a marketer, not a manager

Think of your job advert like your shop window. What’s going to make people come in?

• Lead with the benefits – things like career development, flexibility, culture, and perks matter just as much as the role itself.
• Speak directly to the reader – use “you” language so it feels personal, not like a corporate script.
• Keep it clear and human – forget jargon and endless bullet points. Plain English wins every time.

Candidates need to see why this job matters to them, not just what the job involves.

Culture and connection matters more than ever

Today’s candidates aren’t just chasing salaries or titles. They care about company values, purpose, and whether they’ll fit in. Tone, culture, and inclusivity in your adverts are now as important as the role itself. Words matter, and small changes can make a big difference in who applies.

The rule of thumb

1 – Sell first – focus on the benefits, the culture, the development opportunities, and what makes your business unique.

2 – Tell later – the full job description is where you go into the details

3 – Be human – keep it clear, engaging, and inclusive

Get this balance right and your adverts won’t just be seen – they’ll actually attract the right people!