How to Write Job Ads That Actually Attract the Right Candidates?

Introduction: Hiring today isn’t just about filling seats; it’s about finding the right people to grow your business. Yet most job ads either overwhelm candidates or underwhelm them completely. The result? Unqualified applicants or worse radio silence.

According to a study by LinkedIn, 52% of candidates say the quality of a job description influences their decision to apply. So if your job ads aren’t converting the right people, the problem may not be the talent pool it might be the way you're talking to it.

In this guide, we’ll explore how to craft job ads that attract aligned, high-quality candidates, backed by data and expert insights.

1. Know Your Audience First

Before you write a single word, pause and define your ideal hire. Go beyond job titles or years of experience.

Ask:

• What motivates them?
• What problems are they likely facing in their current job?
• What kind of culture or values are they looking for?

Insight:

"Job postings should reflect your company culture, not just your wishlist. Candidates want to know what it’s like to work with you, not just what you want from them."
— Katrina Kibben, CEO of Three Ears Media

2. Structure It for Clarity and Self-Selection

A well-structured job ad isn’t just informative—it helps the right people see themselves in the role.

Proven Layout:

• Job Title: Searchable and straightforward
• Opening Hook: 2–3 lines about why this role matters
• Key Responsibilities: 5–7 core tasks or outcomes
• Required Skills: Must-haves, not nice-to-haves
• What You Offer: Salary range, benefits, culture, growth paths
• Call to Action: How to apply and what to expect

Stat:
More than 77% of respondents in four countries (the US, UK, France, and Germany) said they would think about a company's culture before applying for a job there, and 79% said they would think about a company's mission and purpose before applying, according to Glassdoor's Mission & Culture Survey 2019.

3. Write Like You Talk (Not Like Legal Docs)

Candidates don’t want to decode jargon. Speak clearly and authentically. Remember: tone signals culture.

Instead of:

“We are seeking a candidate with a demonstrable track record in cross-functional synergy enablement...”

Try:
“You’ve led projects that brought different teams together and made them better.”

Expert Tip:
"Job descriptions are marketing documents. They should answer the candidate's question: 'What's in it for me?'"
— Hung Lee, Curator of Recruiting Brainfood

4. Make the "Why" Obvious

People don’t leave jobs for responsibilities. They leave for purpose, growth, values, or a better balance.

Make your ad answer:

• Why does this job matter?
• What will they learn or grow into?
• Why do people love working with you?

Insight:

"People want to work for organisations that are mission-driven and offer meaningful work."
— Harvard Business Review

Use real employee testimonials where possible. Real stories build real trust.

5. Add the Details That Actually Matter

Leaving out key info like compensation or work setup can turn off top talent.

Include:

• Salary range
• Work location (remote, hybrid, onsite) – Job postings are heavily influenced by geographic factors.
• Working hours or flexibility
• How to apply + what to expect next

Stat:
The number of applications may rise if pay details are included. Pay is regarded by 24% of job searchers as the most crucial aspect of a job description.

6. Make It Inclusive, Not Exclusive

Job ads that list 25+ requirements may scare off great talent, especially women and marginalised candidates.

Pro Tip:
"Women apply for jobs only when they meet 100% of the criteria. Men apply at 60%."
— Harvard Business Review

Add a note like:
“If you’re unsure whether you meet every single qualification, we’d still love to hear from you. We value potential and a growth mindset.”

Final Thoughts:

Writing a great job ad isn’t about sounding smart—it’s about being clear, human, and honest. When you focus on who you’re really hiring for and speak their language, you won’t just get more applicants. You’ll get the right ones.