When your ad is too broad, vague, or stuffed with clichés like “competitive salary” and “fast-paced environment,” it attracts anyone and everyone.

This leads to:

• High volume, low-quality applicants
• Poor candidate experience (misaligned expectations)
• Wasted recruiter time
• Slower hiring process
• Lower-quality hires

On the other hand, targeted, transparent job ads:

• Set clear expectations
• Deter unqualified candidates
• Attract applicants who are genuinely aligned to the role
• Speed up screening and interviewing
• Improve retention by ensuring the right fit from the start

In other words – better hiring outcomes.

7 Tips to Write a Job Ad That Attracts the Right Applicants

1. Write a Clear, Specific Job Title

Job titles should match what candidates are actually searching for – not internal jargon.

Bad example: Sales Ninja
Good example: Business Development Manager

This makes your ad easier to find (helping SEO) and immediately clear to the right audience.

2. Lead with What’s In It for Them

Candidates skim job ads just like customers skim marketing copy. Hook them early.

Include key selling points at the top:

• Salary range (transparency helps attract serious applicants)
• Flexible working options
• Career progression opportunities
• Unique benefits (training, wellness, bonuses)

3. Describe What Success Looks Like

Instead of vague lists of duties, show what great performance looks like:

• What will they accomplish in 3-6-12 months?
• What problems will they solve?
• How does their work contribute to the company’s goals?

This attracts applicants who resonate with your mission – and filters out box-tickers.

4. Prioritise the Must-Haves

Job ads overloaded with “nice to have” requirements put off qualified candidates.

Focus on:

• 3–5 essential skills and experiences
• Soft skills that align with company culture
• Any certifications or legal requirements

Less is more. 

You can coach on nice-to-haves – don’t lose great applicants by making your ad intimidating.

5. Write Like a Human

Avoid corporate jargon and buzzwords:

❌ “Stakeholder management in a matrixed environment”
✅ “You’ll work with teams across the business to deliver projects”

Conversational, transparent language attracts candidates who can see themselves in the role.

6. Be Transparent About Salary

Many employers still hesitate to publish salary ranges—but doing so improves applicant quality.

TalentVine’s Salary Guide Tool helps you benchmark competitive salaries so you can post with confidence.

When candidates know the range, those applying are more likely to be aligned and interested.

7. Include a Cultural Snapshot

Top candidates don’t just want a job – they want the right environment.

Use your job ad to showcase:

• Company values
• How the team works
• Flexibility and autonomy
• Learning and development focus

This helps attract applicants who’ll thrive in your culture – and avoid poor fits.

Final Tip: Test and Optimise

Great job ads evolve. 

Use A/B testing and analytics to learn what drives the best results.

On TalentVine, you can easily test variations and track recruiter feedback on role attractiveness – helping you refine job ads based on real-world data.

Our Top 3 Tips When Writing Job Ads are here

Write Better Job Ads with TalentVine

Writing job ads that attract the right applicants is an investment in better hiring.

With TalentVine’s Salary Guide, integration tools, and recruiter marketplace, you can:

✅ Benchmark competitive salaries
✅ Connect with vetted recruiters for expert advice
✅ Attract top candidates with well-crafted, targeted job ads

Ready to improve your hiring outcomes? 

Get started with TalentVine today.