How to create a job advert that attracts the right talent

When you're running a small business, every hire matters. And your job advert? That's often the very first impression a potential candidate has of your company.

Yet all too often, job ads are rushed or overlooked, buried in a sea of similar listings. If you want to stand out and attract the right people to your business, it starts with getting the job advert right.

Below, we take you through five essential steps to crafting a job ad that reflects your business's personality, resonates with the right candidates and helps you fill skills gaps along the way.

Why your job advert deserves more attention

It's people's first glimpse of your business

Think of a job advert as your business's shop window for talent. Before a candidate ever walks through your door (physically or virtually), this is what they'll see.

That means the way in which you communicate, describe your company culture and outline the role all make a difference.

Done correctly, you'll attract applicants who are not only suitable on paper but also share your business's values.

It's an opportunity to make your team better

Don't think of hiring as simply filling a vacant role, but see it as a chance to advance your business. Your job advert can be a great tool in helping you pinpoint and address skills gaps.

It might be that you need someone who possesses stronger digital skills, customer service experience or leadership potential than the people you already employ. Your job ad is where that vision should start to take shape.

What does an excellent job advert look like?

Before you start writing, consider who your perfect candidate would be – and what they might want in exchange.

Understanding this can help you produce an ad that appeals to candidates – and serves you at the same time.

Here's what every great job advert should include:

1. A job title people will search for

Steer clear of buzzwords and gimmicky job titles. Instead, pick something candidates are likely to type into a search engine and recognise immediately.

Think "marketing executive" rather than "growth hacker" – unless your audience is very specific.

2. The workplace and set-up

Be very clear about whether the role is remote, hybrid or office-based, and if people would need to travel. With remote and hybrid roles now the norm, clarity here can open you up to a wider range of applicants.

3. The level of seniority

Titles like "manager" or "co-ordinator" can have different meanings depending on the business. Use plain language to explain how much responsibility the role carries, and make sure your expectations are realistic.

4. Salary and benefits

Although some businesses are reluctant to advertise salary ranges, being open about what the role pays saves time and filters out unsuitable candidates early.

A pay range, combined with clear working benefits – like annual leave, flexible working or the opportunity to develop professionally or be promoted – shows you're serious and fair.

5. A description of your business

This is where you explain the company culture. Are you a family-owned business? A social enterprise? Talk about your mission, your values and anything else that will tell candidates what it's like to work with you.

6. The function of the role

Don't just write a long list of everyday duties. Instead, emphasise the key responsibilities and the results you want to see. Use bullet points to make the text easy to scan, and focus on what matters most in the role.

7. What you're looking for

Divide this into "essential" and "nice-to-have" qualifications or skills. Be reasonable – don't list 10 "must-haves" if only three truly are. This helps avoid putting off good candidates who might not meet every one of the criteria.

8. The process for applying

Inform people how to apply, the deadline for submitting and what happens next. If there will be an interview stage or task, flag it early to manage people's expectations.

Bonus: Using hashtags

If you're posting your ad on social media, include relevant hashtags to give it more exposure. It's a small step that can make a big difference.

Five steps to writing an effective job advert

Step 1: Learn more about your perfect candidate

Imagine yourself in their position.

• What would make them stop scrolling and click your ad?

• What challenges do they encounter in their current role, and how is your job a better alternative?

Developing a persona for your ideal candidate can be useful, even if it's informal.

Step 2: Use the proper keywords in your job title

Keep to well-known job titles and terms that candidates are likely to use when searching for jobs.

Search engine optimisation (SEO) matters here – job boards will display your ad more prominently if your titles are clear and relevant.

Step 3: Give people a flavour of your business's personality

You don't need to include every detail of your company's history. A short paragraph that explains your mission, values and why someone would like working with you is more than enough. This is your chance to build a connection.

Step 4: Be open about pay and perks

List a salary range if you can. Be specific about benefits like enrolment in a pension scheme, holidays, flexible hours or the chance to work remotely.

These are often decisive elements for candidates, especially when there's a lot of competition.

Step 5: Define the role clearly

This is the main thrust of your job ad. Explain what the employee will do, who they'll report to and what constitutes success. Focus on what the role provides, not just what it entails.

Final thoughts

Writing a strong job advert requires clarity, honesty and a little thought about the people you want to attract.

For small business owners, this is a fantastic opportunity to expand your team in a way that helps further your goals and strengthens your company culture.

With a bit of care and planning, your next job advert could be the first step in hiring someone who will make a real difference to your business.  

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