Top 7 Must-Do’s for Your Next Job Ad

Your job ad is the first point of contact with a potential new employee—your opportunity to make a great first impression and attract the right talent for your open position.

When your job posting is clear and well-written, it acts like a magnet, drawing in candidates with the exact experience and skills you're looking for. This clarity helps qualified candidates easily identify the position as a perfect fit for their career aspirations, leading to more suitable applications.

Beyond describing the role, an effective job ad also serves as a powerful recruitment tool by highlighting what makes your company a great place to work. By highlighting your unique culture, values, and employee benefits, you grab the interest of your ideal candidates. The goal isn't just to list responsibilities—it's to craft an ad that clearly outlines the position while also encouraging your target applicant to apply.

This strategic approach helps you find the best talent faster, shorten the time it takes to fill a position, and improve your offer acceptance rates.

Let's go over a few things you should include in your job postings to make them stand out from the crowd. Here are seven must-do's for your next job ad.

1. Use Clear, Positive, and Authentic Language

The core of a great job ad lies in clear, positive, and authentic communication. You want candidates to quickly grasp what the role entails and what it's like to be a part of your company. If your ad leaves them confused about daily responsibilities or your workplace culture, it's missed its mark.

Focus on direct, straightforward language to describe the job. This transparency allows qualified candidates to immediately see if their skills and career goals align with the position. This commitment to clarity also applies to your job title: stick to industry standards to make your ad easily discoverable through search engines.

Authenticity is key. Your ad should reflect the genuine spirit of your company. 

Don't sugarcoat challenges a candidate may face in their role, but always maintain a positive and inviting tone. Top talent seeks a supportive environment, and that positive energy should shine through your writing. By being clear, direct, and truly authentic, you'll create an ad that resonates, drawing in candidates who are not only skilled, but also a great fit for your organization.

2. Optimize Your Job Title for Visibility and Attractiveness

Choosing the right title for your open position is crucial for attracting top talent. It might seem counterintuitive—especially if you're aiming for creativity—but a key strategy for effective help-wanted ads is to use a common job title that helps your position get found alongside similar roles in online searches. 

Job seekers use specific keywords when searching for positions. For example, someone looking for an accounting position will search for "Accountant," not whimsical titles like "Numbers Ninja" or "Balance Sheet Sorcerer." Using standard titles ensures your ad appears in relevant search results, dramatically increasing its visibility to qualified candidates.

Beyond discoverability, your job title also plays a vital role in setting expectations around compensation. It's important to match your chosen title with the market rate pay for that position. 

As you determine the title for your open position, utilize job boards, salary aggregators, and industry surveys to research what other organizations are paying for similar roles. Offering competitive compensation that aligns with standard job titles is essential for attracting and retaining the best candidates in today's market. 

A recognizable title paired with a competitive salary signals professionalism and an understanding of industry standards, making your opening far more appealing to potential candidates.

3. Add Some Personality (a.k.a., Share Your Company Culture)

To stand out in a sea of job opportunities, you need to make a connection with your ideal candidate. To spark that connection, make sure your ad reflects the personality and culture of your business. For example, if you have a fun culture, don't just say you have a fun culture—make sure the language of your ad expresses that.

Today's candidates want to know who you are before they apply, and your job ad is one of the places where they learn about your company culture and approach to work.

In your job ad, give candidates a peek behind the curtain by sharing stories that exemplify your values in action. For example, maybe you share about the ways your staff volunteer together, collaborate on projects, or celebrate personal or professional milestones.

When you authentically share your company's personality and culture, candidates can quickly determine whether or not that resonates with them and if they would be a good fit for your team.

4. Keep the Qualifications List Short and to the Point

Creating a compelling job ad means striking a balance between clarity and conciseness. While it's vital to describe the role and expectations clearly, an overly long list of qualifications can deter top talent.

Instead of an exhaustive list, focus on the absolute essentials needed for the position. Challenge every item on your list of required qualifications: if you wouldn't reject an otherwise fantastic candidate for lacking it, it likely doesn't belong. In addition, consider combining years of experience and degree requirements to expand your talent pool to skilled individuals who gained expertise through diverse paths.

Alternatively, rather than just listing skills, emphasize the impact and outcomes expected from the role. Describe what a successful candidate will achieve and contribute. This approach attracts candidates who are motivated by making a difference and shows you have a culture that values results and growth. 

By prioritizing core competencies and future potential over extensive checklists, you'll attract a broader, more diverse, and potentially better-suited group of applicants.

5. Be Transparent About Compensation

The era of vaguely stating your role offers a "competitive salary" is over. In today’s market, it’s crucial to include a pay range in your job ad. 

One compelling reason for this transparency is that, in many states and localities, it’s now legally required to disclose salary ranges in job advertisements. 

Beyond compliance, transparency around compensation is a powerful tool for attracting talent. From a job seeker's perspective, if the position's salary doesn't align with their expectations, they have no reason to invest their valuable time in an application. Data overwhelmingly supports this shift: a LinkedIn survey indicates that a staggering 91% of candidates want to see a salary range in a job ad.

When you make compensation clear and easy to find, candidates are far more likely to apply. This up-front honesty ensures that your applicant pool is inherently aligned with the financial parameters of the role, saving significant time and resources for both your company and potential hires. 

Embracing salary transparency isn't just about meeting legal obligations—it's a strategic move to secure the right candidates efficiently in today's competitive labor market.

6. Make It Visually Appealing

Making your job ad visually appealing will help grab the attention of potential candidates as they wade through a sea of job openings. It also makes your ad easier to quickly read and digest for busy job seekers.

Making your ad visually appealing is primarily about how the text itself is presented. Shorter paragraphs, bulleted lists, and bolded keywords are essential. These elements break up large blocks of text, making your ad much more readable and scannable. This clear formatting helps draw in candidates and keeps them engaged with your content.

Beyond text formatting, adding images or video to your job posting, when available, will make it even more attractive to potential candidates. These visuals offer a genuine glimpse into what it's like to work with you and help candidates envision themselves thriving in your environment. 

If the job posting platforms you use don't directly support visuals, consider including a link to your company's careers page where you can showcase photos or videos of your workspace, team, and company culture.

7. Craft a Clear Call-to-Action

The ultimate purpose of your job ad is to get qualified candidates to apply. Make it easy for job seekers to take that next step by clearly stating what you want them to do after reading your ad. For example: "Apply now," "Submit your resume," or "Visit our careers page to apply."

Avoid making candidates search for how to apply. Instead, provide all the necessary information a candidate needs to submit an application, such as the direct link to your application portal or the email address where they should send their resume. 

A straightforward, prominent call-to-action reduces friction and ensures interested candidates can seamlessly transition from reading your job ad to submitting their application.

We hope these must-do’s for your next job ad help you write better ads that draw your ideal candidates to your open positions. For more recruiting and hiring tips, subscribe to our newsletter and check out the rest of the Red Seat blog!