TTD Insight 02
How to Write a Job Advert That Attracts Great Candidates
By Emma Grace, Founder, The Talent Division
Welcome to The Talent Division Insights, practical recruitment advice from Emma Grace, Founder of The Talent Division. Drawing on nearly 30 years in recruitment, each Insight shares honest observations and practical guidance to help businesses attract, hire and retain exceptional people.
If I had a pound for every job advert I've read over the years that starts with "We are seeking an enthusiastic, highly motivated individual...", I'd probably have retired by now.
The truth is that most job adverts don't fail because they're badly written.
They fail because they only describe the role.
They forget to sell the opportunity.
When someone is considering a career move, they're asking themselves one simple question:
"Why should I choose this company over every other one?"
If your advert doesn't answer that question, you're making it much harder to attract the right people.
Start with the opportunity, not the shopping list
One of the biggest mistakes I see is an advert that launches straight into responsibilities.
- You'll manage...
- You'll report to...
- You'll be responsible for...
Important? Absolutely.
Inspiring? Not really.
Instead, start by telling people why this opportunity is worth their attention.
What's exciting about the business?
What impact could they make?
Why has the role become available?
What makes this company a great place to work?
People connect with purpose before they connect with bullet points.
Tell a story
Every business has something that makes it different.
Perhaps you're growing rapidly.
Maybe you're investing in new technology.
Perhaps you've built an exceptional culture or offer genuine flexibility.
Those things matter.
Candidates don't just apply for jobs.
They apply for futures.
Help them picture themselves becoming part of your story.
Don't create an impossible wish list
It's natural to want the perfect candidate.
But the longer your list of "essential requirements" becomes, the smaller your talent pool gets.
Ask yourself:
What does someone genuinely need on day one?
And what could they learn?
Some of the strongest hires I've seen weren't the obvious choice on paper.
They had the attitude, curiosity and potential to grow into the role.
Sometimes that's far more valuable than ticking every box.
Remember that candidates are making decisions too
Recruitment isn't a one-way process.
The strongest candidates are often considering several opportunities at the same time.
They're assessing your business just as much as you're assessing them.
They're looking at:
- Your culture
- Your values
- Your leadership
- Your flexibility
- Your reputation
- Your communication
A job advert is often their first impression of your business.
Make it count.
Be clear about what success looks like
Rather than simply listing tasks, explain what success in the role will look like.
For example:
"You'll play a key role in launching new products across the UK market."
or
"You'll help shape the future of our customer experience as we continue to grow."
That's much more engaging than:
"Responsible for marketing activities."
People want to understand the difference they'll make.
Don't forget the basics
It might sound obvious, but always include:
- Salary (where possible)
- Location
- Hybrid or flexible working arrangements
- Benefits
- Working hours
- A clear overview of the recruitment process
The more transparent you are, the more confidence candidates have in your organisation.
Recruitment is about more than advertising
A great advert is incredibly important.
But it's only one part of finding exceptional people.
The strongest recruitment campaigns combine a compelling advert with proactive search, networking and meaningful conversations.
Because sometimes...
The perfect candidate hasn't even started looking yet.
Emma's Thought
"A job advert shouldn't just describe a vacancy. It should help someone imagine building their future with your business. That's when recruitment stops being transactional and starts becoming personal."