Writing Job Ads That Attract the Right Candidates

A job ad that gets 200 applications isn't automatically a good job ad if 190 of them are unqualified. The goal isn't volume, it's fit.

Start with the first two lines. Most candidates decide whether to keep reading in the first two lines of your ad, so lead with what the role actually involves day to day, not a generic paragraph about company culture.

Be specific about requirements. "3+ years' experience with Excel and basic bookkeeping" filters far better than "detail-oriented team player." Vague requirements attract vague applicants.

State the salary range where you can. Candidates increasingly skip ads that hide pay entirely, and it saves both sides time during screening.

List the practical details. Location, remote/hybrid/on-site, employment type and start date all belong near the top, not buried in a paragraph.

End with a clear next step. Tell candidates exactly what happens after they apply — that alone reduces drop-off during your screening process.