How to Write a Great Job Advert

So, you’re looking for staff.

You know who you’re looking for and you know where you’re going to advertise, now you need to write the advert.

Easy peasy right? For some, yes it is.

But if you’re not so sure, here’s our friendly recruitment Chihuahua, Coco, to offer some help.

Hi, I'm Coco

I may only be just over two years old but I've been around the recruitment industry since I was just 10 weeks old. You see, my 'parents' have both worked in the recruitment industry for nigh-on 20 years each, and they have to take me along to the office. When I'm not chasing balls around the office I like nothing better than sitting on one of the Consultants laps to check out what they're up to.

Anyway, that's enough about me, let's turn the focus towards you. I believe you'd like some help with writing a job advert. Righto, let's get to it.



Let's start with how your advert should be built, the structure of the ad. There are some key elements you need to have in all job adverts;

  • Job Title
  • Job Summary (Location, Salary, Hours)
  • Advert body (about the opportunity/job, about the candidate, about the company)
  • How to apply

Remember, the idea of your advert is to target the people most relevant to your vacancy, and then to entice them into applying.

Let's take a look at each of these elements in a little more detail.


Job Title

You may think this is simple, and it often is. But remember you want people to find your advert, so the job title does need a little consideration.

No matter what your 'internal' job title is, you need to make it relevant and something that job seekers will search for.

Google trends is a FREE tool that you can use to compare the popularity of job titles and phrases, which could give you some insight into what job title you give your role. Remember to select what country you want to search for, located at the top of the page.

For example, the term “Marketing Executive Jobs” is searched for 240% more often than “Marketing Officer Jobs”!

Also, having a quirky job title might seem fun and could grab a candidate's attention, however, how many people are searching for these wild and wonderful job titles such as 'SEO Wizard'? The answer is not many.


Job Summary

Include your job summary near the top of your advert body so that candidates get a snapshot of the salient points of your opportunity, ie location, salary and hours.

Do I need to include the salary? In my opinion, 100% YES!

According to a study from Madgex, 70% of job seekers are more likely to apply when salary information is included. That is a huge difference in application rates.


Advert Body


Sorry, I didn't mean to shout.  Although it’s really important to keep your advert detailed, being concise is also important

Research from shows that application rates are highest when the advert body contains between 142 and 250 words. the exceptions to this were scientific or management consultant roles when more detail is essential.

Explain what you offer before detailing what you need in return. Engage with your candidates quickly and sell your job. What is in it for them? Even in a busy job marketplace, great candidates will still have plenty of choices.

Make your advert gender-neutral. According to Textio, using gender-neutral language fills jobs and attracts a more diverse mix of people 14 days faster than posts with masculine or feminine bias.


How to apply

Your advert should have a clear 'call to action', ie how your candidates should apply. And it's important to make your application process, often referred to as 'the candidate journey' as clear and simple as possible.

If candidates have to jump through too many hoops just to apply for your job, you're more likely to lose them to competitors that have an easier process.


So, that's it. I hope this has been helpful and I wish you every success with your recruitment process.


Having a great recruitment partner, like 2M Employment Solutions, can help you in many of these areas and give you the best opportunity of finding the right people for your business.

Contact us on 02392 387722 if you would like to discuss who we can support your recruitment process, or request a callback below.