If your job adverts aren’t attracting candidates, you’re not alone. Many hiring managers and recruiters assume the talent pool is the issue — but in reality, the problem often lies with the job ad itself. A job advert should be more than just a description of duties. It’s your first impression, a chance to showcase your company culture and communicate why someone should want to join your team. If it’s too generic, vague, or uninspiring, the best candidates will simply scroll past.
A major reason job adverts fail is that they’re written from the company’s perspective — not the applicant’s. Long lists of responsibilities, excessive jargon, and rigid requirements might check internal boxes but won’t connect with real people. Today’s jobseekers are looking for purpose, opportunity, flexibility, and progression. If your advert doesn’t speak to those motivations, you won’t attract the right talent — even if the role itself is a great one.
Job ads overloaded with qualifications and experience requirements can deter strong applicants who don’t meet every single criterion but could still add exceptional value. By being overly prescriptive, you might be discouraging diverse or unconventional talent — the very people who can bring innovation to your team.
One of the top reasons job adverts don’t attract candidates is a lack of transparency. Modern applicants want to see clear information about salary ranges, hybrid or remote options, benefits, and company culture. If your advert doesn’t include these details — or seems evasive — candidates may lose trust before even hitting ‘Apply’. Especially in a competitive hiring landscape, vague ads rarely win attention.
Remember, the best people are often passive candidates — they’re not actively job-hunting, but open to a move if the opportunity is compelling enough. If your advert doesn’t stand out, they won’t stop to read it. To attract them, your job ad needs to clearly answer: Why this role? Why now? Why your company?
Here’s how to write effective job ads that actually engage the right candidates:
Write for the candidate: Focus on what they’ll gain — not just what you need.
Highlight value: Speak to career growth, team culture, and mission-driven work.
Use clear, inclusive language: Avoid jargon and bias-laden phrases.
Show transparency: Where possible, include salary bands, benefits, and flexibility options.
Make it scannable: Use short paragraphs, bullet points, and bold headings to aid readability.
Include a call to action: Encourage the candidate to take the next step.
Think of your job ad as a marketing campaign. It needs to grab attention, spark interest, and drive action. Test different headlines, formats, and wording. Get feedback from recent hires on what attracted them to your company. And always keep your audience in mind.
If your job adverts aren’t attracting candidates, it’s time to stop recycling old templates and start writing with intent.
For expert support in writing job ads that convert, visit hireresolve.co.uk — where recruitment meets real-world results.
