Writing a job ad might seem simple — list the title, responsibilities, and qualifications, hit publish, and wait for the applicants to roll in. But in today’s hiring landscape, that approach no longer cuts it.
A well-written job ad does more than just fill a position — it sets the tone for your company culture, attracts the right candidates, and reduces the time and cost to hire. Whether you’re recruiting for the first time or refining a long-standing process, here’s how to craft a job ad that actually works.
What Every Job Ad Should Include
To start, every great job ad should cover these key components:
- A Clear Job Title
Avoid internal jargon or overly creative titles that don’t mean much to job seekers (e.g., “Sales Ninja” or “Marketing Rockstar”). Stick to what people are searching for, like “Account Manager” or “HR Coordinator.” - A Strong Introduction
In 2–3 sentences, describe the role and its purpose within the company. What’s the big-picture impact? Why does this position matter? - A Snapshot of Your Company
Briefly highlight your organization’s values, culture, and what makes you stand out. Think of this as your elevator pitch to potential candidates. - Day-to-Day Responsibilities
List the core tasks this person will handle. Use bullet points to make it easy to skim. Focus on what’s truly essential — not every one-off duty that might happen once a year. - Required & Preferred Qualifications
Clarify which skills or experience are must-haves and which are simply nice to have. This distinction can prevent great candidates from self-eliminating unnecessarily. - Compensation & Benefits
Transparency matters. Include a pay range and highlight key benefits (health insurance, PTO, hybrid flexibility, professional development opportunities, etc.).
How Long Should a Job Description Be?
Aim for 400–700 words — long enough to inform, short enough to stay engaging. Candidates are more likely to apply when they know what they’re getting into without needing to scroll forever.
What to Avoid
- Vague Language
Avoid phrases like “fast-paced environment” or “must wear many hats” without context. These are often viewed as red flags or code for unclear expectations. - Overused Buzzwords
Words like “synergy,” “guru,” or “dynamic thinker” tend to turn off candidates. Stick to real, meaningful language. - Unrealistic Requirements
Requiring 5+ years of experience for an entry-level role? Or demanding a degree when experience would suffice? These barriers could be filtering out qualified talent unnecessarily.
What If You’re Not Sure What the Role Entails?
If you’re filling a brand-new role or replacing someone who left without much documentation, start by gathering insights from your current team. Ask:
- What does success in this role look like after 3, 6, and 12 months?
- What skills or traits made the last person in this role succeed (or struggle)?
- Who will this person work most closely with, and on what?
And if you’re still unsure, don’t guess. A loosely defined job description creates confusion during hiring and sets the wrong expectations. Consider working with an outside expert to help refine the role.
How Specific Should You Be About Requirements?
It’s a balance. Overly specific job ads can discourage qualified candidates who don’t check every box. Instead:
- Focus on core competencies that are essential from day one.
- Include a line encouraging candidates to apply even if they don’t meet every requirement.
- Use inclusive language to reach a broader talent pool.
Need Help? Let’s Talk.
Creating the perfect job ad takes time, insight, and an understanding of today’s job market — and that’s where we come in. At City Personnel, we help employers like you craft compelling, effective job descriptions that attract top-tier candidates and reflect your company’s unique voice.
Whether you’re hiring for one role or building out an entire team, we’re here to support you every step of the way.
Let’s make your next hire your best hire.
