How to Write a Job Advert That Attracts Top Talent in 2025

by admin | Mar 3, 2025

Hiring in 2025 is more competitive than ever. If your job advert isn’t standing out, you’re losing great candidates before they even hit ‘Apply.’

So, how do you create a job posting that grabs attention, aligns with your company’s brand, and makes candidates think, ‘This is the job for me’?

Let’s break it down.

In 2025, the recruitment landscape has evolved, making it essential to use inclusive language, align job postings with employer branding, and leverage AI-powered tools for maximum impact.

This guide will walk you through the key strategies to create a compelling job advert that resonates with the right candidates.

1. Start with a Clear and Engaging Job Title

Your job title is the first thing candidates see, and it plays a crucial role in whether or not they click on your job posting. A well-crafted title should immediately communicate the role and attract the right audience.

✅ Keep it straightforward and searchable – Use industry-standard terms, e.g., “Senior Financial Analyst” instead of “SFA” or “Finance Guru.”

✅ Avoid jargon or vague terms – Terms like “Rockstar,” “Ninja,” or “Wizard” might sound fun but can confuse job seekers and lower your search ranking.

✅ Optimize for SEO – Ensure your title includes keywords candidates actually search for on job boards (e.g., “Project Manager | Agile | SaaS Industry”).

✅ Make it compelling – Adding relevant job perks like “Hybrid Role” or “Career Growth” can increase engagement and attract high-quality applicants.

Example of an Optimized Job Title:

✅ “Senior Financial Analyst | Strategic Growth | Hybrid Role”

✅“Executive Assistant | Partner with Leadership | Flexible Hours”

✅“HR Manager | Lead People & Culture | Career Growth”

By ensuring your job title is clear, optimized, and engaging, you improve searchability, visibility, and candidate interest—leading to more applications from the right people. Your job title must be industry-standard, clear, and searchable. Avoid jargon or overly creative titles like “Marketing Guru” or “Accounting Ninja.” Candidates search using practical job titles, so keep it straightforward.

2. Make Your First Line Impossible to Ignore

Your first few sentences are make-or-break. If they’re bland, candidates will scroll past. Instead, spark interest by showing how this role makes an impact. Avoid generic openings like “We are looking for a hard-working accountant.” Instead, focus on impact:

“Do you thrive on solving financial challenges and driving business success? At [Company Name], we’re looking for a results-driven finance expert who wants to make a real impact—helping shape financial strategy, improve forecasting, and support high-growth initiatives. If you love numbers and big-picture thinking, this is the role for you!”

Weak Job Advert

3. Showcase Your Employer Brand

Your job advert should reflect your company’s culture, mission, and values. Instead of simply stating what your company does, communicate why candidates should want to work with you.

📊 Did You Know? Job postings that clearly highlight company values receive 2x more applications than those that don’t!

✅ Strong Example:

“At [Company Name], innovation drives everything we do. We believe in empowering our employees with continuous learning opportunities, flexible work arrangements, and a culture of inclusivity. Our team thrives on collaboration and creating real impact.”

❌ Weak Example:

“Rigby Legal Services is a law firm looking for an accountant. Competitive salary.”

4. Use Inclusive Language

Writing an inclusive job advert ensures that all qualified candidates feel welcome to apply, helping you build a diverse and high-performing team. Subtle language choices can either attract or deter great talent. Here’s how to ensure your job advert is truly inclusive:

✅ Use gender-neutral pronouns (they/them) instead of “he/she.”

✅ Avoid age-related terms like “young and energetic” or “mature professional” to prevent age bias.

✅ Remove unnecessary jargon or corporate buzzwords that might alienate non-traditional candidates.

✅ Highlight flexibility and accommodations for different needs, ensuring candidates of all abilities feel welcome.

✅ Avoid gender-coded words like “dominant,” “nurturing,” or “aggressive,” which can unconsciously discourage applicants of different genders.

✅ Be mindful of cultural inclusivity by avoiding phrases that assume specific lifestyles (e.g., “Join our beer-loving team!”).

✅ Replace ableist language such as “must be able to stand for long periods” with “This role may involve extended periods of standing; accommodations available.”

✅ Encourage diverse applicants by including a clear statement welcoming candidates from all backgrounds.

Example of Inclusive Statement:

“We welcome candidates from diverse backgrounds and provide equal opportunities for all. Whether you’re early in your career or bring years of experience, we value your unique perspectives. Our workplace is inclusive, offering accommodations to ensure all employees can thrive. We encourage applicants from all backgrounds, including those from underrepresented communities.”

By making small but intentional changes to your language, you can create a job advert that speaks to a broader and more diverse talent pool, increasing your chances of attracting top candidates.

5. Clearly Outline Responsibilities and Expectations

Candidates should have a clear understanding of the role. Use concise bullet points to outline responsibilities, focusing on impact rather than generic tasks.

🛠 Try This Interactive Checklist: Before posting your job ad, run it through our AI Job Advert Generator to ensure it’s optimized. [Access it Here]

✅ Strong Example:

Analyze financial data to optimize business performance.
Collaborate with leadership on budgeting and forecasting.
Implement process improvements for efficiency.

❌ Weak Example:

Bookkeeping.
Tax preparation.
Other duties as assigned.

Strong Job Advert

6. Highlight Must-Have and Nice-to-Have Qualifications

Distinguish essential skills from preferred ones to prevent discouraging qualified candidates from applying.

✅ Example: Must-Have:

Bachelor’s degree in Accounting, Finance, or related field.
5+ years of experience in financial reporting.

Nice-to-Have:

CPA certification.
Experience with QuickBooks or SAP.

7. Promote Benefits and Career Growth

Top candidates want to know what’s in it for them. Highlight salary, benefits, and opportunities for advancement.

✅ Example:

💰 Competitive Salary: $85,000 – $100,000 + bonuses.
🏥 Benefits: Medical, dental, vision, and wellness programs.
📈 Career Growth: Leadership development and mentorship programs.
🏡 Work-Life Balance: Hybrid work options and flexible hours.

One of the biggest mistakes employers make is only listing the lowest possible salary with a plus sign (e.g., ‘Starting at $85,000+’) instead of displaying the full salary range. Here’s why that’s hurting your job advert:

🚨 Candidates Assume the Worst: If your job advert is up against a competitor’s with a clear salary range (e.g., $85,000 – $100,000), candidates are more likely to apply for the one that feels more transparent. Why? Because psychologically, we tend to assume the lowest possible outcome—which means they’ll think you’re likely to lowball them.

🚀 You’re Not Selling the Growth Potential: By only showing the base salary, you’re not showcasing the opportunity for salary progression within the role. Candidates want to know the earning potential of the position, and failing to display it could cost you top talent to competitors who make their pay structure clearer.

💡 Solution: Always display the full salary band for the role. Instead of ‘Starting at $85,000+’, list ‘$85,000 – $100,000’ to be upfront about compensation, build trust, and attract the best candidates.

8. Tell Candidates Exactly What to Do Next

Don’t leave candidates guessing. Tell them exactly what to do next and create a sense of urgency.

📢 Pro Tip: Job postings with a clear, time-sensitive CTA see a 30% higher application rate. Try phrases like “Apply today—interviews start next week!” Don’t leave candidates guessing. Tell them exactly what to do next and create a sense of urgency.

✅ Example:

“Excited to join our team? Apply today by submitting your resume via [insert link]. Applications are reviewed on a rolling basis, so apply now to secure your spot in our hiring process!”

9. Make It Easy to Read (Especially on Mobile)

Most job seekers apply via mobile devices, so your job posting should be easy to read and navigate.

📱 Quick Tip: Preview your job ad in mobile format before posting to ensure readability. Most job seekers apply via mobile devices, so your job posting should be easy to read and navigate.

Use bullet points for clarity.
Keep paragraphs short (2-3 sentences max).
Naturally incorporate relevant keywords for better searchability.
Structure your job advert with clear headings and white space for easy scanning on small screens.

Example of Keyword Integration:

“This Senior Accountant role is perfect for professionals skilled in financial reporting, compliance, and budgeting. With hybrid work options and career growth opportunities, it’s designed for ambitious accounting professionals looking to advance.”

Use AI to Save Time and Write the Perfect Job Advert

Creating a high-quality job advert doesn’t have to be time-consuming. Our Free AI Job Description and Job Advert Generator Tool helps you craft compelling job postings in minutes. It ensures your advert: