How to write a job advert that gets the right applicants
A good job advert does two things. It helps the right people recognise that the role is for them, and it helps the wrong people decide not to apply. If you've ever had too few applicants, or too many who don't fit, the advert is usually the first place to look. This guide explains how to write a job advert that works, with a simple structure you can copy.
Start with a clear job title
Candidates search for job titles they recognise. Use a plain, standard title, such as "Accounts Assistant" or "HR Advisor", rather than an internal or creative one like "Finance Ninja". If the role is senior or specialist, add a short detail, for example "Payroll Administrator (Part-time)".
A simple job advert structure
1. A short opening summary
Two or three sentences that explain the role, the team and why it matters. For example:
We're looking for an organised Accounts Assistant to join our small finance team in Nottingham. You'll look after the purchase ledger, help with month-end and be the first point of contact for supplier queries.
2. The key details
Put the essentials near the top, where people can find them quickly:
- Location: town or city, and whether it's on site, hybrid or remote
- Contract: permanent, temporary or fixed-term
- Hours: full-time or part-time, and the usual working pattern
- Salary: a figure or range
- Closing date: if there is one
3. What the job involves
Five to eight bullet points describing the main tasks. Be specific. "Processing supplier invoices and resolving queries" tells a candidate far more than "assisting the finance team".
4. What you're looking for
Split this into two short lists:
- Essential: the skills or experience someone must have on day one.
- Desirable: things that would be useful but can be learned.
Keep the essential list short. Long lists of requirements can put off good candidates who meet most, but not all, of them.
5. What you offer
Explain what makes the job worth applying for: holiday, pension, flexible working, training, parking, team culture or progression. Be honest and specific.
6. How to apply
Tell people exactly what to do next and what happens after they apply, such as when interviews will take place.
Always include the salary
Adverts that show pay help candidates decide quickly whether a role is right for them. They also save you time, because people who need a higher salary won't apply. If you can't give an exact figure, give a realistic range.
A short example
Accounts Assistant, Nottingham (hybrid) Permanent, full-time, Monday to Friday. Salary: [your range]. Join our friendly four-person finance team and look after our purchase ledger. You'll process supplier invoices, match payments, answer supplier queries and help with month-end. Essential: experience with a purchase ledger, confident Excel skills, strong attention to detail. Desirable: Xero experience, AAT studies. We offer 25 days' holiday plus bank holidays, a pension, two days a week from home and support with AAT. Apply by [date]. Interviews will be held the following week.
Replace the details with your own. The holiday and benefits here are just an example.
Use inclusive, plain language
The words in your advert can widen or narrow your pool of applicants. Some simple tips:
- Use "you" and "we" to make the advert feel personal.
- Avoid jargon and internal abbreviations.
- Avoid wording linked to age, sex or other protected characteristics, such as "young and energetic" or "recent graduate", unless there's a genuine, lawful reason.
- Only ask for a degree or a specific number of years' experience if the job truly needs it.
- Mention that you'll make reasonable adjustments during the recruitment process.
Our equality, diversity and inclusion page explains how we approach fair recruitment.
Common mistakes to avoid
- Too long: aim for about 300 to 600 words.
- Vague duties: candidates can't picture the job.
- No salary: fewer, less suitable applicants.
- Unrealistic requirements: asking for everything puts off good people.
- No next steps: candidates don't know what will happen after they apply.
A quick checklist before you publish
- Is the job title clear and searchable?
- Are the location, hours, contract and salary near the top?
- Do the duties describe a real working week?
- Are the essential requirements genuinely essential?
- Have you explained what you offer?
- Is the language clear and inclusive?
- Have you told candidates how and when to apply?
Frequently asked questions
How long should a job advert be?
Around 300 to 600 words works well for most roles. That's enough to explain the job clearly without losing the reader.
Should I mention flexible or hybrid working?
Yes, if it's available. Candidates often filter by working pattern, so be specific about what's possible, such as "two days a week from home".
Can I ask for a specific number of years' experience?
Be careful. Asking for a set number of years can exclude capable people and, in some cases, could be seen as age discrimination. It's usually better to describe the skills and experience the role needs.
Where should I advertise my vacancy?
It depends on the role. Job boards, your own website, LinkedIn and a recruitment agency are all common options. Using an agency can save time, especially for temporary or specialist roles.
Need help with your advert?
When you post a job with Bridge & Talent, we review every vacancy before it goes live and can suggest changes to help it attract the right people. For more guidance on interviews and onboarding, read our hiring advice.