Writing an effective job ad is crucial for attracting top talent to your company. With the right job ad, you can hook qualified candidates and inspire them to apply to your open positions. But how exactly do you write a catchy, compelling job ad that stands out?
In this article, we’ll explore some key strategies for crafting job ads that are impossible to ignore. We’ll look at how to write compelling copy, highlight the most important details, format your ad for maximum readability, and use eye-catching headings and formatting to draw readers in. Follow these tips, and you’ll be ready to write job ads that bring in a flood of eager, talented applicants.
Get to the point quickly
Don’t bury the lede when writing your job ad. Get right to the most essential details up front so readers immediately know what you’re offering. Summarize the role and key requirements in the first paragraph or two. You can elaborate later, but hook them in fast with a clear overview first.
For example:
Software Engineer
We’re looking for a full-stack software engineer to join our growing tech team. In this role, you’ll help build and implement new features for our customer-facing apps. You should have 3+ years of experience with Python and JavaScript.
This intro gets right to the point on the role, responsibilities, and must-have qualifications. Now the reader knows exactly what you’re looking for and can decide if it’s worth their time to keep reading.
Highlight company culture
Job seekers today don’t just look for roles that match their skills. They look for companies with cultures that fit their values and personalities. Use your job ad as a chance to show off your company culture and get candidates excited to join your mission. Devote a section to telling readers what makes your company special. Share your values, highlight perks and benefits, and paint a picture of what it’s like to be part of the team.
For example:
Here at Acme Software, we strive to create an inclusive, collaborative culture where every employee can thrive. Our software engineers enjoy flexible work hours, generous PTO, and weekly hackathons to build camaraderie. If you crave autonomy, constant learning, and working alongside down-to-earth, talented developers, you’ll love being part of our engineering team.
This helps attract candidates who will be an ideal culture fit, improving long-term retention.
Sell the role
To attract top applicants, your job ad needs to sell them on why the open position is such a great opportunity. Don’t just state the job duties. Focus on getting potential candidates excited by highlighting the most compelling aspects of the role. Share interesting challenges they’ll tackle, opportunities to learn and advance their skills, and reasons the role is meaningful and impactful.
For example:
As a software engineer on our team, you’ll have the opportunity to build innovative solutions that directly help customers streamline their workflows and scale their businesses. You’ll constantly take on new challenges as you rapidly launch software that enables real growth for real companies. And you’ll collaborate with sharp, friendly teammates to take our platform to the next level while rapidly advancing your own skills.
This shows candidates why they should be pumped to land this job. The right hook can spark eager applicants.
Be specific on requirements
While you want to sell the role, you also need to be clear on exactly what you’re looking for. Outline must-have skills, education, and experience so unqualified applicants self-select out. List detailed requirements like:
- Bachelor’s degree in Computer Science
- 3-5 years of professional experience with Python
- Experience building web applications with Django
- Understanding of REST APIs and database architecture
Including concrete requirements shows you know what you want and helps attract candidates who tick all the right boxes.
Highlight growth opportunities
Talented candidates are drawn to roles that let them continue learning and advancing. Use your job ad to emphasize growth opportunities like:
- Ongoing professional development training
- Opportunities for promotion down the line
- Support to attend conferences and workshops
- Exposure to industry experts and innovators
This shows you invest in helping employees continuously develop new skills. Candidates want to know their career potential is supported.
Keep it skimmable
With how quickly people scan job ads, formatting is key. Use short paragraphs, bullet points, and bold text formatting to make your ad easy to skim. Hiring managers are more likely to thoroughly read an ad that looks skimmable and scannable versus big blocks of dense text.
For example:
Who We Are
Founded in 2015, SmartData is a tech startup aiming to make data more accessible for SMBs. Our culture values collaboration, transparency, and user-focused design.
The Role
As a UX Designer, you will:
- Conduct user research and testing
- Design clean, intuitive interfaces
- Prototype and iterate on new features
You Should Have
- A strong portfolio demonstrating experience with user-centered design
- Proficiency with design software like Figma, Sketch, or Adobe XD
- Excellent collaboration and communication skills
The shorter paragraphs, lists, and bold headings make this ad much easier to parse quickly. White space improves readability too.
Include the right keywords
Optimizing your job ad with relevant keywords can help more qualified candidates find your open position in search. Include keywords job seekers are likely using to search for roles like yours. For example, a software engineer ad should include keywords like:
- Software engineer
- Software developer
- Full stack
- Front end
- Back end
- Python
- JavaScript
Sprinkle these keywords naturally throughout your ad to boost SEO and get it found more easily. Just be sure not to overstuff – natural use is best.
Close with a strong CTA
End your job ad with a clear call-to-action telling readers how to apply. Give them concise directions, such as:
To apply, please email your resume to [email protected]. Be sure to include links to any code samples or portfolio projects that showcase your development skills.
Let them know exactly what materials to include and where to submit their application. This makes applying simple and streamlined.
Proofread carefully
Before posting your job ad anywhere, set aside time to carefully proofread every sentence and detail. Look out for any typos, grammatical errors, awkward phrasing, or repetitive text. Read it aloud and make changes to improve flow and clarity.
You also want to double check that all information – job title, department, responsibilities, requirements, etc. – is accurate. Incorrect details could dissuade qualified candidates from applying.
Invest time polishing your writing and confirming all specifics. Don’t let careless mistakes undermine your job ad.
Choose the right job sites
To maximize applications, post your job ad on the sites and platforms your target candidates are most likely to frequent. This might include:
- Your company website careers page
- LinkedIn Jobs
- Indeed
- Monster
- Relevant professional associations
- Targeted social media groups or forums
Don’t just post and pray. Research where most applicants discover their new roles. Hyperfocus your outreach on those high-impact sites.
Table of Key Job Ad Writing Tips
Tip | Example |
---|---|
Get to the point fast | Summarize role and requirements in first paragraph |
Highlight company culture | Share mission, values, perks, and work environment |
Sell the role | Highlight opportunities to learn, grow, and make an impact |
List specific requirements | Degree, years of experience, technical skills needed |
Emphasize growth opportunities | Training, conferences, promotion prospects |
Format for skimmability | Short paragraphs, bullets, and bold headers |
Include the right keywords | Targeted words related to the role |
Add strong call-to-action | Exact instructions for submitting application |
Crafting Irresistible Job Ad Copy
Beyond formatting, the specific language and details you use in your job ad copy make a big impact. Here are some tips for writing irresistible copy:
- Use active, lively wording – avoid dull, passive language
- Paint an exciting picture of the role
- Emphasize opportunities to make an impact
- Spotlight chances to innovate, create, and lead
- Use relatable language to build connection
- Focus on the meaningful work, not just duties
- Highlight chances to collaborate and bond with talented teams
- Note any remote flexibility or work-life balance perks
- Share unique benefits like education stipends or paid sabbaticals
Read through your draft from the mindset of your ideal candidate. Is the language compelling? Does it speak directly to their needs and goals? Rework any copy that feels dry or lackluster.
Review Examples
One of the most helpful ways to improve your own job ad writing is studying examples of ads that hook candidates’ attention and inspire them to apply.
Review examples from leading companies inside and outside your industry. Analyze what compelled you as a reader. Note how they immediately captured your interest and made the role attractive.
See how top companies showcase culture, emphasize growth, and sell the opportunities in the role. Let the most compelling parts inspire your own writing.
Here are some great examples to check out:
- InVision – Product Designer
- Khan Academy – Senior Android Engineer
- Slack – Senior Backend Engineer
- Squarespace – Front End Engineer
Don’t copy directly, but let these real-world samples spark ideas you can adapt to make your own job ads shine.
A/B Test Different Versions
To dial in job ad copy that converts applicants, there’s no substitute for testing. Try crafting two different versions of a job ad for the same role. Post them on the same sites and measure which attracts more clicks, views, shares, or applications.
You can test factors like:
- Different headlines
- Long vs short copy
- Active vs passive voice
- Order of details
- Types of information emphasized
Keep a spreadsheet tracking the performance of each version. See what resonates most with your target talent pool. Double down on what works and retool what doesn’t.
Conclusion
Writing a stellar job ad is crucial for bringing top talent into your hiring funnel. Set your ad apart from the competition by highlighting your company culture, emphasizing growth opportunities, and painting an exciting picture of the role. Format your ad for skimmability, choose the right job sites, and A/B test different versions. Follow these tips and you’ll attract an unstoppable flood of qualified candidates eager to work at your company. So take the time to craft job ad copy that hooks interest and compels the very best applicants to apply.