How to write a job ad that doesn't suck

Let's be honest: most job ads are boring as hell.

You know the ones. They kick off with three paragraphs about "our award-winning culture of innovation and excellence" before eventually getting around to mentioning what you'd actually be doing. Spoiler alert: nobody cares about your mission statement when they're scrolling through their fifth job listing of the day.

Here's the thing: candidates have options right now, and their attention span is shorter than a TikTok video. If your job ad reads like a corporate brochure that was written by a committee and approved by legal, you've already lost them.

The good news? Writing a job ad that actually gets clicks (and applications) isn't rocket science. You just need to cut the fluff, get to the point, and—wild concept—make it sound like an actual human wrote it.

Ready to stop putting people to sleep? Let's fix your job ads.

1. Understand your audience first.

Put yourself in the candidate's shoes. Research what drives them, what motivates them, and what language they use to understand your target market's psychology and priorities. Think from the other side of the desk; what would make you want this job?

2. Sell the opportunity, don't just describe it.

Remember: this is an ad, not a job description. Lead with what's in it for the employee. Inspire them first with the opportunity, the culture, the growth potential; whatever makes this role compelling. Answer the fundamental question: "Why would someone want this job?"

3. Cut the obvious fluff.

If you're hiring someone with 15 years' experience, they already know how to do the job. Don't waste their time listing basic responsibilities. Tell them something they don't know; what makes your opportunity unique. Respect their expertise by skipping the patronising detail.

4. Speak their language.

Use terminology and tone that resonate with your target market. If you're hiring creatives, sound creative. If you're hiring engineers, be precise and technical. Match the communication style to the role.

5. Put the smarts in the ad.

Need someone with attention to detail? Embed a deliberate mistake and ask applicants to identify it. Want creative problem-solvers? Include a puzzle. Use the ad itself as a screening tool that filters for the qualities you actually need.

6. Criteria goes last.

Don't lead with requirements. Hook them first, then list the criteria at the bottom. By the time candidates read the must-haves, they're already excited about the role.

7. Use application questions to weed out.

Strategic questions filter candidates before you even look at resumes. This saves time and ensures that mostly genuinely interested and qualified people make it through.

8. Test and iterate quickly.

Within 3 days, you'll know if your ad is working. Too many applications? It's too broad; tighten your criteria. Not enough? Something isn't attractive; adjust your pitch. If it doesn't hit, change it immediately.

9. Give it time: plan for about a month.

Finding the right people takes time. Don't panic if you don't get the perfect candidate in week one. Plan to keep your ad up for about a month to reach quality candidates who might not be checking daily or who need time to consider making a move.

Need help writing a job ad that actually works?

Stop losing great candidates to boring copy. We'll help you craft job ads that grab attention and attract the right people, not just anyone with a keyboard.

Give us a call on 08 6140 1800 or shoot us an email at hello@itch.com.au. Let's find you the perfect candidate, not just bums in seats.