Your Essential Checklist For Job Advert Success

Want to know how to write an effective job advert that converts? Then follow our essential list and you'll beat your toughest competitors to find the perfect candidate.

June 20, 2023

When it comes to writing a compelling job advert that converts, every recruitment company has their own top tips.

From including basic details to a clear background on the employer, there are a lot of important elements to consider.

Especially when it comes to recruiting for a highly-skilled position like something in engineering or web development.

The fact of the matter is, that your advert needs to tick all the right boxes, or you could miss out.

So if you want to give yourself the best chance of attracting and placing a first-class candidate, make sure you cover all of the elements on our essential checklist.

1. Use the right tone

The issue with many job adverts is the way they are written.

This starts with the tone.

Your job description should be warm and inviting, with an added level of humour – if applicable, of course.

At the end of the day, many of the top candidates you are looking for are probably at a company already, but actively browsing. So in theory, you almost need to work even harder to sell the role to prise them away.

The most important factor in the tone is to make sure it’s on brand. For instance, if you’re writing a job advert for a marketing manager role at a quirky agency, push the boundaries and inject a bit of personality into the copy. Perhaps including a point about being a good tea maker as a requirement may add a little character to the mix.

However, if you’re producing an ad for a mechanical engineering role, you may want to stick to a formalised tone while also highlighting the benefits and keeping it concise.

Another thing to consider is the way you directly address the reader.

A constant repetition of ‘we’ and ‘our’ can leave your job advert feeling passive and very self-absorbed. Talk to the candidate on their level in the second person, using ‘you’ and ‘your’.

2. Choose the right length

The length of the job advert depends on the career itself.

But as a rough guide, try to go below 700 words. Anything longer will be glossed over and potentially deter a candidate, especially when Wyzowl’s research reveals that the average attention span of a person is less than a goldfish (8.25 seconds).

A long-winded job advert often suggests a stuffy work environment, whereas a colourful and well-constructed advert shows the perfect balance between professionalism and character.

3. Think searchability

Creating stellar content for your job advert might be one thing, but if you fail to consider key search terms, your hard work might not get the exposure it deserves.

Candidates will search for certain job titles on Google, so if you choose ‘Wordsmith Wizard’ instead of ‘Senior Copywriter’, you might struggle to gain the traffic you desire.

It’s about finding the balance between fun and practicality.

4. Focus on the job

This may seem like an obvious inclusion, but it’s easy to forget.

While it’s great to sell the company you’re writing the job advert for, it’s vital to remember that candidates are often searching to see whether they can do the job first.

Going into huge detail about business growth plans and the origins of its early days is all fine and dandy, but if you want to stay under 700 words, this kind of information might have to take a back seat.

Job seekers are eager to find out about the role itself, including day-to-day tasks and what kind of experience is required.

Try limiting the company details down to no more than three lines and this will give you plenty of room to sell the position itself.

5. Don’t ask for the world

According to Harvard Business Review, men apply for a job when they meet 60% of the qualifications on a job ad, whereas women only do if they meet 100% of them.

That’s why it’s important to really consider the job requirements.

Distinguish the ‘must have’ skills, experiences and qualifications from the ‘nice to have’.

By establishing two clear lists, this shouldn’t put off too many candidates.

And if it’s a skill which a candidate can be taught, it might be worth leaving it off altogether.

6. Remember the 8 basics

In one of our previous posts, we included a top tip containing the basics to tick off before you post your job ad.

These include:

  • Job title.
  • Job description.
  • Location.
  • Salary.
  • Company name (or brief description, if confidential).
  • Essential skills.
  • Call to action.
  • Contact information.

These might sound simple, but you'd be surprised how many people miss these off!

7. Think mobile friendly

While this might be a slightly bigger element to consider, it’s worth implementing.

In terms of content length, mobile optimisation is another reason why we suggest keeping your job advert under 700 words. After all, a candidate doesn’t want to be scrolling for days!

In fact, only 42% of recruitment sites are optimised for mobile, despite the growing demand for ‘one-click’ buttons and 50% of candidates using their mobile devices to specifically apply for jobs.

If you can tick this box, you’ll tap into a whole world of potential job seekers who like to search on the move. This could be the difference between finding the perfect employee and not.

8. Record your results

The final essential in our job ad checklist is setting up the right tools to record your results.

You see, while this might not help you immediately, it will for future vacancies.

By tracking the successes and failures of this current job ad, you can then adapt it and improve it for next time.

Try to collate:

  • The number of job ad views and applications.
  • How relevant the applications were.
  • The number of interviews conducted.
  • The cost involved per hire and staff retention rates.


The real key to job advert success is to add plenty of character, keep it concise, and to always maintain a candidate focus.

And if you combine these core elements with the right tracking, mobile features and basic principles, you’ll find the right candidate every single time.

Have we missed anything off the list? Leave us a comment below and let us know.

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Coburg Banks - Multi-Sector Recruitment Agency
We help great people get brilliant jobs in top companies.